What is a Hypothesis?
- Content Type:
- Glossary
Hypothesis Definition
A tentative explanation based on a theory which is advanced as a basis for further investigation, validation or rejection.
A hypothesis is a tentative explanation of a theory which is advanced as a basis for further investigation, validation or rejection. In marketing research, a hypothesis is a testable statement or educated guess about the relationship between variables and used to guide the research process. It predicts the expected outcome of a study. A hypothesis provides structure to research endeavors and enables focused investigation. What’s more, it can contribute to the accumulation of reliable marketing knowledge.
Who relies on a hypothesis?
Marketing professionals use hypotheses to form research questions, design experiments, collect data and draw conclusions based on evidence.
Understanding hypotheses in marketing research can lead to effective studies designs, meaningful insights and informed marketing decisions. All are based on empirical evidence rather than assumptions.
What makes a good hypothesis in marketing research?
A strong hypothesis is specific, measurable and based on existing knowledge or observation. It clearly defines the variables being studied and predicts a relationship that can be tested through data collection and analysis. A well-crafted hypothesis helps ensure the research remains focused and produces evidence-based insights.