What is a Mann-Whitney U test?
- Content Type:
- Glossary
Mann-Whitney U Test Definition
A non-parametric test proposed by Wilcoxon for comparing two population distributions by first ordering the combined observations from the samples selected from each population and then summing the ranks of the observations from the samples. The Mann-Whitney U test uses a function of the rank sums as its test statistic.
The Mann-Whitney U test is a non-parametric statistical test used in market research to compare differences between two independent groups when the data is not normally distributed. It evaluates whether one group tends to have higher or lower values than the other, helping researchers assess differences in consumer responses, preferences or behaviors.
Who relies on a Mann-Whitney U test in market research?
Market researchers, data analysts and statisticians rely on the Mann-Whitney U test to analyze differences in consumer groups, especially when data does not meet the assumptions for parametric tests. It’s often used by researchers examining customer satisfaction, brand perception or product preference data where the sample sizes may vary or data distribution is unknown.
What are key aspects of a Mann-Whitney U test in market research?
Key aspects include:
- Non-parametric: Does not assume normal data distribution.
- Comparison of medians: Evaluates the central tendency between groups.
- Independent groups: Used when two separate groups need to be compared.
- Rank-based: Ranks data rather than using raw values, making it robust against outliers.
Why is a Mann-Whitney U test important in market research?
The Mann-Whitney U test is important because it provides a reliable method for comparing groups when data does not meet the assumptions required for parametric tests. It allows researchers to detect differences in consumer attitudes or behaviors across segments, providing actionable insights even with non-normal data or small sample sizes.
How do market researchers use a Mann-Whitney U test?
Market researchers use the Mann-Whitney U test to assess differences between two groups, such as comparing customer satisfaction between users of two different products or regions. By ranking the data, they can identify significant differences in responses, helping to inform decisions on product improvements, marketing strategies or customer service enhancements.