In marketing research, assumptions made by a researcher or manager about some characteristic of a population being reviewed. Typical hypotheses could be that for a particular population one method of advertising (e.g. TV) is more effective than another (e.g. radio) or that one brand of cereal was more popular in a selected area of the country than in other areas. On the basis of such a hypothesis, data is collected, evaluated, and accepted or rejected according to the probability that it is true.
Subjects: Business and Management.