The issue of whether certain measurements are different from one another is central to many questions of critical interest to marketing managers.

Question

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Yes, the issue of whether certain measurements are different from one another is central to many questions of critical interest to marketing managers. For example, they may need to compare sales figures for different products, customer satisfaction ratings for different service providers, or demographic characteristics of customer segments. In order to make informed decisions based on these measurements, they need to know whether any observed differences are statistically significant, or whether they could have arisen by chance.

The Issue of Whether Certain Measurements Are Different from One