In many marketing research applications,the observations for two groups are not selected from independent samples.Rather,the observations relate to ________ in that the two sets of observations relate to the same respondents.
A) distributed samples
B) independent samples
C) paired samples
D) random samples
E) divergent samples

Question

Quizplus · Accepted Answer

Paired samples refer to the situation where the two sets of observations are taken from the same subjects or respondents. This is common in before-and-after studies, where the same individuals are measured before and after an intervention, or matched-pair studies, where individuals are paired based on similar characteristics and one member of each pair is assigned to each treatment group. In such cases, the paired samples t-test or Wilcoxon signed-rank test is used to compare the means or medians of the two groups.

In Many Marketing Research Applications,the Observations for Two Groups Are