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Hypothesis Testing in Marketing

Student: Biriukov Aleksei

Supervisor: Sergey Alexandrovskiy

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2020

This study is to test the marketing hypothesis regarding the target audience of the «Academy» project developed by the «Pops» hairdresser chain. Hypothesis testing in modern research helps to significantly reduce the risk of quick failure and increase the chances of success in solving the tasks predicted by the company. In the framework of this work, the basic prerequisites for the formation of hypotheses, stages and stages of development, standard and atypical methods, as well as phases and requirements that must be observed when they are advanced, were considered. In the practical part of the work, an online survey was conducted among a hypothetical audience of respondents, the answers were analyzed, and the main reasons that motivate the target audience to change and develop a new profession were identified. The hypothesis of the study was confirmed. The prospects of this work are to further evaluate the effectiveness of recommendations developed specifically for the company on attracting customers to «Pops Academy».

Full text (added May 25, 2020)

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