In market research, the term null hypothesis defines the statement that says that no statistically significant difference will be seen between the variants after running a test, or that a particular variable will have no effect on the final results of a test. The statement is expressed in a negative way, and the marketer or researcher will try to disprove it. The alternative to a null hypothesis is a test hypothesis that predicts that a specific variable or change will have an effect on the result.
Qualitative research
Qualitative research is the process of gaining an understanding of the motivations and reasons customers use your products or services.
