UPCOMING WEBINAR: The Roadmap for Market Researchers in the Age of AI The table below shows a numeric - multi variable, displaying mean attitude ratings by age categories (a nominal variable). The arrows on the table suggest that people aged 65 are more positive (i.e., higher averages) for each of:
- Diet Coke
- Pepsi.
- Pepsi Light.
- All the brands in general (i.e., the SUM of all the brands' averages).
Interpreting the significance tests
The significance test has compared the averages of people aged 65 or more with the average of the people in the sample (i.e., everybody that is not 65 or over).