S25 · Chapter 13 · MC 451 Research Methods in Mass Media
Dr. Alex Leith
Today’s Agenda
What a hypothesis test actually asks
Choosing the test from your variables
Reading a p-value, and refusing to overread it
Effect size, and why big samples split the two
Where We Left Off
Inferencing Data, 100 points, due this week
Gaming channels averaged 28.49 characters
Non-gaming averaged 33.70, a gap of five characters
The histogram showed the gap, and could not say it was real
Today we settle it. No formulas to memorize, only questions to ask.
What a Test Actually Asks
Split a group of people in half at random and their average heights still differ a little. Samples wobble.
We measured 34,766 messages to learn about chat in general
The sample is the means, and the population is the point
The honest question is not whether there is a gap
It is whether chance is a convincing explanation for it
The Skeptic’s Move
A test starts from the opposite of what you suspect
The null hypothesis: no real difference, pure noise
Then: if that were true, how surprising is this gap?
Testing a coin works the same way
Assume it fair, flip a hundred times, ask how often it looks this lopsided
“Almost never” makes the fair-coin assumption hard to keep
The Variables Choose the Test
Continuous outcome, two groups: the t-test
Continuous outcome, three or more:ANOVA
Two categorical variables:chi-square, v2v::run_chi_square()
Ours: characters counted, gaming status has two values, so t-test
A test applied to the wrong kind of data produces a meaningless number.
Your Turn
State the null hypothesis for your question, in one sentence
What would make your finding nothing but sampling wobble?
What size of difference would change how you think about your topic?
Running the t-test
v2v::run_t_test(analysis, value = message_length, group = is_gaming)
One call: the data, the variable to compare, and the variable that splits it.
The output names a Welch t-test. The ordinary version assumes equal spread, and ours plainly differ, at sd 60.68 against 38.47. Welch drops that assumption.