Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 3

The level of significance (alpha) associated with testing a null hypothesis is also referred to as the probability of a Type I error. Alpha is the probability of rejecting the null hypothesis on the basis of your sample data when it is, in fact, true for the population of interest. Because alpha concerns the probability of making a mistake in your analysis, should you always try to set this value as small as possible? Why or why not?