In statistical hypothesis testing, two hypotheses are compared. These are called the null hypothesis and the alternative hypothesis . The null hypothesis is the hypothesis that states that there is no relation between the phenomena whose relation is under investigation, or at least not of the form given by the alternative hypothesis. The alternative hypothesis, as the name suggests, is the alternative to the null hypothesis: it states that there is some kind of relation. The alternative hypothesis may take several forms, depending on the nature of the hypothesized relation; in particular, it can be two-sided (for example: there is some effect, in a yet unknown direction) or one-sided (the direction of the hypothesized relation, positive or negative, is fixed in advance). 
Assess the validity of the clustering.
Marketing Research Report The format of the marketing research report varies with the needs of the organization. The report often contains the following sections: