A century ago, two oddly domestic puzzles helped set the rules for what modern science treats as "real": a Guinness brewer charged with quality control and a British lady insisting she can taste ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

McShane, Blakeley B.; Bradlow, Eric T.; Lynch Jr., John G.; Meyer, Robert J. "Statistical Significance" and Statistical Reporting: Moving Beyond Binary. Journal of ...

It may be common knowledge that p < .05 indicates statistical significance. Psychology students (and others) are often taught that p < .05 means the probability (p) of rejecting the null hypothesis ...

It’s too often misused and misunderstood. by Amy Gallo When you run an experiment or analyze data, you want to know if your findings are “significant.” But business relevance (i.e., practical ...

There is no disputing the importance of statistical analysis in biological research, but too often it is considered only after an experiment is completed, when it may be too late. This collection ...

Researchers from Northwestern University, University of Pennsylvania, and University of Colorado published a new Journal of Marketing study that proposes abandoning null hypothesis significance ...