McShane, Blakeley B.; Bradlow, Eric T.; Lynch Jr., John G.; Meyer, Robert J. "Statistical Significance" and Statistical Reporting: Moving Beyond Binary. Journal of Marketing. May2024, Vol. 88 Issue 3, ...

Hypothesis testing provides organizations with a structured approach to evaluate assumptions using data, reducing reliance on intuition and enhancing decision accuracy. By validating decisions with ...

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