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, ...

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 ...

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 ...

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 ...

The FDA posted briefing documents related to the Nov. 6 meeting of the Peripheral and Central Nervous System Drugs Advisory Committee, and Wall Street’s opinion turned out decidedly mixed regarding ...

(RTTNews) - British drug major AstraZeneca Plc (AZN.L, AZN) announced Monday that Imfinzi (durvalumab) did not achieve statistical significance for the primary endpoints of improving overall survival ...