The Significance of Statistical Significance Tests in Marketing Research
Open Access
- 1 May 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 20 (2) , 122-133
- https://doi.org/10.1177/002224378302000203
Abstract
Classical statistical significance testing is the primary method by which marketing researchers empirically test hypotheses and draw inferences about theories. The authors discuss the interpretation and value of classical statistical significance tests and suggest that classical inferential statistics may be misinterpreted and overvalued by marketing researchers in judging research results. Replication, Bayesian hypothesis testing, meta-analysis, and strong inference are examined as approaches for augmenting conventional statistical analyses.Keywords
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