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

For researchers there's a lot that turns on the p value, the number used to determine whether a result is statistically significant. The current consensus is that if p is less than .05, a study has ...

When researchers fail to find a statistically significant result, it’s often treated as exactly that – a failure. Non-significant results are difficult to publish in scientific journals and, as a ...

Research and statistical analysis help us understand how the world works, how effective medications and treatments are, what influences our health, the best approach for business practices, and much ...

In the realm of technical product development, hypothesis testing acts as a bridge between design, data and decision-making. It enables teams to move beyond assumptions and validate their ideas ...