Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and, more broadly, in the biomedical and social sciences. A Journal of Marketing study advocates for rethinking this approach entirely.
Read an in-depth recap of this research here: https://www.ama.org/2023/12/12/time-to-abandon-null-hypothesis-significance-testing-moving-beyond-the-default-approach-to-statistical-analysis-and-reporting/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231216910
Reference: Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Jr., and Robert J. Meyer, “‘Statistical Significance’ and Statistical Reporting: Moving Beyond Binary,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: p-values, statistics, statistical significance, research
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
