Maritz Research's Doug Berdie examines the reliance on tests of statistical significance in applied marketing research.
In “Significant Differences” on page 30 of Quirks Marketing Research Review, Doug Berdie, senior business manager of our Tech/Telco Research Group, discusses why using statistics of estimation provide more useful insights for businesses than tests of statistical significance. Doug argues that tests of statistical significance are limited in scope, essentially allowing business leaders to evade the responsibility of making tough decisions.
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