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2min chapter
JM Buzz Deep Dive: Moving Beyond Null Hypothesis Significance Testing (with Dr. Christopher Bechler)
The JM Buzz
Emphasizing Measurement Quality in Consumer Research
This chapter emphasizes the critical role of measurement quality in consumer behavior research, noting that many researchers overlook this vital aspect. It contrasts high precision in scientific fields with the often questionable accuracy in consumer studies, raising concerns about training and misconceptions within the research community.
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