Is It Time to Move Beyond Null Hypothesis Significance Testing?

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

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