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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