Statistical Significance and Reporting Test Results
Journal of Marketing Research · 1969 · Volume 6 · Issue 4
DOI: 10.1177/002224376900600410
Abstract
Presenting the results of experiments as either statistically significant or not significant often ignores useful information for decision making. A more useful figure may be the probability of making the correct choice between two alternatives. Figures that indicate the magnitude of the difference are also important.
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