Why We Don't Really Know What Statistical Significance Means: Implications for Educators
- 1 August 2006
- journal article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 28 (2), 114-120
- https://doi.org/10.1177/0273475306288399
Abstract
In marketing journals and market research textbooks, two concepts of statistical significance—p values and αlevels—are commonly mixed together. This is unfortunate because they each have completely different interpretations. The upshot is that many investigators are confused over the meaning of statistical significance. We explain how this confusion has arisen and make several suggestions to teachers and researchers about how to overcome it.Keywords
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