Significance of Journal Article Stat
Joel Huber, David Dunning and others published “A Practical Guide for Assessing Statistical Significance In Marketing Research” in 2018. Huber, a statistician and Dunning defined statistical significance in an article. They define it as “the likelihood that a relationship among two or more variable is not attributable solely to chance.” The standard way to determine statistical significance in marketing research involves hypothesis testing. In hypothesis testing, the null hypothesis must be established, and the alternative hypothesis must then be tested against that hypothesis at a set level of significance (usually 0.05). The null hypothesis being rejected is a statistically significant link. The statistical significance of a relationship between variables means it’s unlikely that this is due to chance. Cont…
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