A century ago, two oddly domestic puzzles helped set the rules for what modern science treats as "real": a Guinness brewer charged with quality control and a British lady insisting she can taste ...

It may be common knowledge that p < .05 indicates statistical significance. Psychology students (and others) are often taught that p < .05 means the probability (p) of rejecting the null hypothesis ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

‘Experimental design’: these words signal a section of a research paper that many readers might be inclined to scan fleetingly, before moving on to the actual findings. But a study in Nature this week ...

Researchers from Northwestern University, University of Pennsylvania, and University of Colorado published a new Journal of Marketing study that proposes abandoning null hypothesis significance ...

Key points The history of statistical significance can be traced to statistician Ronald Fisher in the early 1920s. The concept of statistical significance arose through mere happenstance. Replication ...