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 ...

The Guinness brewery has a long history of innovation, but did you know that it was the birthplace of the t-test? A t-test is usually what underpins a declaration of results being “statistically ...

In the analysis of thousands of genes with only a small number of samples, a major challenge facing functional genomics is the assessment of statistical significance, that is, determining how many ...

In the middle of the 20 th century, the field of psychology had a problem. In the wake of the Manhattan Project and in the early days of the space race, the so-called “hard sciences” were producing ...

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

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 ...