Blakeley B. McShane

Dec 12, 2023 | ama.org | Blakeley B. McShane |Eric Bradlow |John Lynch |Robert Meyer

Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and, more broadly, in the biomedical and social sciences. In a new Journal of Marketing article, we propose abandoning NHST as the default approach to statistical analysis and reporting.