Hypothesis testing provides organizations with a structured approach to evaluate assumptions using data, reducing reliance on intuition and enhancing decision accuracy. By validating decisions with ...

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 ...

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