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Journal of Marketing Education
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Why We Don't Really Know What Statistical Significance Means: Implications for Educators

Raymond Hubbard

College of Business; Drake University, Des Moines, Iowa

J. Scott Armstrong

Wharton School at the University of Pennsylvania

In marketing journals and market research textbooks, two concepts of statistical significance—p values and {alpha}levels—are commonly mixed together. This is unfortunate because they each have completely different interpretations. The upshot is that many investigators are confused over the meaning of statistical significance. We explain how this confusion has arisen and make several suggestions to teachers and researchers about how to overcome it.

Key Words: {alpha} levels • p values • p < {alpha} criterion • Fisher • Neyman-Pearson • (overlapping) confidence interval

Journal of Marketing Education, Vol. 28, No. 2, 114-120 (2006)
DOI: 10.1177/0273475306288399
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Home page
 Theory PsychologyHome page
R. Hubbard and R. M. Lindsay
Why P Values Are Not a Useful Measure of Evidence in Statistical Significance Testing
Theory Psychology, February 1, 2008; 18(1): 69 - 88.
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