Is It Time for Marketers to Ditch Significance Tests?

Generations of students have struggled with the mechanics of statistical significance tests. Having done that, they then have to try to learn to use the correct test for a particular situation and decide what the result means. This can become quite involved! Market Research practitioners, on the other hand, are likely to be confronted with familiar research designs and, if they choose to apply tests, will know the appropriate ones to use. This article seeks to make the point that “the correct test properly applied” may nevertheless in some instances assist the manager to reach a wrong decision, and that it is time to consider alternative approaches in order to create a more effective liaison between researcher and decision maker.