Why We Don't Really Know What Statistical Significance Means: Implications for Educators

  title={Why We Don't Really Know What Statistical Significance Means: Implications for Educators},
  author={Raymond Hubbard and J. Scott Armstrong},
  journal={Journal of Marketing Education},
  pages={114 - 120}
In marketing journals and market research textbooks, two concepts of statistical significance—p values and αlevels—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. 

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