The Neyman-Pearson theory of hypothesis testing, with the Type I error rate, alpha;, as the significance level, is widely regarded as statistical testing orthodoxy. Fisher's model of significance testing, where the evidential p value denotes the level of significance, nevertheless dominates...

Replication is rare in marketing. Of 1,120 papers sampled from three major marketing journals, none were replications. Only 1.8% of the papers were extensions, and they consumed 1.1% of the journal space. On average, these extensions appeared seven years after the original study. The publication...

The Neyman-Pearson theory of hypothesis testing, with the Type I error rate, plusmn;, as the significance level, is widely regarded as statistical testing orthodoxy. Fisher's model of significance testing, where the evidential p value denotes the level of significance, nevertheless dominates...

The anonymous mixing of Fisherian (<italic>p</italic>-values) and Neyman--Pearsonian (α levels) ideas about testing, distilled in the customary but misleading <italic>p</italic> α criterion of statistical significance, has led researchers in the social and management sciences (and elsewhere) to commonly misinterpret the...