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Article Information:

Title:

Marketing pitfalls of statistical significance testing

Author(s):

Andrew D. Banasiewicz

Journal:

Marketing Intelligence & Planning

ISSN:

0263-4503

Year:

Aug 2005

Volume:

23

Issue:

5

Page:

515 - 528

DOI:

10.1108/02634500510612672

Publisher:

Emerald Group Publishing Limited

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