FRENITESDE

Research & Evidence

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40 results
  1. MSC-P-001How do you turn a marketing claim into a testable question?Decision Science↗
  2. MSC-P-002Correlation or causality: what can an analysis actually support?Marketing Measurement↗
  3. MSC-P-003How should uncertainty in a marketing result be expressed?Decision Science↗
  4. MSC-P-004Statistical significance or effect size: which result should be interpreted?Decision Science↗
  5. MSC-P-005How do you measure a marketing construct that is not directly observable?Market Research↗
  6. MSC-P-006How do you design and validate a measurement scale?Market Research↗
  7. MSC-P-007Alpha or omega: how should scale reliability be assessed?Market Research↗
  8. MSC-P-009PCA, EFA or CFA: which method should you choose?Market Research↗
  9. MSC-P-010When should you run a marketing experiment?Marketing Measurement↗
  10. MSC-P-011How do you design an A/B test that actually estimates an effect?Marketing Measurement↗
  11. MSC-P-012How many observations does an experiment need?Decision Science↗
  12. MSC-P-013How do you measure campaign incrementality with a control group?Marketing Measurement↗
  13. MSC-P-017How do you detect selection, contamination and attrition in an experiment?Marketing Measurement↗
  14. MSC-P-018Predictive or causal regression: what are you trying to estimate?Marketing Models↗
  15. MSC-P-019How do you diagnose a marketing regression before interpreting it?Marketing Models↗
  16. MSC-P-022How do you estimate price elasticity and its uncertainty?Pricing Science↗
  17. MSC-P-026Logit vs Probit: how do you choose for purchase probability?Customer Science↗
  18. MSC-P-029Which customers have the highest probability of churn?Customer Science↗
  19. MSC-P-027TAM, UTAUT or UTAUT2: which framework should be used to study technology acceptance?Market Research↗
  20. MSC-H-001Measurement and causality: how can a marketing effect be established?Marketing Measurement↗
  21. MSC-H-002Marketing response models: shape, delay and saturationMarketing Models↗
  22. MSC-H-003Pricing science: connecting price, demand and contributionPricing Science↗
  23. MSC-H-004Customer and choice science: behavior, value and heterogeneityCustomer Science↗
  24. MSC-H-005Measurement science: building valid indicatorsMarket Research↗
  25. MSC-H-006Statistical decision methods: choose, quantify, validateDecision Science↗
  26. MSC-P-008How do you validate a marketing measurement scale?Market Research↗
  27. MSC-P-014How do you design a marketing geo experiment?Marketing Measurement↗
  28. MSC-P-015How do you estimate an effect with difference-in-differences?Marketing Measurement↗
  29. MSC-P-020How do you address price endogeneity?Pricing Science↗
  30. MSC-P-021Fixed or random effects: which panel model should you choose?Marketing Models↗
  31. MSC-P-023How do you estimate a demand function?Pricing Science↗
  32. MSC-P-024How do you simulate a price-volume-margin scenario?Pricing Science↗
  33. MSC-P-028How do you estimate CLV with BG/NBD and Gamma-Gamma?Customer Science↗
  34. MSC-P-030How do you analyze retention with a survival model?Customer Science↗
  35. MSC-P-031How do you build a useful customer segmentation?Customer Science↗
  36. MSC-P-032How do you test segmentation stability?Customer Science↗
  37. MSC-P-033How do you validate a marketing forecast?Decision Science↗
  38. MSC-P-034How do you build a Monte Carlo simulation for a marketing decision?Decision Science↗
  39. MSC-P-035How do you model saturation and adstock?Marketing Models↗
  40. MSC-P-039Which statistical test should you choose?Decision Science↗
← All methods
METHOD DOSSIERMSC-P-003Evidence foundations

How should uncertainty in a marketing result be expressed?

Uncertainty must match the result: a confidence interval for a parameter, prediction interval for a future observation, or scenario distribution for a simulation.

Direct answer

Compare estimates with their precision and assumptions.

Uncertainty must match the result: a confidence interval for a parameter, prediction interval for a future observation, or scenario distribution for a simulation.

Model or deliverableestimate ± critical value × SE

Wasserstein & Lazar, 2016

ESTIMAND

Estimation profile

Unit of analysis
Declared unit or comparison × horizonControlled scientific terminologyestimate × sampling process
Exact estimand
SE, CI, PI or posterior interval
Model or deliverable
estimate ± critical value × SE

01—08

Verifiable analysis framework

  1. 01
    Question

    How should uncertainty in a marketing result be expressed?

  2. 02
    Estimand

    SE, CI, PI or posterior interval · estimate × sampling process

  3. 03
    Data

    estimate · standard_error · confidence_level · horizon

  4. 04
    Model or deliverable

    estimate ± critical value × SE

  5. 05
    Declared calculation

    estimate ± critical value × SE → SE, CI, PI or posterior interval

  6. 06
    Uncertainty checks

    Correct interval type · Sampling assumptions · Coverage or calibration

  7. 07
    Method-specific validation

    Check data, estimate stability and interpretation limits. Correct interval type · Sampling assumptions · Coverage or calibration

  8. 08
    Limitations

    Interpret an interval as a guarantee for an individual case.

Required variables

  • estimate
  • standard_error
  • confidence_level
  • horizon

Checks · Controlled scientific terminology

  • Correct interval type
  • Sampling assumptions
  • Coverage or calibration
Possible decision

Compare estimates with their precision and assumptions.

Not supported

Interpret an interval as a guarantee for an individual case.

Scientific sources

1 source

  1. Wasserstein & Lazar, 2016

Method connections

Parent territoryStatistical decision methods: choose, quantify, validate

Read next

MSC-P-004Statistical significance or effect size: which result should be interpreted?→MSC-P-012How many observations does an experiment need?→MSC-P-022How do you estimate price elasticity and its uncertainty?→