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-H-006Evidence foundations

Statistical decision methods: choose, quantify, validate

This territory links variable type, sampling design, estimand and error cost. The test or model comes after the question, never before it.

Direct answer

Choose a method consistent with the question and make decision uncertainty visible.

This territory links variable type, sampling design, estimand and error cost. The test or model comes after the question, never before it.

Model or deliverableQuestion → design → estimand → uncertainty → decision boundary

Wasserstein, Schirm & Lazar, 2019Fay & Proschan, 2010

ESTIMAND

Estimation profile

Unit of analysis
Decision × population × horizonControlled scientific terminologydecision × population × horizon
Exact estimand
A defensible chain from question to evidence
Model or deliverable
Question → design → estimand → uncertainty → decision boundary

01—07

Territory pathway

01 · MSC-P-001How do you turn a marketing claim into a testable question?02 · MSC-P-003How should uncertainty in a marketing result be expressed?03 · MSC-P-004Statistical significance or effect size: which result should be interpreted?04 · MSC-P-012How many observations does an experiment need?05 · MSC-P-033How do you validate a marketing forecast?06 · MSC-P-034How do you build a Monte Carlo simulation for a marketing decision?07 · MSC-P-039Which statistical test should you choose?

01—08

Verifiable analysis framework

  1. 01
    Question

    Statistical decision methods: choose, quantify, validate

  2. 02
    Estimand

    A defensible chain from question to evidence · decision × population × horizon

  3. 03
    Data

    population · unit_of_analysis · decision_horizon · outcome · assumptions

  4. 04
    Model or deliverable

    Question → design → estimand → uncertainty → decision boundary

  5. 05
    Declared calculation

    Question → design → estimand → uncertainty → decision boundaryA defensible chain from question to evidence

  6. 06
    Uncertainty checks

    Unique decision intent · Explicit identification assumptions · Reproducible evidence trail

  7. 07
    Method-specific validation

    Check data, estimate stability and interpretation limits. Unique decision intent · Explicit identification assumptions · Reproducible evidence trail

  8. 08
    Limitations

    Guarantee a correct decision from statistical significance alone.

Required variables

  • population
  • unit_of_analysis
  • decision_horizon
  • outcome
  • assumptions

Checks · Controlled scientific terminology

  • Unique decision intent
  • Explicit identification assumptions
  • Reproducible evidence trail
Possible decision

Choose a method consistent with the question and make decision uncertainty visible.

Not supported

Guarantee a correct decision from statistical significance alone.

Scientific sources

2 sources

  1. Wasserstein, Schirm & Lazar, 2019
  2. Fay & Proschan, 2010

Read next

MSC-P-001How do you turn a marketing claim into a testable question?MSC-P-003How should uncertainty in a marketing result be expressed?MSC-P-004Statistical significance or effect size: which result should be interpreted?MSC-P-012How many observations does an experiment need?MSC-P-033How do you validate a marketing forecast?MSC-P-034How do you build a Monte Carlo simulation for a marketing decision?