Response to comments on 'When "significant" is not significant'
Rachel Kennedy, John Scriven and Magda Nenycz-Thiel
Ehrenberg-Bass Institute for Marketing Science, University of South Australia
We thank Chuck for taking the time to write a response. In hindsight there are a few points that we could have perhaps made clearer, so this feedback is important. As Ehrenbergians we are used to being challenged and always interested in being evidenced based and advancing tools to help marketers make the right decisions.
The main point Chuck is trying to make we agree is valid, that...