Statistical Power and Effect Size in Marketing Research
指出营销研究者对统计功效和效应量关注不足，并讨论如何通过关注这两个因素来改进营销与消费者研究的规划、执行和报告，同时提出提高效应量和统计功效的建议。
Statistical power and effect size are not considered sufficiently by marketing researchers. The authors discuss how better attention to these two factors can improve the planning, execution, and reporting of marketing and consumer research. Suggestions are offered about how to increase effect size and improve statistical power.