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What is Significance Testing?
Significance testing is one of the most widely used terms by researchers, and it answers a simple question: “are the differences we see between groups beyond chance?” When comparing groups in a survey sample, it is important to understand whether the differences between these groups are “significantly different” or within the normal margin of error for the sample.
When to use Significance Testing?
Utilize significant testing when you want to gain more confidence about the differences between two audiences, products, or outcomes.
For example, suppose you are tasked with testing four potential ice-cream flavor concepts. In order to choose the best flavors to bring to market, you decide to survey consumers about their likelihood to purchase each flavor.
Significance testing among the four concepts will tell you whether the difference in purchase intent between each of the flavors is significant, or within a margin of error.