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When 'significant' is not significant

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References

1982Meta-analysis in social research3,912 cited
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1997The variability of attitudinal repeat-rates128 cited
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2012It’s a Dirichlet World75 cited
2000Descriptive and evaluative attributes: what relevance to marketers?60 cited
2013Is the Multi-Platform Whole More Powerful Than Its Separate Parts?55 cited
2012In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ53 cited

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2018Portfolios: Patterns in brand penetration, market share, and hero product variants29 cited
2018Rethinking the market research curriculum26 cited
2016Understanding Shopper Transaction Data25 cited
2017Making Sense of Common Dirichlet Deviations23 cited
2017The myth of big data: Chinese advertising practitioners’ perspective20 cited
2021The unbearable lightness of buying

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16 cited

2022Gain-probability diagrams in consumer research13 cited

2021Ageism Kills Brands9 cited

2022Examining Pareto Law across department store shoppers8 cited

2025How Heterogeneous Are Music Genre Listeners?2 cited