What Is Statistical Significance And Why Does It Matter? (The answer is found)

What is statistical significance? “Statistical significance helps quantify whether a result is likely due to chance or to some factor of interest,” says Redman. When a finding is significant, it simply means you can feel confident that’s it real, not that you just got lucky (or unlucky) in choosing the sample.

  • Statistical significance can be considered strong or weak. When analyzing a data set and doing the necessary tests to discern whether one or more variables have an effect on an outcome, strong statistical significance helps support the fact that the results are real and not caused by luck or chance.

Why is statistical significance so important?

Statistical significance is important because it allows researchers to hold a degree of confidence that their findings are real, reliable, and not due to chance.

What does statistical significance mean in research?

Statistical significance refers to whether any differences observed between groups being studied are “real” or whether they are simply due to chance. These can be groups of workers who took part in a workplace health and safety intervention or groups of patients participating in a clinical trial.

What is statistical significance and how does it relate to correlation?

Statistical significance is indicated with a p-value. Therefore, correlations are typically written with two key numbers: r = and p =. The closer r is to zero, the weaker the linear relationship. Positive r values indicate a positive correlation, where the values of both variables tend to increase together.

Why statistical significance is not important?

A p-value, or statistical significance, does not measure the size of an effect or the importance of a result. By itself, a p-value does not provide a good measure of evidence regarding a model or hypothesis.

What does statistical significance mean quizlet?

Statistical significance means that the result observed in a sample is unusual when the null hypothesis is assumed to be true. When testing a hypothesis using the​ P-value Approach, if the​ P-value is​ large, reject the null hypothesis.

What is statistical significance p-value?

The level of statistical significance is often expressed as a p-value between 0 and 1. A p-value less than 0.05 (typically ≤ 0.05) is statistically significant. It indicates strong evidence against the null hypothesis, as there is less than a 5% probability the null is correct (and the results are random).

How do you determine statistical significance?

Here are the steps for calculating statistical significance:

  1. Create a null hypothesis.
  2. Create an alternative hypothesis.
  3. Determine the significance level.
  4. Decide on the type of test you’ll use.
  5. Perform a power analysis to find out your sample size.
  6. Calculate the standard deviation.
  7. Use the standard error formula.

How do you determine if a difference is statistically significant?

Determine your alpha level and look up the intersection of degrees of freedom and alpha in a statistics table. If the value is less than or equal to your calculated t-score, the result is statistically significant.

What is statistical significance in psychology?

the degree to which a research outcome cannot reasonably be attributed to the operation of chance or random factors. Significance generally is a function of sample size—the larger the sample, the less likely it is that one’s findings will have occurred by chance.

What is the difference between statistical significance and practical significance?

While statistical significance shows that an effect exists in a study, practical significance shows that the effect is large enough to be meaningful in the real world.

What does it mean if there is a significant difference?

A Significant Difference between two groups or two points in time means that there is a measurable difference between the groups and that, statistically, the probability of obtaining that difference by chance is very small (usually less than 5%).

Are statistically significant results important what should you use instead?

you can use instead to draw attention to the importance of your findings without referring to this arbitrary cut-off. Furthermore, when presenting results, consider using point estimates and confidence intervals instead of relying on the misleading p-value and the dichotomous concept of hypothesis testing.

What does no statistical significance mean?

This means that the results are considered to be „statistically non-significant‟ if the analysis shows that differences as large as (or larger than) the observed difference would be expected to occur by chance more than one out of twenty times (p > 0.05).

Statistical significance

The probability that the difference in conversion rates between a particular variation and the baseline is not attributable to random chance is expressed as a percentage. It is said to have statistical significance, or to be statistically significant, if a result of an experiment is highly unlikely to have been the product of chance for a certain level of statistical significance. Your statistical significance level shows your level of risk tolerance and trust in your own abilities and judgment.

It also indicates that there is a 5% possibility that you will be proven incorrect.

What does statistical significance really mean?

It is possible to prove statistical significance mathematically, which is done by demonstrating that a certain statistic is dependable. When making judgments based on the findings of experiments that you are doing, you will want to be certain that there is a causal link between the variables. It has recently come to the attention of online web owners, marketers, and advertisers who want to ensure that their A/B test experiments (for example, conversion rate A/B testing, ad copy changes, and email subject line tweaks) achieve statistical significance before drawing any conclusions from the results.

Testing your hypothesis

Statistical significance is most commonly applied in statistical hypothesis testing, which is a practical application. Suppose you want to know whether altering the color of a button on your website from red to green would result in more people clicking on the button or not. If your button is now lit up in red, this is referred to as your “null hypothesis.” The process of turning your button green is referred to as your “alternative hypothesis.” It is important to pay attention to two outputs of a statistical significance test in order to accurately quantify the observed difference.

In statistics, the P-value refers to the likelihood of seeing an effect from a sample.

The confidence interval around effect size relates to the upper and lower boundaries of what can happen in your experiment based on the results.

Why is statistical significance important for business?

The importance of statistical significance can’t be overstated since it provides you confidence that the improvements you make to your website or app will have a beneficial influence on yourconversion rate and other metrics after all. Statistics can help you make better business decisions and eliminate false positives because your metrics and numbers can fluctuate wildly from day to day.A statistically significant result is one that cannot be attributed to chance and is dependent on two key variables: sample size and effect size.Sample size refers to how large the sample for your experiment is.Effect size refers to how large the sample for your experiment is.

  • The greater the number of participants in the experiment, the more confidence you may be in the outcome of the experiment (assuming that it is a randomized sample).
  • If your sample size is too small, you will experience sampling mistakes.
  • If there is a modest effect size (for example, a 0.1 percent increase in conversion rate), you will need a very high sample size to evaluate whether or not the change is statistically significant or just due to random chance.
  • If you detect a significant influence on your numbers, you will be able to validate it with a smaller sample size and a higher degree of confidence.
  • In order to assess whether or not the outcome of an experiment is statistically significant, a truly random sample must be used.

A drug’s efficacy can be determined by research findings through significance testing, which can lead to increased investor investment and the success or failure of a product.

Easily calculate statistical significance with Stats Engine

In order to calculate statistical significance properly, one must have a strong grasp of both statistics and calculus on their side of the equation. Fortunately, using the stats engine, a powerful statistical model included into Optimizely, you can quickly and simply establish the statistical significance of trials without having to do any arithmetic. Stats Engine works by combining sequential testing with false discovery rate control indicators to produce statistically significant findings regardless of the sample size used in the experiment.

Stats Engine was developed to address these typical issues by allowing users to test more in less time.

Start performing your tests with Optimizely right away and feel confident in your selections going forward.

Statistical Significance Definition

The judgment of an analyst that the outcomes in the data are not explainable just by chance is referred to as the statistical significance determination. The statistical hypothesis testing procedure is the mechanism by which the analyst reaches this conclusion, as previously stated. It is possible to obtain an ap-value from this test, which represents the likelihood of witnessing outcomes as severe as those in the data if the results are actually attributable to chance alone. A p-value of 5 percent or less is commonly regarded as statistically significant in most situations.

Key Takeaways

  • The judgment that a link between two or more variables is caused by something other than chance is known as statistical significance. If the null hypothesis, which hypothesizes that nothing more than random chance is at work in the data, has statistical significance, this evidence can be used to support the null hypothesis. It is necessary to conduct statistical hypothesis testing in order to assess whether or not the outcome of a data set is statistically significant. According to general consensus, statistical significance is defined as a p-value of less than 5 percent.

Statistically Significant

It is possible to determine statistical significance based on the null hypothesis, which argues that the results are solely the consequence of chance. When the p-value of a data set is sufficiently minimal, statistical significance may be established. Generally speaking, if the p-value is big, the data show that the outcomes can be explained only by chance, and the data are judged compatible with (but not confirming) the null hypothesis. It is considered inconsistent with the null hypothesis when the p-value is sufficiently tiny (usually 5 percent or less).

A more systematic explanation for the data is preferred in this instance than the null hypothesis that the data is due to chance alone.

Examples of Statistical Significance

Consider the following scenario: Alex, a financial analyst, is intrigued as to whether any investors were aware of a company’s abrupt demise before it happened. Alex chooses to compare the average of daily market returns previous to the company’s collapse with the average of daily market returns after the company’s failure in order to determine whether or not there is a statistically significant difference between the two averages. The study’s p-value was 28 percent (5 percent), indicating that a difference as great as the one observed (-0.0033 to +0.0007) is not out of the ordinary when considering solely chance as a factor in the explanation.

  • On the other hand, if the p-value was 0.01 percent (which is significantly less than 5 percent), the observed difference would be considered extremely exceptional if the sole explanation were chance.
  • Statistical significance is often employed in the testing of new medical goods, such as medications, medical equipment, and vaccinations, to ensure that they are effective.
  • Consider the following scenario: a pharmaceutical company that is a leader in diabetes medicine reports that their new insulin caused a statistically significant reduction in type 1 diabetes when it tested it.
  • As a result, investors and regulatory bodies may be certain that the data shows a statistically significant decrease in the incidence of type 1 diabetes.

When pharmaceutical firms disclose that their new medications have statistical significance, the stock prices of those companies are frequently impacted.

How Is Statistical Significance Determined?

In order to evaluate whether or not the data is statistically significant, statistical hypothesis testing is performed. To put it another way, whether or not the phenomena can be explained only as a result of chance is examined. In statistics, statistical significance is determined in relation to the null hypothesis, which holds that the results are solely the consequence of random chance. To be considered statistically significant, the null hypothesis must be rejected in order for the data to be considered significant.

What Is P-Value?

A p-value is a probability metric that indicates the likelihood that an observed difference may have occurred just by coincidence. It is possible to reject the null hypothesis when the p-value is sufficiently minimal (e.g., 5 percent or less). When the p-value is big, the outcomes in the data are not explainable by chance alone, and the data is regarded compatible with (though not confirming) the null hypothesis, which is the default assumption.

How Is Statistical Significance Used?

Statistical significance is frequently employed in the evaluation of the efficacy of novel medical items, such as medications, medical equipment, and vaccinations. The availability of publicly available reports of statistical significance also provides information to investors on the company’s effectiveness in introducing new items. Pharma firms’ stock values are frequently impacted significantly by announcements of the statistical importance of their new drugs, which are made public.

A Refresher on Statistical Significance

It’s important to determine if your findings are “significant” whether you’re conducting an experiment or analyzing data. The importance of a result to the business (i.e., its practical significance) is not always the same as confidence that the outcome is not attributable only to chance (i.e., statistical significance). In companies today, statistical significance is often misinterpreted and exploited, which is sad because it is a critical distinction to make. Although this is an important topic for managers to understand, it is becoming increasingly important as firms increasingly rely on data to make vital business choices.

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He also provides consulting services to businesses on their data and data quality programs.

What is statistical significance?

In Redman’s words, “Statistical significance helps quantify whether a result is more likely to be attributable to chance or to a factor of interest.” When a discovery is statistically significant, it simply indicates that you may be certain that it is true, rather than that you merely got fortunate (or unlucky) in the sample selection. A sample of a population of interest is taken into consideration while conducting an experiment, surveying, or polling a group of data, rather than looking at every single data point that may be collected and analyzed in its whole.

  • You’ve come up with a fresh concept and want to check if it’s more effective than your present one before proceeding.
  • When you run the numbers, you discover that those who watched the new ad spent an average of $10.17, which is higher than the $8.41 that those who saw the previous campaign spent.
  • Alternatively, you may have been unlucky, picking from the population a sample of individuals who did not reflect the greater population; in fact, it is possible that there was no difference between the two campaigns in terms of their effect on customers’ purchasing behaviour.
  • Redman points out that there are two major factors that contribute to sampling error: the size of the sample and the variance in the underlying population, both of which are discussed below.
  • Consider the difference between flipping a coin five times and flipping it 500 times.
  • The same is true for statistical significance: larger sample sizes reduce the likelihood of receiving results that are based on chance.
  • To be sure, expanding your sample size will cost more money, so you’ll have to weigh that against your budgetary constraints to choose which is more important.

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Take a look at the photographs below.

The figure on the left (which shows less fluctuation) shows that the majority of people spend around the same amount of money.

As a result, it is less likely that you would pick a sample that is significantly different from the whole population, allowing you to be somewhat confident in your findings.

The amount of money that people spend varies more substantially in this area.

If you choose a consumer at random, there is a greater likelihood that they will be significantly different from the norm.

Briefly stated, the most crucial concept to grasp is that the more variety there is in the underlying population, the greater the sampling error.

When analyzing data, Redman recommends that you plot your data and create visual representations such as the ones seen below. The graphs will assist you in developing an understanding of variance, sampling error, and, consequently, statistical significance.

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There is no difference in the process of judging importance depending on what you’re researching. It is customary to begin with a null hypothesis, which is typically a straw man that you are attempting to refute. As an example, suppose in the marketing campaign experiment described above, the null hypothesis would be “On average, clients do not prefer our new campaign over the previous campaign.” Preliminarily, you should propose an alternative hypothesis, such as “On average, clients prefer the new one,” and the significance level you wish to achieve.

As a “p-value,” it indicates how probable the results are to be due only to chance.

Further Reading

Setting a target and evaluating p-values may be a difficult and time-consuming task. According to Redman, a great deal hinges on what you are studying. “If you’re looking for the Higgs boson, you’re probably looking for a very low p-value, perhaps as low as 0.00001,” he explains. Whether, on the other hand, you’re testing to see if your new marketing strategy is better or if the new drill bits your engineer created operate quicker than your previous bits, you’re probably prepared to accept a larger number, maybe as high as 0.25.

These two tasks should be completed ahead of time, though, because it is excellent scientific practice.

The null hypothesis is rejected in favor of the alternative hypothesis if the p-value obtained is lower than the target value.

How is it calculated?

As a manager, there is a good possibility that you will never have to compute statistical significance yourself. In addition to the results, “most excellent statistical software will report the significance along with the results,” notes Redman. There is also a formula in Microsoft Excel and a variety of other internet applications that will compute it for you. Still, it’s useful to know the procedure outlined above in order to comprehend and evaluate the findings. As Redman warns, “Managers should not trust a model they don’t understand.”

How do companies use it?

Companies utilize statistical significance to determine how strongly the results of an experiment, survey, or poll they’ve done should affect the decisions they make about their products and services. For example, if a manager conducts a pricing research to determine the most effective way to price a new product, he will compute the statistical significance — most likely with the assistance of an analyst — so that he can determine if the findings should have an impact on the final price. Remember how the new marketing strategy mentioned above resulted in an increase in average sales of $1.76 (more than 20%) as a result of the change?

  1. If the p-value is less than 0.03, the outcome is likewise statistically significant, and you should proceed with the new advertising strategy.
  2. Imagine if the difference was only a few pennies in the first place.
  3. Although the threshold of significance was 0.03, the finding is nevertheless likely to be real, albeit of a minor magnitude.
  4. A confidence interval is a concept that is closely connected to the concept of a significance level in statistics.
  5. Consider the following scenario: there are two candidates: A and B.
  6. In the poll, 49 percent of those who participated say they would vote for A, while 51 percent say they will vote for B.

‘Technically speaking,’ adds Redman, “a ’95 percent confidence interval’ for the genuine proportion of A votes in the population is 49 percent plus or minus three percentage points.” Most people, however, take this to mean “there’s a 95 percent likelihood that A’s genuine percentage sits between 46 percent and 52 percent,” which, according to him, isn’t right.

If that previous line made your head spin, you’re not alone in feeling that way.

The reason that managers are concerned with statistical significance is that they want to know what the findings have to say about what they should do in their daily operations.

It is possible to achieve results that are statistically significant but practically useless when working with enormous data sets, for example, that a group of consumers is 0.000001 percent more likely to click on Campaign A than Campaign B when using large data sets.

In other words, rather than stressing about whether or not your findings are correct, consider the implications of each finding for the choice you are seeking to reach. What would you do differently if you had a different outcome from the study?

What mistakes do people make when working with statistical significance?

It is important to remember that statistical significance is a fluid term that is frequently misconstrued, according to Redman. “I don’t come across many circumstances where managers need to understand it in depth, but they do need to understand how to avoid misusing it,” says the author. Of course, data scientists do not have exclusive usage of the term “significant,” which is frequently used in business to indicate whether a discovery is strategically significant. When discussing data findings, it’s best practice to use language that is as straightforward as possible to avoid misunderstandings.

  • If you are looking at the findings of a survey or experiment, you should inquire about the statistical significance of the data if the analyst has not already stated it.
  • “It is possible for a great deal to happen between the time you organize the survey or experiment and the time you receive the findings.” His main concern is whether the raw data is reliable, rather than how many individuals were interviewed, he adds.
  • Always bear in mind how the discovery will be put to use in the real world.
  • As Redman points out, there is a bias in scientific publications such that “a finding wasn’t publishable until it met the p = 0.05 (or below)” threshold for publication.
  • According to Redman, in business, there are typically more relevant characteristics to consider than statistical significance.
  • As Redman points out, the results only provide a limited amount of information: “I’m all for utilizing statistics, but I believe it should always be combined with sound judgment.”

What Does It Mean for Research to Be Statistically Significant?

The world is currently awash in information. That may appear to be exaggeration, but examine the following. In 2018, humans throughout the world generated more than 2.5 quintillion bytes of data every day, a record high for any year. People make about 4.5 million Google searches every minute, post 511,200 tweets every minute, view 4.5 million YouTube videos every minute, swipe 1.4 million times on Tinder every minute, and order 8,683 meals from GrubHub every minute, according to some estimates.

As a resource for both behavioral researchers and enterprises, this data provides an excellent potential.

In order to learn about human behavior or make judgments concerning consumer behavior, it is frequently necessary to have a basic grasp of statistics and the statistical significance associated with the data.

What Does it Mean to Be Statistically Significant?

Statistical significance is a measure of how probable it is that a difference between two groups, models, or statistics occurred by chance, or that the difference occurred because two variables are truly connected to each other, according to the data. This indicates that a “statistically significant” finding is one in which it is highly likely that the finding is true, dependable, and not the result of chance or coincidence. Known as null hypothesis significance testing, this procedure is used by researchers to determine whether or not a certain discovery is statistically significant.

An Example of Null Hypothesis Significance Testing

Consider the following scenario: a Vice President of Marketing requests that her team test a new layout for the corporate website. In addition to making it easier for users to place purchases, the new layout suggests other goods to go along with each customer’s purchase, streamlining the user experience. Visitors to the new website spend an average of $12.63, according to the Vice President, who conducted a test run of the site. Visitors spent an average of $12.32 each visit under the previous arrangement, indicating that the new style improves average expenditure by $0.31 per person.

In order to address this issue with statistical analysis, the vice president begins by taking a suspicious posture regarding her data, which is known as the null hypothesis.

As a result, in this instance, the VP thinks that the change in website style has no effect on the amount of money individuals spend on purchases.

If the manager believes that the chance of getting the observed findings is low, she will reject the null hypothesis and decide that her discovery is statistically significant, according to the literature.

Measuring Statistical Significance: Understanding the P Value (Significance Level)

Significant findings not only suggest that the researchers’ findings are unlikely to be the product of chance, but they also imply that there is an impact or link between the variables under investigation in a wider population. Because researchers want to guarantee that they do not get the incorrect conclusion that there is a substantial difference between groups when in reality the difference is due to chance, they frequently apply severe criteria for their statistical tests in order to prevent this from happening.

  1. In the social sciences, it is common for researchers to use a 5% threshold of significance for their findings.
  2. Even though five percent is a severe threshold, there is nothing mysterious about it.
  3. In the field of cognitive neuroscience, researchers frequently use significance thresholds that are much below one percent.
  4. 05.

But in every study, the more the rigor with which a researcher sets his or her significance level, the more sure he or she may be that their findings are not the consequence of a random coincidence.

What Factors Affect the Power of Hypothesis Test?

It is only part of the hypothesis testing equation to determine whether or not a given set of findings is statistically significant (or statistically insignificant). Half of the job involves making sure that the statistical tests that a researcher uses are powerful enough to identify an impact if one is actually there. In other words, when a researcher finds that their hypothesis was erroneous and that there is no relationship between the variables under investigation, such finding is only significant if the study was powerful enough to discover an impact if one actually existed in the data.

1. Sample size

Using a hypothesis test, the sample size, or the number of individuals from whom the data is collected, has an impact on the power of the test. Higher-powered tests are often obtained with larger samples that contain more observations as opposed to smaller samples. Furthermore, big samples are more likely than small samples to generate reproducible findings because extreme scores that occur by chance are more likely to balance out in a large sample than in a small sample.

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2. Significance level

The use of a low significance level can aid researchers in ensuring that their findings are not the result of chance, but it can also reduce their ability to detect an impact since it makes rejecting the null hypothesis more difficult. In this regard, the significance level that a researcher chooses is frequently in rivalry with the power of the study.

3. Standard deviations

Standard deviations, often known as error, are measures of unexplained variability within a set of data. As a rule of thumb, the more the unexplained variability within a dataset, the lower the power with which researchers can identify an impact. Unexplained variability can be caused by a variety of factors, including measurement error, individual variances among individuals, and environmental noise.

4. Effect size

Another aspect that affects the strength of a research study is the magnitude of the effect that is being studied by the researcher. As you might think, large shifts in behavior are more difficult to notice than modest shifts in behavior. When researchers undertake a study, they may not be aware of the degree of an impact until after the study is completed. Despite the fact that this makes it more difficult to perform a well-powered study, it is vital to remember that phenomena that have a substantial influence will lead to studies that have more power than phenomena that have a minor effect.

Why is Statistical Significance Important for Researchers?

Statistics are significant because it allows researchers to have a degree of confidence that their findings are real, dependable, and not simply the result of chance. However, not all academics consider statistical significance to be equally relevant in all instances. The significance of achieving statistically significant results is determined by the type of study being conducted and the environment in which it is conducted.

Does Your Study Need to Be Statistically Significant?

Statistical significance is frequently required in academic research because academic researchers explore the theoretical links between numerous factors and behavior, which is why statistical significance is typically required. Furthermore, one of the primary goals of academic research is to publish study findings in peer-reviewed scientific publications. A succession of statistically significant results is frequently required before a paper can be published in an academic publication. Outside of academia, statistical significance is frequently seen as less significant.

However, because statistical significance is merely a technique of assessing how much trust one should have in a study discovery, individuals in business are frequently more interested in a finding’s practical relevance than it is in its statistical importance.

Practical Significance vs. Statistical Significance

Consider the following scenario: you’re running for a political position and you want to explain the distinction between practical and statistical relevance. Perhaps you’ve chosen to run for a local or state-wide office, or, if you’re feeling very brave, you can consider running for President of the United States. Throughout your campaign, your team will present you with information on messaging that are designed to energize voters. You and your team must now pick which of these messages will be implemented after they have been market tested.

  1. Assuming you choose Message B, this percentage reduces to 37%.
  2. 05?
  3. More than statistical significance, you’re probably interested in the possibility that the difference between groups is high enough to be significant in real life.
  4. However, given that elections may be determined by as little as one vote, you should choose the message that would encourage the most people to cast their ballots.
  5. Furthermore, when discoveries have a high level of practical importance, they are virtually always statistically significant in the same way.
  6. Data that is inaccurate and analysis that are flawed only lead to poor judgments.
  7. If you have the resources and team in place to conduct your own research, CloudResearch can assist you in finding big samples of online participants fast and easily.
  8. If your team lacks the necessary resources to conduct a study, we can conduct it on your behalf.
  9. Allow us to demonstrate to you how undertaking statistically significant research may help you make better decisions now.

What is statistical significance?

Topics that are often discussed When a result of an analysis is statistically significant, you may be confidence in your decision making since the result is reliable. Jenny Booth is a woman who works in the fashion industry. Some predict that the total quantity of data generated in 2020 alone will be about 50.5 zettabytes (that’s 21 zeroes); others believe that data is the most valuable commodity of the twenty-first century, serving as the “new oil” of the digital economy.

Because the amount of data being created is increasing at an exponential rate, data analysis has become even more crucial. However, if the analysis is not exact, it is of little benefit.

What is Statistical Significance?

When a link between two or more variables in a study is statistically significant, it indicates that the association is not merely fortuitous, but is instead the result of some other factor. In other words, statistical significance is a method of demonstrating quantitatively that a particular statistic is dependable, or valid.

Why is statistical significance important to businesses?

In the real world, companies utilize statistical significance to determine how strongly the results of their surveys, tests, polls, or user data should impact their decisions and how strongly they should affect their customers’ decisions. Because it provides you with confidence in your research and the insights it yields, statistical significance is extremely significant. Making decisions based on wrong or misleading information has no business value, and making decisions based on incorrect or misleading information can also prevent you from making the best use of your resources and maximizing their worth.

How do I calculate statistical significance?

It is common practice to compute statistical significance in conjunction with statistical hypotheses testing, which analyzes the validity of a hypothesis by determining the probability that your results were the product of chance. If you have two or more datasets, a “hypothesis” is an assumption or view about the relationship between them. The outcome of a hypothesis test helps us to determine whether or not this assumption holds up under closer examination. A conventional hypothesis test is based on the consideration of two hypotheses.

  • The null hypothesis is the default assumption of a statistical test that you are seeking to refute (for example, an increase in cost will have no effect on the number of purchases made). An alternative hypothesis is a theory that differs from your null hypothesis in some way (e.g., an increase in cost will reduce the number of purchases). This is the hypothesis that you are attempting to prove

It is possible to establish whether theory, the null or alternative, is better supported by evidence by doing hypothesis tests in their testing phase. There are many different hypothesis testing procedures, and one of the most used is the Z-test, which is what we’ll be covering in this section. To understand the Z-test, however, it is necessary to first understand several other statistical ideas on which the Z-test is predicated.

Normal distribution

This term describes how data is distributed and is essentially described by the following terms: “Normal distribution”

  • The average (mean): If your data is centered (or averaged), then your mean reflects where that center is located. The standard deviation () is defined as follows: Known as the standard deviation, it is a measure of the degree of variation or dispersion in a group of numbers, and it shows the spread in your information.

Figure 1: A normal distribution curve (Image courtesy of Wikipedia). When shown visually, the normal distribution is represented by what is known as a “bell curve” (due to its shape). A normal distribution curve is used to determine the position of a data point in relation to the standard deviation and the mean of the data set. In this way, you may evaluate how anomalous an observation is by counting how many standard deviations it is from the average of all of the data points in a sample. The following are the characteristics of a normal distribution:

  • Sixty-three percent of all data points fall within a standard deviation on either side of the mean
  • 95.4 percent of all data points fall within a standard deviation on either side of the mean
  • And 99.7 percent of all data points fall within a standard deviation on either side of the mean.

A normal distribution may be used to identify each data point in a data collection, and the number of standard deviations it is distant from the mean can be used to locate any data point. Consider the following scenario: a music streaming app receives 1000 downloads on average, with a standard deviation of 100 downloads, and the average number of downloads is 1000.

For example, if an app called MixTunes gets 1200 downloads, we can conclude that it is 2 standard deviations above the mean and is in the top 2.3 percent of music applications in terms of popularity.


It is measured as a Z-score in statistics, which is the distance between a given data point and the mean of a data set. Known as the Z-score (also known as the standard score), this statistic represents the number of standard deviations that a data point deviates from the mean. Using the mean of the distribution () as a starting point, the Z-score is determined by dividing the result by the standard deviation (). Z = (x – a)/(x – a) When we consider the scenario we gave before, MixTunes would have a Z-score of 2, which indicates that the mean number of downloads was 1000 and the standard deviation was 100 downloads.

There is one more idea that we will use to assess how relevant the outcome of your investigation is.

The Z-value formula is slightly modified to account for the fact that each sample can differ from the overall population and thus have a standard deviation from the overall distribution of all samples.


The final notion that we will need to understand in order to apply the Z-test is that of P-values. In statistics, a P-value is the likelihood of getting outcomes that are at least as extreme as those obtained when the null hypothesis is true. Consider the following scenario: we’re assessing the average height of persons in the states of California and New York in the United States. As a starting point, we might consider the null hypothesis, which states that the average height of persons in California is not greater than the average height of those in New York.

  1. Therefore, if the null hypothesis is correct, which states that the average height of Californians is not greater than the average height of New Yorkers, there is a 48 percent chance that we would measure heights in California to be at least 1.4 inches higher than those measured in New York.
  2. So the result is more relevant if the P-value is low, as this indicates that the result is less likely to have been influenced by noise or random chance.
  3. Nothing more than the highest P-value we may tolerate in order to deem the study statistically significant, marked by the Greek letter alpha (), is what the significance value (denoted by the greek letter alpha ()) represents.
  4. However, the significance value varies depending on the context and topic of research, with the most generally used value being 0.05, which corresponds to a 5 percent probability that the results would have occurred by chance.

In addition to utilizing a programming language like as R, you may also use simpler approaches such as an Excel formula, an online tool, a graphing calculator, or even a simple number table known as the Z-score table to convert between Z-scores and P-values.


The normal distribution curve is used as an estimate for the distribution of the test statistic in a Z-test, which is a type of hypothesis test. To conduct a Z-test, first get the Z-score for your test or research and then convert that number to a P-value. If your P-value is less than the level of significance, you may infer that your observation is statistically significant, otherwise you cannot. Let’s look at an example to see what I mean. Assume we are employed in the admissions department of University A, which is located in the city of X.

  • The testing committee of the board of the standardized exam evaluated all of the test scores and informed us that pupils from City X scored an average of 75 points on the standardized test.
  • We discovered that the average score was 78 points, with a standard deviation of 2.5 points.
  • Because we are attempting to demonstrate that our students outperform the city’s average on the exam, our null hypothesis is that the average score of students at University A is not significantly higher than that of the city’s average.
  • Z = (x – n) / (n / x) = (78-75) / (2.5 / 100) = (78-75) / (2.5 / 100) = (78-75) / (2.5 / 100) Our Z-score is 12 as a result of this.
  • As a result, we can rule out the null hypothesis completely.

What can I use statistical significance for?

Having learned how to compute statistical significance, below are a few instances of situations in which you would want to do statistical significance testing.

  • Conversions on landing pages
  • Response rates and conversion rates for notifications and emails
  • User reactions to product releases
  • User reactions to pricing
  • User reactions to a new design
  • Reactions from users to newly introduced features
See also:  Inbound Marketing Vs. Outbound Marketing? (The answer is found)

Things to note

Statistical significance testing is a great tool to validate tests and analyses, but it doesn’t mean that your data is accurate or unbiased. Survey respondents can lie and give you incorrect information, and your surveys can be biased by a non-uniform representation of certain demographics. Statistical significance tests can also be misinterpreted if they are performed incorrectly. This can happen when the significance level (α) chosen is incorrect. Finally, P-values by definition allow for a small chance of a false positive.

If you can repeat the study and achieve a low P-value, the likelihood that you observed a false positive is reduced. Remember that statistical significance is a powerful tool for increasing the confidence with which business decisions are made, but it is not a mathematical silver bullet.

Statistical Significance

By comparing the responses of different response groups to the questions in your survey, you may see if there is a statistically significant difference between them. In order to make advantage of the statistical significance function in SurveyMonkey, follow these steps:

  • While adding a Compare Rule to a question in your survey, make sure statistical significance is turned on. Identify the groups that you wish to compare in order to break down your survey findings by group and compare them side by side
  • Examine the data tables for the questions in your survey to determine whether or not there are statistically significant variations in how various groups responded to the survey questions.

Viewing Statistical Significance

The stages that follow will assist you through the process of developing a survey that can demonstrate statistical significance. The first step is to create a plan. Closed-ended questions might be included in a survey. When assessing survey findings, you’ll need to apply a Compare Rule to a question in your survey in order to demonstrate statistical significance. In order to be able to use a Compare Rule and determine statistical significance in your survey design, you must include one of the following question categories in your survey:

  • Multiple choice, dropdown, matrix/rating scale, and ranking are all possible options.

Make certain that your answer alternatives can be divided into relevant groupings. When you create the Compare Rule, the response options you pick to compare will be utilized to cross-tabulate your data across the rest of the survey, which will save you time. 2nd Step: Obtaining Responses After you’ve finished building your survey, you’ll need to construct a collector to disseminate it to participants. There are various options for distributing your survey. In order to turn on and evaluate statistical significance, you must have at least 30 replies for each answer choice you intend to utilize in your Compare Rule before you can turn it on.

With SurveyMonkey Audience, you can purchase survey replies in bulk.

Step 3: Implement a Comparability Rule Add a Compare Rule to a question in your survey to divide respondents into groups if you want to make statistical significance a feature of your survey.

  1. Select Analyze Results from the survey’s drop-down menu. Click+COMPARE in the Current View area of the left sidebar to compare two or more views. Unless you conducted an A/B test in your survey, select Compare by Question and Answer from the drop-down menu. To locate the required question, choose it from the drop-down menu. Choose the response options you’d want to use for your groups from the drop-down menu. Using these groupings, we will be able to cross-tabulate your responses over the remainder of the survey. To enable them, select the toggle next toShow statistical significance from the drop-down menu. It is necessary for at least two of the answer alternatives to have 30 replies or more in each group in order for statistical significance to be enabled. ClickApply

After you’ve created the rule, you can edit your groups by clicking the down arrow to the right of the rule in the left sidebar and selecting Edit rule. TAKE NOTE: You can construct several Compare Rules, but each Compare Rule can only be applied to or seen by one user at a time. Step 4: Go over your data tables with care. You’ll see how each group answered each question in side-by-side views once you’ve applied the Compare Rule, allowing you to quickly identify similarities and differences between the groups’ responses.

  • After you have created the rule, you may edit your groups by selecting Edit rule from the drop-down arrow to the right of the rule in the left sidebar. TAKE NOTE: You can construct several Compare Rules, but each Compare Rule can only be applied to or seen at the same time. Review Your Data Tables in Step Four. You’ll see how each group answered each question in side-by-side views once you’ve applied the Compare Rule, allowing you to readily identify similarities and differences between the groups’ responses. In the data tables below the question charts, we emphasize the response possibilities that are statistically significant.

After you have created the rule, you can edit your groups by clicking the down arrow to the right of the rule in the left sidebar and then clicking Edit rule. TAKE NOTE: You can create several Compare Rules, but each Compare Rule can only be applied to or seen once at a time. Step 4: Go over your data tables again.

After applying the Compare Rule, you’ll be able to examine how each group responded to each question in side-by-side views, allowing you to quickly identify similarities and differences. In the data tables below the question charts, we emphasize response choices that are statistically significant.

Message Description
Significantly lower than The group is significantly less likely to select the answer option compared to other highlighted groups.
Significantly higher than The group is significantly more likely to select the answer option compared to other highlighted groups.
More responses needed You need at least 30 response to calculate statistical significance for the group.
Combined answer choices At this time, we can’t calculate statistical significance forcombined answer choices. Please uncombine them.
Hidden answer choices At this time, we can’t calculate statistical significance forhidden answer choices. Please unhide them.
No significant difference The group selected this answer choice about as often as other groups.

Please refer to the section under “What is a statistically significant difference?” further down the page for further information on this topic. Step 5: Communicate Your Findings Pages with Shared Data If you publish your survey results online, anybody who visits your shared data page will be able to see the statistical significance of your findings. To establish a shared data page with statistical significance, follow these steps:

  1. Under Current View in the left-hand sidebar, select the Compare Rule with statistical significance that you defined before. In the left-hand sidebar, choose Saved Views and then click+Save as. Save the view by giving it a name and clicking Save. Click on the Share All button in the upper-right corner of the page to share everything with your friends. Complete the configuration of the shared data page.

Statistics in the Summary Data PDF and PPT outputs are included in the statistical significance calculations. Your export categorizes replies that are substantially different from the response group from which they are significantly different by the letter of the response group from which they are significantly different. To export results that include statistical significance, apply your Compare Rule and then export the Current View from the results window.

Survey Example

Statistics in the Summary Data PDF and PPT exports are included in the statistical significance. Respondents who are considerably different from the response group are noted in your export with the letter of the response group from which they are significantly different. This is called a significant difference. To export results that contain statistical significance, apply your Compare Rule and then export the Current View from the Results tab.

  1. Include the following two multiple-choice questions in your survey: What is your sexual orientation? The genders (male and female) are interchangeable. What level of satisfaction or dissatisfaction do you have with our product? (Confident, Unconfident, Unsatisfied)
  2. In order to ensure that at least 30 respondents choose male as their gender AND at least 30 respondents choose female as their gender, When asked “What is your gender?” add a Compare Rule to the question and choose both the male and female response options as your groups
  3. Make use of the data table that appears underneath the question chart for “How pleased or unsatisfied are you with our product?” to determine if any of the response alternatives demonstrate a statistically significant difference.

What is a statistically significant difference?

A statistically significant difference informs you if the responses of one group are significantly different from the replies of another group. This is determined by statistical testing. The presence of statistical significance indicates that the numbers are consistently different, which substantially aids your data analysis. Nonetheless, you should assess if the results are significant; ultimately, it is up to you to determine how to interpret or act on your findings. Imagine you receive more customer complaints from female customers than male customers, for example.

  • One excellent method is to conduct a poll to determine whether or not your male consumers are much more happy with your goods.
  • This enables you to make decisions based on statistics rather than anecdote.
  • Significance refers to the fact that the numbers are statistically distinct — it does not imply that the discovery is significant or significant.
  • If your results are not highlighted in your data table, this indicates that, despite the fact that the percentages being compared are different, the two values are not statistically different.
  • By expanding the number of participants in your study, you may be able to discover a statistically significant difference.
  • As long as you have a relatively high sample size, you may identify both minor and huge variations as being statistically significant.

However, just because two numbers are statistically different does not imply that the outcomes are statistically different in a significant way. You’ll have to assess whether discrepancies are significant in terms of your survey’s overall objective.

Calculating Statistical Significance

Statistics are calculated using the conventional 95 percent confidence level, which is used in most cases. For example, when we offer an answer choice as statistically significant, it signifies that the difference between two groups is more likely than not to have occurred by chance or sampling error alone, which is generally expressed as p0.05. The following formulae are used to determine the statistical significance of differences between groups:

Statistic Description Formula
a1 The proportion of the first group answering a question a certain way multiplied by the sample size of that group.
b1 The proportion of the second group answering a question a certain way multiplied by the sample size of that group.
Pooled Sample Proportion (p) The combination of the two proportions for both groups.
Standard Error (SE) A measure of how far your proportion is from the true proportion. A smaller number means the proportion is close to the true proportion, a larger number means the proportion is far away from the true proportion.
Test Statistic (t) A t-statistic. The number of standard deviations a number is away from the mean.
Statistical Significance If the absolute value of the test statistic is greater than 1.96* standard deviations of the mean, then it’s considered a statistically significant difference.

With a typical 95 percent confidence threshold, we may compute statistical significance. For example, when we offer an answer choice as statistically significant, it signifies that the difference between two groups has less than a 5% chance of happening by chance or sampling error alone, which is generally expressed as p0.05. The following formulae are used to determine the statistical significance between groups:

Example Calculation

Let us continue with the previous scenario and see if the percentage of males who are pleased with your product is much higher than the percentage of women who are satisfied with it. Consider the following scenario: you conducted a poll of 1000 men and 1000 women and discovered that 70 percent of men are happy with your product, compared to 65 percent of women. Is the percentage of 70 percent much greater than the percentage of 65 percent? Fill in the blanks with the survey data from the following sources:

  • (Percentage of men who are pleased with the product) = 0.7
  • (Percentage of women who are satisfied with the product) = 0.65
  • (Number of men who responded to the survey) = 1000
  • (Number of women who responded to the survey) = 1000

Because the absolute value of the test statistic is more than 1.96, it is clear that there is a statistically significant difference between men and women. In comparison to women, males are more likely to be happy with your goods.

Hiding Statistical Significance

To conceal statistical significance for all questions, use the following formula:

  1. Then, in the left sidebar, click on the down arrow next to the comparison rule
  2. Select Edit rule
  3. Select Turn off statistical significance from the drop-down menu next to Show statistical significance
  4. Select Apply.

To conceal statistical significance for a single question, use the following formula:

  1. Click theCustomizebutton above the question chart
  2. Then click theDisplay Optionstab
  3. And finally click theSave button. To turn off statistical significance, uncheck the box next to it and click Save.

When you demonstrate statistical significance, the option to switch rows and columns in the presentation is immediately enabled. If you uncheck this display option, statistical significance is also turned off as a result of the action.

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