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A commentary on reporting effect size and confidence intervals: Response to Palmer and Strelan (2014)

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  • Dutta, Sujay
  • Pullig, Chris

Abstract

Based on recalculations of effect size (Cohen's d) and confidence intervals around these estimates (ES&CI), Palmer and Strelan (P&S; forthcoming) re-interpret some of the findings from our 2011 Journal of Business Research article (Dutta and Pullig 2011). In response, we critique two aspects of P&S's conclusions, the use of ES&CI in a dichotomous nature and the assumed superiority of the ES&CI approach. In addition, we discuss the implications of the ES&CI results for the substantive domain of our research and findings. Specifically, the ES&CI results do not “overturn” our conclusions, but indicate that for two variables our results should be considered tentative while for two variables the ES&CI approach leads to similar conclusions. We conclude with a discussion of the implications of the larger debate between reporting traditional null hypothesis statistical testing (NHST), ES&CI, or both in behavioral research in marketing and business-related disciplines.

Suggested Citation

  • Dutta, Sujay & Pullig, Chris, 2015. "A commentary on reporting effect size and confidence intervals: Response to Palmer and Strelan (2014)," Journal of Business Research, Elsevier, vol. 68(5), pages 1082-1085.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:5:p:1082-1085
    DOI: 10.1016/j.jbusres.2014.10.010
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    References listed on IDEAS

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    1. Dutta, Sujay & Pullig, Chris, 2011. "Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies," Journal of Business Research, Elsevier, vol. 64(12), pages 1281-1287.
    2. Fern, Edward F & Monroe, Kent B, 1996. "Effect-Size Estimates: Issues and Problems in Interpretation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(2), pages 89-105, September.
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