Smart Strategies and Tools for Modern Missions

The MWD Statistical Significance Calculator is a free tool that will help you test the statistical significance in response rate between two test panels when conducting a test for your direct response campaign such as direct mail or email.

Statistical significance measures the likelihood that the results of a test are real and repeatable, and not just due to chance. If your confidence level is 92%, that means, according to probability theory, there’s a 92% chance that you’d see similar results in a repeat of the test.

This test of statistical significance is only a formula. In order to use it correctly, you need to have a hypothesis of why you believe the response rates should be different. If the calculator shows a significant difference, the test supports your hypothesis. But if not, it’s time to go back to the drawing board.

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