Outliers deviate from the norm—significantly enough to give marketers pause. But outliers can tell us more about our data, how we gather it, and what is in it, if we examine the entire data set ...

Personal Perspective: "Normal" isn’t perfection but a statistical range based on population data. Diagnoses compare ...

When business researchers analyse data, they often rely on assumptions to help make sense of what they find. But like anyone else, they can run into a whole lot of trouble if those assumptions turn ...