Pre-Registered Interim Analysis Designs (PRIADs)
Increasing the Cost-Effectiveness of Hypothesis Testing
Bibliographic Data
| ID | 2237227 |
|---|---|
| Authors | Quentin André (0000-0001-7239-4828, University of Colorado Boulder, corresponding author), Nicholas Reinholtz (0000-0003-0696-1972, University of Colorado Boulder) |
| Editors | Andrew T Stephen, Keith Wilcox |
| Year | 2024 |
| Volume | 51 |
| Issue | 4 |
| Pages | 845-865 |
| Publication date | 2024-12-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (PUBLISHER • GB) |
| DOI | 10.1093/jcr/ucae028 |
| OpenAlex | W4394992280 |
| Language | EN |
| Citations received | 2 |
| References cited | 34 |
The difficulty of determining how many observations to collect is a source of inefficiency in consumer behavior research. Group sequential designs, which allow researchers to perform interim analyses while data collection is ongoing, could offer a remedy. However, they are scarcely used in consumer behavior research, probably owing to low awareness, perceived complexity, or concerns about the validity of this approach. This article offers a tutorial on group sequential designs and introduces Pre-Registered Interim Analysis Designs (PRIADs): A practical five-step procedure to facilitate the adoption of these designs in marketing. We show that group sequential designs can be easily adopted by marketing researchers, and introduce a companion app to help researchers implement them. We demonstrate multiple benefits of PRIADs for researchers engaged in confirmatory hypothesis testing: They facilitate sample size decisions, allow researchers to achieve a desired level of statistical power with a smaller number of observations, and help conduct more efficient pilot studies. We validate this cost-saving potential through a comprehensive re-analysis of 212 studies published in the Journal of Consumer Research, which shows that using PRIADs would have reduced participant costs by 20-29%. We conclude with a discussion of limitations and possible alternatives to PRIADs
Clinical trial · Geography · Interim · Interim analysis · Reliability engineering · Statistics · Computer Science · Economic and Environmental Valuation · Engineering · Internal Medicine · Mathematics · Medicine · Meta-analysis and systematic reviews · Sensory Analysis and Statistical Methods
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Our Journal, Our Intellectual Home
| Unique citing works | 2 |
|---|---|
| Citations per year | 2 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 2 |