Significant Difference

Significant Difference - In mathematical terms, a difference between tests of two or more variables, which is sufficient to indicate that similar mailings will produce the same or similar differentiation. The significant difference varies with the confidence level desired. Most direct-mail prospecting utilizes a 95 percent confidence level wherein 95 times out of 100 the results found in the test will come close to duplicating on a retest or combination. It is fair to state that most mailers do not understand this term or its significance.

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Source: Postcom, 06 April 2010 17:29:14, http://postcom.org/public/admail_image/glossary.htm