Statistical Significance and the PHC Curve

Hideki Toyoda as a psychometrician and an expert in structural equation modeling, the author has calculated the brand value of Brand Japan since the first survey. Brand Japan is a brand value evaluation project sponsored by Nikkei BP Consulting, which has been implemented since 2001. The project visualizes the evaluations of over 50,000 people for 1,500 brands of companies, products, and services. It is the largest brand value evaluation survey in Japan and is useful for verifying the results of practical brand strategies, public relations activities, and marketing, as well as setting future goals. The author is also an expert in item response theory, and has been in charge of the planning, analysis, and evaluation of the Nikkei TEST since 2008, when the first public test was held.The Nikkei Test is a test organized by the Nikkei newspaper that measures the "breadth and amount of knowledge necessary for business, as well as the ability to think." The test uses questions created from real-world economics and is represented by five evaluation axes. There are four types of Nikkei Tests, which can be chosen based on the purpose and form of the test. These include a nationwide simultaneous test (online test), a corporate/group test, a test center test, and a Nikkei Test training drill. The test is a valuable tool for self-analysis and evaluation, as well as for accelerating skill development.