Coffee, Data and Jamovi: The Perfect Recipe for great Statistical Analysis

Joseph F.  Hair; Evandro Luiz  Lopes; Marcelo L. D. S.  Gabriel; Flávio Santino  Bizarrias; Dirceu da  Silva

doi:10.37497/jsim.v12.id178.2025

Authors

Joseph F. Hair University of South Alabama, Alabama (USA) https://orcid.org/0000-0002-9226-9693
Evandro Luiz Lopes Escola Superior de Propaganda e Marketing – ESPM, São Paulo https://orcid.org/0000-0002-2780-4215
Marcelo L. D. S. Gabriel Escola Superior de Propaganda e Marketing – ESPM, São Paulo https://orcid.org/0000-0001-8861-0783
Flávio Santino Bizarrias Escola Superior de Propaganda e Marketing (ESPM), São Paulo https://orcid.org/0000-0001-5574-7820
Dirceu da Silva University of Campinas – UNICAMP, São Paulo https://orcid.org/0000-0003-3267-511X

DOI:

https://doi.org/10.37497/jsim.v12.id178.2025

Keywords:

Jamovi, Statistical software, Data analysis, Open science, Applied statistics

Abstract

Purpose: This article aims to introduce Jamovi, a free and open-source statistical analysis software based on the R language, highlighting its functionalities, accessibility, and potential applications in academic and professional environments.

Design/Methodology/Approach: The study adopts a descriptive and applied approach, presenting a comparative review of Jamovi's core features in relation to traditional software such as SPSS and SAS. It also includes a practical tutorial demonstrating data import, execution of statistical tests, and interpretation of results using Jamovi’s graphical interface.

Findings: Jamovi stands out for its intuitive usability, cross-platform compatibility, and seamless integration with R. Its modular structure and real-time feedback facilitate both basic and advanced analyses without requiring extensive programming knowledge. The active developer community ensures frequent updates and a growing repository of analytical modules.

Practical Implications: Jamovi offers a cost-effective and pedagogically efficient tool for researchers, instructors, and students. It contributes to reducing financial and technical barriers in statistical education and promotes statistical literacy.

Originality/Value: The article highlights the relevance of Jamovi as an inclusive and adaptable platform for quantitative research, especially in contexts demanding accessible and open-source solutions.

Author Biographies

Joseph F. Hair, University of South Alabama, Alabama (USA)

Professor of Marketing and Director of the Ph.D. Program in Business Administration at the Mitchell College of Business, University of South Alabama; holder of the Cleverdon Chair of Business; and holder of the Copeland Endowed Chair of Entrepreneurship at Louisiana State University.

Evandro Luiz Lopes, Escola Superior de Propaganda e Marketing – ESPM, São Paulo

Ph.D. in Business Administration from Universidade Nove de Julho – UNINOVE, São Paulo (Brazil). Full Professor at the Escola Superior de Propaganda e Marketing – ESPM, São Paulo, working in the Graduate Program in Administration – PPGA (academic master’s and doctoral programs).

Marcelo L. D. S. Gabriel , Escola Superior de Propaganda e Marketing – ESPM, São Paulo

PhD in Education (Science and Technology) from the State University of Campinas - UNICAMP; Master’s degree in Business Administration from Centro Universitário Álvares Penteado - UNIFECAP; Executive MBA in Marketing from IBMEC; Bachelor's degree in Statistics from Centro Universitário FMU; Bachelor's degree in History from the University of São Paulo - USP.

Professor in the Graduate Program in Administration and the Professional Master's Program in Consumer Behavior at the School of Higher Education in Advertising and Marketing (ESPM). Reviewer for national and international journals in Administration and Psychology, and evaluator for conferences such as EnANPAD, CLAV, SEMEAD, and ENGEMA. Guest editor for the Brazilian Journal of Marketing (BJMkt) special issue on Marketing Research.

Flávio Santino Bizarrias , Escola Superior de Propaganda e Marketing (ESPM), São Paulo

Professor and Researcher at the School of Advertising and Marketing (ESPM-SP), Brazil. Previously, I served as a Professor and Researcher in the Postgraduate Program in Project Management (PPGP) at Universidade Nove de Julho (UNINOVE), stricto sensu, and as a faculty member in higher education at the same institution. I continue to work as a business consultant, applying scientific knowledge to address organizational challenges.

Dirceu da Silva , University of Campinas – UNICAMP, São Paulo

Holds a Ph.D. in Education with a focus on Assessment and Cognition from the University of São Paulo (1995), and earned a Livre-Docência (habilitation) from the University of Campinas (UNICAMP) in 2022. Currently serves as an Associate Professor I at the University of Campinas (UNICAMP) under a full-time dedication regime (RDIDP). Has academic and professional experience in the fields of Administration, Production, Entrepreneurship, Health, and Education, with emphasis on Educational Planning and Assessment, Distance Education, Information and Communication Technologies, Science, Technology and Society, Consumer Behavior, Sustainability, and the Environment. Specializes in quantitative data analysis methodologies, including multivariate statistical analysis and the development of attitude scales. Ranked 21st in Latin America and 78th among BRICS countries in the Top 100 Business Management Scientists 2024 by the AD Scientific Index (Alper-Doger Scientific Index).

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