Replications and Extensions in Marketing - Rarely Published But Quite Contrary

International Journal of Research in Marketing, Vol. 11, pp. 233-248, 1994

Posted: 17 Feb 2005

See all articles by Raymond Hubbard

Raymond Hubbard

Drake University - College of Business and Public Administration

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Abstract

Replication is rare in marketing. Of 1,120 papers sampled from three major marketing journals, none were replications. Only 1.8% of the papers were extensions, and they consumed 1.1% of the journal space. On average, these extensions appeared seven years after the original study. The publication rate for such works has been decreasing since the 1970s. Published extensions typically produced results that conflicted with the original studies; of the 20 extensions published, 12 conflicted with the earlier results, and only 3 provided full confirmation. Published replications do not attract as many citations after publication as do the original studies, even when the results fail to support the original studies.

Keywords: Marketing, replication and extension

Suggested Citation

Hubbard, Raymond and Armstrong, J. Scott, Replications and Extensions in Marketing - Rarely Published But Quite Contrary. International Journal of Research in Marketing, Vol. 11, pp. 233-248, 1994. Available at SSRN: https://ssrn.com/abstract=668141

Raymond Hubbard

Drake University - College of Business and Public Administration ( email )

2507 University Avenue
Des Moines, IA 50311-4505
United States
515-271-2344 (Phone)
515-271-4518 (Fax)

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

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