Replication Research in Marketing Revisited: A Note on a Disturbing Trend

Posted: 25 May 2007

See all articles by Heiner Evanschitzky

Heiner Evanschitzky

University of Muenster - Finance Center Muenster

Carsten Baumgarth

University of Siegen

Raymond Hubbard

Drake University - College of Business and Public Administration

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Abstract

Over the past decade, researchers have expressed concerns over what seemed to be a paucity of replications. In line with this, editorial policies of some leading marketing journals have been modified to encourage more replications. We conducted an extension of a 1994 study see whether these efforts have had an effect. In fact, the replication rate has fallen to 1.2 percent, a decrease in the rate by 50%. As things now stand, practitioners should be skeptical about using the results published in marketing journals as hardly any of them have been successfully replicated, teachers are advised to ignore the findings until they have been replicated, and researchers should put little stock in the outcomes of one-shot studies.

Suggested Citation

Evanschitzky, Heiner and Baumgarth, Carsten and Hubbard, Raymond and Armstrong, J. Scott, Replication Research in Marketing Revisited: A Note on a Disturbing Trend. Journal of Business Research, Vol. 60, pp. 411-415, 2007. Available at SSRN: https://ssrn.com/abstract=988501

Heiner Evanschitzky

University of Muenster - Finance Center Muenster ( email )

Universitatsstr. 14-16
Muenster, 48143
Germany

Carsten Baumgarth

University of Siegen ( email )

Hoelderlinstrasse 3
57068 Siegen, NRW 57068
Germany

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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