Replications-and-extensions-in-marketing - Published in...

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Published in International Journal of Research in Marketing , 11 (1994), 233-248 Replications and Extensions in Marketing – Rarely Published But Quite Contrary * Raymond Hubbard Drake University, Des Moines, IA 50311, USA J. Scott Armstrong The Wharton School, University of Pennsylvania, Philadelphia, PA 19104, USA 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. "Replicability is almost universally accepted as the most important criterion of genuine scientific knowledge. .. " Rosenthal and Rosnow, 1984, p. 9 "Replicability . . . is the Supreme Court of the scientific system." Collins, 1985, p. 19 1. Introduction As suggested by the above quotations, replication is held in high regard by some scientists. Other things being equal, the failure to obtain similar findings in a replication indicates the need for further work in the area. A successful replication, on the other hand, promotes confidence in the reliability of the results, and suggests the need to study whether the findings can be generalized to different populations, products, geographical areas, and so on. Replications * The authors thank Richard Bagozzi, Gregory Boller, Stephen Brown, Gilbert Churchill, Andrew Ehrenberg, James Engel, Anthony Greenwald, Robert Mittelstaedt, Leonard Reid, Robert Rosenthal. Daniel Vetter, the editor, and three anonymous reviewers for comments on earlier versions of this paper. Daniel Vetter also assisted with the classification of the replications and extensions. Editorial assistance was provided by Jennifer Armstrong and Phan Lam. Any remaining errors are our responsibility.
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2 with extensions serve this function of assessing whether outcomes can be generalized beyond the original context. They help to determine the scope and limits of the findings. Thus, replications and extensions play a valuable role in ensuring the integrity of a discipline's empirical results. Physical scientists are said to be more concerned about issues of replicability than social scientists (Chase, 1970). The 1989 "discovery" of cold fusion (Close, 1991) provides an example of this concern. The benefits of replication research are further discussed in the next section. 2. Some benefits of replications and extensions
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Replications-and-extensions-in-marketing - Published in...

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