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Replications and Extensions in Marketing – Rarely Published But Quite Contrary

Author

Listed:
  • Raymond Hubbard

    (Drake University)

  • JS Armstrong

    (The Wharton School)

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.

Suggested Citation

  • Raymond Hubbard & JS Armstrong, 2005. "Replications and Extensions in Marketing – Rarely Published But Quite Contrary," General Economics and Teaching 0502051, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwpgt:0502051
    Note: Type of Document - pdf; pages: 22
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    File URL: https://econwpa.ub.uni-muenchen.de/econ-wp/get/papers/0502/0502051.pdf
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    References listed on IDEAS

    as
    1. Raymond Hubbard & JS Armstrong, 2005. "Are Null Results Becoming an Endangered Species in Marketing?," General Economics and Teaching 0502038, University Library of Munich, Germany.
    2. McGrath, Joseph E & Brinberg, David, 1983. "External Validity and the Research Process: A Comment on the Calder-Lynch Dialogue," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 115-124, June.
    3. Feige, Edgar L, 1975. "The Consequences of Journal Editorial Policies and a Suggestion for Revision," Journal of Political Economy, University of Chicago Press, vol. 83(6), pages 1291-1295, December.
    4. Dewald, William G & Thursby, Jerry G & Anderson, Richard G, 1986. "Replication in Empirical Economics: The Journal of Money, Credit and Banking Project," American Economic Review, American Economic Association, vol. 76(4), pages 587-603, September.
    5. Mayer, Thomas, 1980. "Economics as a Hard Science: Realistic Goal or Wishful Thinking?," Economic Inquiry, Western Economic Association International, vol. 18(2), pages 165-178, April.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Ian Phau & Garick Kea, 2007. "Attitudes of University Students toward Business Ethics: A Cross-National Investigation of Australia, Singapore and Hong Kong," Journal of Business Ethics, Springer, vol. 72(1), pages 61-75, April.
    2. JS Armstrong & Roderick J. Brodie & Andrew G. Parsons, 2004. "Hypotheses in Marketing Science: Literature Review and Publication Audit," General Economics and Teaching 0412013, University Library of Munich, Germany.
    3. Raymond Hubbard & JS Armstrong, 2005. "Publication Bias Against Null Results," General Economics and Teaching 0502034, University Library of Munich, Germany.
    4. JS Armstrong, 2005. "Quality Control Versus Innovation in Research on Marketing," General Economics and Teaching 0502050, University Library of Munich, Germany.

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    More about this item

    Keywords

    replications; extensions; marketing; research; publishing;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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