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EMAC Distinguished Marketing Scholar 2012

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  • Laurent, Gilles

Abstract

Consumer research suffers from a lack of respect for data. Researchers routinely fail to report full experiments that do not produce expected results and often eliminate alleged “outliers” on the basis of inappropriate rules, leading to biased test reports. Scholars appear to be relying less on non-experimental data, even as the serious limitations of experimental data may create structural discrepancies with the other, non-experimental cases of a phenomenon or process, such that it becomes impossible to study some major consumer phenomena. The lessons from empirical data get accepted only when they can be described as confirming preexisting conceptual frameworks. This article presents an extensive analysis of multiple forms of a lack of respect for the data and proposes some remedies. Overall, data should never play a subordinate part.

Suggested Citation

  • Laurent, Gilles, 2013. "EMAC Distinguished Marketing Scholar 2012," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 323-334.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:4:p:323-334
    DOI: 10.1016/j.ijresmar.2013.07.003
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    References listed on IDEAS

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    1. John P A Ioannidis, 2005. "Why Most Published Research Findings Are False," PLOS Medicine, Public Library of Science, vol. 2(8), pages 1-1, August.
    2. Ed Yong, 2012. "Replication studies: Bad copy," Nature, Nature, vol. 485(7398), pages 298-300, May.
    3. Joseph Henrich & Steve J. Heine & Ara Norenzayan, 2010. "The Weirdest People in the World?," RatSWD Working Papers 139, German Data Forum (RatSWD).
    4. Gilles Laurent, 2000. "Improving the External Validity of Marketing Models: A Plea For More Qualitative Input," Post-Print hal-00819502, HAL.
    5. Gilles Laurent & Jean-Noël Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Marketing Science, INFORMS, vol. 14(3_supplem), pages 170-179.
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    7. Mark Uncles & Andrew Ehrenberg & Kathy Hammond, 1995. "Patterns of Buyer Behavior: Regularities, Models, and Extensions," Marketing Science, INFORMS, vol. 14(3_supplem), pages 71-78.
    8. Gilles Laurent & Jean-Noel Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Post-Print hal-00458457, HAL.
    9. Echo Wen Wan & Derek D. Rucker, 2013. "Confidence and Construal Framing: When Confidence Increases versus Decreases Information Processing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 977-992.
    10. Sim, C.H. & Gan, F.F. & Chang, T.C., 2005. "Outlier Labeling With Boxplot Procedures," Journal of the American Statistical Association, American Statistical Association, vol. 100, pages 642-652, June.
    11. Evanschitzky, Heiner & Baumgarth, Carsten & Hubbard, Raymond & Armstrong, J. Scott, 2007. "Replication research's disturbing trend," Journal of Business Research, Elsevier, vol. 60(4), pages 411-415, April.
    12. Mary Frances Luce & Ann McGill & Laura Peracchio, 2012. "Promoting an Environment of Scientific Integrity: Individual and Community Responsibilities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 1-1.
    13. Peterson, Robert A, 2001. "On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 450-461, December.
    14. Joseph W. Alba, 2012. "In Defense of Bumbling," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 981-987.
    15. Jean-Noël Kapferer & Gilles Laurent, 1985. "Measuring consumer involvement profiles," Post-Print hal-00786781, HAL.
    16. Claudia Townsend & Wendy Liu, 2012. "Is Planning Good for You? The Differential Impact of Planning on Self-Regulation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 688-703.
    17. Albers, Sönke, 2012. "Optimizable and implementable aggregate response modeling for marketing decision support," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 111-122.
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    2. Dekimpe, Marnik G., 2020. "Retailing and retailing research in the age of big data analytics," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 3-14.

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