Discovery and communication of important marketing findings: Evidence and proposals
My review of empirical research on scientific publication led to the following conclusions. Three criteria are useful for identifying whether findings are important: replication, validity, and usefulness. A fourth criterion, surprise, applies in some situations. Based on these criteria, important findings resulting from academic research in marketing seem to be rare. To a large extent, this rarity is due to a reward system that is built around subjective peer review. Rather than using peer review as a secret screening process, using an open process likely will improve papers and inform readers. Researchers, journals, business schools, funding agencies, and professional organizations can all contribute to improving the process. For example, researchers should do directed research on papers that contribute to principles. Journals should invite papers that contribute to principles. Business school administrators should reward researchers who make important findings. Funding agencies should base decisions on researchers' prior success in making important findings, and professional organizations should maintain web sites that describe what is known about principles and what research is needed on principles.
(This abstract was borrowed from another version of this item.)
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Dakin, Stephen & Armstrong, J. Scott, 1989.
"Predicting job performance: A comparison of expert opinion and research findings,"
International Journal of Forecasting,
Elsevier, vol. 5(2), pages 187-194.
- Stephen Dakin & JS Armstrong, 2004. "Predicting job performance: A comparison of expert opinion and research findings," General Economics and Teaching 0412005, EconWPA.
- Koehler, Jonathan J., 1993. "The Influence of Prior Beliefs on Scientific Judgments of Evidence Quality," Organizational Behavior and Human Decision Processes, Elsevier, vol. 56(1), pages 28-55, October.
- Armstrong, J Scott, 1991. " Prediction of Consumer Behavior by Experts and Novices," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 251-56, September.
- Laband, David N & Piette, Michael J, 1994. "Favoritism versus Search for Good Papers: Empirical Evidence Regarding the Behavior of Journal Editors," Journal of Political Economy, University of Chicago Press, vol. 102(1), pages 194-203, February.
- Fox, Kevin J & Milbourne, Ross, 1999. "What Determines Research Output of Academic Economists?," The Economic Record, The Economic Society of Australia, vol. 75(230), pages 256-67, September.
- Deirdre N. McCloskey & Stephen T. Ziliak, 1996. "The Standard Error of Regressions," Journal of Economic Literature, American Economic Association, vol. 34(1), pages 97-114, March.
- Hubbard, Raymond & Vetter, Daniel E., 1996. "An empirical comparison of published replication research in accounting, economics, finance, management, and marketing," Journal of Business Research, Elsevier, vol. 35(2), pages 153-164, February.
- Joshua S. Gans & George B. Shepherd, 1994. "How Are the Mighty Fallen: Rejected Classic Articles by Leading Economists," Journal of Economic Perspectives, American Economic Association, vol. 8(1), pages 165-179, Winter.
- Ian I. Mitroff, 1972. "The Myth of Objectivity OR Why Science Needs a New Psychology of Science," Management Science, INFORMS, vol. 18(10), pages B613-B618, June.
- Wells, William D, 1993. " Discovery-Oriented Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 19(4), pages 489-504, March.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:56:y:2003:i:1:p:69-84. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.