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Toward Open Science in Marketing Research

Author

Listed:
  • Deer, Lachlan

    (Tilburg University)

  • Adler, Susanne Jana

    (Ludwig-Maximilians-University Munich)

  • Datta, Hannes
  • Mizik, Natalie
  • Sarstedt, Marko

    (Ludwig-Maximilians-University Munich)

Abstract

We make the case for a cultural shift towards open science in academic marketing research to address growing concerns about research complexity and challenges surrounding replicability and reproducibility. We discuss how open science can increase the scientific rigor and credibility of research across diverse paradigms and practices within the field. We also provide guidance on implementing open science in empirical research for authors, journals, and institutions, highlighting the benefits and costs of adapting existing practices to the field’s subdisciplines. Implementing open science practices requires concerted and collaborative efforts among authors, journals, and institutions to integrate its principles into their specific practices and policies.

Suggested Citation

  • Deer, Lachlan & Adler, Susanne Jana & Datta, Hannes & Mizik, Natalie & Sarstedt, Marko, 2024. "Toward Open Science in Marketing Research," OSF Preprints f7a8c, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:f7a8c
    DOI: 10.31219/osf.io/f7a8c
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    References listed on IDEAS

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    1. Lu, Huidi & van der Lans, Ralf & Helsen, Kristiaan & Gauri, Dinesh K., 2023. "DEPART: Decomposing prices using atheoretical regression trees," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 781-800.
    2. Frank M. Bass & Jerry Wind, 1995. "Introduction to the Special Issue: Empirical Generalizations in Marketing," Marketing Science, INFORMS, vol. 14(3_supplem), pages 1-5.
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