IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Are Null Results Becoming an Endangered Species in Marketing?

Listed author(s):
  • Raymond Hubbard

    (College of Business & Administration, Drake University,)

  • JS Armstrong

    (The Wharton School)

ditorial procedures in the social and biomedical sciences are said to promote studies that falsely reject the null hypothesis. This problem may also exist in major marketing journals. Of 692 papers using statistical significance tests sampled from the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research between 1974 and 1989, only 7.8% failed to reject the null hypothesis. The percentage of null results declined by one-half from the 1970s to the 1980s. The JM and the JMR registered marked decreases. The small percentage of insignificant results could not be explained as being due to inadequate statistical power. Various scholars have claimed that editorial policies in the social and medical sciences are biased against studies reporting null results, and thus encourage the proliferation of Type 1 errors (erroneous rejection of the null hypothesis). Greenwald (1975, p. 15) maintains that Type I publication errors are underestimated to the extent that they are: “. . . frightening, even calling into question the scientific basis for much published literature.” Our paper examines the publication frequency of null results in marketing. First, we discuss how editorial policies might foster an atmosphere receptive to Type I error proliferation. Second, we review the evidence on the publication of null results in the social and biomedical sciences. Third, we report on an empirical investigation of the publication frequency of null results in the marketing literature. Fourth, we examine power levels for statistically insignificant findings in marketing to see if they are underpowered and thus less deserving of publication. Finally, we provide suggestions to facilitate the publication of null results.

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.

File URL:
Download Restriction: no

Paper provided by EconWPA in its series General Economics and Teaching with number 0502038.

in new window

Length: 10 pages
Date of creation: 11 Feb 2005
Handle: RePEc:wpa:wuwpgt:0502038
Note: Type of Document - pdf; pages: 10
Contact details of provider: Web page:

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.:

in new window

  1. 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.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:wpa:wuwpgt:0502038. 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: (EconWPA)

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.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.