Category: Noise mining & replications
What kind of p-values should we expect from true effects?
There has been a lot of discussion around what is mathematically, theoretically possible in terms of p-values. If you have .01 < p < .05 is that mathematically possible for true effects? Yes. Can you get the same thing several times in a row? Mathematically speaking it’s possible, even if unlikely. But I would like […]
You are right that we shouldn’t expect marketing studies to replicate (but I disagree about the reason)
Some deep thinkers in marketing have postulated that perhaps marketing studies are not replicable because of the ever-shifting context around consumption. This is an interesting and valid theory that has some merit. Certainly, the context has changed. There has been a tremendous shift in how we consume and what media we are exposed to in […]
Replications in Marketing: Myth and Reality
Third-party replication is the foundation of good science. Without replication, how can we know if a scientific finding is even true? Moreover, if an entire field loses its sanity and commences in the wide-scale production of false knowledge, how would we know without replication? In order to help emphasize the usefulness of replications in marketing, […]
Updating your CB (Consumer Behavior) course to reflect the replication crisis
According to Evanschitzky et al. (2007), teachers should ignore findings until they have been replicated. Unfortunately, only a very small portion of all marketing studies have withstood the scrutiny of direct, preregistered replication. Moreover, a lot of things came to light in 2021 that should give us pause before we blindly endorse the collective works […]