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 in our field. Although we can’t expect the textbook industry to react instantaneously to this replication crisis, we as instructors should make every effort to be sure we are teaching our students things that are actually true. Until such time as we have a new textbook available, here are some suggestions for folding in new content that gives fair treatment to replicable research, the replication crisis itself, and its most practical solutions.
Lecture content suggestions
- Ignazio Ziano’s replication slides (you’ll need to adjust the tone for undergrads 🙂
- Aaron Charlton’s meta-mediation slides (shows systematic bias in marketing journals)
- Gilad Feldman’s Oct 2021 talk about science reform (Youtube video)
Ideas for papers to assign
Let’s crowdsource this
Aaron Charlton, PhD, MBA is a marketing professional who currently works in industry for Away Clinic and Metascience & Marketing Lab and lives in Mesa, Arizona, USA. He is formerly an academic and still takes interest in improving the quality of research in the field of marketing.
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