Tag: Replications

  • You are right that we shouldn’t expect marketing studies to replicate (but I disagree about the reason)

    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

    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,…