Replications in Marketing
Introduction
Harmeen Soch received some useful replies to his question about replication in marketing.
: : : Posting
: : dialog
Harmeen Soch had asked about replication in marketing. He received replies from Scott Armstrong, Kent Grayson, and Malcolm Wright. Received replies are excerpted below
Kent Grayson
Hi there — I’m responding to your note on ELMAR asking about replications.
It seems like maybe you’ve gotten a lot of responses to your query so I apologize if I’m repeating information you’ve already been sent.
The word "replication" or "replicate" is used a lot in published studies — at this point, I think it legitimately has different meanings in different contexts. But, a few papers that I’ve found helpful regarding replications are:
- Lindsay & Ehrenberg 1993, "The Design of Replicated Studies," The American Statistician
- Farley, et al. 1998, "Designing the Next Study for Maximum Impact,"
- Hubbard and Armstrong 1994, "Replications and Extensions in Marketing: Rarely Published but Quite Contrary,"
- Kalyan 1994, "Inducitive Inference and Replications: A Bayesean Perspective,"
Also, my co-author Tim Ambler and I tried our best to live up to the ideals of replication in our 1999 paper "The Dark Side of Long-Term Relationships in Marketing Services," .
Hope this helps in some way.
Malcolm Wright
Dear Harmeen Kaur Soch,
Although I did not see you post on ELMAR, Scott Armstrong kindly copied me on his reply. I have written on this topic, and am pleased to enclose copies of an article and an editorial that address your question. Andrew Ehrenberg has also written a great deal on this topic, and you can find some references to his work in the attached article. I also commend to you the special issue of Marketing Science on Empirical Generalizations in 1995.
Kind regards
Malcolm
Dr Malcolm Wright
School of Marketing and International Business
Victoria University of Wellington
<malcolm.wright@vuw.ac.nz>