Replication
Introduction
Scott Armstrong suggests that despite the peril, we rely too much on one-shot studies
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Scientists regard replications as the bedrock of research. Researchers in marketing have expressed concerns over what seems to be a paucity of replications. This concern is important because a large percentage of replications have failed to support the original findings. In line with this, editorial policies of some leading marketing journals have been modified to encourage more replications. We conducted an extension of a 1994 study see whether these efforts have had an effect. In fact, the replication rate has fallen to 1.2 percent, a decrease in the rate of about half. As things now stand, practitioners should be skeptical about using the results published in marketing journals as hardly any of them have been successfully replicated, teachers are advised to ignore findings until they have been replicated, and researchers should put little stock in the outcomes of one-shot studies. This paper, "Replication research’s disturbing trend," Evanschitzky, H., C. Baumgarth, R. Hubbard & J. S. Armstrong, , 60 (2007), 411-415, is available in full-text at