Replication research's disturbing trend

Heiner Evanschitzky, Carsten Baumgarth, Raymond Hubbard, J. Scott Armstrong

Research output: Contribution to journalArticlepeer-review


Researchers express concern over a paucity of replications. In line with this, editorial policies of some leading marketing journals now encourage more replications. This article reports on an extension of a 1994 study to see whether these efforts have had an effect on the number of replication studies published in leading marketing journals. Results show that the replication rate has fallen to 1.2%, a decrease in the rate by 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 should ignore the findings until they receive support via replications and researchers should put little stock in the outcomes of one-shot studies.
Original languageEnglish
Pages (from-to)411-415
Number of pages5
JournalJournal of Business Research
Issue number4
Publication statusPublished - Apr 2007


  • replication
  • policy
  • studies


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