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| Author: | Easley, R. Madden, C. Dunn, M. |
| Title: | Conducting marketing science: the role of replication in the research process |
| Journal: | Journal of Business Research
2000 : APR, VOL. 48:1, p. 83-92 |
| Index terms: | BUSINESS ECONOMICS MARKETING THEORY RESEARCH |
| Language: | eng |
| Abstract: | The role of replication in marketing research has been a tenuous one, at best. On the one hand the prevalent perceived bias against replication research has deployed more research effort into the process of theory generation. On the other hand, theory development and refinement have suffered from the lack of an explicit replication tradition in research. At various times through the history of social science, reminders have appeared in the literature for an increased emphasis on replication. |
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