Guides

Replication and generalization

When replications get published, how to design one, and how to build on the empirical regularities marketing already knows.

• Empirical generalizations in marketing: how to build on them
  What an empirical generalization is, where marketing's established ones are collected, and how a new study can extend, bound or update one instead of starting from zero.
• Designing a replication study: a step-by-step plan
  How to plan a replication: choose the finding, define the effect, record every deviation, power for a smaller effect, preregister, and set the success test in advance.
• Direct vs conceptual replication: what each result can tell you
  Direct replication repeats a study's methods; conceptual replication retests its idea with new ones. What success and failure of each mean, and how to choose.
• Publishing a replication in marketing: when editors say yes
  Which replications marketing journals publish, why an important original and a real extension matter, and which outlets and formats have printed replication papers.