Status of Replication Studies in Marketing: A Validation and Extension

This paper validates the status of replication studies in marketing. It examines the extent replication is present in marketing, compares its findings with previous findings, and ascertains the relative need for replication studies in marketing. Relatively few replications were found in a survey of the studies in the Journal of Marketing, Journal of Marketing Research and Journal of Consumer Research from 1986-1995. The article concludes with a discussion of a comprehensive inventory of past and new replication research recommendations and focuses on several strategies that would help to improve the quality of replication studies in our discipline.