Replication and George the Galapagos tortoise

Schultz, DE, Kerr, G ORCID: and Kitchen, PJ ORCID: 2019, 'Replication and George the Galapagos tortoise' , Journal of Marketing Communications , pp. 1-16.

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This paper conceptualises replication research as being one of the most needed areas of ongoing academic activity. Using George the Galapagos tortoise as a metaphor for the lack of replication research, it is argued that only by replicating research studies over time can solid theory be developed. For the most part, advertising and marketing communication research consists of non-replicated, one-shot, point-in-time experiments which, once accepted and published by a journal, becomes the litany of the academic community and is then deified by the citation process. The paper begins by reviewing the background of replication research in the marketing communication domain and applies it to current thinking and publication trends. Reasons for the lack of replication research are presented and some conclusions are drawn for those seeking to confirm or challenge existing research. An agenda is provided for the development and publication of replication research.

Item Type: Article
Additional Information: ** From Crossref via Jisc Publications Router **Journal IDs: pissn 1352-7266; eissn 1466-4445 **History: issued 05-09-2019; published_online 05-09-2019
Schools: Schools > Salford Business School
Journal or Publication Title: Journal of Marketing Communications
Publisher: Taylor & Francis
ISSN: 1466-4445
Related URLs:
SWORD Depositor: Publications Router
Depositing User: Publications Router
Date Deposited: 18 Oct 2019 10:04
Last Modified: 27 Aug 2021 21:28

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