The (im)precision of scholarly consumer behavior research

Hyman, M., Trafimow, D. and Kostyk, A. (2020) The (im)precision of scholarly consumer behavior research. Journal of Business Research, 114, pp. 93-101. (doi: 10.1016/j.jbusres.2020.04.008)

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Knowing related empirical facts as precisely as possible is crucial to knowledge development. Does the sampling precision of published consumer research ensure it contributes meaningfully to marketing science? To answer this question, the sampling precision of four consumer-centric journals selected for their relative impact factors—Journal of Consumer Research (JCR), Journal of Consumer Psychology (JCP), Journal of Consumer Marketing (JCM), and International Journal of Consumer Studies (IJCS)—is compared. Based on a recently developed a priori procedure, analyses of articles published between 2000 and 2016 determined the precision of the reported sample means that estimate corresponding population means. Results show studies in all journals lack sufficient precision, with JCR and JCP studies half as precise as JCM and IJCS studies. Sampling precision’s value to scientific advancement partly reflects its connection to replication probabilities. Given low replication rates, the most cited consumer-related studies, which strongly influence subsequent research, may be the most misdirecting.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Kostyk, Dr Alena
Authors: Hyman, M., Trafimow, D., and Kostyk, A.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Business Research
ISSN (Online):1873-7978
Published Online:13 April 2020
Copyright Holders:Copyright © 2020 Elsevier Inc.
First Published:First published in Journal of Business Research 114:93-101
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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