Toward open science in marketing research

Lachlan Deer, Susanne J. Adler, Hannes Datta, Natalie Mizik and Marko Sarstedt

International Journal of Research in Marketing, 2025, vol. 42, issue 1, 212-233

Abstract: The open science paradigm has gained prominence in marketing as researchers seek to enhance the validity, reliability, and transparency of research methods and findings. Journals and institutions increasingly encourage or require open science practices, and many authors have started to adapt to and meet these new research and publishing expectations. We provide guidance for effectively implementing open science practices in empirical marketing research. Our recommendations, are tailored to the unique methodological approaches and challenges of each subdiscipline and their specific research contexts. Successful integration of these practices into academic marketing research will require concerted and collaborative efforts among authors, journals, institutions, and funding agencies. We argue that the gradual, thoughtful adoption of these principles and practices will improve the quality and efficiency of scientific discovery.

Keywords: Open access; Open data; Open science; Preregistration; Transparency (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811624001150
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:42:y:2025:i:1:p:212-233

DOI: 10.1016/j.ijresmar.2024.12.005

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().