The (im)precision of scholarly consumer behavior research

David Trafimow, Michael R. Hyman and Alena Kostyk

Journal of Business Research, 2020, vol. 114, issue C, 93-101

Abstract: 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.

Keywords: Precision; Sampling precision; A priori procedure (APP); Replication; Replication probabilities (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:114:y:2020:i:c:p:93-101

DOI: 10.1016/j.jbusres.2020.04.008

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