Assessment of Factors Causing Bias in Marketing- Related Publications

Mangirdas Morkūnas, Elzė Rudienė, Lukas Giriūnas and Laura Daučiūnienė
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Elzė Rudienė: Business School, Vilnius University, Sauletekio ave. 21, 10222 Vilnius, Lithuania
Lukas Giriūnas: Faculty of Public Governance and Business, Mykolas Romeris university, Ateities str. 20, 08303 Vilnius, Lithuania
Laura Daučiūnienė: Faculty of Public Governance and Business, Mykolas Romeris university, Ateities str. 20, 08303 Vilnius, Lithuania

Publications, 2020, vol. 8, issue 4, 1-16

Abstract: The present paper aims at revealing and ranking the factors that most frequently cause bias in marketing-related publications. In order to rank the factors causing bias, the authors employed the Analytic Hierarchy Process method with three different scales representing all scale groups. The data for the study were obtained through expert survey, which involved nine experts both from the academia and scientific publishing community. The findings of the study confirm that factors that most frequently cause bias in marketing related publications are sampling and sample frame errors, failure to specify the inclusion and exclusion criteria for researched subjects and non-responsiveness.

Keywords: bias; research; marketing; publication (search for similar items in EconPapers)
JEL-codes: A2 D83 L82 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jpubli:v:8:y:2020:i:4:p:45-:d:434285

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