Research Topics:

Marketing Research-General | The Business of Research

Content Type:

Glossary

Constructive Replication Definition

A study in which the hypothesis of an existing study is analyzed using techniques and methods that deliberately avoid duplicating the procedures used in the existing study.

Constructive replication is the practice of conducting studies that copy previous research with techniques and methods that deliberately avoid duplicating procedures used in the original study. The repeated study relies on enhancements and modification to the original study's design, methodology or context. The goal is not to duplicate the exact study. Rather, it addresses limitations, verifies findings and improves the understanding of the topic. Constructive replication fosters a culture of transparency, accountability and advancement in marketing research. It identifies potential biases, inconsistencies or limitations in previous research, thus leading to more accurate insights.

Who relies on constructive replication?

Constructive replication permits marketing researchers, academics and professionals to validate existing research findings, explore variations in contexts and develop additional theories and models. By taking part in this process, professionals can enhance the credibility and generalizability of marketing knowledge.

Why should I care about constructive replication?

Constructive replication promotes a higher level of rigor and reliability in research. By engaging with replicated studies, marketing professionals gain a deeper understanding of the validity of marketing concepts and strategies. This helps in decision making and ensures that the marketing practices being utilized are built on a solid foundation of tested and refined research.