Content Type:

Glossary

Share Print

Literal Replication Definition

The exact duplication of a previous study including using the same techniques and experimental conditions.

A literal replication in marketing research is the process of repeating a study using the exact same research design, methodology, sampling and measurement tools as the original study to verify and confirm the reliability of its results.

What are key characteristics of a literal replication in marketing research?                

• Exact duplication of the original research design.
• Same sampling methods and participant criteria.
• Uses identical questionnaires or measurement instruments.
• Conducted under similar conditions and timeframes.
• Focuses on confirming prior results.
• Minimizes methodological variations.

Why is a literal replication important in market research?        

Literal replications are important because they validate the accuracy and reliability of previous findings, strengthen confidence in conclusions and reduce the likelihood that results were due to chance or methodological errors.

Who relies on a literal replication as it pertains to marketing research?        

Academic researchers, validation teams, quality assurance specialists, market research firms and organizations seeking to confirm previous study outcomes rely on literal replications.

How do market researchers use a literal replication?  

Market researchers use a literal replication to confirm earlier research findings before making strategic decisions, launching campaigns or investing in new products. By ensuring consistent results, they build a stronger foundation for future studies and recommendations.