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Operational replication Definition

Duplicating the sampling procedures and experimental procedures of an existing study to determine if the procedures produce similar results.

Operational replication involves replicating a research study using the same procedures and methods as the original study to verify results and ensure reliability. It tests whether the findings can be consistently reproduced when the operational definitions and processes are applied again.

Who relies on operational replication in the marketing research and insights industry?

Market researchers, academic researchers, quality assurance teams and data analysts rely on operational replication to validate findings, enhance credibility and ensure the reliability of research methods and results.

What are key aspects of operational replication in market research?      

Key aspects include:

• Consistency: Adheres strictly to the original study’s methods and operational definitions.
• Verification: Confirms the validity and reliability of results.
• Control: Minimizes variability by using identical conditions and procedures.
• Comparability: Ensures findings align with or highlight differences from the original study.
• Transparency: Requires detailed documentation of processes for accurate replication.

Why is operational replication important in market research?  

Operational replication is important because it ensures the reliability and validity of research findings. By confirming that results are reproducible under the same conditions, it builds confidence in the conclusions and strengthens the credibility of the research.

How do market researchers use operational replication?             

Market researchers use operational replication to validate survey results, test hypotheses and ensure consistent findings across different studies or markets. For example, they may replicate a study to confirm consumer preferences before launching a product in a new region. The process helps identify potential inconsistencies and ensures robust, trustworthy insights.