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Replication Definition

Multiple test trials under repeatablity conditions used as an independent verification of a research study.

Replication refers to the process of repeating a research study or experiment using the same methodology to verify the accuracy and reliability of the original findings. It ensures that results are not isolated or coincidental.

Who relies on replication in market research?

Market researchers, academic researchers, quality assurance teams, brand strategists and data analysts rely on replication to validate insights before making critical business or marketing decisions.

What are the key aspects of replication in market research?

• Involves repeating the same methodology.
• Can be performed with new samples or in different markets.
• Tests for reliability and generalizability.
• Helps uncover potential biases or errors.
• Can be exact or conceptual (with slight variations).

Why is replication important in market research?

Replication adds credibility and confidence to research findings. It helps ensure that insights are consistent, reliable and applicable across different conditions or audiences.

How do market researchers use replication?

Researchers conduct replication studies to confirm the success of campaigns, validate product feedback across markets, test hypotheses in different segments and reinforce findings before recommending strategic actions.