Replication in Advertising Research: 1977, 1978, 1979

Abstract

A content analysis of all 1977, 1978 and 1979 issues of the leading advertising, marketing and communication publications was conducted to determine the frequency of replication in advertising research. The results revealed that replications are seldom published in advertising research and, as a consequence, the possibility exists that empirical results are uncritically absorbed into the advertising literature as verified knowledge. Recommendations are offered to assure that replication becomes a recognized and practiced component of the advertising research.