Communications: The Dangers of Generalising From Published Marketing Studies

Raymond Hubbard

Much of marketing's empirical literature may be of questionable validity. Even marketing management 'classics' are not exempt from this charge and some examples are presented to illustrate this.
  

The Dangers ofGeneralising fromPublished Marketing Studies

Raymond Hubbard College of Business and Public Administration, Drake University

introduction

Much of marketing's empirical literature may be of questionable validity. Even marketing management 'classics' are not exempt from this charge, and some examples are presented to illustrate this. This absence of a replication and extension tradition in the discipline encourages the uncritical acceptance and dissemination of spurious findings, and precludes the likelihood of developing empirically generalisable marketing results.

'One of the major frustrations I have continually encountered when dealing with marketing personnel, and indeed...

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