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Are scientific practices improving in consumer research? A glass half-full and half-empty

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  • Michel Tuan Pham

    (Columbia University)

Abstract

In this commentary, I propose a “big-picture” view of what good science is as a framework for evaluating scientific practices in consumer research. A big-picture view of science recognizes that scientific practices are not ends in themselves but tools to be used in the service of six epistemic ideals: veridicality, precision, transparency, generalizability, relevance, and insight. It is through a multidimensional contribution to these epistemic ideals that various scientific practices enable the production of evidence that is not only trustworthy but also useful. From this big-picture perspective, Krefeld-Schwalb and Scheibehenne’s results provide a decidedly mixed report card about the state of scientific practices in consumer research.

Suggested Citation

  • Michel Tuan Pham, 2023. "Are scientific practices improving in consumer research? A glass half-full and half-empty," Marketing Letters, Springer, vol. 34(3), pages 375-382, September.
    • Handle: RePEc:kap:mktlet:v:34:y:2023:i:3:d:10.1007_s11002-023-09679-2
    DOI: 10.1007/s11002-023-09679-2
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    References listed on IDEAS

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    1. Antonia Krefeld-Schwalb & Benjamin Scheibehenne, 2023. "Tighter nets for smaller fishes? Mapping the development of statistical practices in consumer research between 2008 and 2020," Marketing Letters, Springer, vol. 34(3), pages 351-365, September.
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    3. Peterson, Robert A & Albaum, Gerald & Beltramini, Richard F, 1985. "A Meta-Analysis of Effect Sizes in Consumer Behavior Experiments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 97-103, June.
    4. Wells, William D, 1993. "Discovery-Oriented Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 489-504, March.
    5. Ferber, Robert, 1977. "Research by Convenience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 57-58, June.
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