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Generalizability of Research Results

In: Research Methodology in Marketing

Author

Listed:
  • Martin Eisend

    (European University Viadrina)

  • Alfred Kuss

    (Freie Universität Berlin)

Abstract

An essential element of scientific realism is the frequent and long-term corroboration of statements based on empirical tests. From an empirical perspective, it is about the question of generalizability, and to what extent empirical findings on the same statement found in various other studies are confirmed. The current chapter deals with approaches in which different results are summarized for the same research topic (meta-analyses: Sect. 9.3) or new investigations are conducted to check previous results (replication studies; Sect. 9.2).

Suggested Citation

  • Martin Eisend & Alfred Kuss, 2019. "Generalizability of Research Results," Springer Books, in: Research Methodology in Marketing, chapter 9, pages 195-210, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-10794-9_9
    DOI: 10.1007/978-3-030-10794-9_9
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