IDEAS home Printed from https://ideas.repec.org/p/osf/osfxxx/f7a8c_v1.html
   My bibliography  Save this paper

Toward Open Science in Marketing Research

Author

Listed:
  • Deer, Lachlan

    (Tilburg University)

  • Adler, Susanne Jana

    (Ludwig-Maximilians-University Munich)

  • Datta, Hannes
  • Mizik, Natalie
  • Sarstedt, Marko

    (Ludwig-Maximilians-University Munich)

Abstract

The open science paradigm has gained prominence in marketing as researchers seek to enhance the validity, reliability, and transparency of research methods and findings. Journals and institutions increasingly encourage or require open science practices, and many authors have started to adapt to and meet these new research and publishing expectations. We provide guidance for the effective implementation of open science practices in empirical marketing research across each subdiscipline, tailored to the unique methodological approaches and challenges inherent to their specific research contexts. Successful integration of these practices into academic marketing research will require concerted and collaborative efforts among authors, journals, institutions, and funding agencies. We argue that the gradual, thoughtful adoption of these principles and practices will improve the quality and efficiency of scientific discovery.

Suggested Citation

  • Deer, Lachlan & Adler, Susanne Jana & Datta, Hannes & Mizik, Natalie & Sarstedt, Marko, 2024. "Toward Open Science in Marketing Research," OSF Preprints f7a8c_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:f7a8c_v1
    DOI: 10.31219/osf.io/f7a8c_v1
    as

    Download full text from publisher

    File URL: https://osf.io/download/65d4ceb3b018b6074b2131d5/
    Download Restriction: no
    File URL: https://libkey.io/10.31219/osf.io/f7a8c_v1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lu, Huidi & van der Lans, Ralf & Helsen, Kristiaan & Gauri, Dinesh K., 2023. "DEPART: Decomposing prices using atheoretical regression trees," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 781-800.
    2. Mitchell Lovett & Renana Peres & Ron Shachar, 2014. "A Data Set of Brands and Their Characteristics," Marketing Science, INFORMS, vol. 33(4), pages 609-617, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Faramarzi, Ashkan & Bhattacharya, Abhi, 2021. "The economic worth of loyalty programs: An event study analysis," Journal of Business Research, Elsevier, vol. 123(C), pages 313-323.
    2. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
    3. Alberto Lopez & Eva Guerra & Beatriz Gonzalez & Sergio Madero, 2020. "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 203-223, December.
    4. Li, Ruiqin & Wang, Yan & Zhang, Hongli, 2023. "The shape of premiumness: Logo Shape's effects on perceived brand premiumness and brand preference," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Jahanmir, Sara F. & Cavadas, Joana, 2018. "Factors affecting late adoption of digital innovations," Journal of Business Research, Elsevier, vol. 88(C), pages 337-343.
    6. Luo, Anita & Baker, Andrew & Donthu, Naveen, 2019. "Capturing dynamics in the value for brand recommendations from word-of-mouth conversations," Journal of Business Research, Elsevier, vol. 104(C), pages 247-260.
    7. Winston Wei Dou & Yan Ji & David Reibstein & Wei Wu, 2021. "Inalienable Customer Capital, Corporate Liquidity, and Stock Returns," Journal of Finance, American Finance Association, vol. 76(1), pages 211-265, February.
    8. Ko, Eunhee Emily & Bowman, Douglas, 2023. "Suspicious online product reviews: An empirical analysis of brand and product characteristics using Amazon data," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 898-911.
    9. Beth L. Fossen & David A. Schweidel, 2019. "Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic," Marketing Science, INFORMS, vol. 38(3), pages 481-499, May.
    10. Vilma Todri, 2022. "Frontiers: The Impact of Ad-Blockers on Online Consumer Behavior," Marketing Science, INFORMS, vol. 41(1), pages 7-18, January.
    11. Kristina Klein & Franziska Völckner & Hernán A. Bruno & Henrik Sattler & Pascal Bruno, 2019. "Brand Positioning Based on Brand Image–Country Image Fit," Marketing Science, INFORMS, vol. 38(3), pages 516-538, May.
    12. Deer, Lachlan & Adler, Susanne Jana & Datta, Hannes & Mizik, Natalie & Sarstedt, Marko, 2024. "Toward Open Science in Marketing Research," OSF Preprints f7a8c, Center for Open Science.
    13. Oliver Hinz & Shawndra Hill & Amit Sharma, 2022. "Second Screening—The Influence of Concurrent TV Consumption on Online Shopping Behavior," Information Systems Research, INFORMS, vol. 33(3), pages 809-823, September.
    14. Rietveld, Robert & van Dolen, Willemijn & Mazloom, Masoud & Worring, Marcel, 2020. "What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 20-53.
    15. Christina Kuehnl & Danijel Jozic & Christian Homburg, 2019. "Effective customer journey design: consumers’ conception, measurement, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 551-568, May.
    16. Guyt, Jonne Y. & Datta, Hannes & Boegershausen, Johannes, 2024. "Unlocking the Potential of Web Data for Retailing Research," Journal of Retailing, Elsevier, vol. 100(1), pages 130-147.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:osf:osfxxx:f7a8c_v1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: OSF (email available below). General contact details of provider: https://osf.io/preprints/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.