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All Journal Jurnal Kedokteran Diponegoro Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Wahana Teknik Sipil: Jurnal Pengembangan Teknik Sipil Jurnal Panorama Hukum International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Locus Penelitian dan Pengabdian
Indra Hidayat
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Transportation

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THE REPLICATION CRISIS IN MARKETING: A FIELD-SPECIFIC DIAGNOSIS AND PRESCRIPTIONS FOR IMPROVING METHODOLOGICAL RIGOR Indra Hidayat; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19487282

Abstract

This study examines the replication crisis in marketing by providing a field-specific diagnosis and proposing methodological improvements to enhance research rigor. The replication crisis, characterized by the inability to reproduce empirical findings, has raised concerns about the credibility and reliability of marketing research. This article identifies key contributing factors, including questionable research practices such as p-hacking and selective reporting, lack of transparency in data and methods, publication bias favoring statistically significant results, and institutional pressures driven by the “publish or perish” culture. Using a qualitative literature review approach, this study synthesizes insights from prior research to explore the structural and methodological roots of the problem. The findings reveal that the replication crisis in marketing is not caused by a single factor but by an interconnected system of methodological weaknesses and institutional incentives. These issues undermine both the theoretical development of marketing and its practical applications in business decision-making. To address these challenges, the study proposes several key recommendations, including the adoption of open science practices, increased support for replication studies, improvements in research design and statistical analysis, and enhanced education on research ethics and methodology. By implementing these strategies, the marketing discipline can strengthen its scientific foundation, improve the reproducibility of findings, and restore trust in academic research.
Co-Authors Ajeng, Dyah Dahrul Aman Harahap Devi Safitri Erna Setiawati, Erna Kartono Wibowo, Kartono Kirmizi Ritonga Lukmanul Hakim Marpaung, Devi Siti Hamzah Putri, Rahmi Isma Asmara Roman, Daria Putri Sumirin Sumirin Tanti Ajoe Kesoema, Tanti Ajoe Wiguna, Michael Putra