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Re-Inquiring and Progressing People as Products: A Research Agenda for New Media, New Methods and New Theories

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Given the espoused importance of replications by researchers, there is surprisingly little evidence of its practice or discussion of its importance in the marketing literature. This is both echoed and reinforced by an astounding rareness of published replication research in journals at all levels in the prestige hierarchy. In this article we consider replication as a research strategy using a classic piece of published research (Hirschman 1987) as the backdrop. The article considers the factors that influence the selection of a research strategy and the possible uses of a proposed replication framework by researchers, editors and reviewers. The concept of 'research space' is defined and a framework is developed which delineates three dimensions of replication research. The paper illustrates how these could be changed or kept constant in a research project, again using Hirschman's "people as products" research as the illustrative setting. We conclude by showing how researchers, editors and reviewers alike can use the replication framework in their various enterprises.
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Document Type: Research Article

Publication date: 2002-06-01

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