Raymond Hubbard

Drake University · Marketing

Recent efforts by the American Statistical Association to improve statistical practice, especially in countering the misuse and abuse of null hypothesis significance testing (NHST) and p-values, are to be welcomed. But will they be successful? The present study offers compelling evidence that this will be an extraordinarily difficult task. Dramatic...

Such is the grip of formal methods of statistical inference—that is, frequentist methods for generalizing from sample to population in enumerative studies—in the drawing of scientific inferences that the two are routinely deemed equivalent in the social, management, and biomedical sciences. This, despite the fact that legitimate employment of said...

Empirical studies investigating promised contributions to charity as a means of boosting mail survey responses typically reveal that such an “incentive" does not work. These studies, however, have not gone far enough in explaining why this should be the case. The present paper attempts to rectify this situation by offering a more complete explanati...

When employing factor analysis a major problem confronting researchers is the determination of how many components to retain for subsequent investigation. Many marketing scholars address this issue by automatically invoking the Kaiser-Guttman, or eigenvalue-greater-than-one, procedure. Yet this procedure is not without certain limitations. The auth...

This paper investigates the use of third party endorsement via evaluative certification as a technique for improving mail survey response rates. The study was carried out using a field test, testing only two conditions: endorsed and non-endorsed. The result of the study suggests that evaluative certification does not enhance mail survey response ra...

Complaints about the value of academic business research in addressing real world issues are common. A change in research paradigms—from significant difference to significant sameness—is necessary to improve this situation. The present paper challenges research orthodoxy as representing poor scientific practice and advocates an entirely different p...

The present paper addresses questions raised by Ball and Sawyer (2013--this issue) on Hubbard and Lindsay´s (this issue) article. In particular, it responds explicitly to their concerns about the possible drawbacks of using overlapping confidence intervals as a measure of significant sameness, and whether or not a “straw man” argument is being offe...

The anonymous mixing of Fisherian (p-values) and Neyman–Pearsonian (α levels) ideas about testing, distilled in the customary but misleading p < α criterion of statistical significance, has led researchers in the social and management sciences (and elsewhere) to commonly misinterpret the p-value as a ‘data-adjusted’ Type I error rate. Evidence subs...

Purpose The purpose of this paper is to see whether it is possible to reliably detect, prospectively, superior intellectual contributions to marketing's literature. Design/methodology/approach Citation data accessed on the Institute of Scientific Information Web of Science were used to examine the impact of award‐winning marketing articles with th...

In order to make parallel analysis more accessible to researchers employing principal component techniques, regression equations are presented for the logarithms of the latent roots of random data correlation matrices with unities on the diagonal. These regression equations have as independent variables logarithms of: the single variable degrees of...

Rushton's seminal work on revealed space preference theory has justifiably resulted in important repercussions with regard to the analysis of consumer spatial behaviour. Nevertheless, it has attracted some criticism. The present paper demonstrates that spatial and aspatial interpretations of consumer indifference behaviour, a feature considered by...

Reporting p values from statistical significance tests is common in psychology's empirical literature. Sir Ronald Fisher saw the p value as playing a useful role in knowledge development by acting as an `objective' measure of inductive evidence against the null hypothesis. We review several reasons why the p value is an unobjective and inadequate m...

Over the past decade, researchers have expressed concerns over what seemed to be a paucity of replications. In line with this, editorial policies of some leading marketing journals have been modified to encourage more replications. We conducted an extension of a 1994 study see whether these efforts have had an effect. In fact, the replication rate...

Researchers express concern over a paucity of replications. In line with this, editorial policies of some leading marketing journals now encourage more replications. This article reports on an extension of a 1994 study to see whether these efforts have had an effect on the number of replication studies published in leading marketing journals. Resul...

Purpose – Given marketing's fundamentally applied nature, to compare the relative impacts in the academy of work published by three groups – practitioners, practitioner‐academic alliances, and academics.Design/methodology/approach – Social Sciences Citation Index data were used to estimate the influence of 438 articles published by practitioners, p...

Raymond Hubbard is the Thomas M. Sheehan Distinguished Professor of Marketing in the College of Business and Public Administration at Drake University. He can be contacted at: raymond.hubbard@drake.edu In marketing journals and market research textbooks, two concepts of statistical significance - p values and α levels - are commonly mixed together....

The Neyman-Pearson theory of hypothesis testing, with the Type I error rate, α, as the significance level, is widely regarded as statistical testing orthodoxy. Fisher’s model of significance testing, where the evidential p value denotes the level of significance, nevertheless dominates statistical testing practice. This paradox has occurred because...

Using citation count data we examined the impact on the discipline of a number of articles dealing with marketing history, thought, and theory. This examination was made on a decade-by-decade basis from the 1950s through the 1990s. Articles commonly regarded as ‘classics’ generally fared well in attracting citations, and often maintained good track...

Editorial procedures in the social and biomedical sciences are said to promote studies that falsely reject the null hypothesis. This problem may also exist in major marketing journals. Of 692 papers using statistical significance tests sampled from the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research between 197...

Replication is rare in marketing. Of 1,120 papers sampled from three major marketing journals, none were replications. Only 1.8% of the papers were extensions, and they consumed 1.1% of the journal space. On average, these extensions appeared seven years after the original study. The publication rate for such works has been decreasing since the 197...

As Cicchetti indicates, agreement among reviewers is not high. This conclusion is empirically supported by Fiske and Fogg (1990), who reported that two independent reviews of the same papers typically had no critical point in common. Does this imply that journal editors should strive for a high level of reviewer consensus as a criterion for publica...

Confusion over the reporting and interpretation of results of commonly employed classical statistical tests is recorded in a sample of 1,645 papers from 12 psychology journals for the period 1990 through 2002. The confusion arises because researchers mistakenly believe that their interpretation is guided by a single unified theory of statistical in...

Confusion surrounding the reporting and interpretation of results of classical statistical tests is widespread among applied researchers, most of whom erroneously believe that such tests are prescribed by a single coherent theory of statistical inference. This is not the case: Classical statistical testing is an anonymous hybrid of the competing an...

Abstract Confusion surrounding the reporting and interpretation of results of classical statistical tests is widespread among,applied researchers. The confusion stems from the fact that most of these researchers are unaware ofthe historical development of classical statistical testing methods, and the mathematical and philosophical principles under...

Empirical research in marketing should focus on the development of empirical generalizations. Marketers do a huge amount of empirical research, but have little in the way of empirical generalizations. This is primarily because most empirical research consists of ‘original’ or ‘novel’ works looking for significant differences, rather than significan...

Examined the historical growth in the popularity of statistical significance testing using a random sample of annual data from 12 American Psychological Association (APA) journals. The results replicate and extend the findings of R. Hubbard et al (1997), who used data from only the Journal of Applied Psychology. The results also confirm G. Gigeren...

The historical growth in the popularity of statistical significance testing is examined using a random sample of annual data from 12 American Psychological Association (APA) journals. The results replicate and extend the findings of Hubbard, Parsa, and Luthy, who used data from only the Journal of Applied Psychology. The results also confirm Gigere...

A number of studies have shown that little replication and extension research is published in the business disciplines. This has deleterious consequences for the development of a cumulative body of knowledge in these same areas. It has been speculated, but never formally tested, that replication research is more likely to be published in lower tier...

Because the widespread use of statistical significance testing has deleterious consequences for the development of a cumulative knowledge base, the American Psychological Association's Board of Scientific Affairs is in the process of appointing a Task Force whose charge includes the possibility of phasing out such testing in textbooks and journal a...

Studies suggest a bias against the publication of null (p > .05) results. Instead of significance, we advocate reporting effect sizes and confidence intervals, and using replication studies. If statistical tests are used, power tests should accompany them.

The conduct of scientific research is supposed to be a collective, public enterprise requiring the cooperation of all those involved. As Sieber (1991, p. 1) observes:

Raymond Hubbard is the Thomas M. Sheehan Distinguished Professor of Marketing in the College of Business and Public Administration at Drake University. He can be contacted at: raymond.hubbard@drake.edu Introduction:I initially commented on Heribert Reisinger's (1997) paper, "The impact of research designs on R2 in linear regression models: An explo...

The results of a large-scale content analysis of 18 leading business journals covering the 22-year time period 1970 to 1991 show published replication and extension research is uncommon in the business disciplines. For example, such research typically constitutes less than 10% of published empirical work in the accounting, economics, and finance ar...

As a consumer of research published in scientific journals, do you ever wonder what degree of belief you should place on the results being presented? Alternatively, and perhaps more importantly, do you ever think whether the findings would apply in your own organisation to guide business practice? Clearly, these are important considerations.

Supports J. Cohen's (see record 1995-12080-001) observations regarding the widespread abuse of null hypothesis significance testing and its deleterious consequences for knowledge development. The need to change the graduate training curriculum regarding the value of replication is also addressed. (PsycINFO Database Record (c) 2012 APA, all rights...

Replication is not common in the economics literature. No replications were found in a sampling of 1,698 papers from three major economics journals. Only 5.4 percent were replications with extensions, and they accounted for only four percent of journal space devoted to research reports. The replications with extensions generally produced results th...

this paper?" A five-point scale from "unanimously accepted" to "unanimously rejected" was provided, as well as a "don't recall" option. One of the nine respondents to this question reported unanimous acceptance, three reported "majority in favor," four reported "even split," and one answered "don't recall." In response to a question on this publish...

Demonstrated that continuous rating scales are insensitive to fluctuations in the length of the line used (75 mm, 100 mm, and 125 mm). This finding was determined from a survey of 1,017 university students who were treated identically except for the length of the scale used to measure responses. No evidence was found of perceptual distortion caused...

No consensus appears to exist as to how long physically a graphic rating scale should be. The present study found no statistical evidence of perceptual distortion in information collected with continuous rating scales of lengths 75 mm, 100 mm, and 125 mm, so such scales seem robust to variations in line length.

Given nuances in the computer programs, unwary researchers performing a common factor analysis on the same set of data can be expected to arrive at very different conclusions regarding the number and nature of extracted factors if they use the BMDP, as opposed to the SPSS x (or SAS), statistical software package. This is illustrated using six well-...

In a study involving the mailing of some 3,150 questionnaires, the ability of six kinds of incentives to augment survey responses was tested against a no-incentive control condition. Two of the incentives were small prepaid monetary amounts (25¢ and 1.00), while the remaining four consisted of the opportunity for respondents to win cash prizes valu...

In a study involving the mailing of some 3,150 question naires, the ability of six kinds of incentives to augment survey responses was tested against a no-incentive control condition. Two of the incentives were small prepaid monetary amounts (25¢ and $1.00), while the remaining four consisted of the opportunity for respondents to win cash prizes va...

The efficacy of four types of incentives for stimulating mail survey response rates was examined against a no-incentive control group. Two of the incentives were enclosed personal cash rewards (25ø and $1), and two were promised rewards. Of the latter, one was an impersonal reward, the promise of a $1 contribution to a charity of the respondent's c...

In a recent edition of this journal, Borgatta et al. (1986), using hypothetical data, illustrated how the results produced by principal components analysis can be substantially different from those of common factor analysis. The present article, using seven well-known data sets, extends their work into the empirical domain, and also compares the re...

A major problem confronting users of principal component analysis is the determination of how many components to extract from an empirical correlation matrix. Using 30 such matrices obtained from marketing and psychology sources, the authors provide a comparative assessment of the extraction capabilities exhibited by five principal component decisi...

Almost since its introduction into American high schools and colleges, geography has been plagued with the problem of justifying its existence as a bona fide academic discipline. This identity problem has been attributed to a variety of circumstances and conditions, including the common explanation that geography is a virtually unbounded discipline...

Various research projects in the past have attempted to determinethe extent to which individual patterns of consumer spatial behaviour may be considered to be invariant or quasi-invariant. Most notable in this regard have been those studies adopting a format of revealed space preference. However, there are difficulties associated with the use of th...

A number of studies have indicated that the demand for water is price elastic. This being the case, it has been argued that appropriate pricing policies would provide a means for conserving this valuable resource. The present study, however, reveals that the residential water demand of small communities in New York State is neither price nor income...

The present paper reviews certain of the characteristics of the consumer's spatial behavior. Specifically, the significance of the nearest center postulate, spatial indifference principle, and temporal considerations are examined, together with an assessment of the importance of retail-attraction, socioeconomic-status, and cultural-racial factors i...

Thesis--University of Nebraska--Lincoln. Includes bibliographical references (leaves 157-172).