Der Wert wissenschaftlicher Erkenntnisse am Beispiel von Marketing-Fallstudien

Summary

The scientific process of accumulation and enhancement of knowledge depends critically on the reliability and quality of previously published results. However, there is a tendency that scientific papers with empirical content only contain results which are statistically significant, easily interprétable or ‘better’ than previous results. Usually, the reader gains only very little insight into the process that eventually leads to the published results. This paper compares two different publications that analyse the same empirical case with the same methodology and thus allows for more insight into the research process than usual. After accounting for differences in notation and model formulation the comparison reveals the danger that may result from continuing research on the basis of previous publications. The particular selection of published results leads to the impression that an improvement has been achieved where, in fact, no progress has been made. On the other hand, those aspects where progress has been made are not expressed accordingly.