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Master Seminar II


Replication Studies in Marketing 

Seminar (14266.0803)

Instructor: Prof. Dr. André Marchand
Room: Seminar room 1.31 (Building 810, Universitätsstr. 91)


Marketing research has many unsolved problems to researchers. This might be the reason for the relatively low tendency to replicate results of other studies. Nonetheless, as in any other field, replications of existing empirical studies are one of the building blocks of the structures of knowledge. Replications are important for knowledge accumulation, and for gaining greater understanding into new and/or important effects.

Participants of this seminar will select an original paper, which is substantive in nature, with high relevance to and well cited in marketing literature. They will work in groups and will replicate and preferably extend the selected original paper with one or several own empirical studies (e.g., conduct online surveys and analyze the generated data). During this process, they will tackle various issues of empirical research and will acquire new skills of executing empirical research projects as well as a deeper understanding of their research topic. Finally, they will learn how to write a short replication note, which is limited to 2000 words.


The grade will be based on the quality of the replication note of the particular groups of participants. Excellent replication notes will receive support for a submission to the replication corner of the Journal of Marketing Behavior.

Die Bewertung der Prüfungsleistung basiert auf der Qualität der "Replication Note". Hervorragende Arbeiten erhalten Unterstützung bei der Einreichung ihrer Arbeit bei der "Replication Corner" des Journal of Marketing Behavior.


As students will have to replicate and extend empirical studies, good knowledge in statistics is a requirement; experience in working with empirical studies is beneficial, but not a requirement.

Replication Note

Participants will group in teams  and will choose an original paper from the field of digitalization based on its relevance. Students will generate their own data and replicate the selected study. Data, method and results should be reported in a short replication note which is limited to 2000 words + appendices.


Each group should present their data collection process, methods and findings in a 20 minutes presentation. Afterwards, open questions and ideas for improvement will be discussed in class so that they can be incorporated in the final replication note.

Important Dates

Registration via KLIPS

Registration for the seminar is possible via KLIPS in the first and second registration phase.

6pm - 7pm


This session will give an introduction to replication studies and the requirements of the seminar. 

10am - 2pm


Study Selection

During this session, all participants will discuss potential papers for a replication, select the most promising one, and form groups (2-5 participants per group are possible). 

10am - 7pm


Students will present and discuss their replication studies. They will get feedback from the instructor. This session will not be graded, but should provide valuable feedback for the final replication note.



Submission of replication note

Students have to submit their replication note as pdf and docx files by e-mail as well as one printout.