Are null results becoming an endangered species in marketing?

  title={Are null results becoming an endangered species in marketing?},
  author={Raymond Hubbard and J. Scott Armstrong},
  journal={Marketing Letters},
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 theJournal of Marketing, Journal of Marketing Research, andJournal of Consumer Research between 1974 and 1989, only 7.8% failed to reject the null hypothesis. The percentage of null results declined by one-half from the 1970s to the 1980s. TheJM and… 

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