Fact or fiction: The controversy behind the importance of data quality and external validity of research findings in academic marketing journals is justifiable.

In recent years, there has been a growing concern regarding the roles that data quality and external validity of research findings play in the publishing process of academic based marketing journals. This special session uses a broader research/publication integrity framework in an effort to address the concerns with data quality and external validity issues. A panel of expert researchers breaks down research/publication integrity into different categorical types (or sources) of integrity among the player groups (researcher, respondent/ subjects, authors, reviewers, editors, and publishers) involved in researching and publishing academic marketing journal articles. The session uses a novel approach of discussing whether specific player groups’ activities can be interpreted as being “fact” or “fiction” with the audience. The ensuing discussions should provide clearer insight and understanding of the impact that maintaining integrity throughout the researching and publishing processes has on enhancing data quality and external validity of reported results, findings, implications, and added value to body of marketing knowledge.