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On the External Validity of Experiments in Consumer Research.

Authors :
Lynch Jr., John G.
Source :
Journal of Consumer Research; Dec82, Vol. 9 Issue 3, p225-239, 15p, 1 Diagram, 3 Charts
Publication Year :
1982

Abstract

This paper is concerned with generalizability issues in experimental consumer research. In particular, it discusses how the usefulness of experimental results is affected by a consumer researcher's treatment of unmanipulated "background" factors in designing and analyzing the experiment. [ABSTRACT FROM AUTHOR]

Subjects

Subjects :
MARKETING research
CONSUMER research
EXPERIMENTAL design
CONSUMER profiling
EMPIRICAL research
RESEARCH methodology evaluation
MULTIVARIATE analysis
GENERALIZATION
STATISTICAL sampling
SAMPLE variance

Details

Language :
English
ISSN :
00935301
Volume :
9
Issue :
3
Database :
Complementary Index
Journal :
Journal of Consumer Research
Publication Type :
Academic Journal
Accession number :
4658462
Full Text :
https://doi.org/10.1086/208919
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