search query: @indexterm AUDITING / total: 1120
reference: 338 / 1120
| Author: | Lynch, J. |
| Title: | Theory and external validity |
| Journal: | Journal of the Academy of Marketing Science
1999 : SUMMER, VOL. 27:3, p. 367-376 |
| Index terms: | MARKETING THEORIES AUDITING |
| Language: | eng |
| Abstract: | The author argues that one cannot "enhance" external validity by choosing one method over another. External validity can only be "assessed" by better understanding how the focal variables in one's theory interact with moderator variables that are seen as irrelevant early in a research stream. Findings from single real-world settings and specific sets of "real" people are no more likely to generalize than are findings from single laboratory settings with student subjects. |
SCIMA