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| Author: | Yavas, U. |
| Title: | Research note: Students as subjects in advertising and marketing research |
| Journal: | International Marketing Review
1994 : VOL. 11:4, p. 35-43 |
| Index terms: | STUDENTS MARKETING RESEARCH |
| Language: | eng |
| Abstract: | This study reported results of two surveys conducted in Saudi Arabia to investigate the efficacy of using students as surrogates for adults. Student-adult similarities were mixed when congruency of factor structures between the two groups and their attitudes towards advertising were considered. When students and adults were compared in the degree of risk they perceived in relation to the four made-in labels, they differed in three out of four cases. Taken altogether, the results of the study suggest that use of students as surrogates for adults may not be appropriate under all circumstances |
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