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| Author: | Winer, R. |
| Title: | Experimentation in the 21st century: the importance of external validity |
| Journal: | Journal of the Academy of Marketing Science
1999 : SUMMER, VOL. 27:3, p. 349-358 |
| Index terms: | MARKETING FUTURE AUDITING |
| Language: | eng |
| Abstract: | Much of the consumer behavior literature is devoted to what has been referred to as theory applications (TA) research in which the main focus is on laboratory experiments with student subjects and high internal validity. In this article, the author argues that external validity concerns should be given more attention, particularly in TA research. Three recommendations are made for implementing these concerns. |
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