haku: @author Hutchinson, J.W. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Hutchinson, J.W. Kamakura, W.A. Lynch Jr., J.G. |
| Otsikko: | Unobserved heterogeneity as an alternative explanation for "reversal" effects in behavioral research |
| Lehti: | Journal of Consumer Research
2000 : DEC, VOL. 27:3, p. 324-344 |
| Asiasana: | BEHAVIOURAL SCIENCE CONSUMER BEHAVIOUR |
| Vapaa asiasana: | ANALYSIS OF VARIANCE |
| Kieli: | eng |
| Tiivistelmä: | Behavioral researchers use analysis of variance (ANOVA) tests of difference between treatment means or chi-square tests of differences between proportions to provide support for empirical hypotheses about consumer behavior. These tests are typically conducted on data from "between-subjects" experiments in which participants were randomly assigned to conditions. The authors show that, despite using internally valid experimental designs such as this, aggregation biases can arise in which the theoretically critical pattern holds in the aggregate even though it holds for no (or few) individuals. |
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