Journal of Consumer Research · 1982 · 608 citations · 9 references
PharmacyPsychologyMethod ValidationExternal ValidityInternal ConsistencyTest ValidityValidity EvidenceConstruct ValidityCriteria Of ValidityMethodological Validity
Many researchers feel that external validity must be emphasized even in theoretical research. The argument for both a sophisticated and a common sense version of this contention is refuted in this paper. It is concluded that the very nature of progress in theoretical research argues against attempting to maximize external validity in the context of any single study.
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Designing Research for Application
Bobby J. Calder, Lynn W. Phillips, Alice M. Tybout · Journal of Consumer Research · 1981 · 1.8K citations
Arts, Design, Experimental Design +11
Lynnw. Phillips, Richard P. Bagozzi · Journal of Marketing · 1980 · 1.1K citations