An appraisal of the use of student subjects in marketing research

Beliefs, Attitudes, and Values.

Richard L. Gorsuch, Milton Rokeach · American Sociological Review · 1969 · 1.9K citations

Social Sciences, Social Psychology, Public Opinion +8

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

Students and Housewives: Differences in Susceptibility to Reference Group Influence

C. Whan Park, V. Parker Lessig · Journal of Consumer Research · 1977 · 741 citations · Full text

Social Sciences, Social Psychology, Sociology +16

The Concept of External Validity

Bobby J. Calder, Lynn W. Phillips, Alice M. Tybout · Journal of Consumer Research · 1982 · 608 citations

Pharmacy, Psychology, Method Validation +7

Activities, Interests and Opinions

William D. Wells, Douglas J. Tigert · Journal of Advertising Research · 1983 · 564 citations

Public Affairs, Social Psychology, Public Opinion +2