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The Concept of External Validity, Journal of Consumer Research

Abstract

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.

Type

Article

Author(s)

Bobby Calder, Lynn W. Phillips, Alice M. Tybout

Date Published

1982

Citations

Calder, Bobby, Lynn W. Phillips, and Alice M. Tybout. 1982. The Concept of External Validity. Journal of Consumer Research. 9(3): 240-244.

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