The Concept of External Validity
Journal of Consumer Research1982Vol. 9(3), pp. 240–240
Citations Over TimeTop 10% of 1982 papers
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.
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