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The Concept of External Validity
Bobby J. Calder, Lynn W. Phillips and Alice M. Tybout
Journal of Consumer Research
Vol. 9, No. 3 (Dec., 1982), pp. 240-244
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488620
Page Count: 5
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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.
Journal of Consumer Research © 1982 Oxford University Press