If you need an accessible version of this item please contact JSTOR User Support

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
  • Download PDF
  • Cite this Item

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support
The Concept of External Validity
Preview not available

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.

Page Thumbnails

  • Thumbnail: Page 
240
    240
  • Thumbnail: Page 
241
    241
  • Thumbnail: Page 
242
    242
  • Thumbnail: Page 
243
    243
  • Thumbnail: Page 
244
    244