Designing Research for Application
Journal of Consumer ResearchPublished 1 September 1981
Bobby J. Calder, Lynn W. Phillips, Alice M. Tybout
Citations1,782
SJR quartileQ1
SJR score8.56
SNIP3.32
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Abstract
Two distinct types of generalizability are identified in consumer research. One entails the application of specific effects, whereas the other entails the application of general scientific theory. Effects application and theory application rest on different philosophical assumptions, and have different methodological implications. A failure to respect these differences has led to much confusion, regarding issues such as the appropriateness of student subjects and laboratory settings.
Keywords
PsychologySocial SciencesEngineering
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