Are Students Really Poor Substitutes for Businessmen in Behavioral Research?
Journal of Marketing ResearchPublished 1 November 1970
Inder P. Khera, James D. Benson
Citations83
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
Using students as subjects in behavioral research has been questioned recently [1, 2]. Levitt and Alpert reported on studies which indicate that students' behavior as subjects is not an accurate predictor of businessmen's behavior under similar circumstances. Levitt measured the post-communication attitudes of students, professional engineers, and purchasing agents toward a sales presentation and concluded that [2, p. 179]:
Keywords
PsychologySocial SciencesBusiness, Management and Accounting