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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Designing Research for Application

Bobby J. Calder, Lynn W. Phillips, Alice M. Tybout
DOI: http://dx.doi.org/10.1086/208856 197-207 First published online: 1 September 1981

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.

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