Experimentation in the 21st century: the importance of external validity

Article Abstract:

Much of the consumer behavior literature is devoted to what has been referred to as theory applications (TA) research in which the main focus is on laboratory experiments with student subjects and high internal validity. In this article, the author argues that external validity concerns should be given more attention, particularly in TA research. Three recommendations are made for implementing these concerns: (1) consumer behavior articles should be required to have a section indicating how increased levels of external validity can be obtained with other studies, (2) "joint ventures" between consumer behavior and marketing science researchers can be profitable and should be encouraged, and (3) analyses of electronic scanner panel data or other secondary data can be used to generate higher levels of external validity. Three examples are given from the marketing literature of how findings from experiments and scanner data can be combined to advance a stream of research. (Reprinted by permission of the publisher.)

Research, Consumer behavior

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Observational data collection methods for services marketing: an overview

Article Abstract:

Applications of observational data collection methods to services marketing research are explored. Three key dimensions that distinguish the various forms of observational methods are presented. General applications of observational research to services marketing phenomena are posited. Specific applications of observational research to services quality are suggested. Issues concerning the implementation of direct human observation are considered. (Reprinted by permission of the publisher.)

Usage, Marketing, Services industry, Service industries, Participant observation, Participatory research

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Question order effects in taste testing of beverages

Article Abstract:

The effect of order position has been demonstrated in marketing research, sometimes compromising survey results. This paper studies the influence of order position in product taste trials of carbonated beverages using a sequential monadic design. The authors measure attitude ratings across product trials rather than across products to examine the effect of order position on preference ratings. (Reprinted by permission of the publisher.)

Analysis, Testing, Beverages, Consumer preferences

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