2022 | OriginalPaper | Buchkapitel
Special Session: Issues and Answers: Panel Discussion on Data Quality in Present-Day Marketing Research: An Abstract
verfasst von : David J. Ortinau, Barry J. Babin, John B. Ford
Erschienen in: Celebrating the Past and Future of Marketing and Discovery with Social Impact
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Abstract
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The defined target population of a contextual research project has little influence in assessing the generalizability of the research results.
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Convenience sampling is the preferred approach to secure research participants.
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College marketing/business students provide some of the best data quality results.
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Reporting screening criteria for qualifying experimental design subjects is not relevant in academic research projects.
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Relationships between populations, sampling plans, research subjects, and data quality have little influence on results and findings.
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The role of “statistically significant” results in generalizability.
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Researcher integrity, respondent/subject integrity, reviewer integrity, and editorial integrity play roles in determining the external validity of academic research.