Theory and External Validity

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Theory and External Validity

Winer (1999 [this issue]) proposes that external validity concerns require more attention in theoretical research. The author argues that one cannot “enhance” external validity by choosing one method over another. External validity can only be “assessed” by better understanding how the focal variables in one’s theory interact with moderator variables that are seen as irrelevant early in a resea...

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ژورنال

عنوان ژورنال: Journal of the Academy of Marketing Science

سال: 1999

ISSN: 0092-0703

DOI: 10.1177/0092070399273007