The Perils of N = 1
Research projects have three phases: (1) design, (2) execution, and (3) systematic exploration of range and limits. To achieve external credibility, positivistic and interpretive consumer researchers must pay close attention to phase 3.
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 28(2001), 3, Seite 494-498 |
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| 1. Verfasser: | |
| Format: | Online-Aufsatz |
| Veröffentlicht: |
2001
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| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Inference Making Philosophy of Science Theory Construction/Testing Experimental Design and Analysis Meta‐Analysis Business Health sciences Social sciences Economics Mathematics mehr... |
| Zusammenfassung: | Research projects have three phases: (1) design, (2) execution, and (3) systematic exploration of range and limits. To achieve external credibility, positivistic and interpretive consumer researchers must pay close attention to phase 3. |
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| Beschreibung: | * William D. Wells is Mithun Land Grant Professor Emeritus in the School of Journalism and Mass Communication at the University of Minnesota ( wells004maroon.tc.umn.edu ). Before joining the Minnesota faculty he served as executive vice president and director of marketing services at DDB Worldwide, an international marketing communications company. Before DDB, he served as professor of psychology and marketing in the Graduate School of Business, University of Chicago, and as professor of psychology at Rutgers University. He thanks the editor for this opportunity to present these comments. |
| ISSN: | 15375277 |
| DOI: | 10.1086/323737 |