Theory and external validity

  title={Theory and external validity},
  author={Jr. John G. Lynch},
  journal={Journal of the Academy of Marketing Science},
  • J. Lynch
  • Published 1 July 1999
  • Psychology
  • Journal of the Academy of Marketing Science
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 research stream. Findings from single real-world settings and specific sets of “real” people are no more… Expand
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