The Perils of N = 1
Journal of Consumer Research · 2001 · Volume 28 · Issue 3
Abstract
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.
Keywords
Inference Making, Philosophy of Science, Theory Construction/Testing, Experimental Design and Analysis, Meta-Analysis
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