University of Surrey

Test tubes in the lab Research in the ATI Dance Research

Validation in marketing experiments revisited

Khan, J (2011) Validation in marketing experiments revisited Journal of Business Research, 64 (7). pp. 687-692.

Full text not available from this repository.

Abstract

This paper reviews a high impact article, “Checking the success of manipulations in marketing experiments” (Perdue and Summers, 1986). The article considers Perdue and Summers' (1986) contribution to experimental research and uses citation analysis to assess its value, usefulness, and impact on the body of marketing experiment literature. Woodside's (2009) citation analysis and Armstrong's (2003) criteria of importance indicate that Perdue and Summers' (1986) article receives high citation references and substantial influence on experimental studies. The main contribution of Perdue and Summers' article is demonstrating ways to enhance validity of experimental research by appropriate manipulation and confounding checks before and during the experiment. The secondary contribution comes from initiating debates in marketing literature on demand artifact consideration, timing, informational value of manipulation, and confounding checks in theory testing. Perdue and Summers' article earns a seminal status within marketing experimental literatures through citation references and its usefulness. The review concludes by updating the current state of manipulation and confounding check measure in marketing experiments, and extends and qualifies Perdue and Summers' (1986) study. The update uses the same procedure utilised by Perdue and Summers' (1986) study to assess the use of validity measures in experimental research reported in the Journal of Marketing Research for 1987 to 1996.

Item Type: Article
Authors :
NameEmailORCID
Khan, Jj.a.khan@surrey.ac.ukUNSPECIFIED
Date : 1 July 2011
Identification Number : 10.1016/j.jbusres.2010.08.009
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:32
Last Modified : 17 May 2017 14:36
URI: http://epubs.surrey.ac.uk/id/eprint/820360

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year


Information about this web site

© The University of Surrey, Guildford, Surrey, GU2 7XH, United Kingdom.
+44 (0)1483 300800