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Falsifying laboratory results through field tests: a time-series methodology and some results

Author: Vanhonacker, Wilfried R. ; Batra, RajeevINSEAD Area: MarketingIn: Journal of Business Research, Vol. 16, no. 4, June 1988 Language: EnglishDescription: p. 281-300.Type of document: INSEAD ArticleNote: Please ask the Library for this articleAbstract: It is often assumed that laboratory research on causal sequences among consumer behaviour variables also extends to real-world field processes. However, field tests of such causal sequences have been unsatisfactory because of limitations in the analytical methods typically used to test for temporal precedence in quasi-experimental field data. It is suggested that statistically powerful time-series techniques might offer a useful way to test for such effects in field data, and thus make possible "intervention falsification" tests that ought to follow "theory falsification" laboratory research as part of a comprehensive "research system". In an illustrative application this methodology is applied to a publicly available database from a controlled field experiment using measures of the cognitive, affective and conative effects of repeated magazine advertising
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It is often assumed that laboratory research on causal sequences among consumer behaviour variables also extends to real-world field processes. However, field tests of such causal sequences have been unsatisfactory because of limitations in the analytical methods typically used to test for temporal precedence in quasi-experimental field data. It is suggested that statistically powerful time-series techniques might offer a useful way to test for such effects in field data, and thus make possible "intervention falsification" tests that ought to follow "theory falsification" laboratory research as part of a comprehensive "research system". In an illustrative application this methodology is applied to a publicly available database from a controlled field experiment using measures of the cognitive, affective and conative effects of repeated magazine advertising

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