Students as Surrogates in Advertising Research

Autor:	Oswald A. J. Mascarenhas, Donald G. Anderson, Ram Kesavan
Rok vydání:	2015
Předmět:	Data source Advertising research Academic preparation education.field_of_study Credit union Population ComputingMilieux_COMPUTERSANDEDUCATION Advertising Sample (statistics) Business Marketing education Marketing research
Zdroj:	Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319169729
Popis:	The use of college students as a data source by academicians has been a common practice in marketing research. Students have been used as surrogates for broader population groups because they are readily accessible, manageable and inexpensive to use. The suitability of the use of a sample in this fashion is open to question. This paper reviews the literature and examines suitability of student samples in the area of advertising research.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f3432165c42c219a81c4cea70c6f4f9c https://doi.org/10.1007/978-3-319-16973-6_94 Zobrazit plný text záznamu