The Perils of N = 1

William D Wells

Journal of Consumer Research, 2001, vol. 28, issue 3, 494-98

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. Copyright 2001 by the University of Chicago.

Date: 2001
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