Is there a tacit acceptance of student samples in marketing and management research? Online publication date: Thu, 03-Dec-2009
by Sebastian Fuchs, Marko Sarstedt
International Journal of Data Analysis Techniques and Strategies (IJDATS), Vol. 2, No. 1, 2010
Abstract: The evaluation criteria for most marketing and management journals underline the importance of student samples' characteristics and how well they represent the population being studied. However, the predominance of student samples in empirical marketing and management research is sufficient proof of the divergence between theoretical requirements and practical implementation. Despite the theoretical and empirical objections, several authors claim that there is a noticeable tacit acceptance of student samples, even in top research societies. However, generalisations are only feasible if the replication of research is carried out with non-student subjects. This paper analyses the status quo of the usage of student samples in the most reputable marketing and management research journals. In doing so, we want to resume the discussion on student sampling, which has been dormant during the last few years. Our results provide some evidence that top-tier journals still rely strongly on student samples.
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