Unformatted text preview: that a readjustment could be made quickly. External validity is being able to identify the cause and effect of the experiment. When the cause has been identified, it must research if it can be replicated in a larger market. If the experiment was successful in a small market, it could have different effects in a large market. Where was the experiment conducted, in a controlled environment or a field environment? Information such as this could have large effects if the external doesn’t replicate the internal studies....
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- Spring '11
- Marketing, Causality, external validity, internal validity, Ecological validity