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to such questions as: Does a particular experiment reflect the reality of the
surroundings outside the experiment? Do the results apply to the larger
population of interest? Do the results of the experiment help us to under-
stand the larger world?

Internal and external validity are not mutually exclusive. It is usually
necessary to forego some internal validity to increase the reality (i.e., ex-
ternal validity) of an experiment. For example, external validity is increased
by experiments that reflect reality. But reality implies a naturalistic setting
that is complete with more variables than can be controlled. In contrast,
internal validity is enhanced by controlling the entire experiment, which
requires a small number of variables in a setting much different than reality.
Thus, to achieve reasonable levels of both internal and external validity it
is commonly necessary to make trade-offs.


NOTES
1. F. J. Roethlisberger and W. J. Dickson, Management and the Worker ( Cam-
bridge, MA: Harvard University Press, 1939).
2. The interested reader should see an article by Patrick E. Murphy and Gene R. Laczniak
, "Emerging Ethical Issues Facing Marketing Researchers", Marketing
Research: A Magazine of Management and Applications 4, no. 2 ( June 1992), pp.
6-11.
3. See earlier, well-accepted material presented by Donald T. Campbell and Julian C. Stanley
, Experimental and Quasi-Experimental Designs for Research ( Chi-
cago: Rand McNally, 1966), pp. 5-6.
4. In recent years, some researchers have begun to use the term "ecological va-
lidity" to describe this focus on the larger world outside a particular experiment.
Although not yet a frequently used term, ecological validity is synonymous with
external validity and, in reality, the two terms are used interchangeably.

-41-

Questia, a part of Gale, Cengage Learning. www.questia.com

Publication Information: Book Title: Experiment-Research Methodology in Marketing: Types and Applications. Contributors: Gordon L. Patzer - author. Publisher: Quorum Books. Place of Publication: Westport, CT. Publication Year: 1996. Page Number: 41.
    
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