The extent to which the findings of a test market study can be "generalized" to predict sales in the U.S.market is the basic concept underlying the concept of:
A)external validity.
B)internal validity.
C)the time-series effect.
D)the history effect.
E)the maturation effect.

Question

Quizplus · Accepted Answer

External validity refers to the ability to generalize findings from a sample to a larger population. In this case, the question is asking about the ability of a test market study to generalize its findings to predict sales in the larger U.S. market. Therefore, external validity is the most relevant and correct answer. Internal validity, time-series effect, history effect, and maturation effect are also important concepts in research design, but they are not directly related to the question being asked.

The Extent to Which the Findings of a Test Market