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Is there a tacit acceptance of student samples in marketing and management research?


  • Sebastian Fuchs
  • Marko Sarstedt


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.

Suggested Citation

  • Sebastian Fuchs & Marko Sarstedt, 2010. "Is there a tacit acceptance of student samples in marketing and management research?," International Journal of Data Analysis Techniques and Strategies, Inderscience Enterprises Ltd, vol. 2(1), pages 62-72.
  • Handle: RePEc:ids:injdan:v:2:y:2010:i:1:p:62-72

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    Cited by:

    1. Ahn, Heinz & Vazquez Novoa, Nadia, 2016. "The decoy effect in relative performance evaluation and the debiasing role of DEA," European Journal of Operational Research, Elsevier, vol. 249(3), pages 959-967.


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