Checking the Success of Manipulations in Marketing Experiments
讨论了营销实验中操控检验和混淆检验的时机、构建和分析问题，回顾了《营销研究杂志》十年间34个实验，发现多数研究者熟悉操控检验但很少系统评估混淆来源，并提出了三种评估实验操控构念效度的替代方法。
The authors discuss several issues in the timing, construction, and analysis of manipulation and confounding checks in marketing experiments. A review of 34 experiments involving latent independent variables reported in the Journal of Marketing Research over the past decade suggests that most researchers are familiar with the concept of manipulation checks but few systematically evaluate potential sources of confounding in experimental manipulations. Three alternative approaches for assessing the construct validity of experimental manipulations also are discussed.