Hutchinson, J. Wesley; Zauberman, Gal; Meyer, Robert - In: Marketing Science 29 (2010) 1, pp. 23-31
The implications of Salisbury and Feinberg's (2010) paper [Salisbury, L. C., F. M. Feinberg. 2010. Alleviating the constant stochastic variance assumption in decision research: Theory, measurement, and experimental test. (1) 1–17] for the process of model development and testing in the field...
