earticle

영어

Researchers collect field data for the purpose to describe precisely the actual facts. If the field data did not describe precisely the fact, it would cause errors in the generalization and application of research outcome. Therefore, it is very important for researcher to select research mothods to describe precisely the facts. This paper aims at indicating the risk of errors in generalizing and applying the results of research dependending upon primary data collection methods-natural setting and contrived setting. The one is applicable to mail survey among communication methods while the other is applicable to the one-group pretest and posttest design among quasi-experimental designs. By comparing two studies Howing the relationships between ad-involvement motives and ad responses as their subject, this paper investigated whether there are differences or not according to settings at an answer. The findings are that there are substantial differences between natural settings and contrived setting. Furthermore, they indicate that researcher should take errors-possibility into consideration for generalizing or applying the results of research.