Cost vs credibility: the student sample trap in business research

Purpose - This paper focuses on the problems inherent in the use of student samples in business research. Design/methodology/approach - The subject is examined through the opinions of prior researchers, and the pros and cons are presented. The issues of internal and external validity are discussed, and the dangers of theory development without proper application are highlighted. Findings - Business researchers are cautioned, especially in the case of scale development and cross-cultural research, to avoid the use of student samples. Originality/value - While this subject has been the source of debate for many years, business researchers are still regularly using student samples for their research. The dangers are too great to simply be ignored because the price is right.