What is Generalizability?
- Content Type:
- Glossary
Generalizability Definition
The ability to draw a general conclusion about the population at large based on data and conclusions from a study of a subset (sample) of the population.
Generalizability in marketing research is the ability to draw a general conclusion about the population at large based on data and conclusions from a study of a sample of the population. What’s more, it is the extent to which findings and conclusions drawn from a specific subset data set can be reliably extended or applied to a larger population or broader context. Simply put, it is the capacity of research results to hold true beyond the specific circumstances of a research study, thus enhancing the credibility and validity of the research. Reliable generalizability fosters confidence that the time, effort and resources invested in research will have meaningful implications beyond the immediate study group.
Who relies on generalizability?
Marketing professionals, researchers and decision makers seek reliable generalizability in order to make informed choices based on research findings. It's particularly vital for those seeking to develop strategies, launch products or implement campaigns that target a wider audience.
Why should I care about generalizability?
Understanding generalizability can help marketing professionals and businesses avoid making decisions based on limited data. Generalizable research results can enhance the likelihood of success when executing strategies or initiatives. The concept reduces the chances of investing resources in approaches that may not work.