Strickland D E
J Stud Alcohol. 1984 Jan;45(1):87-93. doi: 10.15288/jsa.1984.45.87.
Atkin and Block's study on the content and effects of alcohol advertising is discounted. The substudies involved in the research are described and their methodologies are criticized. Weaknesses are found in the following areas: coding procedures; definitions and interpretations of categories of advertising content; sampling procedures; and measures of exposure to advertising. It is felt that causal interpretations from such weak measures should not be made. The diversity of research methods used is deemed commendable. However, since all of the substudies use the same basic sample, it is of little surprise that convergent evidence results. Also, since all research methods used are felt to be inadequate, such convergence does not necessarily show external and internal validity.
阿特金和布洛克关于酒精广告内容及影响的研究受到质疑。文中描述了该研究涉及的子研究，并对其方法进行了批评。在以下方面发现了不足之处：编码程序；广告内容类别的定义和解释；抽样程序；以及广告曝光度的测量方法。有人认为，不应基于如此薄弱的测量方法进行因果解释。所采用研究方法的多样性值得称赞。然而，由于所有子研究都使用相同的基本样本，得出趋同证据也就不足为奇了。此外，由于所有使用的研究方法都被认为存在缺陷，这种趋同并不一定表明具有外部和内部效度。
