Research Note: Students as Subjects in Advertising and Marketing Research

The cost and data‐gathering problems associated with research in developing countries can be partially remedied by using students as surrogates of other populations. Reports the findings of two studies which investigated the efficacy of students as surrogates of adults in Saudi Arabia. One of these studies was in the domain of attitudes towards advertising and the other in the area of country‐of‐origin effects. Results of the studies suggest that the use of students is appropriate in modelling attitude‐behaviour relationships and scale development.