Book Review:....New Books in Review, Journal of Marketing Research, Random Factors in Anova

Abstract

Sage Publications has a fine tradition of publishing succinct, readable books on various quantitative methods. These books are an enormously valuable resource for graduate- or self-training. In Random Factors in Anova, Sally Jackson and Dale Brashers present the distinction between fixed-effect and random factors. Random factors are those with levels chosen randomly by the researcher, whereas the levels of fixed factors are selected purposively or nonarbitrarily. This difference in operationalizing the levels of a factor has implications for the form of the F-statistic in hypothesis testing and the extent to which the results may be generalized beyond the tested conditions.