Journal of Revenue and Pricing Management

, Volume 14, Issue 4, pp 262–275 | Cite as

On the ‘students as surrogates’ research conundrum: Insights from statistical reasoning in revenue management

  • Chih-Chien Chen
  • Zvi Schwartz
  • Xiaojuan Jady Yu
Research Article


Research indicates that the adequacy of using students as surrogates in social science research might be situation specific; however, no consensus exists as to what the characteristics of these situations are. First to explore the question in the revenue management domain of statistical reasoning, we find no significant differences among experienced revenue managers, college students and the general public, or between students playing the roles of consumers and students playing the roles of revenue managers. It follows that in this specific revenue management domain, the use of students as surrogates for either customers or managers might be appropriate.


student subjects revenue management statistical reasoning experimental design 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  • Chih-Chien Chen
    • 1
  • Zvi Schwartz
    • 2
  • Xiaojuan Jady Yu
    • 3
  1. 1.College of Hotel AdministrationNevadaUSA
  2. 2.Department of HotelRestaurant & Institutional ManagementNewarkUSA
  3. 3.School of Tourism ManagementGuangdongChina

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