Chapter 4 explores trends in causal/experimental research design, usually quantitative data used in a structured manner to test a hypothesis. Approaches in typical marketing research texts are briefly covered, including the logic and structure of experiments, sources of bias, test markets, and experimental designs, including quasi-experiments. Although existing data often aren’t appropriate for experiments, ongoing collection programs can be employed, using observation or communication techniques. New approaches that can unobtrusively test responses in both the real world (field experiments) and virtual environments (laboratory experiments) are included. Extended examples cover advertising testing, pricing variation and dynamic pricing, shopping environments and beta tests. Important trends such as ongoing mini-experiments in day-to-day operations, individualized experiments, and unobtrusive testing are all covered.
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