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Edited by Natalie Mizik and Dominique M. Hanssens

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Angela Y. Lee and Alice M. Tybout

Marketing academics, managers, public policy makers, and litigators often ponder questions that involve relationships between alternative treatments or strategies and people’s responses. Among the variety of research approaches available to them, only experimental designs afford strong causal inferences about such relationships. The chapter reviews the nature of such experiments, discusses the role of laboratory versus field experiments and explores the design of lab experiments along various dimensions.

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Natalie Mizik and Dominique M. Hanssens

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Professor Alexandros Paraskevas

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Keith Townsend and Mark N.K. Saunders

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Edited by Eve Mitleton-Kelly, Alexandros Paraskevas and Christopher Day

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Professor Patrick Beautement

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Professor Bill McKelvey

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Associate Professor Benyamin Lichtenstein

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Professor Yaneer Bar-Yam

The structure of scientific inquiry is being transformed by broad relevance of the strategies and methods of complex systems science for understanding physical, biological and social systems. Disciplinary and cross-disciplinary interactions are giving way to trans-disciplinary and unified efforts to address the relevance of large amounts of information to description, understanding and control of complex systems. From the study of biomolecular interactions to the workings of the mind to global socio-economic risks, pandemics and environmental disasters, complexity has arisen as a unifying feature of challenges to understanding and action. In this arena, information, structure, function and action are entangled. New approaches that recognize the importance of collective patterns of behaviour, the multi-scale space of possibilities, and evolutionary or adaptive processes that select systems or behaviours that can be effective are central to advancing our understanding and capabilities.