Chapter 1: Laboratory experimentation in marketing
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.
Handbook
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Show ItemsFront Matter
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METHODS CHAPTERS
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PART I: EXPERIMENTAL DESIGNS
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Show ItemsPART II: CLASSICAL ECONOMETRICS
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Show ItemsPART III: DISCRETE CHOICE MODELING
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Show ItemsPART IV: LATENT STRUCTURE ANALYSIS
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Show ItemsPART V: MACHINE LEARNING AND BIG DATA
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Show ItemsPART VI: GENERALIZATIONS AND OPTIMIZATIONS
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CASE STUDIES AND APPLICATIONS
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Show ItemsPART VII: CASE STUDIES AND APPLICATIONS IN MARKETING MANAGEMENT
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Show ItemsPART VIII: CASE STUDIES AND APPLICATIONS IN PUBLIC POLICY
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Show ItemsPART IX: CASE STUDIES AND APPLICATIONS IN LITIGATION SUPPORT
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