Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 29: Experiments in litigation

Joel H. Steckel


Often litigation outcomes hinge on very specific questions of consumer behavior (e.g., how consumers interpret a specific advertisement). Randomized experiments are instrumental in these contexts. Courts use the same criteria as academics to judge these experiments: construct, internal, and external validity. However, they place different emphases on them. For example, external validity is much more crucial in a courtroom than in an academic setting. This article discusses the similarities and differences between experiments conducted in academic social science and litigation. Furthermore, it points to a potential of the courtroom to inform academic social science that has heretofore gone unexplored.

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