Experiment-Research Methodology in Marketing: Types and Applications

Experiment-Research Methodology in Marketing: Types and Applications

Experiment-Research Methodology in Marketing: Types and Applications

Experiment-Research Methodology in Marketing: Types and Applications

Synopsis

A thorough presentation of the use, types, and applications of experiments in marketing research. The presentation shows that experiment research can benefit marketing research immensely. As a consequent, the information collected through an experiment can be invaluable to assist marketing decision makers. This book will therefore be of value to marketing researchers and students of marketing research, and will also be of value to marketing practitioners and general managers in business and non-business organizations.

Excerpt

Experiments benefit marketing research immensely. A primary reason for this involves the concept of causality -- a relationship in which a change in one variable causes a change in another variable (i.e., cause-and-effect relationship). Such relationships cannot be proven with absolute certainty, and often are concluded erroneously. However, unlike other research methodologies, experiments facilitate three criteria required to infer cause-andeffect relationships with reasonable certainty:

evidence of association
appropriate timing
elimination of alternative explanations

This book is divided into three parts. Part I begins with an introductory "real-world" vignette followed by four chapters that present dimensions of experiments. Chapter 1 introduces experiments as a methodology in marketing research and details the concept of causality. Chapter 2 identifies four major components of experiments: hypotheses, subjects, independent variables, and dependent variables. Chapter 3 considers the accuracy of experiments, including experimental error, extraneous variables, demand characteristics, and validity. Since the ability to make valid conclusions is a key aspect of experiments, Chapter 4 examines validity in greater detail.

Many types of experiments are used in marketing research. These types are not always mutually exclusive, and are often combined to design an experiment that is appropriate for the situation. To present these many types of experiments, Part II begins with an introductory "real-world" vi-

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