30 Pages Posted: 16 Jul 2015 Last revised: 11 Sep 2015
Date Written: September 10, 2015
In a digitally enabled world, experimentation is easier. In this paper, we explore what this means for marketing researchers, and the subtleties of designing field experiments for research. It gives guidelines for interpretation and describe the potential advantages and disadvantages of this methodology for classic areas of marketing.
Keywords: Field Experiments, Field Tests, Causal Inference
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