Field Experiments in Marketing

30 Pages Posted: 16 Jul 2015 Last revised: 11 Sep 2015

Anja Lambrecht

London Business School

Catherine E. Tucker

Massachusetts Institute of Technology (MIT) - Management Science (MS)

Date Written: September 10, 2015

Abstract

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

Suggested Citation

Lambrecht, Anja and Tucker, Catherine E., Field Experiments in Marketing (September 10, 2015). Available at SSRN: https://ssrn.com/abstract=2630209 or http://dx.doi.org/10.2139/ssrn.2630209

Anja Lambrecht (Contact Author)

London Business School ( email )

Regent's Park
London, NW1 4SA
United Kingdom

Catherine E. Tucker

Massachusetts Institute of Technology (MIT) - Management Science (MS) ( email )

100 Main St
E62-536
Cambridge, MA 02142
United States

HOME PAGE: http://cetucker.scripts.mit.edu

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