Experimental Research in Marketing

Hernandez, J., Basso, K., & Brandão, M. (March 2014). Experimental Research in Marketing. Brazilian Journal Of Marketing, 13(2).

20 Pages Posted: 26 Oct 2015

See all articles by José da Costa Hernandez

José da Costa Hernandez

Centro Universitário da FEI

Kenny Basso

Faculdade Meridional - IMED - IMED Business School

Marcelo Brandão

PPGA

Date Written: March 10, 2014

Abstract

Considering the growing number of scientific studies published in the marketing field and the development of unique theories of the area (Hunt, 2010), using experimental designs seems increasingly appropriate to investigate marketing phenomena. This article aims to discuss the main elements in conducting experimental studies and also to stimulate researchers to adopt this research method. Several international journals (e.g., JCR, JCP, JMR, JR, JBR) have been publishing articles based on experiments that not only demonstrate a relationship between two events, but also elucidate how they occur by means of mediation and moderation analyses. This article intents to be a roadmap for novice researchers on how to conduct experiments and to offer new perspectives in experimental research for experienced researchers.

Keywords: Experimental Design; Marketing Research; Consumer Behavior Research; Causal Relationships.

JEL Classification: M1, M31, C44

Suggested Citation

da Costa Hernandez, José and Basso, Kenny and Brandão, Marcelo, Experimental Research in Marketing (March 10, 2014). Hernandez, J., Basso, K., & Brandão, M. (March 2014). Experimental Research in Marketing. Brazilian Journal Of Marketing, 13(2).. Available at SSRN: https://ssrn.com/abstract=2679416

José Da Costa Hernandez (Contact Author)

Centro Universitário da FEI ( email )

Av. Humberto de Alencar Castelo Branco, 3972
São Bernardo do Campo, SP 09850-901
Brazil

Kenny Basso

Faculdade Meridional - IMED - IMED Business School ( email )

Rua Senador Pinheiro, 304
Passo Fundo, 99070-220
Brazil

Marcelo Brandão

PPGA ( email )

Rua Vergueiro, 235/249
São Paulo, Liberdade 01504-001
Brazil

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