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Journal of Business Economics

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01-08-2014 | Original Paper

A guideline for designing experimental studies in marketing research and a critical discussion of selected problem areas

Authors: Nicole Koschate-Fischer, Stephen Schandelmeier

Published in: Journal of Business Economics | Issue 6/2014

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Abstract

Experiments are a well-suited method for empirically studying cause-and-effect relationships. This article provides a guideline for designing experiments. We develop an integrative framework that illustrates the key decisions in designing experimental studies. With this framework, we discuss important problem areas in the design of experiments (e.g., determining the experimental setting, choosing participants). Finally, for the different decisions and identified problem areas, we derive concrete recommendations for designing experimental studies in marketing research.

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From January 2013, the Zeitschrift für Betriebswirtschaft (ZfB) is published in English under the title Journal of Business Economics (JBE). The Journal of Business Economics (JBE) aims at encouraging theoretical and applied research in the field of business economics and business administration, promoting the exchange of ideas between science and practice.

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All independent articles serve as reference samples. Articles that exclusively refer to other papers (e.g., commentaries) were not considered. Furthermore, we did not include articles in Journal of Marketing’s 75th Anniversary special section in the survey. The journals in Table 1 are arranged in accordance with the VHB-JOURQUAL 2.1 (2011) ranking.

We use the term ‘experimental design’ in a narrow sense as the specification of the underlying experimental plan of the investigation (Sarris 1992). In contrast, the expression ‘designing an experiment’ refers to all decisions made in the conception phase of an experiment (see Fig. 1; Christensen 2007; Montgomery 2009).

We provide an example from entrepreneurial research because we could not find an example from marketing research.

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Title: A guideline for designing experimental studies in marketing research and a critical discussion of selected problem areas
Authors: Nicole Koschate-Fischer
Stephen Schandelmeier
Publication date: 01-08-2014
Publisher: Springer Berlin Heidelberg
Published in: Journal of Business Economics / Issue 6/2014
Print ISSN: 0044-2372
Electronic ISSN: 1861-8928
DOI: https://doi.org/10.1007/s11573-014-0708-6

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