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Experiments in Market Research

  • 2022
  • OriginalPaper
  • Chapter
Published in:
Authors
Torsten Bornemann
Stefan Hattula
Published in
Handbook of Market Research
Publisher
Springer International Publishing

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Abstract

The chapter begins by highlighting the success of A/B testing in Obama's 2008 presidential campaign, showcasing its potential in optimizing website design. It then delves into the fundamental principles of experimental design in marketing research, emphasizing the importance of determining factors, measuring outcomes, and selecting appropriate experimental settings. The text also discusses the advantages and challenges of different experimental environments, such as laboratory, field, and online experiments, and provides practical guidelines for conducting preliminary testing and assigning participants to treatments. Throughout the chapter, the authors emphasize the need for rigorous experimental design to ensure valid and reliable results.
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next chapter Field Experiments
Title
Experiments in Market Research
Authors
Torsten Bornemann
Stefan Hattula
Copyright Year
2022
Book
Handbook of Market Research

Print ISBN: 978-3-319-57411-0

Electronic ISBN: 978-3-319-57413-4

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-319-57413-4_2
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