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- Publisher
- Springer Journals
- Copyright
- Copyright © 2014 by Springer-Verlag Berlin Heidelberg
- Subject
- Economics / Management Science; Business/Management Science, general; Production/Logistics/Supply Chain; Organization/Planning; Human Resource Management; Accounting/Auditing; Business Taxation/Tax Law
- ISSN
- 0044-2372
- eISSN
- 1861-8928
- DOI
- 10.1007/s11573-014-0708-6
- Publisher site
- See Article on Publisher Site
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.
Journal
Journal of Business Economics – Springer Journals
Published: Jan 28, 2014