Laboratory Experimentation in Marketing
Marketing academics, managers, public policy makers, and litigators often ponder questions that involve relationships between alternative treatments or strategies and people’s responses. Among the variety of research approaches available to them, only experimental designs afford strong causal inferences about such relationships. The chapter reviews the nature of such experiments, discusses the role of laboratory vs. field experiments and explores the design of lab experiments along various dimensions.
Lee, Angela Y. and Alice M. Tybout. Forthcoming. "Laboratory Experimentation in Marketing." In Handbook of Marketing Analytics, with Applications in Marketing, Policy, and Litigation Support, edited by Dominique M. Hanssens and Natalie Mizik, Elgar Publishing.