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Research Details

Laboratory Experimentation in Marketing

Abstract

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.

Type

Book Chapter

Author(s)

Angela Y. Lee, Alice M. Tybout

Date Published

2017

Citations

Lee, Y. Angela, and Alice M. Tybout. 2017. Laboratory Experimentation in Marketing.

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