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Natalie Mizik and Dominique M. Hanssens

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Angela Y. Lee and Alice M. Tybout

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 versus field experiments and explores the design of lab experiments along various dimensions.

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Edited by Natalie Mizik and Dominique M. Hanssens

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Edited by Keith Townsend and Mark N.K. Saunders

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Keith Townsend and Mark N.K. Saunders