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A guideline for designing experimental studies in marketing research and a critical discussion of selected problem areas

Marketing, Psychology, experiments, methods

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.

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