This is a legacy website for the Behavioural Design Lab. It is no longer updated.
Behavioural Design Lab Subscribe Bird Contact

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

Marketing, Psychology, experiments, methods


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.

View fulltext on journal website...

Related content

Policy experiments: Investigating effectiveness or confirming direction?

A Massive Social Experiment On You Is Under Way, And You Will Love It

Everything That Can Go Wrong in a Field Experiment (and What to Do About It)

© 2015 Warwick Business School and the Design Council