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Experimental Design

Part 2. Marketing Research

  1. Harmen Oppewal

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02037

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Oppewal, H. 2010. Experimental Design. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Monash University, Melbourne, Victoria, Australia

Publication History

  1. Published Online: 15 DEC 2010


Experiments aim to test causal relationships between independent and dependent variables while ruling out any alternative explanation of the relationship observed in the experiment. To achieve this, experimentation involves standardization and control of external factors, and random assignment of test units to experimental conditions. Experiments that are using existing groups of test units are called quasi-experiments. Field experiments involve the implementation of experimental procedures within a real or realistic setting, which reduces control but enhances external validity.


  • experiments;
  • randomization;
  • experimental control;
  • field experiments;
  • quasi-experiments;
  • internal validity