Part 2. Marketing Research
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Oppewal, H. 2010. Experimental Design. Wiley International Encyclopedia of Marketing. 2.
- 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.
- experimental control;
- field experiments;
- internal validity