Experiments in marketing
The main argument is that the experiment constitutes a powerful method for revealing the influence of various marketing activities. Basically, an experiment means that individuals are randomly allocated to groups, which receive different treatments, followed by a comparison of the groups’ reactions after the treatments. To conduct experiments along these lines, however, involves several choices and challenges, and the ambition with this book is to offer guidelines to experimenters who wish to come to terms with influence-related issues in a marketing context.
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