Consumer Behavior Research Methods

Experimentation

Type of Experiments

The type of experiment has major implications for the internal and external validity


• Laboratory experiments (controlled)
– High internal validity, external validity may suffer
– Popular in academics (usually students as participants)
– Artificial environment
– Case: Effect of Consumer Identity on Sustainable Behavior
 
 

Field experiments (‘less’ controlled)
– High external validity, internal validity may suffer
– Natural environment: test market(s)

– Online marketing: A/B Testing

Diskussion