Consumer Behavior Research Methods

Experimentation

How to control these threats?

• The golden rule: Randomization: random assignment of participants to conditions

Matching: manual assignment of participants to conditions based on relevant characteristics

Statistical control: adjusting for extraneous effects in analysis (e.g., Multivariate Regression, ANCOVA; control for income, dog breed etc.)

Experimental design: design such that extraneous variables are controlled for (e.g. economic games, incentive to play the “same way”)

Diskussion