The Role of Laboratory Experiments to Test Marketing Strategies

An experiment described in this article is used to illustrate how laboratory experimentation can be an efficient and managerially useful information source.

Abstract

An experiment described in this article is used to illustrate how laboratory experimentation can be an efficient and managerially useful information source. Procedures to assess the validity of a laboratory experiment and considerations of the role of laboratory experimentation in a research system that employs both lab and field environments are discussed.