Research Information System
in: Handbook of Research Methods for Marketing Management, Robin Nunkoo,Viraiyan Teeroovengadum,Christian M. Ringle, Editor, Edward Elgar , Glasgow, pp.145-170, 2021
This chapter aims to discuss experimental design in marketing research through a theoretical perspective by providing examples from scholarly articles. The chapter includes topics of causal analysis, validity (both internal and external), types of experimental designs, and ethical aspects of experimental designs in marketing research.