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Marketing Research by Naval Bajpai

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Chapter 8

Experimentation

LEARNING OBJECTIVES

Upon completion of this chapter, you will be able to:

  • Understand the concept of experimentation and causality
  • Understand the internal and external validity issues in experimentation
  • Understand the threats to internal and external validity in experimentation
  • Understand the ways to control extraneous variables
  • Understand and compare a laboratory experiment and field experiment
  • Understand the concept of experimental designs and deal with various types of experimental designs
  • Understand the limitations of experimentation
  • Understand the concept of test marketing and different types of test marketing techniques
RESEARCH IN ACTION: BERGER PAINTS INDIA LTD

Berger Paints is the culmination of over seven-decade ...

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