Marketing Research

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 ...