138 Services Marketing
e e ectiveness of experimentation depends on how e ectively the other
variables are controlled or managed. e in uence of other variables on the
dependent variable should be at a minimum level to establish a direct cause-
and-e ect relation.
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Experimentation provides distinctive information. Its specialty is its
capacity to produce realistic information. Survey research and observational
research are also used in experimentation. e experimentation method is
used popularly in test marketing while introducing a new service, a new mar-
keting strategy, changes in the services product mix, price, promotional cam-
paign and so on. Experimentation may be done in a laboratory or at eld.
Laboratory experiments on the ...