EXPERIMENTAL RESEARCH IN MARKETING

被引：21

作者：

da Costa Hernandez, Jose Mauro ^{[1
,2
,3
]}

Basso, Kenny ^{[4
,5
]}

Brandao, Marcelo Moll ^{[1
,6
]}

机构：

[1] FGV, Empresas Fdn Getulio Vargas, Sao Paulo, SP, Brazil

[2] Univ Sao Paulo, Sao Paulo, Brazil

[3] Ctr Univ FEI, Sao Paulo, Brazil

[4] Univ Fed Rio Grande do Sul, Porto Alegre, RS, Brazil

[5] IMED, Fac Merid, Passo Fundo, RS, Brazil

[6] Univ Nove Julho UNINOVE, Programa Posgrad Adm, Sao Paulo, SP, Brazil

来源：

REVISTA BRASILEIRA DE MARKETING | 2014年 / 13卷 / 02期

关键词：

experimental design; marketing research; consumer behavior research; causal relationships;

D O I：

10.5585/remark.v13i2.2692

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Considering the growing number of scientific studies published in the marketing field and the development of unique theories of the area (Hunt, 2010), using experimental designs seems increasingly appropriate to investigate marketing phenomena. This article aims to discuss the main elements in conducting experimental studies and also to stimulate researchers to adopt this research method. Several international journals (e.g., JCR, JCP, JMR, JR, JBR) have been publishing articles based on experiments that not only demonstrate a relationship between two events, but also elucidate how they occur by means of mediation and moderation analyses. This article intents to be a roadmap for novice researchers on how to conduct experiments and to offer new perspectives in experimental research for experienced researchers.

引用

页码：96 / 115

页数：20

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