Best practices for implementing experimental research methods |
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| Authors: | Jennifer L Stoner Reto Felix Ashley Stadler Blank |
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| Institution: | 1. Department of Marketing, Nistler College of Business and Public Administration, University of North Dakota, Grand Forks, North Dakota, USA;2. Department of Marketing, Robert C. Vackar College of Business and Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, Texas, USA;3. Department of Marketing, Williams College of Business, Xavier University, Cincinnati, Ohio, USA |
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| Abstract: | Experimental research methods have a long history across a number of different disciplines—including consumer research. Although experiments are just one of many alternative research methods, experiments are notable because they are the best way to establish causation. This makes experiments a powerful tool when researchers need to show cause and effect relationships. In this article, we provide best practices for implementing experimental research methods in consumer studies. Specifically, we discuss several important topics researchers need to consider when designing experiments, including developing hypotheses, operationalizing the variables (manipulated or measured), deciding on the research design (between-subjects, within-subjects, or mixed), selecting the research setting (laboratory, field, or online), understanding the main effect (via moderation, mediation, or moderated mediation), including manipulation and attention checks, determining the sample size, and choosing participants. We provide recommendations that researchers can use to conduct high-quality experiments in a consumer context. |
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| Keywords: | attention checks design experiments manipulation checks mediation moderation |
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