Why do Experiments Fail? Practical Suggestions for Successful Online Experiments-Peking University HSBC Business School(PHBS)

Why do Experiments Fail? Practical Suggestions for Successful Online Experiments

2023-04-12 11:31:27

Experiments are frequently used in marketing literature to provide stronger evidence of causal relationships between various constructs. Recently, despite the use of online platforms for experimental studies, such studies have often failed. To increase the success rate for online experiments, this seminar suggests several practical recommendations across three categories: (i) handling less homogenous online participants; (ii) understanding and managing different motivations and abilities in online participants; and (iii) using effective experimental designs and procedures.

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