Intro
Preface
List of Reviewers
Contents
About the Editors
Contributors
Part I: Data
Experiments in Market Research
Introduction
Experimentation and Causality
Experimental Design
Definition of the Research Question
Determination and Operationalization of the Sources of Variation
Independent Variable(s)
Extraneous Variables
Definition and Operationalization of the Measured Response-Variables
Operationalization of the Dependent Variable(s)
Mediators
Decision About the Environmental Setting
Laboratory Experiments
Field Experiments

Online Experiments
Determination of the Experimental Units and Assignment to Treatments
Number of Participants and Sampling Procedure
Incentivization of Participants
Assigning Participants to Experimental Treatments
Preliminary Testing
Exemplary Experimental Study
Ethical Issues in Experimental Research
Conclusion
References
Field Experiments
Introduction
Motivation
Defining a Field Experiment
Defining an Experiment
Lab Versus Field Experiments
Key Features of Field Experiments
Online Experiments

Experimentation: Causal Inference and Generalizability
Estimating the Causal Effect of a Treatment
The Average Treatment Effect
Causality and Internal Validity
Generalizability of Findings and External Validity
Sample Size
Experimental Design and Multivariate Experiments
Examples of Field Experiments
Case Studies
Field Experiments in Business
Field Experiments in the Academic Literature
Conclusions
Cross-References
References
Crafting Survey Research: A Systematic Process for Conducting Survey Research
Introduction: Relevance of Survey Research

Understanding Survey Bias
Fundamentals of Survey Research
Psychology of Survey Response
Measurement Theory
Reliability and Validity: Fundamentals
Reliability and Validity: Implications for Survey Research
Sources of Systematic Errors in Survey Research: Measurement Errors
Common Method Bias
Key Informant Bias
Social Desirability
Response Styles
Sources of Systematic Errors in Survey Research: Representation Errors
Non-sampling Bias
Non-response Bias
Survey Research Process
Selection of Research Variables

Which Relationships Are of Particular Interest?
Selection of Survey Method
Should Data be Collected Personally, by Telephone, in Written Form, or as an Online Survey?
How Can Data Be Collected in an Online Context?
Questionnaire Design
Decision About the Survey Content
What Are the Key Phenomena that Should Be Addressed in the Survey?
What Phenomena Should Be Measured for Control Purposes?
How Many Phenomena Can Be Included?
Decisions About the Question Content
What Questions about a Certain Phenomenon Should Be Asked?