آزمایشات میدانی در بازاریابی

In the last 20 years the marketing literature has seen a sharp increase in the number of papers reporting findings from field experiments. This can be partly explained by the ease of conducting field experiments in Internet settings. However, we have also seen an increase in field experiments in physical stores and other non-Internet settings. While many of these papers focus on pricing and advertising topics, there are also a broad range of other topics represented, including several papers that use field experiments to provide model-free validation of optimization models. We review the requirements to publish a field experiment paper in the marketing literature. We also identify topics that remain relatively understudied. In particular, there is a notable absence of papers studying channel relationships or business-to-business markets. Perhaps more surprisingly, there is also a lack of papers investigating the feasibility of using field experiments to optimize marketing decisions.