Describe the term- experimentation, Marketing Research

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Describe the term- Experimentation

Experimentation as a technique is normally used when conducting causal research. There are two types of experimentation techniques available to researchers namely (a) laboratory experiment (b) field experiment. A laboratory experiment is one in which a researcher creates a situation with desired conditions and then manipulates some when controlling other variables. Researcher is consequently able to observe and measure effect of the manipulation of independent variables on dependent variable or variables in a situation in which impact of other pertinent factors is minimized. A field experiment conversely is a research study in a natural or realistic situation, albeit it too, involves manipulation of one or more independent variables under as carefully controlled conditions as situation will permit.

 


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