Behavioural Economics - Conducting Experiments

Level: Marketing management/Marketing tactics

Always be clear about what you want to test and what you hope to discover. Research is most likely to happen when costs are low. If you can construct an experiment using your current resources and metrics (e.g. sales) then it will be easier to make your research happen.

Learning objectives:

• How to design your test
• Decide what factors to measure
• How to analyse the results and learn from them
• How to translate your results into a marketing campaign

Estimated completion time: 2 hours

Course of origin: DMA Award in Behavioural Economics