DESAIN EKSPERIMEN DALAM PENELITIAN PEMASARAN

Abstract

In the field of marketing research, researchers can choose what research strategy to be
used. Whether the researchers will use quantitative or qualitative methods? Whether the
researcher will use survey methods or experiment? At this time in the field of marketing
research, many researchers switched to using design of experiments. If we look at the survey
and experiment turns each have advantages and disadvantages. Is the design of this experiment
could solve marketing research? Experimentation is the objective observation of phenomena
that are made to happen in a very controlled situation in which one or more factors left to vary
while the other factors held constant. Experimental design has the advantage of having high
internal validity, but instead a low external validity. This paper attempts to review how the
experimental design, especially in marketing research.