Beginner's Guide to Experiments in Consumer Research

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Häftad, Engelska, 2026

539 kr

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This concise, practical guide demystifies experimental methodology for students embarking on consumer research for the first time. The book follows the natural progression of conducting experimental research—from formulating research questions and building theoretical frameworks to designing experiments, analyzing results, and writing up findings. Each chapter combines scientific background with practical examples and hands-on advice, including helpful checklists for each stage of the research process. Unlike traditional textbooks that can overwhelm novice researchers with excessive detail, this guide addresses common challenges faced by students and provides clear explanations of complex concepts such as mediation, moderation, and experimental design in accessible language, without sacrificing academic rigor. This book is essential reading for undergraduate and graduate students undertaking experimental research projects or theses in consumer behavior, marketing, and other social sciences. It serves as an "academic companion" for students who need practical guidance through the experimental process. Faculty members supervising experimental research will also find it valuable as a reference guide, particularly those less familiar with experimental methodology.

Produktinformation

Utgivningsdatum2026-07-17
Mått156 x 234 x undefined mm
FormatHäftad
SpråkEngelska
Antal sidor122
FörlagTaylor & Francis Ltd
ISBN9781041165927

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Jeanette Carlsson Hauff is also an Associate Professor at the School of Business, Economics and Law at the University of Gothenburg, Sweden. Like her co-author, she has significant experience with experimental methods in consumer research and has published extensively in this field. Her research interest also contains the context of financial services and online privacy. Carlsson Hauff shares Nilsson's interest in pedagogical issues in higher education, having co-authored three journal articles on the topic and presented at numerous conferences and seminars. She has also been promoted to 'Excellent Teacher' status at the university, recognizing her pedagogical expertise.Jonas Nilsson is an Associate Professor at the School of Business, Economics and Law at the University of Gothenburg, Sweden. He has extensive experience in experimental methods in consumer research, having published numerous articles, book chapters, and conference papers using these methods. His research spans various empirical contexts including financial services, consumer online privacy, sustainability, and mobility. Nilsson has been recognized as an 'Excellent Teacher' at the university, a title awarded for specific pedagogical skills following expert evaluation. He currently teaches quantitative methods to both master and bachelor students and has a particular research interest in statistics anxiety among students and potential remedies for this issue.

TABLE OF CONTENTS. Preface. Chapter 1: The Characteristics of Experimental Methods. Chapter 2: The Importance of Theory and Theoretical Frameworks. Chapter 3: Different Types of Experiments. Chapter 4: Experimental Design. Chapter 5: More Advanced Designs: Mediation and Moderation. Chapter 6: The Experimental Procedure. Chapter 7: Analyzing and Reporting Your Data. Chapter 8: The Ethics of Experiments