the most scientifically valid research is expelmental research , designed to capture cause-and-effect relationships by eliminting coinpeting explannations of the observed findings. if the experiment is well designed and executed,research and marketing managers can have confidence in the conclusions.
Experiments call for selecting matched groups of subjects,subjecting them to different treatments,controlling extraneous variables,and checking whether observed response differences are statistically significant.if we can eliminate or control extraneous factors, we can relate the observed effects to the variationsin the treatments or stimuli.ANA might introduce in-flight internet service on one of its regular flights from Chicago to Tokyo and charge $25 on week and $15 the next week.If the plane carried approximately the same number of first-class passengers each week and the particular weeks made no difference,the airline could relate any significant difference in the number of passengers using the service to the different prices charged.