Advancing the Experimental Method in Marketing

Abstract

A formal center has been established to encourage the use of experimentation in the study of a wide variety of activities related to business, including consumer behavior and other facets of marketing. Early efforts of the personnel at the Center include experimentation in conformity, communications, cognitive dissonance, ethics, and effort as related to satisfaction. The results of the early work have been encouraging and it is now anticipated that the Center will be a permanent research unit.