1st Edition
A Beginner's Guide to Experiments in Consumer Research
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
Biography
Jeanette Carlsson Hauff is an Associate Professor at the School of Business, Economics and Law at the University of Gothenburg, Sweden. She has extensive experience with experimental methods in consumer research and has published numerous articles, book chapters, and conference papers using these methods. Her research interests include, among others, the context of financial services and online privacy. Carlsson Hauff has a documented 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 recognized as an "Excellent Teacher" at the university, a title
awarded for specific pedagogical skills following expert evaluation.
Jonas Nilsson is a researcher and lecturer at the School of Business, Economics and Law at the University of Gothenburg, Sweden. His research spans various empirical contexts within the consumer research domain, including financial services, sports marketing, consumer privacy, sustainability, and mobility. Nilsson has been promoted to Excellent Teacher status at the University of Gothenberg, recognizing his pedagogical expertise. He has a particular pedagogical interest in the causes and remedies of statistics anxiety among students. He currently teaches Marketing, Experimental Methods, Consumer Decision-Making and Quantitative Methods to both master’s and bachelor’s students.
