InsightIQ Blog
Control Groups in Marketing - Three Essential Links
Jul 6 2009
- Control Group Series (Jim Novo) -- Jim explains why marketers should use control groups in their campaigns.
- Experimental and Quasi-Experimental Designs for Research (Campbell & Stanley) -- The book that any serious campaign designer should consult before launching a new marketing campaign. Defines and explains pre-experimental designs, pretest-posttest control group design, Solomon four-group design, posttest-only control group design, etc.
- Experimental and Quasi-Experimental Designs for Generalized Causal Inference (Shadish, Cook, and Campbell) -- In-depth book for hard-core marketers. Will help you understand how to design valid experiments, and how to draw valid conclusions from them.
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From Razvan George Diaconu: Very good article. Useful information. Thanks
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