In this article, we present key tenets of good experimental design and provide some practical considerations for industrial marketing researchers. We first discuss how experiments have the ability to assess causal claims. Next, we provide an experimental taxonomy table, which brings out the value and limitations of different types of experiments and maps the various goals of business marketing research within each category. Here, we pay particular attention to field experiments since they provide experimental realism by measuring respondents' actual behavior. We also provide a thorough discussion on important practical issues such as questions on experimental design, sample size, and how to involve business organizations in the implementing steps. The paper concludes by stressing the importance of combining data types (e.g., field plus laboratory experiments) and by offering methodological advice on how to analyze experimental data in marketing.

在本文中，我们介绍了良好实验设计的关键原则，并为工业营销研究人员提供了一些实际考虑因素。我们首先讨论实验如何具有评估因果关系的能力。接下来，我们提供了一个实验分类表，它显示了不同类型实验的价值和局限性，并在每个类别中映射了商业营销研究的各种目标。在这里，我们特别关注现场实验，因为它们通过测量受访者的实际行为来提供实验真实性。我们还对重要的实际问题进行了深入的讨论，例如有关实验设计、样本大小以及如何让商业组织参与实施步骤的问题。论文最后强调了组合数据类型（例如，