UNIVERSITY OF COLOGNE

Field experiments and randomized controlled trials (RCTs), are recognized as the gold standard in experimental research for establishing causal relationships. Over the last decade, RCTs have become increasingly prevalent in marketing research. This session will provide a comprehensive overview of the essential phases of RCTs, from initial design to implementation. We will explore key considerations and barriers in launching successful RCTs, such as finding the right implementation partner, raising funding, ensuring data quality, and maintaining ethical standards throughout the research process.