ABSTRACT
This chapter helps people to recognize common field experiments used in advertising and public relations; understand uses of longitudinal panel studies; understand uses of split run experiments; and comprehend advantages and limitations of test markets. Split runs are simple experiments that show different versions of messages to different audiences. Panel studies are quasi-experimental studies that are especially good at detecting changes over time. In a panel study, a group of participants is recruited, determined to match the study's requirements, and studied at multiple points in time. Due to the variation in panel designs, data collection also varies. Each new study typically offers a new incentive to panel members, who are free to participate or opt out of any given study. Panel studies tend to produce a great deal of data, and this quantity is magnified at each subsequent measurement. Diary studies also present unique challenges to validity and reliability.
