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The purpose of this study is to present a systematic methodological review of the application of field experiments in the domain of marketing research. By performing this study, the authors seek to offer necessary advice and suggestions to marketing scholars interested in the application of field experiments and to promote the adoption of field experiments as a preferred methodological choice among scholars in this domain.

A total of 315 field experiments published in the ten leading marketing journals in the past five decades were analyzed in this systematic methodological review. This study examines various aspects of field experiments, including the research profile of existing research, different trends and topics related to field experiments, choice of research questions, methods of observations, unobtrusive data collection, types of interventions and outcome variables.

This study identified various trends and topics, categories of manipulations, types of limitations and important considerations in designing field experiments and offered necessary advice on the future of field experiments in marketing research.

This study provides a complete roadmap for future marketing scholars to adopt field studies in their research plans. The systematic summary of limitations and the checklist will be helpful for the researchers to design and execute field studies more effectively and efficiently.

This review study offers a complete roadmap for marketing scholars who are interested in adopting field experiments in their research projects. The discussion of trends and topics, manipulations, limitations, design considerations and checklist items for field experiments offers relevant insights to marketing scholars and may help them design and execute field experiments more effectively and efficiently.

To the best of the authors’ knowledge, this study is the first of its kind to provide a comprehensive methodological review of field experiments published in leading marketing journals throughout the past five decades. This study makes novel and unique contributions to both theory and literature on field experiments in the marketing discipline.

The purpose of this paper is to evaluate the emerging field of experimental research on entrepreneurship to better understand its development and potential.

A systematic, evidence-based literature review was applied, resulting in a sample of 47 articles having used experiments in entrepreneurship research so far. The papers are analyzed according to their topic, methods, and research design, revealing insight into their limitations and prospective contributions.

The paper discusses the potential and disadvantages of experimental methods while arguing for experiments as the method of choice for answering causality questions. This study finds a persistent increase in experimental entrepreneurship research since its introduction in 1990.

The study provides research from the field of entrepreneurship with future directions, with potential research areas and an orientation for those interested in conducting experiments.

Experiments are employed in a variety of research areas and have become more and more popular in the field of entrepreneurship. No study has analyzed the experimental studies in entrepreneurship. This paper contributes by providing an overview of the field, reflecting and discussing the outcomes while characterizing the methods employed.

The purpose of this paper is to assess the benefits of integrating IT tracking and routing systems into last-mile distribution operations. The paper also demonstrates the role of field experiments as a valid approach for improving the rigour of logistics research.

The study employs a field experiment approach. Data were collected before and after the experimental treatment from 16 participating vehicles, which were used as inputs and outputs to calculate vehicles' efficiencies using data envelopment analysis.

Through employing manipulation and random assignment to investigate causality in naturally occurring contexts, the study results show statistical evidence for the role of vehicle tracking and routing systems in enhancing fleet efficiency. Furthermore, results show that field experiment is an appropriate method for capital budgeting of deploying IT systems in the distribution function.

Distribution managers can use a field experiment setup to assess the potential impact of installing IT solutions prior to large-scale implementation or prior to purchasing.

The study fills a gap in the literature through the application of a field experiment approach to establish causality relationships in distribution and logistics research. This study should encourage new research on the role of field experimentation in evaluating the benefits gained from, and the capital budgeting of, the modern disruptive technologies in supply chains.

This study aims to systematically review a total of 513 papers using experimental methods in hospitality and tourism research and then proposed new recommendations to address approaches that have been confusingly adopted or ignored in the current literature.

An extensive literature review was conducted. Together with critiques on previous studies, four recommendations were proposed to help carry out future experimental studies using more rigorous and exact approaches.

Multiple experimental studies can provide stronger evidence for theoretical arguments. Demonstration of the theoretical underlying mechanism using evidence based on mediation and moderating methods is required. The adoption of complementary methods can mitigate the generic weaknesses of experimental methods. In addition, enhancement of the realism of experiments is required to obtain stronger empirical evidence with internal and external validity.

This study proposes four constructive recommendations which help researchers to conduct future experimental design studies correctly. Valid and exact research outcomes can help practitioners to carry out new useful marketing strategies.

After reviewing 513 previous papers that used experimental design in the hospitality and tourism fields, this study proposes four new recommendations to facilitate a better understanding of experimental design. The original and innovative nature of this study will help future investigations to adopt more accurate statistical approaches.

Based on previous inventories, the purpose of this paper is to extend the knowledge on public administration experiments by focusing on their experimental type, design, sample type and realism levels and external validity. The aim is to provide an overview of experimental public administration and formulate potential ways forward.

The authors examine the current state of experimental public administration, by looking at a systematic selection of ISI ranked experimental publications in major public administration journals (1992-2014) and recommend ways forward based on this review.

The review indicates a rise in experimentation in public administration in recent years, this can be attributed mostly to some subfields of public administration. Furthermore, most experiments in public administration tend to have relatively simple designs, high experimental realism and a focus on external validity. Experimental public administration can be strengthened by increasing diversification in terms of samples, experimental designs, experimental types and substantive scope. Finally, the authors recommend to better utilize experiments to generate usable knowledge for practitioners and to replicate experiments to improve scientific rigour.

This paper contributes to experimental public administration by drawing on a systematic selection of papers and assessing them in depth. By means of a transparent and systematic selection of publications, various venues or ways forward are presented.

The purpose of this paper is to illustrate and discuss methodology issues in menu-labelling experiments in commercial full-service restaurants, and to investigate how the menu description and price affects customers’ choice of an organic veal entrée in a Norwegian restaurant.

A menu-labelling experiment was conducted in a fine-dining restaurant during ordinary opening hours over a period of two weeks. The menu description of an organic veal entrée was altered repeatedly and the effect of these changes on the sales of this entrée was investigated.

Adding words to the menu description, such as “organic”, or describing animal welfare had a very limited effect on customers’ choices in the restaurant.

The research illustrates the use of a natural field experiment in a commercial full-service restaurant and discusses strengths and weaknesses of the methodology.

Few experiments have been performed on the effect on credence attributes in commercial full-service restaurants and there is little knowledge about research challenges in menu-labelling experiments. This paper contributes to the knowledge on both issues by conducting a natural field experiment in a fine-dining restaurant.

The success of a supply chain is highly reliant on effective inventory and ordering decisions. This paper systematically reviews and analyzes the literature on inventory ordering decisions conducted using behavioral experiments to inform the state-of-the-art.

This paper presents the first systematic review of this literature. We systematically identify a body of 101 papers from an initial pool of over 12,000.

Extant literature and industry observations posit that decision makers often deviate from optimal ordering behavior prescribed by the quantitative models. Such deviations are often accompanied by excessive inventory costs and/or lost sales. Understanding how humans make inventory decisions is paramount to minimize the associated consequences. To address this, the field of behavioral operations management has produced a rich body of research on inventory decision-making using behavioral experiments. Our analysis identifies primary research clusters, summarizes key learnings and highlights opportunities for future research in this critical decision-making area.

The findings will have a significant impact on future research on behavioral inventory ordering decisions while informing practitioners to reach better ordering decisions.

Previous systematic reviews have explored behavioral operations broadly or its subdisciplines such as judgmental forecasting. This paper presents a systematic review that specifically investigates the state-of-the-art of inventory ordering decisions using behavioral experiments.

The purpose of this study is to explain how the application of fuzzy-set qualitative comparative analysis (fsQCA) and experiments can advance theory development in the field of servitization by generating better causal explanations.

FsQCA and experiments are established research methods that are suited for developing causal explanations but are rarely utilized by servitization scholars. To support their application, we explain how fsQCA and experiments represent distinct ways of developing causal explanations, provide guidelines for their practical application and highlight potential application areas for a future research agenda in the servitization domain.

FsQCA enables specification of cause–effects relationships that result in equifinal paths to an intended outcome. Experiments have the highest explanatory power and enable the drawing of direct causal conclusions through reliance on an interventionist logic. Together, these methods provide complementary ways of developing and testing theory when the research objective is to understand the causal pathways that lead to observed outcomes.

Applications of fsQCA help to explain to managers why there are numerous causal routes to attaining an intended outcome from servitization. Experiments support managerial decision-making by providing definitive “yes/no” answers to key managerial questions that address clearly specified cause–effect relationships.

The main contribution of this study is to help advance theory development in servitization by encouraging greater methodological plurality in a field that relies primarily on the qualitative case study methodology.

The purpose of this paper is to assess field experiments of labour and product markets that have attached photos to identify applicants (in the case of labour markets) or sellers/crowd funders (in the case of product markets).

The experiments seek to identify the contribution of attractiveness, race/ethnicity, skin colour, sexual orientation or religion to the behaviour of agents in markets. These experiments attach photos to CV to signal attractiveness, or the basis of being tested such as race/ethnicity, skin colour or religion.

Many experiments report significant findings for the impact of attractiveness or the identity revealed on positive callbacks to applicants.

The issue considered here, however, is to what extent it is attractiveness or other perceived characteristics that may have had an impact on the behaviour recorded in the experiments. The results of the studies covered in this paper, to a lesser extent those of Weichselbaumer (2004) and Baert (2017), are compromised by including photos, with the possibility the responses received were influenced not only by the basis being tested such as attractiveness, race/ethnicity or religion but by some other characteristic unintended by the researcher but conveyed by the photo.

There is evidence in the experimental work of a range of characteristics that photos convey of individuals and their impact on labour and product market outcomes such as success in obtaining a positive response to job applications and success in obtaining funding to finance projects in the product market. Suggestions are made for future experiments: evaluation of photos for a range of characteristics; use of a “no photo” application together with the photo applications; and evaluation of responses for any bias from unobservable characteristics using Neumark (2012).

This paper discusses for the first time three questions with some tentative answers. First, the researcher faces introducing further unobservable characteristics by using photos. Second, the researcher cannot fully control the experimental approach when using photos. Third, the researcher is able to accurately evaluate the impact of the photos used on the response/probability of call back. Field experiments using photos need to ensure they do this for the range of factors that have been shown to affect judgments and therefore potentially influence call back response. However, the issue remains whether the researcher has, in fact, identified all potential characteristics conveyed by the photos.

While most marketing research on organic products refers to the premium price levels of organic products, little research exists on consumers’ behavioural responses to price promotions or discounts of organic products. The present study aims to fill this research gap.

To develop alternative hypotheses about consumers’ behavioural responses to price promotions of organic fast-moving consumer good (FMCG) products, the authors used the researcher-introspection method in a pre-study. To test the hypotheses developed based on the pre-study, the authors conducted a field experiment on online advertising of an FMCG sold in drugstores. In the field experiment, the authors exposed consumers to an online ad featuring either a price promotion (−20%) or the regular price of the product. The ads also varied in terms of whether they contained explicit organic claims or not, and whether they included implicit organic cues or not.

The price promotion increased the clickthrough rate of the ad both when combined with an explicit organic claim and when combined with the implicit cue of green product pack. The results suggest that consumers do not have significant suspicions about price promotions of organic products, but rather presume that the price promotion of an organic FMCG product is a periodical promotional action, similar to the price promotions for conventional, non-organic products. Also, consumers seem to assume that the regular prices of organic FMCG products are so high that the retailer/manufacturer can well afford periodic price discounts.

The present research shifts the focus of organic marketing research from the premium price levels to the effectiveness of price promotions and discounts. Further, the present results contrast with certain earlier studies that have questioned the effectiveness of price promotions for organic products.

The results have different implications for marketing managers of brands not yet providing organic product versions in the market, of brands producing non-organic products, which cannot easily be rendered organic, and of brands offering organic products in the market.

This is, to the best of the authors’ knowledge, the first empirical study and field experiment on price promotions of organic products, including explicit organic claims.