Running field experiments using Facebook split test

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dc.contributor.authorOrazi, Davide C.
dc.contributor.authorJohnston, Allen C.
dc.contributor.otherMonash University
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2023-09-28T19:38:34Z
dc.date.available2023-09-28T19:38:34Z
dc.date.issued2020
dc.description.abstractBusiness researchers use experimental methods extensively due to their high internal validity. However, controlled laboratory and crowdsourcing settings often introduce issues of artificiality, data contamination, and low managerial relevance of the dependent variables. Field experiments can overcome these issues but are traditionally time- and resource-consuming. This primer presents an alternative experimental setting to conduct online field experiments in a time- and cost-effective way. It does so by introducing the Facebook A/B split test functionality, which allows for random assignment of manipulated variables embedded in ecologically-valid stimuli. We compare and contrast this method against laboratory settings and Amazon Mechanical Turk in terms of design flexibility, managerial relevance, data quality control, and sample representativeness. We then provide an empirical demonstration of how to set up, pre-test, run, and analyze FBST experiments.en_US
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.citationOrazi, D. C., & Johnston, A. C. (2020). Running field experiments using Facebook split test. In Journal of Business Research (Vol. 118, pp. 189–198). Elsevier BV. https://doi.org/10.1016/j.jbusres.2020.06.053
dc.identifier.doi10.1016/j.jbusres.2020.06.053
dc.identifier.urihttps://ir.ua.edu/handle/123456789/11666
dc.languageEnglish
dc.language.isoen_US
dc.publisherElsevier
dc.subjectExperimental research
dc.subjectField study
dc.subjectFacebook
dc.subjectSplit testing
dc.subjectOnline advertising
dc.subjectEcological validity
dc.subjectFEAR APPEALS
dc.subjectPROTECTION MOTIVATION
dc.subjectEXTERNAL VALIDITY
dc.subjectRESPONSES
dc.subjectTHREATS
dc.subjectBusiness
dc.titleRunning field experiments using Facebook split testen_US
dc.typeArticle
dc.typetext

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