Field experiments in marketing research: a systematic methodological review

Purpose 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. Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Practical implications 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. Originality/value 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.