A Meta-Analytic Investigation of p-hacking in E-commerce Experimentation

Working Papers

Randomized controlled trials—often called A/B tests in industrial settings—are an increasingly important element in the management many organizations. Such experiments are meant to bring the benefits of scientific rigor and statistical measurement to the domain of managerial decision making. Read More

The Effect of a Tighter Link to Customers on Product Innovation Strategy

Funded Research Proposal

One of the important consequences of recent technological advances has been that firms and customers are in much closer contact with each other. Using the web and mobile technologies, customers have the ability to send more frequently and more accurately their needs to firms. In this project, we use a simulation approach to understand some of the consequences of these developments.Read More

For Best Customer Insights, Ask Them How They Feel. But Don’t Actually Ask Them.

Richard Thorogood

How Technology is Transforming Market Research   Take a typical adult to an ice cream parlor, says Richard Thorogood, and before making a choice they’ll weigh as many factors as there are flavors. “Well, I kind of want strawberry,” they’ll think, “but I always get strawberry, so maybe I shouldRead More

Stuck in the Adoption Funnel: The Effect of Delays in the Adoption Process on Ultimate Adoption

Published Research

Many firms have introduced Internet-based customer self-service applications such as online payments or brokerage services. Despite high initial sign-up rates, not all customers actually shift their dealings online. We investigate whether the multistage nature of the adoption process (an “adoption funnel”) for such technologies can explain this low take-up.Read More