Why do Experiments Fail? Six Practical Suggestions for Successful Online Experiments

Abstract

Experiments are frequently used in the travel and hospitality literature to provide stronger evidence of causal relationships between various constructs. Recently, despite the use of online platforms for experimental studies, such studies have often failed to find significant results, as expected. To increase the probability of obtaining significant results for experiments using online panels, this paper suggests six practical recommendations across three categories: (i) handling less homogenous online participants; (ii) understanding and managing different motivations and abilities in online participants; and (iii) using effective and transparent experimental designs and procedures. This paper provides the results of three empirical investigations to support these recommendations.