From 2 November 2020, the autumn semester 2020 will take place online. Exceptions: Courses that can only be carried out with on-site presence. Please note the information provided by the lecturers via e-mail.

365-1085-00L  Business Experimentation

SemesterSpring Semester 2018
LecturersM. Zimmer
Periodicityyearly recurring course
Language of instructionEnglish
CommentExclusively for MAS MTEC students (2nd semester).

Limited number of participants: a minimum of 10 persons and a maximum of 25 persons.

Please register by 16 February 2018 at the latest via myStudies.

Catalogue data

AbstractThis seminar teaches students how to design, conduct and analyze small but insightful experiments in business environments.
ObjectiveAfter participating in this course, students will be able to:
1) Recognize situations in their work routines in which empirical testing is helpful or even necessary
2) Translate the business problem into a research question
3) Identify structural, situational, and contextual factors that might influence the outcome and formulate hypotheses
4) Select the proper experimental design
5) Develop experimental treatments and stimuli
6) Determine sample characteristics
7) Collect data for business experiments
8) Analyze experimental data
9) Derive managerial implications from the empirical results
10) Consider ethical issues in the context of business experiments
ContentSeemingly ubiquitous "big data" from human and technical sources promise radically new insights into the customer's mind but come with some strings attached: collecting and analyzing "big data" is expensive and complex; translating results into managerial implications is usually difficult.

In this seminar, we present a more efficient way to create knowledge about customers: marketing experimentation - the systemic variation of marketing parameters, which are expected to have an impact on central customer variables such as buying behavior, customer value or brand image. In contrast to big data marketing analytics, smart business experiments are easy to handle and the results are easy to implement. In this seminar, students will be given the necessary skills and knowledge to plan, conduct and analyze their own business experiments.
LiteratureAnderson, Eric T. and Duncan Simester (2011), "A Step-by-Step Guide to Smart Business Experiments," Harvard Business Review, 89 (3), 98-105-105.

Davenport, Thomas H. (2009), "How to Design Smart Business Experiments," Harvard Business Review, 87 (2), 68-76.

Performance assessment

Performance assessment information (valid until the course unit is held again)
Performance assessment as a semester course
ECTS credits3 credits
ExaminersM. Zimmer
Typegraded semester performance
Language of examinationEnglish
RepetitionRepetition only possible after re-enrolling for the course unit.

Learning materials

No public learning materials available.
Only public learning materials are listed.


365-1085-00 SBusiness Experimentation
Please note the irregular lecture dates.

Pre-course information and course material will be available on Moodle via myStudies (button “Learning Materials”). The Moodle site will be accessible by mid November 2017.
27s hrs
21.02.12-15WEV H 326 »
28.02.12-15WEV H 326 »
07.03.12-15WEV H 326 »
14.03.12-15WEV H 326 »
21.03.12-15WEV H 326 »
25.04.12-15WEV H 326 »
02.05.12-15WEV H 326 »
23.05.12-15WEV H 326 »
30.05.12-15WEV H 326 »
M. Zimmer


No information on groups available.


Places25 at the most
PriorityRegistration for the course unit is only possible for the primary target group
Primary target groupMAS ETH in Management, Technology, and Economics (365000) starting semester 02
Waiting listuntil 02.03.2018
End of registration periodRegistration only possible until 16.02.2018

Offered in

MAS in Management, Technology, and EconomicsElectivesWInformation