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Experimentation Caselets
Anik, Lalin; Hauser, Ryan Case M-0951 / Published August 2, 2017 / 4 pages.
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Product Overview

This is a collection of four caselets that aim to provide a rich discussion around why experimentation in business is important and how it can be properly designed to improve short-term tactical and long-term strategic decisions. Specifically, this document presents four different business problems that could be resolved with proper experimentation techniques. The decisions range from the initial evaluation of whether an experiment is needed to how it can be designed, implemented, and evaluated to how it can be improved and sustained. This case would be best used alongside the technical note "Behavioral Science in the Marketplace" (UVA-M-0950), as learnings from that note can be leveraged and applied to tackle the issues here. Ultimately, this reading allows MBA students and industry professionals alike an opportunity to practice being effective designers, analyzers, and proponents of experimentation.

Learning Objectives

- Identify when it makes sense to use experiments, and which type of experiment to use if experimentation is appropriate. - Demonstrate how experiments differ from management by intuition. - Practice planning and designing a proper experiment and predicting how it could play out (e.g., What could go wrong? What would you expect to work?) - Explain how to correctly evaluate an experiment and its results.

  • Overview

    This is a collection of four caselets that aim to provide a rich discussion around why experimentation in business is important and how it can be properly designed to improve short-term tactical and long-term strategic decisions. Specifically, this document presents four different business problems that could be resolved with proper experimentation techniques. The decisions range from the initial evaluation of whether an experiment is needed to how it can be designed, implemented, and evaluated to how it can be improved and sustained. This case would be best used alongside the technical note "Behavioral Science in the Marketplace" (UVA-M-0950), as learnings from that note can be leveraged and applied to tackle the issues here. Ultimately, this reading allows MBA students and industry professionals alike an opportunity to practice being effective designers, analyzers, and proponents of experimentation.

  • Learning Objectives

    Learning Objectives

    - Identify when it makes sense to use experiments, and which type of experiment to use if experimentation is appropriate. - Demonstrate how experiments differ from management by intuition. - Practice planning and designing a proper experiment and predicting how it could play out (e.g., What could go wrong? What would you expect to work?) - Explain how to correctly evaluate an experiment and its results.