Case Name :      Superb Trucks LP: How to Conduct a Field Experiment

Authors :           Mansur Khamitov, Jodie Whelan, Matthew Thomson

Source :             Ivey Publishing

Case ID :           W15186

Discipline :        Marketing

Case Length :    08 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In August 2013, the research director of Superb Trucks LP, a large Ontario-based trucking transportation company, is expected to prepare a recommendation to top management on how to improve the efficiency of the company’s trucks. He had made a decision that an innovative fuel additive might serve this purpose and subsequently conducted two studies to assess its effectiveness. What considerations should be made when designing such a field experiment? How can these considerations affect interpretation of study findings and inform business decisions?