MBAP Booking.com Culture Experimentation

Describe the potential ethical issues might be factors in certain types of experiments. Principales would you suggest to avoid these "pitfalls". Create an A/B Experiment involving marketing aspects other than a company's web page for a favorite Nike, Oreo, Dove or Doritos. Describe qualitative forms of research in addition to their A/B Experiments as well as the dangers that rely on experimentation.