Chapter 5 Performing Triple Sensemaking in Field Experiments

This chapter describes the complementary benefits of model-building and data analysis using algorithm and statistical modeling methods in the context of unobtrusive marketing field experiments and in transforming findings into isomorphic-management models. Relevant for marketing performance measurement, case-based configural analysis is a relatively new paradigm in crafting and testing theory. Statistical testing of hypotheses to learn net effects of individual terms in MRA equations is the current dominant logic. Isomorphic modeling might best communicate what executives should decide using the findings from algorithm and statistical models. Data testing these propositions here uses data from an unobtrusive field experiment in a retailing context and includes two levels of expertise, four price points, and presence versus absence of a friend (“pal” condition) during the customer-salesperson interactions ( n = 240 store customers). The analyses support the conclusion that all three approaches to modeling provide useful complementary information substantially above the use of one or the other alone and that transforming findings from such models into isomorphic-management models is possible.