When marketing researchers perform field experiments, it is crucial that the experimental location and the control location are comparable. At present, it is difficult to assess the comparability of field locations because there is no way to distinguish differences between locations that are due...

Purpose - The purpose of this article is to show the gains that can be made if researchers were to use gain-probability (G-P) diagrams. Design/methodology/approach - The authors present relevant mathematical equations, invented examples and real data examples. Findings - G-P diagrams provide a...