2023 GAMMA Experimental Design & Analysis Workshop


Experimental Design and Analysis Workshop:

Theoretical and Practical Guide for Experimental Research

July 22, 2023

Lotte Hotel Seoul, Seoul, Republic of Korea

1. Instructor:

Associate Professor. Dr. Jungkeun Kim

Auckland University of Technology (New Zealand)

Email: jkkim@aut.ac.nz | Internet: https://academics.aut.ac.nz/jungkeun.kim

 2. Course objectives:

Experimental methods have recently received considerable attention in a variety of disciplines, including marketing, tourism and hospitality management, and management information systems. Experimental methods have been used frequently in academic literature in order to provide stronger empirical evidence of causal relationships between constructs. Empirically establishing the causal relationship between independent variables (IVs) and dependent variables (DVs) in an experiment is based on manipulation of IVs and randomization.

The purpose of this short workshop is to help post-graduate students and young scholars to understand the nature of experimental design and analysis and to develop skills in designing effective experiments and analyses. This workshop covers (i) why researchers conduct experiments; (ii) key elements of experiments (IVs, DVs, moderators, and mediators); (iii) how to design and execute multiple experiments more effectively; (iv) how to analyze mediators and moderators in experimental research, mainly with Hayes’ method; and (v) recent developments in experimental design and analysis.

3. Learning outcomes:

This workshop is designed to familiarize participants with basic and advanced applications of experimental methods in academic research. The objectives of this course are to provide a methodological introduction to experimental work and the analysis of experimental data. On completion of the workshop, participants will understand the following topics:

  • Fundamentals of experimental methods in research
  • Fundamentals of manipulation and measurement
  • Powerful and effective experimental design
  • Analyzing experimental data using Hayes’ method
  • Recent developments relating to mediation and moderation issues.

This course has been designed for post-graduate students and young scholars who are interested in learning how to use experimental methods in their academic research. A basic knowledge of experimental design and statistical analysis is helpful, but not required.

4. Teaching and learning methods:

  • The course is based on the textbook:
  • Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
  • Presentations: The session will cover theory and its application.
  • Computer exercises using the latest Hayes’ macro with hypothetical experimental data sets.

5. Registration and practical issues:

  • Conference participants should express their intention to attend the 2023 GAMMA Experimental Design and Analysis Workshop by sending their intention letters to the organizing committee (gammacentraloffice@gmail.com).
  • 2023 GMC at Seoul: https://2023gmc.imweb.me/
  • Tuition: Free for all participants who register the 2023 GMC at Seoul
  • Bring your laptop computer with SPSS installed.
  • Download and install Hayes’ Process Macro from http://www.processmacro.org/ before coming to the workshop. Participants will receive detailed instructions during the workshop.

6. Teaching resources:

Comprehensive lecture slides will be provided to all participants


Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.

Articles (selection):

Gneezy, A. (2017). Field experimentation in marketing research. Journal of Marketing Research, 54(1), 140-143.

Kardes, F., & Herr, P. M. (2019). Experimental research methods in consumer psychology. In F. Kardes, P. Herr & N. Schwartz (Eds.), Handbook of Research Methods in Consumer Psychology (pp. 3-16). Routledge.

Kim, J., Hwang, E., Phillips, M., Jang, S., Kim, J. E., Spence, M. T., & Park, J. (2018). Mediation analysis revisited: Practical suggestions for addressing common deficiencies. Australasian Marketing Journal. 26(1), 59-64.

Kim, J., Cui, Y., Jang, S., Spence, M. T., & Park, J. (2019a). Response to regarding mediation analysis revisited. Australasian Marketing Journal, 27(2), 126-128.

List, J. A. (2021). How field experiments in economics can complement psychological research on judgment biases. Current Directions in Psychological Science, 30(5), 431-436.

Lu, L., Neale, N., Line, N. D., & Bonn, M. (2022). Improving data quality using Amazon mechanical Turk through platform setup. Cornell Hospitality Quarterly, 63(2), 231-246.

Morales, A. C., Amir, O., & Lee, L. (2017). Keeping it real in experimental research—Understanding when, where, and how to enhance realism and measure consumer behavior. Journal of Consumer Research, 44(2), 465-476.

Oppenheimer, D. M., Meyvis, T., & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisficing to increase statistical power. Journal of Experimental Social Psychology, 45(4), 867-872.

Rucker, D., & Preacher, K. J. (2019). Mediation analysis in consumer psychology: Models, methods, and considerations. In F. Kardes, P. Herr & N. Schwartz (Eds.), Handbook of Research Methods in Consumer Psychology (pp. 373-384). Routledge.

Simmons, J., D Nelson, L., & Simonsohn, U. (2021). Pre‐registration: Why and how. Journal of Consumer Psychology, 31(1), 151-162.

Simonsohn, U., Nelson, L. D., & Simmons, J. P. (2014). P-curve: A key to the file-drawer. Journal of Experimental Psychology: General, 143(2), 534-547.

Viglia, G., & Dolnicar, S. (2020). A review of experiments in tourism and hospitality. Annals of Tourism Research, 80, 102858.

7. Schedule:

- Date: July 22, 2023

- Location: Lotte Hotel Seoul, Seoul, Republic of Korea



09:00 – 09:30

Introduction to experiments and key elements of experiments

09:30 – 10:00

Mediation and moderation analysis exercise using Hayes’ method

10:00 – 10:30

Effective multiple experiment design and recent developments

*The time plan of the 2023 GAMMA Experimental Design and Analysis Workshop can be changed depending on the conference program.

8. Instructor's short bio:

Jungkeun Kim (PhD, University of Minnesota) is an Associate Professor of Marketing at the Faculty of Business and Law at the Auckland University of Technology, New Zealand. His main research interests are in consumer decision-making and behaviours based on behavioural decision theory, predominantly using laboratory and field experimental methods. His research has been published in Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Ethics, and Journal of Travel Research among others, including over 60 journal articles using experimental methods. He has conducted multiple workshops on experimental methods in many countries including the UK, Spain, Australia, New Zealand, China, Hong Kong, and Korea. He currently serves as an Associate Editor of the Australasian Marketing Journal and is an executive committee member and chair of a research sub-committee for the Australian and New Zealand Marketing Academy (ANZMAC). He received the Charles R. Goeldner Article Excellence Award for the best article published in Journal of Travel Research in 2019.