Revista Brasileira de Marketing | 2026
Authors: Chammas C.B.; Hernandez J.M.D.C.
DOI: 10.5585/2026.28798
Journal: Revista Brasileira de Marketing
Year: 2026
Publisher: Universidade Nove de Julho-UNINOVE
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Objective: This article provides an updated overview of best practices in experimental research, addressing recent methodological developments and ongoing discussions in the social sciences. Method: A methodological review is conducted focusing on key aspects of experimental design, including moderating and mediating variables, dichotomization, power analysis, attention and manipulation checks, and online data collection platforms. Results: The analysis highlights central methodological challenges related to data quality, analytical decisions, and replicability. The article discusses the replication crisis and examines how specific methodological choices affect the robustness and credibility of experimental findings. Conclusions: Open science practices, such as preregistration, open data sharing, and multiverse analyses, are presented as strategies to enhance transparency and replicability. The article integrates theoretical frameworks with practical recommendations to support methodologically rigorous experimental research. © 2026, Universidade Nove de Julho-UNINOVE. All rights reserved.
attention check; experimental research; mediation; moderation; open science; power analysis