Fortin, D.Ballantine, P.2009-11-182009-11-182009Fortin, D., Ballantine, P. (2009) Editorial: Why the Experimental Method is the Ideal Tool for Studying Consumer Research in Online Environments. International Journal of Internet Marketing and Advertising, 5(4), pp. 241-245.http://hdl.handle.net/10092/3148It is a pleasure to introduce our special issue ‘Experimental Research in e-Marketing’ for publication in IJIMA. Although several papers using the experimental method can be found peppered throughout the marketing literature, we felt that after roughly a decade of research in the area of electronic marketing, the time was ripe for a journal issue dedicated exclusively to experimental approaches.enJournal ArticleFields of Research::350000 Commerce, Management, Tourism and Services::350200 Business and ManagementFields of Research::370000 Studies in Human Society::370100 Sociology::370106 Sociological methodology and research methods