![]() In addition both groups of walkers were asked about socio-environmental influences on their walking. Which of these forms of walking is better for your mental wellbeing? This study set out to compare both forms of walking and measured their effects on mental wellbeing using the Warwick Edinburgh Mental Well-being Scale (WEMWBS), through an on-line survey. While millions of people in the United Kingdom have long benefitted from rambling, Nordic walking is a relative newcomer to the shores of Britain. There is accumulating evidence that walking has health benefits. In this paper propose a solu-tion that allows field experiments, but avoids changes in the productive site. On one hand practitioners demand evidence-base marketing and one the other hand they shy away from experiments in their productive environment. Ultimately budget allocation based on evidence should yield a higher return on marketing investments. Evidence-based mar-keting means knowing the cause to effect relationships. (2007) advocate that with controlled experiments on the web, you listen to your customers instead of -what they call -the Highest Paid Person's Opinion (HiPPO) (Kohavi & Henne, 2007). online marketing monitoring and controlling). Practitioners require funds to be allocated based on evidence (e.g. In addition, there is a call for fact based marketing in marketing practice (Grover & Vriens, 2006). online -shop) and use their customers as 'guinea pigs' just to test a research idea or test a new online marketing campaign. But, in contradiction to this, practitioners are not willing to change anything to or tamper with their productive environment (e.g. The authors concluded that studies using lab and field experiments, observing for example purchasing behaviour, should be of particular interest to researchers and practitioners alike. Despite the great promises of online experiments, only a disappointing 0.7% of the articles in the research field of internet marketing used field experiments (Corley, Jourdan, & Ingram, 2013). It is now becoming increasingly com-mon to conduct online experiments and to use online questionnaires (Barchard & Williams, 2008). In particular, the web provides unprecedented prospects to quickly evaluate ideas by using controlled experiments (Kohavi & Henne, 2007). 1 INTRODUCTION The internet provides great opportunities for online research (Agrawal et al., 2004). The tool allows for quick and realistic online testing, while at the same time saving costs and time. Conclusions: The "Silent Surfer" tool was tested in a first field experiment and first experiences collected. Results: In the present paper we introduce a web tool named "Silent Surfer", which enables researchers to conduct online field experiments by integrating e-mail, information page, web experiment artefacts with live web content and an online questionnaire into one integrated solution. Method: Based on an existing conceptual model and available internet technology, we built a system to conduct online experiments in a real world setting. This paper presents a new methodology, that allows to experiment in a cost and time efficient way. Controlled field experiments have often been too expensive to conduct in the past. Purpose: The web provides a vast range of opportunities for online marketing researchers to test ideas and theories in a "real world" online surrounding.
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