Current research often relies on narrowly focused experimental methods that address just a few independent variables or correlational designs, despite calls for future research to take big-picture perspectives that offer real-world applicability and causal evidence. This disparity likely reflects the constraints imposed by the need for extensive resources to conduct broad, causal examinations. To bridge this gap, the current article presents the Taguchi approach to large-scale experimental design, which remains notably underutilized in marketing research despite being well-established in other fields. Its effectiveness stems from the robust catalog of experimental design rubrics that can incorporate many different independent variables systematically and efficiently. The causal and efficient experimental option for broad scopes of investigation embraces the embeddedness of independent variables and thus can help build marketing theory and advance practice. This article details the fundamentals of the Taguchi approach, its relative advantages, and a three-step implementation process.

当前的研究通常依赖于狭隘的实验方法，这些方法只涉及几个自变量或相关设计，尽管呼吁未来的研究采取提供真实世界适用性和因果证据的大局观。这种差异可能反映了需要大量资源进行广泛的因果性检查所带来的限制。为了弥合这一差距，本文提出了田口方法进行大规模实验设计，尽管在其他领域已经很成熟，但在市场研究中仍然明显没有得到充分利用。它的有效性源于强大的实验设计量规目录，这些量规可以系统有效地整合许多不同的自变量。广泛调查的因果和有效的实验选项包含自变量的嵌入性，因此可以帮助建立营销理论和推进实践。本文详细介绍了田口方法的基本原理、其相对优势和三步实现过程。