1. Booking.com prospects and customers are unwitting “guinea pigs” in the company’s experiments. What potential ethical issues might be factors in certain types of experiments? What principles would you suggest to avoid these pitfalls?

2. Design a simple A/B research experiment involving marketing aspects other than a company’s web page for a favorite brand such as Nike, Oreo, Dove, or Doritos.

3. Why is it important for Booking.com to do other, more qualitative forms of research in addition to their A/B experiments? What dangers might there be in relying only on experimentation?