Factorial designs tend to me more instructive as they allow for researchers to observe the relationship of “two or more factors”. Privitera lists three types of factorial designs: “within subjects design – all factors are within subjects factors. Mixed factorial design – a design with at least one between-subjects factor and at least one within-subjects factor and between subjects design – a design in which all factors are between-subjects factors.” Factorial design should contribute to increased use of experimental designs by marketing researchers. When compared to the various classical designs, the fractional factorial designs will typically yield relatively favorable cost-benefit relationships.” Privitera shares three factorial designs: between-subjects, different participants are observed one time in each study, within-subjects, the same participants are observed one time in each group, and mixed factorial designs, utilizing both between-subjects and within-subjects. Each factorial design has its benefits when conducting a study. Between-subjects are structured to randomly group participants. Within-subjects decrease randomness as the same participants or subjects is used throughout the study, allowing for a more controlled setting. The mixed factorial design combines the previous two methods, by combining both styles during the same study, different outcomes and observations may occur within the same design as randomness may be a factor.
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