Why would a noted business researcher say, “It is essential that we always keep in mind the model of the controlled experiment, even if in practice we have to deviate from an ideal model”?

Why would a noted business researcher say, “It is essential that we always keep in mind the model of the controlled experiment, even if in practice we have to deviate from an ideal model”?
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Research is conducted in order to provide information for decision making. Research findings will serve as inputs for managers in decisions that may include market expansion, product development, merger, acquisition, and other capital investments. In marketing, research may be conducted on (among others) how new products would affect marketing performance and profitability.

To ensure that one variable is really affecting another variable (e.g. product development and consumer acceptance), the concept of experimental model should be applied. The experimental model sees to it that variables other than the treatment are controlled. In the case of the study on the effect of a …