It is vital to come into any critical decision making effort with the correct data, verifiable from research results, to ensure that you are presenting objective information that supports your point. Devising an experiment requires such an effort and it's important to understand the thought process behind such an activity is similar to situations you may find in the business world when faced with a challenging situation.

Marczyk, DeMatteo, and Festinger (2005) discuss the importance of ensuring research results are also valid as defined by following the proper scientific methodology in a study. If the results are not valid, then you are going to enter a situation with data or facts that have the potential to be used against you or nullified in some other way. How would you ensure any research results used in an experiment design or business decision effort are valid?

Reference

Marczyk, G., DeMatteo, D., & Festinger, D. (2005). Essentials of research design and methodology. Hoboken, NJ: John Wiley & Sons