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Chapter 10Chapter 10

ExperimentsExperiments

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10-2

Learning Objectives

Understand . . .

• Uses for experimentation.

• Advantages and disadvantages of theexperimental method.

• even steps of a !ell-planned experiment.

• "nternal and external validit# !ithexperimental research designs.

• $hree t#pes of experimental designs andthe variations of each.

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10-%

&'lse&oint( )esearch )evelation

826$he average dollar amo'nt spent

each #ear per emplo#ee on emplo#ee

on training.

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10-*

+xperiments ,hallenge &erceptions

“We need to keep an open mind and approach

life as a series of experiments. We need to

observe the experiments happening around us

and create new ones. Instead of accepting theworld as we think it is, we need to keep testing it

to find out what it is and what works.”  

Jerry Wind , Wharton chool of !usiness,

"niversity of #ennsylvania

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10-

,a'sal +vidence

Agreement between

IVs and DVs

Time order of occrrence

Extraneos !ariab"es

did not inf"ence DVs

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10-

,a'sal +vidence

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10-/

+val'ation of +xperiments

Ad!antages

•  Abilit# to manip'late

"

• Use of control gro'p

• ,ontrol of extraneo's

variables

• )eplication possible• ield experiments

possible

Disad!antages

•  Artificialit# of labs

• on-representative

sample

• +xpense

• oc's on present and

immediate f't're• +thical limitations

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10-3

+xperimentation in the )esearch &rocess

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10-4

,ond'cting an +xperiment

#pecif$ treatment "e!e"s

Contro" en!ironment

Choose experimenta" design

#e"ect and assign participants

%i"ot&test' re!ise' and test

Co""ect data

Ana"$(e data

#pecif$ treatment !ariab"es

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10-10

+xperiment( &lacement of 5enefits 6od'le

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10-11

electing and Assigning &articipants

)andom

assignment6atching

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10-12

)andom Assignment

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10-1%

7'ota 6atrix +xample

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10-1*

6eas'rement Options

calingtechni8'es

caling

techni8'es

&h#siologicalmeas'res

&h#siologicalmeas'res

)ptions)ptions

&aper-and-pencil tests&aper-and-pencil tests

Observation

elf-

administeredinstr'ments

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10-1

alidit# in +xperimentation

+xternal"nternal

10 1

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10-1

$hreats to "nternal alidit#

Threats

*atration +istor$

Testing

Instrmentation

#e"ection

#tatistica"

regression

Experimenta"

morta"it$

10 1/

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10-1/

 Additional $hreats to "nternal alidit#

9iff'sion of treatment9iff'sion of treatment

,ompensator# e8'ali:ation,ompensator# e8'ali:ation

,ompensator# rivalr#,ompensator# rivalr#

)esentf'l disadvantaged)esentf'l disadvantaged

Local histor#Local histor#

10 13

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10-13

$hreats to +xternal alidit#

)eactivit# of

testing on ;

"nteraction of

selection and ;Other

reactive factors

10 14

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10-14

+xperimental )esearch 9esigns

%re&experiments

Tre experiments

,ie"d experiments

10 20

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10-20

 After-Onl# ,ase t'd#

- )

%re&experiment

10 21

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10-21

One <ro'p &retest-&osttest 9esign

)1 - )2 

%re&experiment

10 22

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10-22

tatic <ro'p ,omparison

- )1

)2 

%re&experiment

10 2%

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10-2%

&retest-&osttest ,ontrol <ro'p 9esign

. )1 - )2

. )/

)

 

Tre experiment

10 2*

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10-2*

&osttest-Onl# ,ontrol <ro'p 9esign

Tre experiment

. - )1

. )2  

10 2

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10-2

one8'ivalent ,ontrol <ro'p 9esign

)1 - )2

)/ )  

,ie"d experiment

10 2

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10-2

eparate ample &retest-&osttest

9esign

  . )1 -

. - )2  

,ie"d experiment

10-2/

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10-2/

<ro'p $ime eries 9esign

. )1  )2  )/  - )  )3  )6

. )4  )8  )5  )10  )11  )12

,ie"d experiment

10-23

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10-23

=ob +nrichment 7'asi-+xperiment

10-24

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10 24

+xperiment( inding the tore 9esign

10-%0

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10 %0

+xperiment( $he )ight i:e of lavor 

10-%1

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10 %1

>e# $erms

• 5lind

• ,ontrol gro'p

• ,ontrolled test mar?et• 9ependent variable

• 9o'ble-blind

• +nvironmental control

• +xperiment

• +xperimental treatment

• +xternal validit#• ield experiment

• @#pothesis

• "ndependent variable• "nternal validit#

10-%2

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10 %2

>e# $erms

• 6atching

• Operationali:ed

• 7'ota matrix• )andom assignment

• )eplication

• $est mar?et

  +lectronic test mar?et

  im'lated test mar?et  tandard test mar?et

  irt'al test mar?et

• $reatment levels

• Beb-enabled test mar?et

10-%%

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Appendix 10bAppendix 10b

Test *aretsTest *arets

10-%*

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10 %*

$est 6ar?et election

"solation"solation

,ontrol of

distrib'tion

,ontrol of

distrib'tion

CriteriaCriteria

)epresentative)epresentative

Over-testing

6edia

coverage

6'ltiple

locations

6'ltiple

locations

10-%

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$#pes of $est 6ar?ets

tandardtandard

,ontrolled,ontrolled

+lectronic+lectronic

im'latedim'lated

irt'alirt'al

Beb-enabledBeb-enabled

10-%

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$est 6ar?et ,ities