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Transcript of Business research methods_chapter11
11-1
© 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.
McGraw-Hill/Irwin
Chapter 11Chapter 11
Experiments Experiments and and
Test MarketsTest Markets
11-2
Learning Objectives
Understand . . .
• uses for experimentation
• advantages and disadvantages of the experimental method
• seven steps of a well-planned experiment
• internal and external validity with experimental research designs
11-3
Learning Objectives
• three types of experimental designs and the variations of each
• functions and types of test marketing used in experimenting with new marketing products and services
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Causal Evidence
Agreement between IVs and DVs
Time order of occurrence
Extraneous variables did not influence DVs
11-5
Evaluation of Experiments
Advantages• Ability to manipulate
IV• Use of control group• Control of extraneous
variables• Replication possible• Field experiments
possible
Disadvantages• Artificiality of labs• Non-representative
sample• Expense• Focus on present and
immediate future• Ethical limitations
11-6
Exhibit 11-1 Experimentation in the Research Process
11-7
Conducting an Experiment
Specify treatment levels
Control environment
Choose experimental design
Select and assign participants
Pilot-test, revise, and test
Collect data
Analyze data
Specify treatment levels
11-8
Exhibit 11-2 Experiment of Placement of Benefits Module
11-9
Selecting and Assigning Participants
Random assignment
Matching
11-10
Random Assignment
11-11
Exhibit 11-3 Quota Matrix Example
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Measurement Options
Scaling techniques
Scaling techniques
Physiologicalmeasures
Physiologicalmeasures
OptionsOptions
Paper-and-pencil testsPaper-and-pencil tests
Observation
Self-administered instruments
11-13
Validity in Experimentation
ExternalInternal
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Threats to Internal Validity
Threats
Maturation History
Testing
Instrumentation
Selection
Statisticalregression
Experimentalmortality
11-15
Additional Threats to Internal Validity
Diffusion of treatmentDiffusion of treatment
Compensatory equalizationCompensatory equalization
Compensatory rivalryCompensatory rivalry
Resentful disadvantagedResentful disadvantaged
Local historyLocal history
11-16
Threats to External Validity
Reactivity of testing on X
Interaction of selection and X
Other reactive factors
11-17
Experimental Research Designs
Pre-experiments
True experiments
Field experiments
11-18
After-Only Case Study
X O
Pre-experiment
11-19
One Group Pretest-Posttest Design
O1 X O2
Pre-experiment
11-20
Static Group Comparison
X O1
O2
Pre-experiment
11-21
Pretest-Posttest Control Group Design
R O1 X O2
R O3 O4
True experiment
11-22
Posttest-Only Control Group Design
True experiment
R X O1
R O2
11-23
Nonequivalent Control Group Design
O1 X O2
O3 O4
Field experiment
11-24
Separate Sample Pretest-Posttest Design
R O1 (X)R X O2
Field experiment
11-25
Group Time Series Design
R O1 O2 O3 X O4 O5 O6
R O7 O8 O9 O10 O11 O12
Field experiment
11-26
Test Market Selection
IsolationIsolation
Control of distributionControl of distribution
CriteriaCriteria
RepresentativeRepresentative
Over-testing
Media coverage
Multiple locationsMultiple locations
11-27
Types of Test Markets
Standard Standard
ControlledControlled
ElectronicElectronic
SimulatedSimulated
VirtualVirtual
Web-enabledWeb-enabled
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Exhibit 11-5 Test Market Cities
11-29
Key Terms
• Blind• Control group• Controlled test market• Dependent variable• Double-blind• Environmental control
• Experiment• Experimental treatment• External validity• Field experiment• Hypothesis• Independent variable• Internal validity
11-30
Key Terms
• Matching• Operationalized • Quota matrix• Random assignment• Replication
• Test market– Electronic test market– Simulated test market– Standard test market– Virtual test market
• Treatment levels• Web-enabled test market
11-31
Exhibit 11-6