Marketing Research.ppt

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1、Marketing ResearchExperiment A research investigation in which conditions are controlled One independent variable is manipulated (sometimes more than one) Its effect on a dependent variable is measured To test a hypothesisManipulation of the Independent VariableSelection of Dependent VariableAssignm

2、ent of Subjects (or other Test Units)Control Over Extraneous VariablesBasic Issues of Experimental DesignExperiment TreatmentAlternative manipulations of the independent variable being investigatedIndependent Variable The experimenter controls independent variable. The variables value can be manipul

3、ated by the experimenters to whatever they wish it to be.Manipulation of Independent VariableClassificatory vs. Continuous VariablesExperimental and Control GroupsTreatment LevelsMore Than One Independent VariableDependent Variable Its value is expected to be dependent on the experimenters manipulat

4、ion Criterion or standard by which the results are judgedTEST UNITS - subjects or entities whose response to the experimental treatment are measured or observed.Controlling Extraneous VariablesElimination of Extraneous VariablesConstancy of ConditionsOrder of PresentationBlindingRandom AssignmentHow

5、 May an Experimenter control forExtraneous Variation?Eliminate Extraneous VariablesHold Conditions ConstantRandomizationMatching SubjectsDemand Characteristics Experimental procedures that intentionally hint to subjects something about the experimenters hypothesisLaboratory ExperimentField Experimen

6、tArtificial-Low RealismFew ExtraneousVariablesHigh controlLow CostShort DurationSubjects Aware ofParticipationNatural-High RealismMany ExtraneousVariablesLow controlHigh CostLong DurationSubjects Unaware ofParticipationControl Groups Isolates Extraneous VariationWhen does an Experiment have Internal

7、 Validity?Internal Validity - The ability of an experiment to answer the question whether the experimental treatment was the sole cause of changes in a dependent variableDid the manipulation do what it was supposed to do?Factors Influencing Internal Validity History Maturation Testing Instrumentatio

8、n Selection MortalityIsolating Extraneous Variationwith a Control Group History Effects Maturation Effects Mortality EffectsIncreasing Internal Validity Control Group Random Assignment Pretesting and Posttesting Posttest OnlyQuasi-Experimental Designs One Shot Design (After Only) One Group Pretest-P

9、osttest Static Group DesignOne Shot Design (After Only)XO1One Group Pretest-PosttestO1X O2Static Group Design Experimental GroupX O1 Control Group O2Three Good Experimental Designs Pretest - Posttest Control Group Design Posttest Only Control Group Solomon Four Group DesignPretest-Posttest Control Group DesignExperimental Group R O1 X O2Control Group R O3 X O4 Posttest Only Control GroupExperimental Group R X O1Control Group R O2