Experimental Research

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Presentation transcript:

Experimental Research Chapter 9

Experimental Research What are experiments? Independent variable Dependent variable

Issues in Experimental Research Manipulation of Independent Variable Experimental treatments Categorical v. Continuous Experimental and control groups Several experimental treatment levels More than one independent variable

Issues in Experimental Research Selection of the Dependent Variable Selection and Assignment of Test Units Test units Sample selection Random sampling error Randomization Matching Repeated measures

Issues in Experimental Research Control over Extraneous Variables Constant error Constant bias Demand characteristics Experimenter bias Guinea pig effect Blinding Establishing control of extraneous variables Constancy of conditions Counterbalancing

Ethical Issues Debriefing When do you tell them- before or after?

Field & Laboratory Experiments Tachiscope Field experiment

Internal and External Validity Internal Validity History Cohort effect Maturation Testing Instrumentation Selection Mortality

Internal and External Validity Laboratory v. Field Experiments

Classification of Experimental Designs X = Exposure of group O = Observation of dependent variable R = Random Assignment of Variables

Quasi-Experimental Designs One-shot Design X O1 One Group Pretest-Posttest Design O1 X O2 Static Group Design Exp. Group X O1 Control Group O2

Three Experimental Designs Pretest-Posttest Control Group Design Exp. Group R O1 X O2 Control Group R O3 O4 Posttest-Only Control Group Design Exp. Group R X O1 Control Group R O2

Three Experimental Designs Solomon Four-Group Design Exp. Group 1 R O1 X O2 Control Group 1 R O3 O4 Exp. Group 2 R X O5 Control Group 2 R O6

Test Marketing Advantages Why is it useful?

Test Marketing Factors in Market Select Population Demographic Competitive Media coverage Media isolation Self-contained trading area Overused test markets Loss of secrecy

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