McGraw-Hill/Irwin © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Appendix B Conducting Experiments

B-2 Experimentation and Causality Survey Research Inferences are based on what respondents say about the topic Experimental Research Inferences are based on what subjects do regarding the treatment Experiments manipulate conditions and measure the effects on behavior

B-3 Types of Experiments Laboratory Experiments Behavioral science laboratories Test kitchens and tasting rooms Special experimental facilities Field Experiments Advertising and marketing situations Human resources and work settings Public facilities and services

B-4 Pro’s and Con’s of Laboratory Experiments The Con’s Small number of subjects demands precise sampling Artificiality threatens external validity Special facilities or equipment may be needed Subjects must travel to the laboratory or facility Disruption of subjects’ daily lives may create problems Knowing they are being tested may sensitize them The Pro’s Small number of subjects permits precise sampling Laboratories provides great control Subjects can be randomly assigned Instructing subjects is more thorough “Take” measures can be obtained Conditions permit more elaborate designs

B-5 Experimental Terminology Experiment A procedure for measuring the effect of some treatment or condition on subjects Treatment or Treatment Condition The experimental manipulation of some factor or condition to determine its effect on subjects Control Group or Condition Subjects manipulated identically to treatment groups except for the experimental treatment Confound Anything other than the experimental manipulation that might cause a difference between the treatment and control group measurements

B-6 Types of Experimental Designs Pseudoexperiments Designs too flawed to be regarded as legitimate Genuine Experiments Designs that control threats to validity Extended Genuine Experiments Designs that include multiple treatment groups Nonequivalent Groups Experiments Designs lacking random assignment to groups Times Series Experiments Designs that compare before and after effects

B-7 Threats to Internal Validity External Events Over Time Internal Processes Over Time Premeasurement Sensitization Measurement Instability Systematic Selection Experimental Attrition Regression to the Mean

B-8 Pseudoexperimental Designs Postmeasure Only, Experimental Group Only Group A Treatment Postmeasure A2 Treatment Group Time Line

B-9 Pseudoexperimental Designs Pre- and Postmeasurement, Experimental Group Only Group A Postmeasure A2 Treatment Group Time Line Premeasure A1 Treatment

B-10 Genuine Experimental Designs Pre- and Postmeasure, Experimental and Control Group Group AGroup B Random Premeasure A1Premeasure B1TreatmentControlPostmeasure A2Postmeasure B2 Treatment GroupControl Group Time Line

B-11 Genuine Experimental Designs Postmeasure Only, Experimental and Control Group Group AGroup B Random TreatmentControl Postmeasure A2Postmeasure B2 Treatment GroupControl Group Time Line

B-12 Genuine Experimental Designs Four-Group, Six-Measure Design Time Line Group A Group B Group C Group D Random Premeasure A1 Premeasure B1 No Measure Treatment Control Treatment Control Postmeasure A2 Postmeasure B2 Postmeasure C2 Postmeasure D2 Treatment GroupControl Group Treatment GroupControl Group Pre- and PostmeasurePostmeasure Only

B-13 Extended Genuine Experimental Designs Pre- and Postmeasure, Extended Design Time Line Group A Group B Group C Group D Random Premeasure A1 Premeasure B1 Premeasure C1 Premeasure D1 Treatment A Treatment B Treatment C Treatment D Postmeasure A2 Postmeasure B2 Postmeasure C2 Postmeasure D2 Treatment Group

B-14 Extended Genuine Experimental Designs Postmeasure Only, Extended Design Time Line Group A Group B Group C Group D Random Treatment A Treatment B Treatment C Treatment D Postmeasure A2 Postmeasure B2 Postmeasure C2 Postmeasure D2 Treatment Group

B-15 Nonequivalent Groups Experimental Designs Pre- and Postmeasure, Matched Groups Group A Group B Matched Premeasure A1 Premeasure B1 Treatment Control Postmeasure A2 Postmeasure B2 Treatment GroupControl Group Time Line

B-16 Nonequivalent Groups Experimental Designs Postmeasure Only, Matched Groups Group A Group B Matched Treatment Control Postmeasure A2 Postmeasure B2 Treatment GroupControl Group Time Line

B-17 Time Series Experimental Designs Single Group, Pre- and Postmeasurement Series Time Line Group A Measurement A1 Measurement A2 Measurement A3 Measurement A4 Treatment A Measurement A5 Measurement A6 Measurement A7 Measurement A8 Premeasure Series Postmeasure Series

B-18 Time Series Experimental Designs Two Groups, Pre- and Postmeasurement Series Time Line Group A Premeasure Series Postmeasure Series Group B Measurement A1 Measurement B1 Measurement A2 Measurement B2 Measurement A3 Measurement B3 Measurement A4 Measurement B4 Treatment A Treatment B Measurement A5 Measurement B5 Measurement A6 Measurement B6 Measurement A7 Measurement B7 Measurement A8 Measurement B8

B-19 Threats to External Validity External Validity The degree to which results can be generalized to the population Artificiality The manner in which the experimental setting differs from the subjects’ daily environment Reactivity The tendency for the experimental situation to effect subjects’ responses to treatments

B-20 Blind Testing in Experiments Blind Testing The procedure does not reveal to the subjects what is being measured or tested Double-Blind Testing Neither the subjects nor those running the experiment are told what is being measured The Ultimate Blind Test A field experiment where subjects are not aware they are participants in an experiment Test marketing of new products “Split run” direct response advertising Selective modification of public facilities

B-21 Experimentation/Survey Commonalities Project Initiation Definition of information needs Project planning procedures Sampling design Measurement Instrumentation Questionnaires, instructions, and scales Observation and recording Analysis and Reporting Data editing and processing Statistical analysis and interpretation Report composition and presentations

McGraw-Hill/Irwin © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. End of Appendix B