1. Dr. Agung Yoga Sembada

3.  Time order of occurrence  Concomitant variation  Absence of other causal factors

4.  One thing consistently happens before the other  Light switching?  Service quality and loyalty?  Liking K-pop and Liking K-food?  Demand and lower price?  Unemployment and financial crisis?

5.  The variables ‘move’ together predictably.

8.  One of the strengths of experimental design is it’s ability to exclude these ‘confounding variables’

9.  Experimental design is a planned interference in the natural order of events.  There is more than just observation or measurement.  A selected condition or a change (treatment) is introduced.  Observations or measurements are planned to illuminate the effect of any change in conditions

10.  You want to isolate a cause-effect relationship with high degree of certainty  You cannot measure the independent variable  You want to see if different treatments lead to different results

11.  Nominal/Categorical  Ordinal  Interval  Ratio  Gender: Male (1) and Female (2)  What is your age: ……  What is your age: (1) under 18 (2) 19-25 (3)26-40 (4) over 40  How much do you like this product? 1 (strongly dislike) ……………7 (strongly like)  What is your height: ……  Did you take the (1) blue or (2) red pill?  League rankings:

12. 90% of U.G research projects boils down to: - Measure IV - Measure DV - Find out Correlation/Regression Value i.e how well they ‘move together’ upwards, downwards, or inversely

13.  The effect of satisfaction (x) to loyalty (y)  The effect of convenience (x1) and cost perception (x2) to adoption  The effect of liking Kpop (x1) and moderating effect of gender (m1) to liking Korean brands (y)  The effect of company reputation to its appeal for future employees

14.  Video lectures -> student grades  ‘limited stock’ sales strategy -> willingness to buy  Red vs Orange ‘buy’ button on website -> click- through  Company CSR -> consumer goodwill

15.  Effect of temperature towards aggressive tendencies  Effect of lecture time towards student engagement  Effect of mood towards helpfulness  Effect of feeling powerful towards kindness for others  Effect of giving a backstory towards preference of a photograph

18.  A hypothesis  A scenario  A control group (guarding against placebo effect)  A lot of readings of literature  A lot of trial and errors

19.  Please imagine yourself going through this scenario  (condition A) You are walking around the shop wanting to buy a bluray player. After checking the ones you want, you see the booth that displays a prominent Korean brand bluray players, and they were having a sale. It’s a limited- stock item selling for only RM399. How likely are you going to buy this? (1-7)  (condition B)You are walking around the shop wanting to buy a bluray player. After checking the ones you want, you see the booth that displays a prominent Korean brand bluray players, and it’s priced at RM399. How likely are you going to buy this? (1-7) If we’re using another method instead of experiment, how would you design it?

20. Sales tactic Intention to buy Regular sale Intention to buy Limited stock sale OR?

21.  Add in country and price as a manipulated variable “You are walking around the shop wanting to buy a bluray player. After checking the ones you want, you see the booth that displays a prominent Japanese brand bluray players, and they were having a sale. It’s a limited- stock item selling for only RM399.” “You are walking around the shop wanting to buy a bluray player. After checking the ones you want, you see the booth that displays a prominent Korean brand bluray players, and they were having a sale. It’s priced at RM599.”

22. Sales LimitedRegular Country JapanJ/limitJ/regular KoreaK/limitK/regular “Interaction effect of country-of-origin and sales tactics in determining consumer preferences towards electronic goods”

23. Sales tactics Intention to buy Country of Origin

24. “Interaction effect of country-of-origin, sales tactics, and pricing strategy in determining consumer preferences towards electronic goods” Price Low PricePremium Pricing Sales LimitedRegularLimitedRegular Country JapanJ/limitJ/regular Country JapanJ/limitJ/regular KoreaK/limitK/regularKoreaK/limitK/regular

25. “Interaction effect of country-of-origin, sales tactics, and pricing strategy in determining consumer preferences towards electronic goods” Price Low PricePremium Pricing Sales LimitedRegularLimitedRegular Country JapanJ/limitJ/regular Country JapanJ/limitJ/regular KoreaK/limitK/regularKoreaK/limitK/regular MalaysiaM/limitM/regularMalaysiaM/limitM/regular

26.  Experiments have the highest claim to determine causality  Relatively easy to process (statistically)  Very convenient to adjust/manipulate variables via scenarios  High usefulness in the marketing context  Situations are ‘artificial’  Subject to human error/bias  Sacrifices external validity (generalizable) for internal validity (accuracy in measurement)  Gets very complicated very fast

27.  Control group specifics  Manipulation checks  Reliability issues  ANOVA/T-test procedures  Controlling for nuisance/confounding variable via ANCOVA  Ethical concerns  Presenting the results