1. Experimental Research
Chapter 9

2. Experimental Research
What are experiments?
Independent variable
Dependent variable

3. 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

4. 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

5. 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

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

7. Field & Laboratory Experiments
Tachiscope
Field experiment

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

9. Internal and External Validity
Laboratory v. Field Experiments

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

11. 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

12. 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

13. 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

14. Test Marketing
Advantages
Why is it useful?

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