11-experiment
- 1. Exploring Marketing Research William G. Zikmund Chapter 11: Experimental Research
- 2. ExperimentA 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 hypothesis
- 3. Manipulation of the Independent Variable Selection of Dependent Variable Assignment of Subjects (or other Test Units) Control Over Extraneous VariablesBasic Issues of Experimental Design
- 4. Experiment TreatmentAlternative manipulations of the independent variable being investigated
- 5. Independent VariableThe experimenter controls independent variable. The variable’s value can be manipulated by the experimenters to whatever they wish it to be.
- 6. Manipulation of Independent VariableClassificatory vs. Continuous Variables Experimental and Control Groups Treatment Levels More Than One Independent Variable
- 7. Dependent VariableIts value is expected to be dependent on the experimenter’s manipulation Criterion or standard by which the results are judged
- 8. TEST UNITS - subjects or entities whose response to the experimental treatment are measured or observed.
- 9. Controlling Extraneous VariablesElimination of Extraneous Variables Constancy of Conditions Order of Presentation Blinding Random Assignment
- 10. How May an Experimenter control for Extraneous Variation?Eliminate Extraneous Variables Hold Conditions Constant Randomization Matching Subjects
- 11. Demand CharacteristicsExperimental procedures that intentionally hint to subjects something about the experimenter’s hypothesis
- 12. Laboratory ExperimentField ExperimentArtificial-Low RealismFew Extraneous VariablesHigh controlLow CostShort DurationSubjects Aware of ParticipationNatural-High RealismMany Extraneous VariablesLow controlHigh CostLong DurationSubjects Unaware of Participation* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 13. Control Groups Isolates Extraneous Variation
- 14. When does an Experiment have Internal 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 variable Did the manipulation do what it was supposed to do?
- 15. Factors Influencing Internal Validity History Maturation Testing Instrumentation Selection Mortality
- 16. Isolating Extraneous Variation with a Control Group History Effects Maturation Effects Mortality Effects
- 17. Increasing Internal Validity Control Group Random Assignment Pretesting and Posttesting Posttest Only
- 18. Quasi-Experimental Designs One Shot Design (After Only) One Group Pretest-Posttest Static Group Design
- 19. One Shot Design (After Only) X O1
- 20. One Group Pretest-Posttest O1 X O2
- 21. Static Group Design Experimental Group X O1 Control Group O2
- 22. Three Good Experimental Designs Pretest - Posttest Control Group Design Posttest Only Control Group Solomon Four Group Design
- 23. Pretest-Posttest Control Group DesignExperimental Group R O1 X O2 Control Group R O3 X O4
- 24. Posttest Only Control GroupExperimental Group R X O1 Control Group R O2
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