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ASSIGNMENT

SUBMITED BY GRESENT A O

MBA

TOPIC; EXPLAIN THE IMPORTANT RESERCH DESIGN USED IN EXPERIMENTAL HYPOTHESIS TESTING RESERCH STUDY

INDEX

BIBILOGRAPHY LIST OF ABBREVIATION SUMMARY INTORODUCTION IMPORTANT EXPERIMENTAL DESIGN CONCLUCION

4 5 6 7 9 to 16 18

BIBILOGRAPHY

1,C.R.COTHARI,RESEARCH METHODOLOGY,2002 2,RESERCH METHODOLOGY TEXT BOOK /BAHARATHIYAR UNIVERSITY

WEBSITE WWW.GOOGLE.COM http;//en.wikipedia.org

SUMMARY
Casual reserch or experimental research itsshowed inmainely three things 1,impact of retail price on sales 2,effect of advertising on the sales of a product 3,effect of improved packing on sales

Experimental design refers to the frame work or structure of an experiment and such as three is several experimental design. We can classify experimental design in two broad categories formal experiment and informal experiment design

Informal experimental design

1,After only with control design 2,Before-and-after with control design 3,Before-and-after-with out control design

Formal experimental design

1,completely random design 2,Randomised block design 3,latin square design 4,Factorial design

LISTO OF ABBREVIATIONS

RD (RESERCH DESIGN) LD(LATIN SQURE DESIGN) FD(FACTORIAL DESIGN) CR(COMPLETELY RANDOM DESIGN) RB(RANDOMELY BLOCK DESIGN)

INTRODUCTION

Research in common man's language refers to "search for Knowledge"Research is an art of scientific investigation. It is also a systematic design, collection,analysis and reporting the findings & solutions for the marketing problem of a company.Research is required because of the following reasons: l To help making decisions l To develop new concepts l To find alternate strategies To identify and find solutions to the problem: To understand the problem in depth, Example: "Why is that demand for a product is falling"? "Why is there a business fluctuation once in three years"? By identifying the problem as above, it is easy to collect the relevant data to solve the problem. To help making decisions: Example: Should we maintain the advertising budget same as last year? Research will answer this question. To find alternative strategies: Should we follow pull strategy or push strategy to promote the product. To develop new concepts: Example: CRM, Horizontal Marketing, MLM etc.

CAUSAL RESEARCH OR EXPERIMENTAL RESEARCH

Descriptive research, will suggest the relationship if any between the variable, but it will not establish cause and effect relationship between the variable. Example: The data collected may show that the no. of people who own a car and their income has risen over a period of time. Despite this, we cannot say No. of car increase is due to rise in the income. May be, improved road conditions or increase in number of banks offering car loans have caused in increase in the ownership of cars.(a) Sometimes, marketing manager wants to draw certain conclusions such as:

(1) Impact of retail price on sales (2) Effect of advertising on the sales of a product (3) Effect of improved packing on sales. Experimental design refers to the frame work or structure of an experiment and such as there is several experimental design. We can classify experimental design in to two broad categories formal experiment and informal experiment design

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IMPORTANT EXPERIMENTAL DESIGNS

INFORMAL EXPERIMENTAL DESIGNS 1,After only with control design

FORMAL DESIGNS

1,Completely Random Design

2,Before And After with control design 2,Randomised block Design 3, Latin Square Design,LS 4, Factorial design FD

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INFORMAL EXPERIMENAL DESIGNS After Only With Control Design

In this design, dependent variable is measured, after exposing the test units to the experimental variable. This can be understood with the help of following example. Assume M/s Hindustan Lever Ltd. wants to conduct an experiment on "Impact of free sample on the sale of toilet soaps". A small sample of toilet soap is mailed to a selected set of customers in a locality. After one month, 25 paisa off on one cake of soap coupon is mailed to each of the customers to whom free sample has been sent earlier. An equal number of these coupons are also mailed, to people in another similar locality in the coupons redeemed from each locality. Suppose, 400 coupons were redeemed from the experimental group and 250 coupons are Sredeemed from the control group. The difference of 150 is supposed to be the effect of the free samples. In this method conclusion can be drawn only after conducting the experiment.

Before-And- After with control Design

In this method, measurements are made before as well as after. Example: Let us say that, an experiment is conducted to test an advertisement which is aimed at reducing the alcoholism. Attitude and perception towards consuming liquor is measured before exposure to Ad Causal Research. The group is exposed to an advertisement, which tells them the consequences; and Attitude is again measured after several days. The difference, if any, shows the Effectiveness of advertisement.The above example of "Before-after" suffers from validity threat due to the following. Before measure effect It alerts the respondents to the fact that they are being studied. The respondents maydiscuss the topics with friends and relatives and change their behavior.

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Instrumentation effect This can be due to two different instruments being used, one before and one after,change in the interviewers before and after, results in instrumentation effect.

Formal experimental design Completely Random Design

involves only two principles viz .the principles of replication and the principles of randomization of experimental design .it is the simplest possible design and its procedure of analysis is also easier .the essential characteristics of design in that subject are randomly assigned to experimental treatments .for instance ,if we have 10 subjects and if we wish to test 5 under treatment and 5 under treatment b,one way analysis of variance is used to analysis of variance (or, one way ANOVA )is used to analyses such a design .even unequal replications can also work in this design. It provides maximum number of degrees of freedom to the error. Such a design is generally used when experimental areas happen to be Homogeneous .Technically, when all the variations due to uncontrolled extraneous factors are included under the heading of chance variation, we refer to the design of experiment as C.R.design.

RANDOMIZED BLOCK DESIGN

RD designs an improvement over the C.R design. In the R.B .design the principle of local control can be applied along with the other two principles of experimental designs. In the R.B design subject are first divided into groups ,known as blocks ,such that with in each group the subjects are relatively homogeneous in respect to some selected variables. The variable

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selected for grouping the subjects is one that is believed to be related to the measure to be obtained in respect of the dependent variable .the number of subjects in a given block would be equal to the number of treatments and one subject in each block would be randomly assigned to each treatment.

Factorial Design
Factorial design permits the researcher to test two or more variables at the same time. Factorial design helps to determine the effect of each of the variables and also measure the interacting effect of the several variables. Example: A departmental store wants to study the impact of price reduction for a product. Given that, there is also promotion (POP) being carried out in the stores (a) near the entrance (b) at usual place, at the same time. Now assume that there are two price levels namely regular price A1 and reduced price A2. Let there be three types of POP namely B1, B2, & B3. There are 32=6combinations possible. The combinations possible are B1A1, B1A2, B2A1, B2A2, B3A1, B3A2. Which of these combinations is best suited is what the researcher is interested. Suppose there are 60 departmental Stores of the chain divided into groups of 10 stores. Now, randomly assign the above combination to each of these 10 stores as follows: S1 TO S6 represents the sales resulting out of each variable. The data gathered will provide details on product sales on account of two independent variables. The two questions that will be answered are. Is the reduced price more effective than regular price? Is the display at the entrance more effective than the display at usual location? Also the research will tell us about the interaction effect of the two variables. Out come of the experiment on sales is as follows: 1. Price reduction with display at the entrance. 2. Price reduction with display at usual place. 3. No display and regular price applicable 4. Display at the entrance with regular price applicable

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Latin Square Design

Latin square design is a special type of comparative design. There is a single factor of primary interest, typically called the treatment factor, and several nuisance factors. For Latin square designs there are two nuisance factors. The two nuisance factors are divided into a tabular grid with the property that each row and each column receive each treatment exactly once. The advantage of Latin square designs are they handle the case when we have several nuisance factors and we either cannot combine them into a single factor or we wish to keep them separate and also they allow experiments with a relatively small number of runs. Latin square design also has some disadvantages. The number of levels of each blocking variable must equal the number of levels of the treatment factor. The Latin square model assumes that there are no interactions between the blocking variables or between the treatment variable and the blocking variable.

Designs for Latin square with 3 and 4 level factors are given next. These designs show that the treatment combinations should for each run. When using any of these designs, be sure to randomize the treatment units and trial order, as much as the design allows .For example, one recommendation is that a Latin square design be randomly selected from those available ,then randomize the run order.

3-Level factor

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X1 Row blocking factor 1 1 1 2 2 2 3 3 3 With

X2 Column blocking Factor 1 2 3 1 2 3 1 2 3

X3 Treatment factor 1 2 3 3 1 2 2 3 1

K=3 factors (2 blocking factor and 1 primary factor) L1=3 levels of factor X1(block) L2=3 levels of factor X2(block) L3=3 levels of factor X3(primary) N=L1*L2=9 runs This can alternatively be represented as A C B B A C C B A

4-Level factor

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X1 Row blocking factor 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4

X2 Column blocking Factor 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

X3 Treatment factor 1 2 4 3 4 3 1 2 2 4 3 1 3 1 2 4

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With K=3 factors (2 blocking factors and 1 primary factor) L1=4 level of factor X1(block) L2=4 level of factor X2(block) L3=4 level of factor X3(primary) N=L1*L2=16 runs This can alternatively be represented as A D B C B C D A C A C B D B A D

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CONCLUCION

Several research designs and the researcher must decide in advance of collection and analysis of data to which design would prove to be more appropriate for his research project. He must give due weight to various point such as the type of universe and its nature ,the objective of his study ,the resource list or the sampling frame ,desired slandered of accuracy and like the when taking a decision in respect of the design for his research project .