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Advantage: Ability to manipulate IV (The researcher is having full control on variable) Control of extraneous variables
Replication possible
Field experiments possible
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Experiment can be conducted for present and future, not for past Ethical limitations
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Conducting an Experiment
Specify treatment levels
Specify treatment levels Control environment
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Blind Experiment: when subjects do not know if they are receiving an experimental treatment
Double Blind Experiment: When experimenters do not know if they are giving the treatment to the experimental group or to the control group
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Validity in Experimentation
Internal
External
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Validity in Experimentation
Internal Validity: do the conclusions we draw about an experimental relationship truly imply cause? That is whether our assumption about IV and DV was correct or not? Or other variables cause DV to occur?
External Validity: deals with ability to generalize the study to persons or settings or times
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Experimental mortality
Statistical regression
Threats
Testing
Instrumentation
Selection
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Pre-experimental Designs
After Only Study
Pre-experimental Designs(conti..)
One Group Pretest Post test Design
O1
O2
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Pre-experimental Designs(conti..)
Static Group Comparison Comparison of experimental group and control group
X ---------O1 ----------O2
O1 = post test on experimental group\ O2 = post test on control group Here participants are not randomly assigned
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O1 O3
O2 O4
R indicates that, the group members are randomly assigned to the group
Effect of experimental variable or treatment, E= (O1 O2) (O4 O3)
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E = O 2 O1
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Field Experiments
Nonequivalent Control Group Design
O1 O3
O2 O4
Field Experiments
(conti..)
Separate Sample Pretest-Posttest Design
R R O1 (X) X
O2
Field Experiments
(conti..)
Group Time Series Design: It introduces repeated observations before and after the treatment
Ex: If the federal government were to suddenly begin price controls, we could still study the effects of this action later if we had regularly collected records for the period before and after the advent of price control
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Test Marketing
A Test Market is a controlled experiment conducted in a carefully chosen marketplace (ex: web site, store, town or other geographic location) to measure marketplace response and predict sales or profitability of a product
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Criteria
Multiple locations
Media coverage
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THANK YOU
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