Beruflich Dokumente
Kultur Dokumente
Marketing Research
William G. Zikmund
Chapter 11:
Experimental Research
Experiment
• Selection
– e.g... sales volume, awareness, recall,
• Measurement
Test Units
• Subjects or
entities whose
response to the
experimental
treatment are
measured or
observed.
Two Types of Experimental
Error
• Constant errors
• Random errors
Field versus
Laboratory Experiments
Controlling Extraneous Variables
• Elimination of extraneous variables
• Constancy of conditions
• Order of presentation
• Blinding
• Random assignment
How May an Experimenter control for
Extraneous Variation?
• Eliminate Extraneous Variables
• Hold Conditions Constant
• Randomization
• Matching Subjects
Establishing Control
Demand Characteristics
• Experimental procedures that intentionally
hint to subjects something about the
experimenter’s hypothesis
Demand Characteristics
• Hawthorne effect
Field vs. Laboratory Experiment
Laboratory Experiment Field Experiment
• Control group
• Random assignment
• Posttest only
What are the Different Basic
Experimental Designs?
Quasi-Experimental Designs
• One Shot Design (After Only)
• One Group Pretest-Posttest
• Static Group Design
One Shot Design (After Only)
X O1
One Group Pretest-Posttest
O1 X O2
Static Group Design
Experimental Group X O1
Control Group O2
Three Good Experimental Designs
Experimental Group R O1 X O2
Control Group R O3 X O4
Posttest Only Control Group
Experimental Group R X O1
Control Group R O2
One-Shot Design
Internal Validity Problems
• History • Instrumentation
– weak – not relevant
• Maturation • Selection
– weak – weak
• Testing • Mortality
– not relevant – weak
One-Group Pretest-Posttest
Internal Validity Problems
• History • Instrumentation
– weak – weak
• Maturation • Selection
– weak – controlled
• Testing • Mortality
– weak – controlled
Static-Group Design
Internal Validity Problems
• History • Instrumentation
– controlled – controlled
• Maturation • Selection
– possible source of – weak
concern • Mortality
• Testing – weak
– controlled
Pretest-Posttest Control
Internal Validity Problems
• History • Instrumentation
– controlled – controlled
• Maturation • Selection
– controlled – controlled
• Testing • Mortality
– controlled – controlled
Solomon Four-Group Design
Internal Validity Problems
• History • Instrumentation
– controlled – controlled
• Maturation • Selection
– controlled – controlled
• Testing • Mortality
– controlled – controlled
Posttest-Only Control
Internal Validity Problems
• History • Instrumentation
– controlled – controlled
• Maturation • Selection
– controlled – controlled
• Testing • Mortality
– controlled – controlled
Solomon Four Group Design
Experimental Group 1: R O1 X O2
Control Group 1: R O3 O4
Experimental Group 2: R X O5
Control Group 2: R X O6