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Chapter 9Chapter 9
ExperimentsExperiments
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
9-2
Learning ObjectivesLearning Objectives
Understand . . .• Uses for experimentation. • Advantages and disadvantages of the
experimental method.• Seven steps of a well-planned experiment. • Internal and external validity with experimental
research designs.• Three types of experimental designs and the
variations of each.
9-3
Experiments Challenge Experiments Challenge PerceptionsPerceptions
“There is no such thing as a failed experiment, only experiments with unexpected outcomes.”
Richard Buckminster Fuller, engineer and architect
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PulsePoint: PulsePoint: Research RevelationResearch Revelation
45 The percent of smartphone users who check their e-mail before they get dressed.
9-5
Causal EvidenceCausal Evidence
Agreement between IVs and DVs
Time order of occurrence
Extraneous variables did not influence DVs
9-6
Causal Evidence?Causal Evidence?
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Evaluation of ExperimentsEvaluation of Experiments
Advantages•Ability to manipulate IV
•Use of control group
•Control of extraneous variables
•Replication possible
•Field experiments possible
Disadvantages•Artificiality of labs
•Non-representative sample
•Expense
•Focus on present and immediate future
•Ethical limitations
9-8
Experimentation in the Research Experimentation in the Research ProcessProcess
9-9
Conducting an ExperimentConducting an Experiment
Specify treatment levels
Control environment
Choose experimental design
Select and assign participants
Pilot-test, revise, and test
Collect data
Analyze data
Specify treatment variables
9-10
Experiment: Placement of Experiment: Placement of Benefits ModuleBenefits Module
9-11
Selecting and Assigning Selecting and Assigning ParticipantsParticipants
Random assignment
Matching
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Random AssignmentRandom Assignment
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Quota Matrix ExampleQuota Matrix Example
9-14
Measurement OptionsMeasurement Options
Scaling techniques
Scaling techniques
Physiologicalmeasures
Physiologicalmeasures
OptionsOptions
Paper-and-pencil testsPaper-and-pencil tests
Observation
Self-administered instruments
9-15
Validity in ExperimentationValidity in Experimentation
ExternalInternal
9-16
Threats to Internal ValidityThreats to Internal Validity
Threats
Maturation History
Testing
Instrumentation
Selection
Statisticalregression
Experimentalmortality
9-17
Additional Threats to Internal Additional Threats to Internal ValidityValidity
Diffusion of treatmentDiffusion of treatment
Compensatory equalizationCompensatory equalization
Compensatory rivalryCompensatory rivalry
Resentful disadvantagedResentful disadvantaged
Local historyLocal history
9-18
Threats to External ValidityThreats to External Validity
Reactivity of testing on X
Interaction of selection and X
Other reactive factors
9-19
Experiments Challenge Experiments Challenge PerceptionsPerceptions
“We need to keep an open mind and approach life as a series of experiments. We need to observe the experiments happening around us and create new ones. Instead of accepting the world as we think it is, we need to keep testing it to find out what it is and what works.”
Jerry Wind Wharton School of Business,
University of Pennsylvania
9-20
Experimental Research DesignsExperimental Research Designs
Pre-experiments
True experiments
Field experiments
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After-Only Case StudyAfter-Only Case Study
X O
Pre-experiment
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One Group Pretest-PosttestOne Group Pretest-Posttest
O1 X O2
Pre-experiment
9-23
Static Group ComparisonStatic Group Comparison
X O1
O2
Pre-experiment
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Pretest-Posttest Control Group Pretest-Posttest Control Group DesignDesign
R O1 X O2
R O3 O4
True experiment
9-25
Posttest-Only Posttest-Only with Control Groupwith Control Group
True experiment
R X O1
R O2
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Nonequivalent Control Group Nonequivalent Control Group DesignDesign
O1 X O2
O3 O4
Field experiment
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Separate Sample Separate Sample Pretest-PosttestPretest-Posttest
R O1 (X)R X O2
Field experiment
9-28
Group Time Series DesignGroup Time Series Design
R O1 O2 O3 X O4 O5 O6
R O7 O8 O9 O10 O11 O12
Field experiment
9-29
Job Enrichment Job Enrichment Quasi-ExperimentQuasi-Experiment
9-30
Experiment: Experiment: Refining Store DesignRefining Store Design
9-31
Experiment: Experiment: The Right Size of FlavorThe Right Size of Flavor
9-32
Key TermsKey Terms
• Blind
• Control group
• Controlled test market
• Dependent variable
• Double-blind
• Environmental control
• Experiment
• Experimental treatment
• External validity
• Field experiment
• Hypothesis
• Independent variable
• Internal validity
9-33
Key TermsKey Terms
• Matching
• Operationalized
• Quota matrix
• Random assignment
• Replication
• Test market– Electronic test market
– Simulated test market
– Standard test market
– Virtual test market
• Treatment levels
• Web-enabled test market
Appendix 9bAppendix 9b
Test MarketsTest Markets
9-34
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Test Market SelectionTest Market Selection
IsolationIsolation
Control of distributionControl of distribution
CriteriaCriteria
RepresentativeRepresentative
Over-testing
Media coverage
Multiple locationsMultiple locations
9-36
Types of Test MarketsTypes of Test Markets
Standard Standard
ControlledControlled
ElectronicElectronic
SimulatedSimulated
VirtualVirtual
Web-enabledWeb-enabled
9-37
Test Market CitiesTest Market Cities