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Research Design
Notation: O = Observations / Measures Osubscript = measure taken on that occasion X = Treatments / Programs Rows = Groups R = Random assignment to group N = Nonequivalent groups C = Assignment by cutoff Time = moves left to right
Types of Designs
Experimental Design • probably the strongest design with respect to
internal validity.
• key to the success of the experiment is in the random assignment (achieves probabilistic equivalence).
The simplest of all experimental designs: two-group posttest-only randomized experiment.
Remember this?
Remember this?
This is an Extremely Simple Design Only One Independent Variable (Factor):
Advertising Exposure
What about a design with more than one independent variable?
Independent Variable 1 (Factor 1): Ad Color Two Levels: B&W (1) / CMYK (2) Independent Variable 2 (Factor 2): Humor in Ad Two Levels: Not Humorous (1) / Humorous (2)
Research Design Notation (Post-Test Only) = 4 Groups
R X11 O B&W / Non-humorous R X12 O B&W / Humorous R X21 O CMYK / Non-humorous R X22 O CMYK / Humorous
2 x 2 Factoral Design
Humor
B&W Non-humorous
X11
B&W Humorous
X12 C
olor
CMYK
Non-humorous X21
CMYK Humorous
X22
Understanding Factoral Design Numbering Notation
Design Factors Levels Groups 2 x 2 2 2 / 2 4 2 x 3 2 2 / 3 6 3 x 3 2 3 / 3 9
2 x 2 x 2 3 2 / 2 / 2 8 3 x 2 x 2 3 3 / 2 / 2 12
How Factoral Designs Work
Factor 1 Level 1
Factor 1 Level 2
Factor 2 Level 1
Group 1 Mean
Group 2 Mean
Mean Across
Factor 2 Level 2
Group 3 Mean
Group 4 Mean
Mean Across
Mean Down
Mean Down
No Effects (Null Outcome)
Factor 1 Level 1
Factor 1 Level 2
Factor 2 Level 1
3
3
3
Factor 2 Level 2
3
3
3
3
3
Main Effect of Factor 1
Factor 1 Level 1
Factor 1 Level 2
Factor 2 Level 1
2
4
3
Factor 2 Level 2
2
4
3
2
4
Main Effect of Factor 2
Factor 1 Level 1
Factor 1 Level 2
Factor 2 Level 1
2
2
2
Factor 2 Level 2
4
4
4
3
3
Main Effect of Each Factor
Factor 1 Level 1
Factor 1 Level 2
Factor 2 Level 1
2
4
3
Factor 2 Level 2
4
6
5
3
5
Interaction Effect (one group differs from all others)
Factor 1 Level 1
Factor 1 Level 2
Factor 2 Level 1
3
3
3
Factor 2 Level 2
3
5
4
3
4
Interaction Effect (Crossover)
Factor 1 Level 1
Factor 1 Level 2
Factor 2 Level 1
3
5
4
Factor 2 Level 2
5
3
4
4
4
Adding a Control Group
R X11 O B&W / Non-humorous R X12 O B&W / Humorous R X21 O CMYK / Non-humorous R X22 O CMYK / Humorous R O Control
2 x 2 Factoral Design with Control (not a fully-crossed design)
Incomplete Factoral Design Factor 1
Level 1 Factor 1 Level 2
Factor 2 Level 1
Group 1 Mean
Group 2 Mean
Mean Across
Factor 2 Level 2
Group 3 Mean
Group 4 Mean
Mean Across
Mean Down
Mean Down
Control Mean