Lecture Marketing research (12th edition) - Chapter 13: Experimentation

Chapter 13 - Experiments. In this chapter, the following content will be discussed: experimental vs. descriptive research, what constitutes causality? direction of causation issue, conditions for valid causal inference, laboratory and field experiments,...

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Experimentation

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• Studies in which conditions are controlled so that one or more independent variable(s) can be manipulated to test a hypothesis about a dependent variable

Marketing Research 12th Edition

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Experimental vs. Descriptive Research

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▫ The causal variable should have a positive association with the effect variable lagged in time

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Laboratory and Field experiments

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• Response tends to be natural

• Tend to have much greater external validity

• Difficult to control

• Competing explanations for results exist

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Threats to Internal validity

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Threats to External validity

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Classification of Experimental Designs

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EG3 R X3 O3 `

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EG2 R X O3

CG2 R O4

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Latin Square Design

between the treatment levels and control variables are unimportant

levels

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EG2 R X2 (Hi Adv, Low Price) O2 n 6

EG3 R X3 (Low Adv, Hi Price) O3 n 6

EG4 R X4 (Low Adv, Low Price) O4 n 6

EG5 R X5 (No Adv, Hi Price) O5 n 6

EG6 R X6 (No Adv, Low Price) O3 n 6

• Provides the ability to determine interactive effects of pairs of experimental variables and the main effect

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Interactive Effects

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• Recognition of and statement of the problem should be clear and generally acceptable

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large that it is difficult to detect experimental

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• Widely used by the packaged goods industry as an aid for effective business planning

• Examples of companies involved in STM research BASES,

ASSESSOR and Yankelovich.

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End of Chapter Thirteen

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