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EXPERIMENTAL RESEARCH

EXPERIMENTAL RESEARCH. How do you establish causality? what causes something else to occur? Lazarsfeld provided three criteria: 1. Covariation – two are related 2. Time order – cause before outcome 3. Elimination of likely third variables. Establishing causality.

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EXPERIMENTAL RESEARCH

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  1. EXPERIMENTAL RESEARCH How do you establish causality? • what causes something else to occur? • Lazarsfeld provided three criteria: • 1. Covariation – two are related • 2. Time order – cause before outcome • 3. Elimination of likely third variables

  2. Establishing causality • Surveys allow you to test for covariation. • Statistical techniques “control” for third variables • But experiments offer control over timing • Manipulate the Independent Variable and observe the consequences (the Dependent Variable). • Select a group of subjects • Do something to them • Observe the effects

  3. Examples of causality questions • Night lights • The “Mozart effect” Marketing Research

  4. VARIABLES: Independent and Dependent • CAUSE • Independent variable • OUTCOME • Dependent variable CAUSE OUTCOME Marketing Research

  5. A “classic” experiment • Independent and Dependent variables • advertising and sales • Experimental and Control groups • exposed and non-exposed • Pre-testing and Post-testing • measure attitudes toward product and sales • "Blind" to condition • Hawthorne effect, placebo effects

  6. Experiments Selecting subjects • Randomization • equal chance of being in control or experimental condition • random number table, even-odd, etc. • Matching • equalizing "important" variables • age, education, product use, etc.

  7. Experiments External validity • (How generalizable are the findings?) • artificiality of the situation • the lab setting, white lab coat, etc. • sampling issues • reliance on college students in experiments

  8. Experimental design Basic • O- X - O experimental group • O - . - O control group

  9. Experimental design Solomon 4-group: O- X - O experimental group (pretest-posttest) O - . - O control group (pretest-posttest) . X - O posttest-only experimental group . . - O posttest-only experimental group • attempts to assess sensitization (from pretesting)

  10. Experimental design “Factorial” designs Multiple variables are examined • Number of factors • One factor (involvement) • Two factors (involvement and gender) • Number of “levels” for each factor • e.g., 2 by 2 design… • or 2 (involvement) by 2 (gender) design… Marketing Research

  11. The End Marketing Research

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