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Chapter 9

Chapter 9. Experiments. Learning 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.

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Chapter 9

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  1. Chapter 9 Experiments

  2. Learning 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.

  3. Pull Quote “This is a time of [e-book app] experimentation. I’d be really disappointed if we weren’t seeing both successes and failures. I do think that everyone seems to be looking at these differently.” Barbara Marcus, consultant and adviser, Open Road Integrated Media

  4. Causal Evidence Agreement between IVs and DVs Time order of occurrence Extraneous variables did not influence DVs

  5. Causal Evidence?

  6. Evaluation 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

  7. Experimentation in the Research Process

  8. Conducting an Experiment Specify treatment variables Specify treatment levels Control environment Choose experimental design Select and assign participants Pilot-test, revise, and test Collect data Analyze data

  9. Experiment: Placement of Benefits Module

  10. Selecting and Assigning Participants Random assignment Matching

  11. Random Assignment Equal and known chance of being assigned to any group in the experiment

  12. Quota Matrix Example

  13. Observation Physiological measures Paper-and-pencil tests Scaling techniques Self-administered instruments Measurement Options Options

  14. Validity in Experimentation Internal External

  15. Maturation History Testing Experimental mortality Statistical regression Instrumentation Selection Threats to Internal Validity Threats

  16. Additional Threats to Internal Validity Diffusion of treatment Compensatory equalization Compensatory rivalry Resentful disadvantaged Local history

  17. Threats to External Validity Reactivity of testing on X Interaction of selection and X Other reactive factors

  18. Experimental Research Designs Pre-experiments True experiments Field experiments

  19. After-Only Case Study X O Pre-experiment

  20. One Group Pretest-Posttest O1 X O2 Pre-experiment

  21. Static Group Comparison X O1 O2 Pre-experiment

  22. Pretest-Posttest Control Group Design R O1 X O2 R O3 O4 True experiment

  23. Posttest-Only with Control Group R X O1 R O2 True experiment

  24. Nonequivalent Control Group Design O1 X O2 O3O4 Field experiment

  25. Separate Sample Pretest-Posttest R O1 (X) R XO2 Field experiment

  26. Group Time Series Design R O1 O2 O3 X O4 O5 O6 R O7 O8 O9 O10 O11 O12 Field experiment

  27. Close-Up: A Job Enrichment Quasi-Experiment

  28. Key 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

  29. Key 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

  30. Chapter 9 Additional Discussion opportunities

  31. Research Thought Leaders “There is no such thing as a failed experiment, only experiments with unexpected outcomes.” Richard Buckminster Fuller, engineer and architect

  32. Research Thought Leaders “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

  33. PulsePoint: Research Revelation 45 The percent of smartphone users who check their e-mail before they get dressed.

  34. Snapshot: Online Dating

  35. Snapshot: Email Subject Line

  36. Snapshot: Wendy’s Burger Test Market Test market selection Do you want average? Diversity Funky culture Creativity Corporate Culture

  37. Snapshot: Power of Message on Beverage Consumption Signs on beverage coolers Did you know a bottle of soda or fruit juice . . . Has about 250 calories (treatment #1) Has 10% of daily calories (treatment #2) Takes 50 minutes of running to work off (treatment #3)

  38. Snapshot: Refining Store Design

  39. Snapshot: The Right Size of Flavor

  40. Chapter 9 Experiments

  41. Photo Attributions

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