市场调查方法英文第九章

Chapter9

ExperimentalResearch:

AnOverviewLEARNINGOUTCOMESCreateanexperimental,independentvariablethroughavalidexperimentalmanipulationofitsvalueUnderstandandminimizethesystematicexperimentalerrorKnowwaysofminimizingexperimentaldemandcharacteristicsAvoidunethicalexperimentalpracticesWeighthetrade-offbetweeninternalandexternalvalidityRecognizetheappropriateusesoftestmarketingAfterstudyingthischapter,youshouldbeableto2TheNatureofExperimentsExperimentDefinedAresearchinvestigationinwhichconditionsarecontrolled.ExperimentalResearchAllowsaresearchertocontroltheresearchsituationsothatcausalrelationshipsamongvariablesmaybeevaluated.Independentvariablesareexpectedtodeterminetheoutcomesofinterest.Dependentvariablesaretheoutcomesofinteresttotheresearcherandthedecisionmakers.3BasicIssuesinExperimentalDesignManipulationoftheindependentvariableSelectionandassignmentofexperimentalsubjectsControloverextraneousvariablesSelectionandmeasurementofthedependentvariableExperimentalDesign4IssuesinExperimentalDesignManipulationoftheIndependentVariableIndependentvariable:avariablewithvaluesthatcanbemanipulated,oraltered,independentlyofanyothervariable.ExperimentalTreatmentThetermreferringtothewayanexperimentalvariableismanipulated.Experimentalgroup:agroupofsubjectstowhomanexperimentaltreatmentisadministered.Controlgroup:agroupofsubjectstowhomnoexperimentaltreatmentisadministered.5ExperimentalDesign(cont’d)SelectionandMeasurementoftheDependentVariableDependentvariable:thecriterionbywhichtheresultsofanexperimentarejudged;avariableexpectedtobedependentontheexperimenter’smanipulationoftheindependentvariable.Selectingdependentvariablesthatarerelevantandtrulyrepresentanoutcomeofinterestiscrucial.Choosingtherightdependentvariableispartoftheproblemdefinitionprocess—thoroughproblemdefinitionwillhelptheresearcherselectthemostimportantdependentvariable(s)whoseresultswillhelpmanagersindecisionmaking.6ExperimentalDesign(cont’d)SelectionandAssignmentofTestUnitsTestunits:thesubjectsorentitieswhoseresponsestotreatmentaremeasuredorobserved.SampleSelectionAndRandomSamplingErrorsSystematicornonsamplingerrorSubjectselection,experimentaldesign,andunrecognizedextraneousvariablesOvercomingsamplingerrorsRandomizationMatchingRepeatedmeasuresControloverextraneousvariables7ExperimentalDesign(cont’d)SamplingErrors(cont’d)ExperimentalConfoundWhenthereisanalternativeexplanationbeyondtheexperimentalvariablesforanyobserveddifferencesinthedependentvariable.Onceapotentialconfoundisidentified,thevalidityoftheexperimentisseverelyquestioned.Sources:SamplingerrorSystematicerrorLater-identifiedextraneousvariablesCarefulexperimentaldesigncanreducethelikelihoodofconfounds.8DemandCharacteristicsDemandCharacteristicAnexperimentaldesignelementorprocedurethatunintentionallyprovidessubjectswithhintsabouttheresearchhypothesis.DemandEffectOccurswhendemandcharacteristicsactuallyaffectthedependentvariable.ExperimenterBiasTheinfluenceofthepresence,actions,orcommentsofanexperimenteronsubjects’behavior.9DemandCharacteristics(cont’d)ReducingDemandCharacteristicsUseanexperimentaldisguise.Isolateexperimentalsubjects.Usea“blind”experimentaladministrator.Administeronlyonetreatmentleveltoeachsubject.10EXHIBIT9.1BySmilingorLookingSolemn,ExperimentersCanModifySubjects’Behavior11EstablishingControlConstancyofConditionsSubjectsinallexperimentalgroupsareexposedtoidenticalconditionsexceptforthedifferingexperimentaltreatments.CounterbalancingAttemptstoeliminatetheconfoundingeffectsoforderofpresentationbyvaryingtheorderofpresentation(exposure)oftreatmentstosubjectgroups.12EthicalIssuesinExperimentationDebriefingexperimentalsubjectsCommunicatingthepurposeoftheexperimentExplainingtheresearcher’shypothesesaboutthenatureofconsumerbehaviorAttemptstointerferewithacompetitor’stest-marketingeffortsSuchactsaschangingpricesorincreasingadvertisingtoinfluence(confound)competitors’’test-marketingresultsareethicallyquestionable.13FundamentalQuestionsinExperimentationLaboratoryExperimentAsituationinwhichtheresearcherhasmorecompletecontrolovertheresearchsettingandextraneousvariables.FieldExperimentsResearchprojectsinvolvingexperimentalmanipulationsthatareimplementedinanaturalenvironment.14EXHIBIT9.5TheArtificialityofLaboratoryversusFieldExperiments15IssuesofExperimentalValidityInternalValidityTheextentthatanexperimentalvariableistrulyresponsibleforanyvarianceinthedependentvariable.Didtheexperimentanswerthequestionofcausaleffect?Didthemanipulationdowhatitwassupposed(predicted)todo?ManipulationChecksAvaliditytestofanexperimentalmanipulationtomakesurethatthemanipulationdoesproducedifferencesintheindependentvariable.16ExtraneousVariablesAffectingInternalValidityInternalValidityMaturationTestingInstrumentationSelectionMortalityHistory17EffectsofExtraneousVariablesonValidityHistoryEffectOccurswhensomechangeotherthantheexperimentaltreatmentoccursduringthecourseofanexperimentthataffectsthedependentvariable.CohortEffectAchangeinthedependentvariablethatoccursbecausemembersofoneexperimentalgroupexperienceddifferenthistoricalsituationsthanmembersofotherexperimentalgroups.18EffectsofExtraneousVariables…(cont’’d)MaturationEffectsEffectsthatareafunctionoftimeandthenaturallyoccurringeventsthatcoincidewithgrowthandexperience.TestingEffectsAnuisanceeffectoccurringwhentheinitialmeasurementortestalertsorprimessubjectsinawaythataffectstheirresponsetotheexperimentaltreatments.19EffectsofExtraneousVariables…(cont’’d)InstrumentationEffectAchangeinthewordingofquestions,achangeininterviewers,orachangeinotherprocedurescausesachangeinthedependentvariable.SelectionEffectSamplebiasthatresultsfromdifferentialselectionofrespondentsforthecomparisongroups,orasampleselectionerror.MortalityEffect(SampleAttrition)Occurswhensomesubjectswithdrawfromtheexperimentbeforeitiscompleted.20IssuesofExperimentalValidity(cont’’d)ExternalValidityTheaccuracywithwhichexperimentalresultscanbegeneralizedbeyondtheexperimentalsubjects.Studentsurrogates:Atypical?Trade-OffsBetweenInternalandExternalValidityArtificiallaboratoryexperimentsusuallyarehighininternalvalidity,whilenaturalisticfieldexperimentsgenerallyhavelessinternalvalidity,butgreaterexternalvalidity.21ClassificationofExperimentalDesignsBasicExperimentalDesignAnexperimentaldesigninwhichonlyonevariableismanipulated.DiagrammingExperimentalDesigns:Symbols22ExamplesofQuasi-ExperimentalDesignsQuasi-experimentalDesignsExperimentaldesignsthatdonotinvolverandomallocationofsubjectstotreatmentcombinations.OneShotDesign(AfterOnly):XO1OneGroupPretest––Posttest:O1XO2StaticGroupDesign:ExperimentalXO1ControlO223AlternativeExperimentalDesignsPretest–PosttestControlGroupDesign(Before–AfterwithControl)ExperimentalRO1XO2ControlRO3XO4PosttestOnlyControlGroup(After-OnlywithControl)ExperimentalRXO1ControlRO2CompromiseDesigns24EXHIBIT9.3ProductPreferenceMeasureinanExperiment25Test-MarketingTestMarketingAnexperimentalprocedurethatprovidesanopportunitytotestanewproductoranewmarketingplanunderrealisticmarketconditionstomeasuresalesorprofitpotential.ControlledExperimentationNotjusttryingsomethingoutButscientifictesting26UsesofTest-MarketingIdentifyingProductWeaknessesForecastingNewProductSuccessTestingtheMarketingMixTest-Marketing27FactorstoConsiderinTest-marketSelectionTest-marketSelectionDemographicCompositionandLifestylesCompetitiveSituationMediaCoverageandEfficiencyMediaIsolationSelf-ContainedTradingAreaOverusedTest-marketsPopulationSize28KeyTermsandConceptsIndependentvariableExperimentaltreatmentExperimentalgroupControlgroupDependentvariableTestunitsSystematic(ornon-samplingerror)RandomizationMatchingRepeatedmeasuresConfoundDemandcharacteristicDemandeffectConstancyofconditionsCounterbalancingDebriefingLaboratoryexperimentTachistoscopeFieldexperimentsInternalvalidityManipulationcheckHistoryeffectCohorteffect29KeyTermsandConcepts(cont’’d)MaturationeffectsTestingeffectsInstrumentationeffectMortalityeffect(orsampleattrition)ExternalvalidityBasicexperimentaldesignQuasi-experimentaldesignsOne-shotdesignOne-grouppretest––posttestdesignStaticgroupdesignPretest–posttestcontrolgroupdesignPosttest–onlycontrolgroupdesign309、静夜四无无邻，荒居居旧业贫。。。12月-2212月-22Saturday,December31,202210、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。09:07:4709:07:4709:0712/31/20229:07:47AM11、以我独独沈久，，愧君相相见频。。。12月-2209:07:4709:07Dec-2231-Dec-2212、故人人江海海别，，几度度隔山山川。。。09:07:4709:07:4709:07Saturday,December31,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2209:07:4709:07:47December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20229:07:47上上午午09:07:4712月月-2215、比不了得就就不比，得不不到的就不要要。。。十二月229:07上上午12月-2209:07December31,202216、行动出成果果，工作出财财富。。2022/12/319:07:4709:07:4731December202217、做前前，能能够环环视四四周；；做时时，你你只能能或者者最好好沿着着以脚脚为起起点的的射线线向前前。。。9:07:47上上午9:07上上午午09:07:4712月月-229、没有失失败，只只有暂时时停止成成功！。。12月-2212月-22Saturday,December31,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。09:07:4709:07:4709:0712/31/20229:07:47AM11、成功就是是日复一日日那一点点点小小努力力的积累。。。12月-2209:07:4709:07Dec-2231-Dec-2212、世间成事，，不求其绝对对圆满，留一一份不足，可可得无限完美美。。09:07:4709:07:4709:07Saturday,December31,202213、不不知知香香积积寺寺，，数数里里入入云云峰峰。。。。12月月-2212月月-2209:07:4709:07:47December31,202214、意志坚坚强的人人能把世世界放在在手中像像泥块一一样任意意揉捏。。31十十二月20229:07:47上午午09:07:4712月-2215、楚塞塞三湘湘接，，荆门门九派派通。。。。十二月月229:07上上午午12月月-2209:07