哥伦比亚大学-市场营销研究方法.pdfVIP

Revised December 23, 2009 Experimental Design and Analysis for Behavioral Research B9610-14 Spring 2010 (Half-term A) Professor: Teaching assistant: Michel Tuan Pham Jeffrey Parker 515 Uris Hall JParker13@ Tel.: 854-3472 tdp4@ Meeting time: Tuesdays (9:15AM-12:15PM) Fridays (12:30-4:00PM) th Classroom: Uris 8 Floor Conference Room Course Objectives This course is aimed at Ph.D. students who intent to conduct experimental and quasi- experimental research in business (e.g., marketing, organizational behavior) and related disciplines (e.g., economics, psychology). The primary objective of the course is to provide such students with the concepts and tools needed for collecting and analyzing behavioral data. A secondary objective is to provide these future academic reviewers the foundations for the methodological evaluation of other behavioral researchers work. The course thus covers the designs and analyses that are most often used by experimental researchers in the following fields: marketing, organizational behavior, and psychology. Topics include: factorial designs, repeated (within-subject) and mixed designs, fractional (e.g., Latin squares) designs, analysis of covariance, etc. We will examine these designs and analyses from the perspective of an applied behavioral researcher, not from that of a statistician. That is, we will emphasize the actual use of proper data collection procedures and analysis techniques for rigorous (i.e., publishable) theory testing.