【优质】marketresearch,causal_research.pptVIP

Chapter Eight Relationship of Experimentation to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Causality Experimentation Experimental Designs Causal Research Design (Chapter 3) Problem Definition Approach to Problem Field Work Data Preparation and Analysis Report Preparation and Presentation Research Design Figure 8.1 Relationship to the Previous Chapters and The Marketing Research Process Experimentation as Conclusive Research Conclusive Research Descriptive Causal Experimentation Field Experiments Laboratory Experiments Figure 8.3 Experimentation as Conclusive Research Concept of Causality A statement such as X causes Y is called causality “X” is Cause and “Y” is effect Income Expenditure Conditions for Causality Concomitant variation is the extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration. The time order of occurrence condition states that the causing event must occur either before or simultaneously with the effect; it cannot occur afterwards. The absence of other possible causal factors means that the factor or variable being investigated should be the only possible causal explanation. Definitions and Concepts Independent variables are variables or alternatives that are manipulated and whose effects are measured and compared, e.g., price levels. Dependent variables are the variables which measure the effect of the independent variables on the test units, e.g., sales, profits, and market shares. Extraneous variables are all variables other than the independent variables that affect the response of the test units, e.g., store size, store location, and competitive effort. Test units are individuals, organizations, or other entities whose response to the independent variables or treatments is being examined, e.g., consumers or