市场调查方法英文版)第九章.pptVIP

Chapter 9Experimental Research:An Overview LEARNING OUTCOMES Create an experimental, independent variable through a valid experimental manipulation of its value Understand and minimize the systematic experimental error Know ways of minimizing experimental demand characteristics Avoid unethical experimental practices Weigh the trade-off between internal and external validity Recognize the appropriate uses of testmarketing The Nature of Experiments Experiment Defined A research investigation in which conditions are controlled. Experimental Research Allows a researcher to control the research situation so that causal relationships among variables may be evaluated. Independent variables are expected to determine the outcomes of interest. Dependent variables are the outcomes of interest to the researcher and the decision makers. Basic Issues in Experimental Design Issues in Experimental Design Manipulation of the Independent Variable Independent variable: a variable with values that can be manipulated, or altered, independently of any other variable. Experimental Treatment The term referring to the way an experimental variable is manipulated. Experimental group: a group of subjects to whom an experimental treatment is administered. Control group: a group of subjects to whom no experimental treatment is administered. Experimental Design (cont’d) Selection and Measurement of the Dependent Variable Dependent variable: the criterion by which the results of an experiment are judged; a variable expected to be dependent on the experimenter’s manipulation of the independent variable. Selecting dependent variables that are relevant and truly represent an outcome of interest is crucial. Choosing the right dependent variable is part of the problem definition process—thorough problem definition will help the researcher select the most important dependent variable(s) whose results will help managers in decision making. Experimental Design (cont’d) Selection and Assignment of Test U