实验室 - 中央大学管理学院.PPT

中央資管：范錚強 * Non Equivalent Control Group Design Separate Sample Pretest-Posttest Design Group Time Series Design Field Experiments: Quasi- or Semi-Experiments 中央資管：范錚強 * Nonequivalent Control Group Design O1 X O2 O3 O4 Field experiment 中央資管：范錚強 * Separate Sample Pretest-Posttest Design R O1 (X) R X O2 Field experiment 中央資管：范錚強 * Group Time Series Design R O1 O2 O3 X O4 O5 O6 R O7 O8 O9 O10 O11 O12 Field experiment 中央資管：范錚強 * Job Enrichment Quasi-Experiment 中央資管：范錚強 * Main effect The influence of a single independent variable on a dependent variable. Interaction effect The influence on a dependent variable by combinations of two or more independent variables. 主效果和互動效果 中央資管：范錚強 * Men Women Ad A Ad B 65 65 70 60 Main Effects of Gender Main Effects of Ad 2 x 2 Factorial Design 55 75 85 45 中央資管：范錚強 * 100 90 80 70 60 50 40 30 20 10 Believability 變數互動 Men Women Ad A Ad B 中央資管：范錚強 * 強設計： Lab Experiments 實驗室設計能排除最多的效度威脅 一般而言，內部效度最高 外部效度偏低 強設計：內部效度高 最能夠放心地做因果關係的結論 很多批評 樣本無真實性、外部效度低 系統開發的結果 模擬實驗 An experiment is a study involving intervention by the researcher beyond that required for measurement. The usual intervention is to manipulate some variable in a setting and observe how it affects the participants or subjects being studied. There is at least one independent variable (IV) and one dependent variable (DV) in a causal relationship. There are three types of evidence necessary to support causality. First, there must be an agreement between independent and dependent variables. The presence or absence of one is associated with the presence or absence of the other. Second, beyond the correlation of independent and dependent variables, we consider the time order of the occurrence of the variables. The effect on the dependent variable should not precede the manipulation of the independent variable. The effect and manipulation may occur simultaneously or the manipulation ma