小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap008.pptVIP

Summary Overview Questioning and observing might also be used in a different way by incorporating them into an experimental method, in which researchers compare the responses of two or more groups that are similar, except on the characteristic being tested. Key Issues Suppose a researcher wants to compare the effectiveness of two different versions of an ad. The effectiveness could be measured by the response of consumers to a question about their interest in the advertised product. In step 1: researchers select a representative group of consumers. ? In step 2: researchers then randomly sp