Lecture Marketing research - Chapter 7: Primary data collection: Experimentation

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In this chapter, students will be able to: Understand the nature of experiments, gain insight into requirements for proving causation, learn about the experimental setting, examine experimental validity, learn the limitations of experimentation in marketing research, compare types of experimental designs, gain insight into test marketing.

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Nội dung Text: Lecture Marketing research - Chapter 7: Primary data collection: Experimentation

Learning Objectives CHAPTER Seven Primary Data Collection: Experimentation Copyright © 2004 John Wiley & Sons,Inc
Learning Objectives Learning Objectives 1. To understand the nature of experiments. 2. To gain insight into requirements for proving causation. 3. To learn about the experimental setting. 4. To examine experimental validity. 5. To learn the limitations of experimentation in marketing research.
Learning Objectives Learning Objectives 6. To compare types of experimental designs. 7. To gain insight into test marketing.
Learning Objectives What is an Experiment? To understand the nature of experiments. An Experiment: The researcher changes an explanatory, independent, or experimental variable to observe changes in the dependent variable. Experimental Dependent variable variable marketing mix total sales advertising market share
Learning Objectives Demonstrating Causation To understand the nature of experiments. Causal Research: The only types of research that has the potential to demonstrate that a change in one variable causes some predictable change in another variable To Demonstrate Causation: - Concomitant Variation (Correlation - Appropriate Time Order Of Occurrence - Elimination Of Other Possible Causal Factors
Learning Objectives Demonstrating Causation To understand the nature of experiments. Scientific Definition—Causation and Causality 1. X is only one of a number of determining conditions that caused the observed change in Y. 2. X can be a cause of Y if the presence of X makes the occurrence of Y more probable or likely 3. One can never definitively prove that X is a cause of Y but only infer that a relationship exists 4. Causal relationships are always inferred and never demonstrated conclusively beyond a shadow of a doubt.
Learning Objectives Demonstrating Causation To understand the nature of experiments. Concomitant Variation: A predictable statistical relationship between two variables Appropriate Time Order of Occurrence: A change in an independent variable must occur before a change in the dependent variable Elimination of Other Possible Causal Factors The change in B was not caused by some factor other than A
Learning Objectives The Experimental Setting: To learn about the experimental setting. Laboratory or Field Laboratory experiments: Conducted in a controlled setting. Advantages of laboratory experiments: •Ability to control all variables •Greater internal validity Disadvantages of laboratory experiments: •External validity Field experiments: Tests conducted outside the laboratory
Learning Objectives Experimental Validity To examine experimental validity. Internal and External Validity Internal Validity: The extent to which competing explanations can be ruled out. External Validity: The extent to which causal relationships can be generalized to outside persons, settings, and times. Experimental Notation: X indicates exposure O for observation O1 X O2 for time periods
Learning Objectives Experimental Validity To examine experimental validity. Extraneous Variables: Threats to Experimental Validity • History • Maturation • Instrument Variation • Selection Bias • Mortality • Testing Effect • Regression to the Mean
Learning Objectives Controlling Extraneous To learn about the experimental Variables setting Confounding Variables—extraneous causal factors because they confound the treatment condition Four Basic Approaches to Control Extraneous Factors 1. Randomization 2. Physical Control 3. Design Control 4. Statistical Control
Learning Objectives Experimental Design, To learn about experimental setting Treatment, and Effects Experimental Design Ex Post Facto Research—nonexperimental designs Factors of the Experimental Design: Researcher has control of variables and manipulates them. 1. Treatment 2. Subjects 3. Dependent variable 4. Plan for extraneous causal factors
Learning Objectives Experimental Design, To learn about experimental setting. Treatment, and Effects Treatment Variable -Independent variable that is manipulated Experimental Groups 1. Control Group—the group in which the independent variable is not changed during the course of the experiment 2. Test Group—the group that is exposed to manipulation (change) of the independent variable Experimental Effects The effect of the treatment variable on the dependent variable
Learning Objectives Limitations of Experimental To learn the limitations of Research experimentation in marketing research. The High Cost of Experiments • Time • Money Security Issues • exposing to the actual marketplace • competitors Implementation Problems • cooperation • contamination • lack of control group
Learning Objectives Selected Experimental To compare experimental designs. Designs Three Pre-experimental Designs • One-Shot Case Study—pre-experimental design with no pretest observations, no control groups, and an aftermeasurement only • No pretest observations • No control group of test units •Lacks internal validity • One-Group Pretest-Posttest Design—pre- and postmeasurements but no control • Static-Group Comparison Design—pre-experinmental
Learning Objectives Selected Experimental To compare experimental designs. Designs Three Pre-experimental Designs (cont’d) • One-Group Pretest-Posttest Design—pre- and postmeasurements but no control group • History • Maturation • Only one pretest observation • Static-Group Comparison Design—pre-experinmental • Absence of pretests • Not assigned to the groups randomly
Learning Objectives Selected Experimental To compare experimental designs. Designs True Experimental Designs • Before and After with Control Group Design • Mortality • History • Solomon Four-Group Design •Second experimental group no pretest •Second control group only posttest measurement • After-Only with Control Group
Learning Objectives Selected Experimental To compare experimental designs. Designs Quasi-Experiments Developed to deal with external validity Researcher lacks complete over the scheduling of treatment or must assign treatment in a nonrandom manner. Interrupted Time-Series Designs • The treatment interrupts repeated measurements. • Cannot control history Multiple Time-Series Designs • An interrupted time-series design with a control group.
Learning Objectives Test Markets To gain insight into test marketing. Test Markets Defined Any research that involves: • Testing a new product or change in an existing marketing strategy. • The use of experimental or quasi - experimental procedures Test Market Usage and Objectives • Estimate of market share • Effect on sales of similar products • Characteristics of consumers • Behavior of competitors
Learning Objectives Test Markets To gain insight into test marketing. Direct Costs of Test Marketing Costs include: • Commercials • Advertising • Media • Research • POP • Coupons • Sampling • trade allowances