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  • 8/13/2019 Causal 6

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    MKT 450 MARKETING TOOLS

    Buyer Behavior

    and Market Analysis

    Causal Research Designs

    (Experimentation)

    So named because it tests for the existence of

    cause-and-effect relationships.

    Experimentation is (generally speaking) the only way

    to scientifically establish the existence of cause-and-effect

    relationships

    Experiments may be conducted in a lab or in the field.

    MKT 450 The Nature of Causal Research

    Examples of Causal Studies in the Lab

    General Motors wishes to test the appeal of two new body

    designs for the Chevy Volt sports car.

    Artists prepare scale models of the two designs and invite

    participants to rate one of them. Which is assigned randomly.

    MKT 450 The Nature of Causal Research

    Each model appears in a row with several distractor models

    not actually under consideration. (The two test models are not

    seen together.)

    Participants rate each model they see for several important

    characteristics, then rank them for overall preference.

    Examples of Causal Studies in the Lab

    Dirt Devil home appliance company wishes to test three

    campaign approaches.

    Marketers prepare three different T.V. ad versions for participants

    to evaluate.

    MKT 450 The Nature of Causal Research

    Participants were invited (and paid) to view a TV program at the

    researchers offices with one of the ads inserted into the program.

    Which ad participants viewed was determined randomly.

    Participants rated the ads for attitude and recall.

    Campbells Soup evaluated a shift in advertising media

    expenditures by comparing two schedules in two cities:

    Indianapolis and St. Louis

    The actual ads were identical. In St. Louis, the schedule

    heavily favored outdoor, while in Indy, the schedule heavily

    favored TV.

    Warehouse shipments to the two markets were measured to

    determine which media mix worked best.

    Examples of Causal Studies in the Field

    MKT 450 The Nature of Causal Research

    Examples of Causal Studies in the Field

    MKT 450 The Nature of Causal Research

    P&G wishes to test the germ killing capabilities of two agents

    added to bar soap. (The germs are thought to cause body odor.)

    Two groups of randomly selected people are assigned to useone of the soap formulations for two weeks.

    After the test period, participants rate the deodorant effectiveness

    of the soap they used on a scale along with other measures of

    attitude and preference relative to their old soaps.

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    Independent Variables

    also called treatment variables, denoted by letter X.

    MKT 450 Variables in Causal Research

    variables that are frequently manipulated (changed).

    In experiments, independent variables are always used to

    classify data or responses into groups for comparison.

    variables that are sometimes simply measured (limited).

    MKT 450 Variables in Causal Research

    Dependent Variables

    variables that are always measured to determine the effects of

    the independent variables.

    also called criterion variables, denoted by letter Y.

    Independent Variables

    MKT 450 Validity in Causal Research

    Validity truth in research results

    freedom from bias or error

    Web Notes discuss validity and threats to it in the context of

    experimentation.

    external versus internal

    MKT 450 Types of Experimental Designs

    Symbols used to diagram experiments:

    X exposure of group to an experimental treatment

    O observation or measurement of the dependent variable

    R random assignment of participants to treatments

    MKT 450 Types of Experimental Designs

    Terminology:

    Experimental groups are exposed to at least one treatment.

    Control groups are not exposed to any treatment.


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