chapter 9
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Chapter 9. Experiments. Learning Objectives. Understand . . . Uses for experimentation. Advantages and disadvantages of the experimental method. Seven steps of a well-planned experiment. Internal and external validity with experimental research designs. - PowerPoint PPT PresentationTRANSCRIPT
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
EXPERIMENTSChapter 9
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Learning Objectives
Understand . . .Uses for experimentation. Advantages and disadvantages of the
experimental method.Seven steps of a well-planned experiment. Internal and external validity with
experimental research designs.Three types of experimental designs and
the variations of each.
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Pull Quote
“This is a time of [e-book app] experimentation. I’d be really disappointed if we weren’t seeing both successes and failures. I do think that everyone seems to be looking at these differently.”
Barbara Marcus, consultant and adviser,Open Road Integrated Media
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Causal Evidence
Agreement between IVs and DVs
Time order of occurrence
Extraneous variables did not influence DVs
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Causal Evidence?
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Evaluation of Experiments
AdvantagesAbility to manipulate
IVUse of control groupControl of
extraneous variablesReplication possibleField experiments
possible
DisadvantagesArtificiality of labsNon-representative
sampleExpenseFocus on present
and immediate future
Ethical limitations
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Experimentation in the Research Process
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Conducting an Experiment
Specify treatment levelsControl environment
Choose experimental design
Select and assign participants
Pilot-test, revise, and testCollect data
Analyze data
Specify treatment variables
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Experiment: Placement of Benefits Module
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Selecting and Assigning Participants
Random assignment Matching
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Random Assignment
Equal and known chance of being assigned to any group in the experiment
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Quota Matrix Example
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Measurement Options
Scaling techniques
Physiologicalmeasures
Options
Paper-and-pencil tests
Observation
Self-administered instruments
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Validity in Experimentation
ExternalInternal
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Threats to Internal Validity
Threats
Maturation History
Testing
Instrumentation
Selection
Statisticalregression
Experimentalmortality
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Additional Threats to Internal Validity
Diffusion of treatment
Compensatory equalization
Compensatory rivalry
Resentful disadvantaged
Local history
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Threats to External Validity
Reactivity of testing on X
Interaction of selection and X
Other reactive factors
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Experimental Research Designs
Pre-experiments
True experiments
Field experiments
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After-Only Case Study
X O
Pre-experiment
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One Group Pretest-Posttest
Pre-experiment
O1 X O2
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Static Group Comparison
X O1
O2
Pre-experiment
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Pretest-Posttest Control Group Design
R O1 X O2
R O3 O4
True experiment
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Posttest-Only with Control Group
True experiment
R X O1
R O2
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Nonequivalent Control Group Design
O1 X O2
O3 O4
Field experiment
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Separate Sample Pretest-Posttest
R O1 (X)R X O2
Field experiment
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Group Time Series Design
R O1 O2 O3 X O4 O5 O6
R O7 O8 O9 O10 O11 O12
Field experiment
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Close-Up: A Job Enrichment Quasi-Experiment
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Key Terms
BlindControl groupControlled test
marketDependent
variableDouble-blindEnvironmental
control
ExperimentExperimental
treatmentExternal validityField experimentHypothesisIndependent
variableInternal validity
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Key Terms
MatchingOperationalized Quota matrixRandom
assignmentReplication
Test marketElectronic test
marketSimulated test
marketStandard test
marketVirtual test
marketTreatment levelsWeb-enabled test
market
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
ADDITIONAL DISCUSSION OPPORTUNITIESChapter 9
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Research Thought Leaders
“There is no such thing as a failed experiment, only experiments with unexpected outcomes.”
Richard Buckminster Fuller, engineer and architect
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Research Thought Leaders
“We need to keep an open mind and approach life as a series of experiments. We need to observe the experiments happening around us and create new ones. Instead of accepting the world as we think it is, we need to keep testing it to find out what it is and what works .”
Jerry Wind Wharton School of Business,
University of Pennsylvania
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PulsePoint: Research Revelation
45 The percent of smartphone users who check their e-mail before they get dressed.
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Snapshot: Online Dating
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Snapshot: Email Subject Line
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Snapshot: Wendy’s Burger Test Market
Corporate Culture
Test market selection
Do you want average?
Funky culture
Diversity
Creativity
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Snapshot: Power of Message on Beverage Consumption
Signs on beverage coolers
Did you know a bottle of soda or fruit juice . . .
Has 10% of daily calories (treatment #2)
Takes 50 minutes of running to work off (treatment #3)
Has about 250 calories (treatment #1)
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Snapshot: Refining Store Design
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Snapshot: The Right Size of Flavor
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
EXPERIMENTSChapter 9
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Photo AttributionsSlide Source
5 Courtesy of CfMC Research Software11 Ingram Publishing16 Purestock/SuperStock20 Schedivy Pictures Inc./Getty Images
36 Royalty-Free/Corbis
37 Copyright ©Foodcollection
39 Courtesy of TGI Fridays