William G. Zikmund
Experiment
A research investigation in which conditions are controlled One independent variable is manipulated (sometimes more than one) Its effect on a dependent variable is measured To test a hypothesis
The experimenter has some degree of control over the independent variable. The variable is independent because its value can be manipulated by the experimenter to whatever he or she wishes it to be.
Experiment Treatment
Alternative manipulations of the independent variable being investigated
Independent Variable
The experimenter controls independent variable. The variables value can be manipulated by the experimenters to whatever they wish it to be.
Experimental Treatments
The alternative manipulations of the independent variable being investigated
Dependent Variable
Its value is expected to be dependent on the experimenters manipulation Criterion or standard by which the results are judged
Dependent Variable
Selection
e.g... sales volume, awareness, recall,
Measurement
Test Units
Subjects or entities whose response to the experimental treatment are measured or observed.
Establishing Control
Physical Control
Holding the value or level of extraneous variables constant throughout the course of an experiment.
Statistical Control
Adjusting for the effects of confounding variables by statistically adjusting the value of the dependent variable for each treatment conditions.
Design Control
Use of the experimental design to control extraneous causal factors. Eg. Demand
Demand Characteristics
Experimental procedures that intentionally hint to subjects something about the experimenters hypothesis
Demand Characteristics
Laboratory Experiment Artificial-Low Realism Few Extraneous Variables High control Low Cost Short Duration Subjects Aware of Participation
Field Experiment Natural-High Realism Many Extraneous Variables Low control High Cost Long Duration Subjects Unaware of Participation
Control Groups
Isolate extraneous variation
Example
A major employer closes its plant in test market area
Subjects become tired Questionnaire about the traditional role of women triggers enhanced awareness of women in an experiment.
New questions about women are interpreted differently from earlier questions. Control group and experimental group is self-selected group based on preference for soft drinks
Subjects in one group of a hair dying study marry rich widows and move to Florida
Quasi-Experimental Designs
One Shot Design (After Only) One Group Pretest-Posttest Static Group Design
Pretest - Posttest Control Group Design Posttest Only Control Group Solomon Four Group Design
Instrumentation
not relevant
Maturation
weak
Selection
weak
Testing
not relevant
Mortality
weak
Instrumentation
weak
Maturation
weak
Selection
controlled
Testing
weak
Mortality
controlled
Instrumentation
controlled
Maturation
possible source of concern
Selection
weak
Testing
controlled
Mortality
weak
Instrumentation
controlled
Maturation
controlled
Selection
controlled
Testing
controlled
Mortality
controlled
Instrumentation
controlled
Maturation
controlled
Selection
controlled
Testing
controlled
Mortality
controlled
Instrumentation
controlled
Maturation
controlled
Selection
controlled
Testing
controlled
Mortality
controlled
16
18
12
Independent Variable A
Level 1 Level 2 Level 3
Group A
Group B
Group C
Group A
Group B Group C
R
R R
O1
O3 O5
X1
X2 X3
O2
O4 O6
Group A
Group B Group C
R
R R
X1
X2 X3
O1
O2 O3
Blocking variable
Evening hours
Factorial Design
An experiment that investigates the interaction of two or more variables on a single dependent variable.
Independent Variable 1
No Music Independent Variable 2 No Music cart signs Slow Music Fast Music
Effects
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.
2 x 2 Factorial Design
Ad A
Men
Ad B
65
Main Effects > of Gender
Women
70 60
65
Main Effects of Ad
100 90 80 70 60 50
40
30 20 10 Ad A Ad B
Independent Variable 1
Level 1 Level 2
Group A
Group B
Level 2
Group C
Group D
Group B
Group C Group D
R
R R
O3
O5 O7
X21
X12 X22
O4
O6 O8
Group B
Group C Group D
R
R R
X21
X12 X22
O2
O3 O4
Order of Usage
1 2 3
A B C B C A C A B
SUBJECT