Experimentation
Chapter Outline
1) Overview
2) Concept of Causality
4) Definition of Concepts
5) Definition of Symbols
6) Validity in Experimentation
7) Extraneous Variables
9) A Classification of Experimental
Designs
10) Pre-experimental Designs
17) Summary
scientist.
____________________________________________________
Ordinary Meaning Scientific Meaning
____________________________________________________
Purchase of Fashion
Clot hing, Y
Hig Lo
h w
Hig 363 137 500 (100%)
Educat ion,
h (73%) (27%)
w (64%) (36%)
Purchase of Fashion Clothing By
Income and Education
Education
High 200 (100%)
Education
171 (57%) 129 (43%) 300 (100%) Low 151 (76%) 49 (24%) 200
Low
Definitions and Concepts
n Independent variablesare variables or
alternatives that are manipulated and
whose effects are measured and
compared, e.g., price levels.
n Test unitsare individuals, organizations, or
other entities whose response to the
independent variables or treatments is
being examined, e.g., consumers or stores.
01 02 03 04 05 X 06 07 08 09
010
n
Assumption is randonmisation of stores to the
Randomized Block Design
n Is useful when there is only one
major external variable, such as
store size, that might influence the
dependent variable.
n
1 Heavy X1 X2 X3
2 Medium X1 X2 X3
3 Low X1 X2 X3
Factorial Design
n Is used to measure the effects of
two or more independent
variables at various levels.
n A factorial design may also be
conceptualized as a table.
n In a two-factor design, each level
of one variable represents a
row and each level of another
variable represents a column.
n
Factorial Design
2 x 2 FACTORIAL DESIGN illust rat ing
effect s of gender and Ad on
believabilit y
Ad A Ad B
Gender Main Effect s of Gender
Men X1 Y1 X1 Y2 60
70 65
Wom en X2 Y1 X2 Y2
80 50 65
Main Effect s of Ads
70 60
Latin Square Design
n Allows the researcher to statistically control two non-
interacting external variables as well as to
manipulate the independent variable.
n Each external or blocking variable is divided into an
equal number of blocks, or levels.
n
Cust om er Incom e
St ore Size High Medium Low
Large X3 X1 X2
Medium X2 X3 X1
Sm all X1 X2 X3
Laboratory versus Field
Experiments
National Introduction