1/19/2016 marketing research 1. allow demonstration of causality ◦ a causes b relatively small...
DESCRIPTION
CAUSE ◦ Independent variable OUTCOME ◦ Dependent variable 1/19/2016Marketing Research3 CAUSEOUTCOMETRANSCRIPT
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Allow demonstration of causality
◦ A causes B
Relatively small sample sizes needed
◦ Minimum of 20 per experimental “cell”
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CAUSE◦ Independent variable
OUTCOME◦ Dependent variable
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CAUSE OUTCOME
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1. Temporal ordering of variables
2. Evidence of association (“concomitant)
3. Control of other causal factors
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•Laboratory •Controlled setting.
•Field
•Natural environment, such as a store or mall
SettingSetting
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Internal:The extent to which competing explanations for
the findings observed can be ruled out.
External:The extent to which the findings will apply to
outside persons, settings, and times.
ValidityValidity
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Manipulate variable of interest◦ Independent variable: IV◦ (Variable we can control)
Hold all else constant◦ Extraneous variables
Measure outcome◦ Dependent variable: DV◦ (Variable we cannot directly control)
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Researchers at Madigan Army Medical Center examined effectiveness of duct tape on warts.
The 51 patients between 3 and 22 were randomly assigned to receive either cryotherapy or duct tape. Patients in the cryotherapy group received a standard 10 second application of liquid nitrogen, repeated every two to three weeks. In the other group, a small piece of duct tape was placed on the patients' warts and patients were told to keep the tape on for six days. At the end of six days, they removed the tape, soaked the area in water, and used an emery board or pumice stone to rub the dead skin off.
Warts were successfully removed in 60 percent (15 of 25) of the patients in the cryotherapy group versus 85 percent (22 of 26) of the patients in the duct tape group. The duct tape group reported fewer side effects than cryotherapy group who reported pain and burning at the site.
Overall, the researchers found duct tape to be more effective, less painful, and less expensive than freezing.
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Assignment to condition◦ Randomly assign subjects to condition OR◦ Match subjects on variable of interest
Manipulation◦ Experimental group gets it◦ Control group does not get it
Measurement of DV◦ Pretest◦ Posttest
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Pretest posttest control group design:◦ Experimental Group R O1 X O2
◦ Control Group R O3 O4 Posttest only control group design:
◦ Experimental Group R X O1
◦ Control Group R O2
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Design that investigates the effect of two or more independent variables on a dependent variableAllows testing of interactions and contingent conditions
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Men
Women
Ad A Ad B
65
65
70 60
Main Effectsof Gender
Main Effects of Ad
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10Ad A Ad B
Women
Men
Bel
ieva
bili t
y
Interaction Between Gender and Advertising Copy
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Experimental research is the best way to test causation.
Experimental research is inherently reductionistic.
Complex designs allow the comparison of several factors simultaneously, including interactions.
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