chapter 11
DESCRIPTION
Chapter 11. Experiments and Test Markets. 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
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© 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.
McGraw-Hill/Irwin
Chapter 11Chapter 11
Experiments Experiments and and
Test MarketsTest Markets
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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
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Learning Objectives
• three types of experimental designs and the variations of each
• functions and types of test marketing used in experimenting with new marketing products and services
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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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Evaluation of Experiments
Advantages• Ability to manipulate
IV• Use of control group• Control of extraneous
variables• Replication possible• Field experiments
possible
Disadvantages• Artificiality of labs• Non-representative
sample• Expense• Focus on present and
immediate future• Ethical limitations
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Conducting an Experiment
Specify treatment levels
Control environment
Choose experimental design
Select and assign participants
Pilot-test, revise, and test
Collect data
Analyze data
Specify treatment levels
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Measurement Options
Scaling techniques
Scaling techniques
Physiologicalmeasures
Physiologicalmeasures
OptionsOptions
Paper-and-pencil testsPaper-and-pencil tests
Observation
Self-administered instruments
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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 treatmentDiffusion of treatment
Compensatory equalizationCompensatory equalization
Compensatory rivalryCompensatory rivalry
Resentful disadvantagedResentful disadvantaged
Local historyLocal 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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Test Market Selection
IsolationIsolation
Control of distributionControl of distribution
CriteriaCriteria
RepresentativeRepresentative
Over-testing
Media coverage
Multiple locationsMultiple locations
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Types of Test Markets
Standard Standard
ControlledControlled
ElectronicElectronic
SimulatedSimulated
VirtualVirtual
Web-enabledWeb-enabled
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Key Terms
• Blind• Control group• Controlled test market• Dependent variable• Double-blind• Environmental control
• Experiment• Experimental treatment• External validity• Field experiment• Hypothesis• Independent variable• Internal validity
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Key Terms
• Matching• Operationalized • Quota matrix• Random assignment• Replication
• Test market– Electronic test market– Simulated test market– Standard test market– Virtual test market
• Treatment levels• Web-enabled test market