Experimental Research

1. Experimental Research

2. Experimental Research • What is experimental research? • Research investigation in which conditions are controlled so that hypotheses can be tested and alternative explanations can be ruled out • Research used to make “cause-and-effect” statements (X causes Y) • X is the independent (or manipulated or causal) variable • Y is the dependent variable

3. Experimental Research • Evidence of causality (i.e., X causes Y) • Evidence of concomitant variation (X and Y co-vary) • The more of X, the better chance that we will get Y • Time order sequence of variables • If X causes Y, X must occur before Y • Elimination of other possible explanations of why Y occurred • Key is to keep all experimental conditions equal

4. Types of Experiments Laboratory Experiment Research investigation in which Investigator creates a situation with exact conditions so as to control some, and manipulate other, variables Experiment Scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variable or variables change Field Experiment Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter Under as carefully controlled conditions as the situation will permit

5. Experimental Research • Must try to eliminate all possible extraneous influences • Possible extraneous influences • History - event occurring during the course of an experiment (but not really part of the experimental manipulation) that influences the results • Maturation - changes which occur in the experimental unit which occur during the course of an experiment that are due to the passage of time

6. Experimental Research • Possible extraneous influences (continued) • Testing Effects - changes in experimental unit due to the experiment itself (but not related to the key experimental manipulation • Measurement effect -- prior measurements effect the measure of the dependent variable • Interaction effects -- subject pays greater attention to stimuli than they normally would because its and experiment

7. Experimental Research • Possible extraneous influences (continued) • Instrument variation -- changes in the measuring instrument cause changes in Y (i.e, interviewer changes the way in which they ask questions) • Selection Bias -- if two groups are compared, this notion suggests that the groups may not have been equivalent to begin with; i.e., a manipulation did not cause Y; group dissimilarities did

8. Experimental Research • Possible extraneous influences (continued) • Experimental mortality -- respondents in experimental groups were lost during the duration of the experiment • Statistical Regression -- Extreme Y responses, appear to be near the midpoint; subjects do not want to appear to be extreme

9. Experimental Research • Experimental Symbols • X = Experimental Treatment (e.g., ad exposure) • O = Observation • R = Random Assignment of Subjects • Experimental Designs • One-Shot Case Study • X O • Problems -- Selection Bias, Control Group, Mortality, History, etc.

10. Experimental Research • Experimental Designs (common with test markets) • One Group Pre-Test/Post-Test Design • O1 X O2 • Analysis -- O2 - O1 • Problems -- History, Maturation, interactive Testing Effect, etc. • Static Comparison • X O1 O2 • Analysis -- O2 - O1 • Problems -- Selection Bias, Mortality, etc.

11. Experimental Research • Experimental Designs (True Experimental Designs) • Before/After with Control Group • (R) O1 X O2 • (R) O3 O4 • Analysis (O4 –O3) – (O2 – O1) • Lessens History and Maturation Problems • However, interactive testing effect still an issue • O2 and O4 may a function of O1 and O3

12. Experimental Research • Experimental Designs (True Experimental Designs) • Six Group - Four Study Design • (R) O1 X O2 • (R) O3 O4 • (R) X O5 • (R) O6 • O2 – O1 compared to O4 – O3 tells if X “worked” (manipulation check) – If yes, go on • A comparison of O5 - O6 to O2 – O4 eliminates all uncontrolled sources of variation –true effects

13. Experimental Research • True experiments are very complex • Experimental designs that are used are often flawed (or not “True”) • Random assignment helps

14. Experimental Research – Test Marketing • Test Markets Defined • Any research that involves: • Testing a new product or change in an existing marketing strategy. • The use of experimental or quasi - experimental procedures • Test Market Usage and Objectives • Estimate of market share • Effect on sales of similar products • Characteristics of consumers • Behavior of competitors

15. Experimental Research – Test Marketing • Decision To Conduct Test Marketing • Benefits • Good estimate of product’s sales potential • Identify weaknesses of the product and the proposed marketing strategy • Costs to Consider • Weight the cost and risk of failure • Likelihood and sped product can be copied • Damage an unsuccessful new product would inflict