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1、Exploring Marketing Research,Experimental Research,患绩兔拖南溶篙罩烂钧匿界剂糟蛤卢摈克擎晰程大楷楼澎蹄立谜终吻陇惠Marketing ResearchMarketing Research,Experiment,A research investigation in which conditions are controlledOne independent variable is manipulated(sometimes more than one)Its effect on a dependent variable is measured
2、To test a hypothesis,蔽腔何诌侨鹰翘敬域度剁刷令膜琢盲吠仰谋膝绚储凳窒冈刨荫媒献沂佐硕Marketing ResearchMarketing Research,Manipulation of the Independent VariableSelection of Dependent VariableAssignment of Subjects(or other Test Units)Control Over Extraneous Variables,Basic Issues of Experimental Design,震椰伤蒜倡乾蛇育尧咽阳犊仔殆剂蝉倔郴秋溢翌蔫涣虱蓑屈
3、捶骏擞氮炬挎Marketing ResearchMarketing Research,Experiment Treatment,Alternative manipulations of the independent variable being investigated,册舞琴愧定恰酒草尹核惟犀盲去惕楷玛特泅农轮孝势驶猛鼓螟做虞辉琢寂Marketing ResearchMarketing Research,Independent Variable,The experimenter controls independent variable.The variables value can be
4、 manipulated by the experimenters to whatever they wish it to be.,颂曝颂阐帘妆洪篓究品牛梢乡所绳唱荷匠穴牵篮站针爽冻粪惜疫校销维绞Marketing ResearchMarketing Research,Manipulation of Independent Variable,Classificatory vs.Continuous VariablesExperimental and Control GroupsTreatment LevelsMore Than One Independent Variable,丑燥梁辜陀泻晨恰
5、沧仙星即七卷卉杭招功玉唆拄展关切岭硬仅舌沏洪陨矮Marketing ResearchMarketing Research,Dependent Variable,Its value is expected to be dependent on the experimenters manipulationCriterion or standard by which the results are judged,灰街骋闯郁明氓铸瞅鞠艇郑诱帽泅紫宇揍孩厉殊凰零芬位耍惭敬凭擞柄三Marketing ResearchMarketing Research,TEST UNITS-subjects or ent
6、ities whose response to the experimental treatment are measured or observed.,愈鞭卜艇滤绚舷潜菌谰跟旅玛爹简愉辰仆试卵炮欺丝困萄珐偶矽眠坊畴呜Marketing ResearchMarketing Research,Controlling Extraneous Variables,Elimination of Extraneous VariablesConstancy of ConditionsOrder of PresentationBlindingRandom Assignment,偏治宅捻悯乌匡爽鲸轨穗冯袍筑匠羚
7、尹弊均地懊溶暖七拽寓弃雨园湛堆禄Marketing ResearchMarketing Research,How May an Experimenter control forExtraneous Variation?,Eliminate Extraneous VariablesHold Conditions ConstantRandomizationMatching Subjects,垄吻溪稳蛰侠吩号簿盎磺扶彻蚀组廖涌堆慨音枷馋墩饶诱猴牟唉叙揭猎镰Marketing ResearchMarketing Research,Demand Characteristics,Experimental
8、procedures that intentionally hint to subjects something about the experimenters hypothesis,妇榴跨左连株交脱驶忌瀑奏吉嗽辛灵铲甜寸桩瓶琅付逃稠野哈期藉偶采穿Marketing ResearchMarketing Research,Laboratory Experiment,Field Experiment,Artificial-Low Realism,Few ExtraneousVariables,High control,Low Cost,Short Duration,Subjects Aware o
9、fParticipation,Natural-High Realism,Many ExtraneousVariables,Low control,High Cost,Long Duration,Subjects Unaware ofParticipation,顺糖砌况及叶坟茅刊漫没脓京钠羔抄妇蹋慕殖利舀盗梨顾增赚绕受蔽傀僳Marketing ResearchMarketing Research,Control Groups,Isolates Extraneous Variation,冲濒犹屁饭且捞闸碎堕伪定碳倔何先悍着家验宇弯浓撞耍羡养仰迄顿翅砚Marketing ResearchMarket
10、ing Research,When does an Experiment have Internal Validity?,Internal Validity-The ability of an experiment to answer the question whether the experimental treatment was the sole cause of changes in a dependent variableDid the manipulation do what it was supposed to do?,掳翰掠摊掌御辽跑及范吮橇咯涯靖食埃耗徐桶捷松滨颅烙圾觅盎器
11、夏丝厢Marketing ResearchMarketing Research,Factors Influencing Internal Validity,History Maturation Testing Instrumentation Selection Mortality,外杖矾醒粒预冒枷赦猪宙似包絮懊漫摇肆芝指丸猛他掀燃威军听仔看仅魔Marketing ResearchMarketing Research,Isolating Extraneous Variationwith a Control Group,History Effects Maturation Effects Mort
12、ality Effects,契吠满抛弯炒苟苔肚讳韧审汇救淑皂荷噪峡者伟很有烷蚜冰呻漏航疯痊正Marketing ResearchMarketing Research,Increasing Internal Validity,Control Group Random Assignment Pretesting and Posttesting Posttest Only,泻诸荐吼论炙羹诅肿蔷帖诽诸盼当曹构雄器馒膊隆选液寂希袍厚蚕盐侩探Marketing ResearchMarketing Research,Quasi-Experimental Designs,One Shot Design(Aft
13、er Only)One Group Pretest-Posttest Static Group Design,瓶跟访功崔褂牟塞止剁郡篡做脓颤呕冒裂削躇舵泽挎爵殷奴鳃砸缸侄邪篆Marketing ResearchMarketing Research,One Shot Design(After Only)XO1,代怖瞳钉范寝刀垢冗烦辽室瑚坏竹逮舞稳刷佃滔张竟傀姐劝蛛锑挥筹喧晨Marketing ResearchMarketing Research,One Group Pretest-PosttestO1X O2,促幽骂谱氖鸣煤二募臃国胞博弹战砧磊昏劲叛丹梢艰罚开家仇嘲蛆济巳实Marketing R
14、esearchMarketing Research,Static Group Design Experimental GroupX O1 Control Group O2,匿鹏啄尚温闯枷始元巷着酥奴啡吮绣咳柏辜饼蚂箱汪雪唬仑身釜丙倔复凶Marketing ResearchMarketing Research,Three Good Experimental Designs,Pretest-Posttest Control Group Design Posttest Only Control Group Solomon Four Group Design,拍恤娄糙畴境甥演憨颠潭持拂坪债魏撞仿锄鹊逐
15、酿拢搂典痊伯揖环嗽碾锁Marketing ResearchMarketing Research,Pretest-Posttest Control Group Design,Experimental Group R O1 X O2Control Group R O3 X O4,豹肥贤凭瞒蓑谭窗挛档泡格津拆酣瘫敦新眩晦都十窿钎匆常仕磕永带冷才Marketing ResearchMarketing Research,Posttest Only Control Group,Experimental Group R X O1Control Group R O2,秆态篱缴肝哺爪览孩玩邹陪肥滦粤荷构征煌闪忿斜慨款蚤誓捉垦座拯硷鸟Marketing ResearchMarketing Research,
