市場調(diào)查方法(英文版)第九章課件

市場調(diào)查方法(英文版)第九章市場調(diào)查方法(英文版)第九章市場調(diào)查方法(英文版)第九章課件市場調(diào)查方法(英文版)第九章課件BasicIssuesinExperimentalDesignManipulationoftheindependentvariableSelectionandassignmentofexperimentalsubjectsControloverextraneousvariablesSelectionandmeasurementofthedependentvariableExperimentalDesign4?2007Thomson/South-Western.Allrightsreserved.BasicIssuesinExperimentalDIssuesinExperimentalDesignManipulationoftheIndependentVariableIndependentvariable:avariablewithvaluesthatcanbemanipulated,oraltered,independentlyofanyothervariable.ExperimentalTreatmentThetermreferringtothewayanexperimentalvariableismanipulated.Experimentalgroup:agroupofsubjectstowhomanexperimentaltreatmentisadministered.Controlgroup:agroupofsubjectstowhomnoexperimentaltreatmentisadministered.5?2007Thomson/South-Western.Allrightsreserved.IssuesinExperimentalDesignMExperimentalDesign(cont’d)SelectionandMeasurementoftheDependentVariableDependentvariable:thecriterionbywhichtheresultsofanexperimentarejudged;avariableexpectedtobedependentontheexperimenter’smanipulationoftheindependentvariable.Selectingdependentvariablesthatarerelevantandtrulyrepresentanoutcomeofinterestiscrucial.Choosingtherightdependentvariableispartoftheproblemdefinitionprocess—thoroughproblemdefinitionwillhelptheresearcherselectthemostimportantdependentvariable(s)whoseresultswillhelpmanagersindecisionmaking.6?2007Thomson/South-Western.Allrightsreserved.ExperimentalDesign(cont’d)SeExperimentalDesign(cont’d)SelectionandAssignmentofTestUnitsTestunits:thesubjectsorentitieswhoseresponsestotreatmentaremeasuredorobserved.SampleSelectionAndRandomSamplingErrorsSystematicornonsamplingerrorSubjectselection,experimentaldesign,andunrecognizedextraneousvariablesOvercomingsamplingerrorsRandomizationMatchingRepeatedmeasuresControloverextraneousvariables7?2007Thomson/South-Western.Allrightsreserved.ExperimentalDesign(cont’d)SeExperimentalDesign(cont’d)SamplingErrors(cont’d)ExperimentalConfoundWhenthereisanalternativeexplanationbeyondtheexperimentalvariablesforanyobserveddifferencesinthedependentvariable.Onceapotentialconfoundisidentified,thevalidityoftheexperimentisseverelyquestioned.Sources:SamplingerrorSystematicerrorLater-identifiedextraneousvariablesCarefulexperimentaldesigncanreducethelikelihoodofconfounds.8?2007Thomson/South-Western.Allrightsreserved.ExperimentalDesign(cont’d)SaDemandCharacteristicsDemandCharacteristicAnexperimentaldesignelementorprocedurethatunintentionallyprovidessubjectswithhintsabouttheresearchhypothesis.DemandEffectOccurswhendemandcharacteristicsactuallyaffectthedependentvariable.ExperimenterBiasTheinfluenceofthepresence,actions,orcommentsofanexperimenteronsubjects’behavior.9?2007Thomson/South-Western.Allrightsreserved.DemandCharacteristicsDemandCDemandCharacteristics(cont’d)ReducingDemandCharacteristicsUseanexperimentaldisguise.Isolateexperimentalsubjects.Usea“blind”experimentaladministrator.Administeronlyonetreatmentleveltoeachsubject.10?2007Thomson/South-Western.Allrightsreserved.DemandCharacteristics(cont’dEXHIBIT9.1

BySmilingorLookingSolemn,ExperimentersCanModifySubjects’Behavior11?2007Thomson/South-Western.Allrightsreserved.EXHIBIT9.1 BySmilingorLookEstablishingControlConstancyofConditionsSubjectsinallexperimentalgroupsareexposedtoidenticalconditionsexceptforthedifferingexperimentaltreatments.CounterbalancingAttemptstoeliminatetheconfoundingeffectsoforderofpresentationbyvaryingtheorderofpresentation(exposure)oftreatmentstosubjectgroups.12?2007Thomson/South-Western.Allrightsreserved.EstablishingControlConstancyEthicalIssuesinExperimentationDebriefingexperimentalsubjectsCommunicatingthepurposeoftheexperimentExplainingtheresearcher’shypothesesaboutthenatureofconsumerbehaviorAttemptstointerferewithacompetitor’stest-marketingeffortsSuchactsaschangingpricesorincreasingadvertisingtoinfluence(confound)competitors’test-marketingresultsareethicallyquestionable.13?2007Thomson/South-Western.Allrightsreserved.EthicalIssuesinExperimentatFundamentalQuestionsinExperimentationLaboratoryExperimentAsituationinwhichtheresearcherhasmorecompletecontrolovertheresearchsettingandextraneousvariables.FieldExperimentsResearchprojectsinvolvingexperimentalmanipulationsthatareimplementedinanaturalenvironment.14?2007Thomson/South-Western.Allrightsreserved.FundamentalQuestionsinExperEXHIBIT9.5

TheArtificialityofLaboratoryversusFieldExperiments15?2007Thomson/South-Western.Allrightsreserved.EXHIBIT9.5 TheArtificialityIssuesofExperimentalValidityInternalValidityTheextentthatanexperimentalvariableistrulyresponsibleforanyvarianceinthedependentvariable.Didtheexperimentanswerthequestionofcausaleffect?Didthemanipulationdowhatitwassupposed(predicted)todo?ManipulationChecksAvaliditytestofanexperimentalmanipulationtomakesurethatthemanipulationdoesproducedifferencesintheindependentvariable.16?2007Thomson/South-Western.Allrightsreserved.IssuesofExperimentalValiditExtraneousVariablesAffectingInternalValidityInternalValidityMaturationTestingInstrumentationSelectionMortalityHistory17?2007Thomson/South-Western.Allrightsreserved.ExtraneousVariablesAffectingEffectsofExtraneousVariablesonValidityHistoryEffectOccurswhensomechangeotherthantheexperimentaltreatmentoccursduringthecourseofanexperimentthataffectsthedependentvariable.CohortEffectAchangeinthedependentvariablethatoccursbecausemembersofoneexperimentalgroupexperienceddifferenthistoricalsituationsthanmembersofotherexperimentalgroups.18?2007Thomson/South-Western.Allrightsreserved.EffectsofExtraneousVariableEffectsofExtraneousVariables…(cont’d)MaturationEffectsEffectsthatareafunctionoftimeandthenaturallyoccurringeventsthatcoincidewithgrowthandexperience.TestingEffectsAnuisanceeffectoccurringwhentheinitialmeasurementortestalertsorprimessubjectsinawaythataffectstheirresponsetotheexperimentaltreatments.19?2007Thomson/South-Western.Allrightsreserved.EffectsofExtraneousVariableEffectsofExtraneousVariables…(cont’d)InstrumentationEffectAchangeinthewordingofquestions,achangeininterviewers,orachangeinotherprocedurescausesachangeinthedependentvariable.SelectionEffectSamplebiasthatresultsfromdifferentialselectionofrespondentsforthecomparisongroups,orasampleselectionerror.MortalityEffect(SampleAttrition)Occurswhensomesubjectswithdrawfromtheexperimentbeforeitiscompleted.20?2007Thomson/South-Western.Allrightsreserved.EffectsofExtraneousVariableIssuesofExperimentalValidity(cont’d)ExternalValidityTheaccuracywithwhichexperimentalresultscanbegeneralizedbeyondtheexperimentalsubjects.Studentsurrogates:Atypical?Trade-OffsBetweenInternalandExternalValidityArtificiallaboratoryexperimentsusuallyarehighininternalvalidity,whilenaturalisticfieldexperimentsgenerallyhavelessinternalvalidity,butgreaterexternalvalidity.21?2007Thomson/South-Western.Allrightsreserved.IssuesofExperimentalValiditClassificationofExperimentalDesignsBasicExperimentalDesignAnexperimentaldesigninwhichonlyonevariableismanipulated.DiagrammingExperimentalDesigns:Symbols22?2007Thomson/South-Western.Allrightsreserved.ClassificationofExperimentalExamplesofQuasi-ExperimentalDesignsQuasi-experimentalDesignsExperimentaldesignsthatdonotinvolverandomallocationofsubjectstotreatmentcombinations.OneShotDesign(AfterOnly): X O1OneGroupPretest–Posttest: O1 X O2StaticGroupDesign: Experimental X O1

Control O223?2007Thomson/South-Western.Allrightsreserved.ExamplesofQuasi-ExperimentalAlternativeExperimentalDesignsPretest–PosttestControlGroupDesign

(Before–AfterwithControl)Experimental RO1XO2Control RO3XO4

PosttestOnlyControlGroup

(After-OnlywithControl)Experimental RXO1Control RO2CompromiseDesigns24?2007Thomson/South-Western.Allrightsreserved.AlternativeExperimentalDesigEXHIBIT9.3

ProductPreferenceMeasureinanExperiment25?2007Thomson/South-Western.Allrightsreserved.EXHIBIT9.3 ProductPreferenceTest-MarketingTestMarketingAnexperimentalprocedurethatprovidesanopportunitytotestanewproductoranewmarketingplanunderrealisticmarketconditionstomeasuresalesorprofitpotential.ControlledExperimentationNotjusttryingsomethingoutButscientifictesting26?2007Thomson/South-Western.Allrightsreserved.Test-MarketingTestMarketingCoUsesofTest-MarketingIdentifyingProductWeaknessesForecastingNewProductSuccessTestingtheMarketingMixTest-Marketing27?2007Thomson/South-Western.Allrightsreserved.UsesofTest-MarketingIdentifyFactorstoConsiderinTest-marketSelectionTest-marketSelectionDemographicCompositionandLifestylesCompetitiveSituationMediaCoverageandEfficiencyMedia

IsolationSelf-ContainedTradingAreaOverused

Test-marketsPopulation

Size28?2007Thomson/South-Western.Allrightsreserved.FactorstoConsiderinTest-maKeyTermsandConceptsIndependentvariableExperimentaltreatmentExperimentalgroupControlgroupDependentvariableTestunitsSystematic(ornon-samplingerror)RandomizationMatchingRepeatedmeasuresConfoundDemandcharacteristicDemandeffectConstancyofconditionsCounterbalancingDebriefingLaboratoryexperimentTachistoscopeFieldexperimentsInternalvalidityManipulationcheckHistoryeffectCohorteffect29?2007Thomson/South-Western.Allrightsreserved.KeyTermsandConceptsIndependKeyTermsandConcepts(cont’d)MaturationeffectsTestingeffectsInstrumentationeffectMortalityeffect(orsampleattrition)ExternalvalidityBasicexperimentaldesignQuasi-experimentaldesignsOne-shotdesignOne-grouppretest–posttestdesignStaticgroupdesignPretest–posttestcontrolgroupdesignPosttest–onlycontrolgroupdesign30?2007Thomson/South-Western.Allrightsreserved.KeyTermsandConcepts(cont’d市場調(diào)查方法(英文版)第九章市場調(diào)查方法(英文版)第九章市場調(diào)查方法(英文版)第九章課件市場調(diào)查方法(英文版)第九章課件BasicIssuesinExperimentalDesignManipulationoftheindependentvariableSelectionandassignmentofexperimentalsubjectsControloverextraneousvariablesSelectionandmeasurementofthedependentvariableExperimentalDesign34?2007Thomson/South-Western.Allrightsreserved.BasicIssuesinExperimentalDIssuesinExperimentalDesignManipulationoftheIndependentVariableIndependentvariable:avariablewithvaluesthatcanbemanipulated,oraltered,independentlyofanyothervariable.ExperimentalTreatmentThetermreferringtothewayanexperimentalvariableismanipulated.Experimentalgroup:agroupofsubjectstowhomanexperimentaltreatmentisadministered.Controlgroup:agroupofsubjectstowhomnoexperimentaltreatmentisadministered.35?2007Thomson/South-Western.Allrightsreserved.IssuesinExperimentalDesignMExperimentalDesign(cont’d)SelectionandMeasurementoftheDependentVariableDependentvariable:thecriterionbywhichtheresultsofanexperimentarejudged;avariableexpectedtobedependentontheexperimenter’smanipulationoftheindependentvariable.Selectingdependentvariablesthatarerelevantandtrulyrepresentanoutcomeofinterestiscrucial.Choosingtherightdependentvariableispartoftheproblemdefinitionprocess—thoroughproblemdefinitionwillhelptheresearcherselectthemostimportantdependentvariable(s)whoseresultswillhelpmanagersindecisionmaking.36?2007Thomson/South-Western.Allrightsreserved.ExperimentalDesign(cont’d)SeExperimentalDesign(cont’d)SelectionandAssignmentofTestUnitsTestunits:thesubjectsorentitieswhoseresponsestotreatmentaremeasuredorobserved.SampleSelectionAndRandomSamplingErrorsSystematicornonsamplingerrorSubjectselection,experimentaldesign,andunrecognizedextraneousvariablesOvercomingsamplingerrorsRandomizationMatchingRepeatedmeasuresControloverextraneousvariables37?2007Thomson/South-Western.Allrightsreserved.ExperimentalDesign(cont’d)SeExperimentalDesign(cont’d)SamplingErrors(cont’d)ExperimentalConfoundWhenthereisanalternativeexplanationbeyondtheexperimentalvariablesforanyobserveddifferencesinthedependentvariable.Onceapotentialconfoundisidentified,thevalidityoftheexperimentisseverelyquestioned.Sources:SamplingerrorSystematicerrorLater-identifiedextraneousvariablesCarefulexperimentaldesigncanreducethelikelihoodofconfounds.38?2007Thomson/South-Western.Allrightsreserved.ExperimentalDesign(cont’d)SaDemandCharacteristicsDemandCharacteristicAnexperimentaldesignelementorprocedurethatunintentionallyprovidessubjectswithhintsabouttheresearchhypothesis.DemandEffectOccurswhendemandcharacteristicsactuallyaffectthedependentvariable.ExperimenterBiasTheinfluenceofthepresence,actions,orcommentsofanexperimenteronsubjects’behavior.39?2007Thomson/South-Western.Allrightsreserved.DemandCharacteristicsDemandCDemandCharacteristics(cont’d)ReducingDemandCharacteristicsUseanexperimentaldisguise.Isolateexperimentalsubjects.Usea“blind”experimentaladministrator.Administeronlyonetreatmentleveltoeachsubject.40?2007Thomson/South-Western.Allrightsreserved.DemandCharacteristics(cont’dEXHIBIT9.1

BySmilingorLookingSolemn,ExperimentersCanModifySubjects’Behavior41?2007Thomson/South-Western.Allrightsreserved.EXHIBIT9.1 BySmilingorLookEstablishingControlConstancyofConditionsSubjectsinallexperimentalgroupsareexposedtoidenticalconditionsexceptforthedifferingexperimentaltreatments.CounterbalancingAttemptstoeliminatetheconfoundingeffectsoforderofpresentationbyvaryingtheorderofpresentation(exposure)oftreatmentstosubjectgroups.42?2007Thomson/South-Western.Allrightsreserved.EstablishingControlConstancyEthicalIssuesinExperimentationDebriefingexperimentalsubjectsCommunicatingthepurposeoftheexperimentExplainingtheresearcher’shypothesesaboutthenatureofconsumerbehaviorAttemptstointerferewithacompetitor’stest-marketingeffortsSuchactsaschangingpricesorincreasingadvertisingtoinfluence(confound)competitors’test-marketingresultsareethicallyquestionable.43?2007Thomson/South-Western.Allrightsreserved.EthicalIssuesinExperimentatFundamentalQuestionsinExperimentationLaboratoryExperimentAsituationinwhichtheresearcherhasmorecompletecontrolovertheresearchsettingandextraneousvariables.FieldExperimentsResearchprojectsinvolvingexperimentalmanipulationsthatareimplementedinanaturalenvironment.44?2007Thomson/South-Western.Allrightsreserved.FundamentalQuestionsinExperEXHIBIT9.5

TheArtificialityofLaboratoryversusFieldExperiments45?2007Thomson/South-Western.Allrightsreserved.EXHIBIT9.5 TheArtificialityIssuesofExperimentalValidityInternalValidityTheextentthatanexperimentalvariableistrulyresponsibleforanyvarianceinthedependentvariable.Didtheexperimentanswerthequestionofcausaleffect?Didthemanipulationdowhatitwassupposed(predicted)todo?ManipulationChecksAvaliditytestofanexperimentalmanipulationtomakesurethatthemanipulationdoesproducedifferencesintheindependentvariable.46?2007Thomson/South-Western.Allrightsreserved.IssuesofExperimentalValiditExtraneousVariablesAffectingInternalValidityInternalValidityMaturationTestingInstrumentationSelectionMortalityHistory47?2007Thomson/South-Western.Allrightsreserved.ExtraneousVariablesAffectingEffectsofExtraneousVariablesonValidityHistoryEffectOccurswhensomechangeotherthantheexperimentaltreatmentoccursduringthecourseofanexperimentthataffectsthedependentvariable.CohortEffectAchangeinthedependentvariablethatoccursbecausemembersofoneexperimentalgroupexperienceddifferenthistoricalsituationsthanmembersofotherexperimentalgroups.48?2007Thomson/South-Western.Allrightsreserved.EffectsofExtraneousVariableEffectsofExtraneousVariables…(cont’d)MaturationEffectsEffectsthatareafunctionoftimeandthenaturallyoccurringeventsthatcoincidewithgrowthandexperience.TestingEffectsAnuisanceeffectoccurringwhentheinitialmeasurementortestalertsorprimessubjectsinawaythataffectstheirresponsetotheexperimentaltreatments.49?2007Thomson/South-Western.Allrightsreserved.EffectsofExtraneousVariableEffectsofExtraneousVariables…(cont’d)InstrumentationEffectAchangeinthewordingofquestions,achangeininterviewers,orachangeinotherprocedurescausesachangeinthedependentvariable.SelectionEffectSamplebiasthatresultsfromdifferentialselectionofrespondentsforthecomparisongroups,orasampleselectionerror.MortalityEffect(SampleAttrition)Occurswhensomesubjectswithdrawfromtheexperimentbeforeitiscompleted.50?2007Thomson/South-Western.Allrightsreserved.EffectsofExtraneousVariableIssuesofExperimentalValidity(cont’d)ExternalValidityTheaccuracywithwhichexperimentalresultscanbegeneralizedbeyondtheexperimentalsubjects.Studentsurrogates:Atypical?Trade-OffsBetweenInternalandExternalValidityArtificiallaboratoryexperimentsusuallyarehighininternalvalidity,whilenaturalisticfieldexperimentsgenerallyhavelessinternalvalidity,butgreaterexternalvalidity.51?2007Thomson/South-Western.Allrightsreserved.IssuesofExperimentalValiditClassificationofExperimentalDesignsBasicExperimentalDesignAnexperimentaldesigninwhichonlyonevariableismanipulated.DiagrammingExperimentalDesigns:Symbols52?2007Thomson/South-Western.Allrightsreserved.ClassificationofExperimentalExamplesofQuasi-ExperimentalDesignsQuasi-experimentalDesignsExperimentaldesignsthatdonotinvolverandomallocationofsubjectstotreatmentcombinations.OneShotDesign(AfterOnly): X O1OneGroupPretest–Posttest: O1 X O2StaticGroupDesign: Experimental X O1

Control O253?2007Thomson/South-Western.Allrightsreserved.ExamplesofQuasi-ExperimentalAlternativeExperimentalDesignsPretest–PosttestControlGroupDesign

(Before–AfterwithControl)Experimental RO1XO2Control RO3XO4

PosttestOnlyControlGroup

(After-OnlywithControl)Ex