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EXPERIMENTSChapter 9

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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.Three types of experimental designs and

the variations of each.

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Pull Quote

“This is a time of [e-book app] experimentation. I’d be really disappointed if we weren’t seeing both successes and failures. I do think that everyone seems to be looking at these differently.”

Barbara Marcus, consultant and adviser,Open Road Integrated Media

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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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Causal Evidence?

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Evaluation of Experiments

AdvantagesAbility to manipulate

IVUse of control groupControl of

extraneous variablesReplication possibleField experiments

possible

DisadvantagesArtificiality of labsNon-representative

sampleExpenseFocus on present

and immediate future

Ethical limitations

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Experimentation in the Research Process

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Conducting an Experiment

Specify treatment levelsControl environment

Choose experimental design

Select and assign participants

Pilot-test, revise, and testCollect data

Analyze data

Specify treatment variables

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Experiment: Placement of Benefits Module

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Selecting and Assigning Participants

Random assignment Matching

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Random Assignment

Equal and known chance of being assigned to any group in the experiment

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Quota Matrix Example

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Measurement Options

Scaling techniques

Physiologicalmeasures

Options

Paper-and-pencil tests

Observation

Self-administered instruments

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Validity in Experimentation

ExternalInternal

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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 treatment

Compensatory equalization

Compensatory rivalry

Resentful disadvantaged

Local 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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Experimental Research Designs

Pre-experiments

True experiments

Field experiments

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After-Only Case Study

X O

Pre-experiment

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One Group Pretest-Posttest

Pre-experiment

O1 X O2

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Static Group Comparison

X O1

O2

Pre-experiment

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Pretest-Posttest Control Group Design

R O1 X O2

R O3 O4

True experiment

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Posttest-Only with Control Group

True experiment

R X O1

R O2

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Nonequivalent Control Group Design

O1 X O2

O3 O4

Field experiment

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Separate Sample Pretest-Posttest

R O1 (X)R X O2

Field experiment

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Group Time Series Design

R O1 O2 O3 X O4 O5 O6

R O7 O8 O9 O10 O11 O12

Field experiment

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Close-Up: A Job Enrichment Quasi-Experiment

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Key Terms

BlindControl groupControlled test

marketDependent

variableDouble-blindEnvironmental

control

ExperimentExperimental

treatmentExternal validityField experimentHypothesisIndependent

variableInternal validity

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Key Terms

MatchingOperationalized Quota matrixRandom

assignmentReplication

Test marketElectronic test

marketSimulated test

marketStandard test

marketVirtual test

marketTreatment levelsWeb-enabled test

market

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

ADDITIONAL DISCUSSION OPPORTUNITIESChapter 9

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Research Thought Leaders

“There is no such thing as a failed experiment, only experiments with unexpected outcomes.”

Richard Buckminster Fuller, engineer and architect

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Research Thought Leaders

“We need to keep an open mind and approach life as a series of experiments. We need to observe the experiments happening around us and create new ones. Instead of accepting the world as we think it is, we need to keep testing it to find out what it is and what works .”

Jerry Wind Wharton School of Business,

University of Pennsylvania

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PulsePoint: Research Revelation

45 The percent of smartphone users who check their e-mail before they get dressed.

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Snapshot: Online Dating

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Snapshot: Email Subject Line

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Snapshot: Wendy’s Burger Test Market

Corporate Culture

Test market selection

Do you want average?

Funky culture

Diversity

Creativity

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Snapshot: Power of Message on Beverage Consumption

Signs on beverage coolers

Did you know a bottle of soda or fruit juice . . .

Has 10% of daily calories (treatment #2)

Takes 50 minutes of running to work off (treatment #3)

Has about 250 calories (treatment #1)

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Snapshot: Refining Store Design

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Snapshot: The Right Size of Flavor

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EXPERIMENTSChapter 9

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Photo AttributionsSlide Source

5 Courtesy of CfMC Research Software11 Ingram Publishing16 Purestock/SuperStock20 Schedivy Pictures Inc./Getty Images

36 Royalty-Free/Corbis

37 Copyright ©Foodcollection

39 Courtesy of TGI Fridays