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McGraw-Hill/IrwinCopyright © 00! "y #he McGraw-Hill Co$panies, Inc% &ll
Rights Reser'ed%
Chapter 10Chapter 10
ExperimentsExperiments
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10-2
Learning Objectives
Understand . . .
• Uses for experimentation.
• Advantages and disadvantages of theexperimental method.
• even steps of a !ell-planned experiment.
• "nternal and external validit# !ithexperimental research designs.
• $hree t#pes of experimental designs andthe variations of each.
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&'lse&oint( )esearch )evelation
826$he average dollar amo'nt spent
each #ear per emplo#ee on emplo#ee
on training.
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+xperiments ,hallenge &erceptions
“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 theworld as we think it is, we need to keep testing it
to find out what it is and what works.”
Jerry Wind , Wharton chool of !usiness,
"niversity of #ennsylvania
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,a'sal +vidence
Agreement between
IVs and DVs
Time order of occrrence
Extraneos !ariab"es
did not inf"ence DVs
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,a'sal +vidence
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10-/
+val'ation of +xperiments
Ad!antages
• Abilit# to manip'late
"
• Use of control gro'p
• ,ontrol of extraneo's
variables
• )eplication possible• ield experiments
possible
Disad!antages
• Artificialit# of labs
• on-representative
sample
• +xpense
• oc's on present and
immediate f't're• +thical limitations
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10-3
+xperimentation in the )esearch &rocess
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,ond'cting an +xperiment
#pecif$ treatment "e!e"s
Contro" en!ironment
Choose experimenta" design
#e"ect and assign participants
%i"ot&test' re!ise' and test
Co""ect data
Ana"$(e data
#pecif$ treatment !ariab"es
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10-10
+xperiment( &lacement of 5enefits 6od'le
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10-11
electing and Assigning &articipants
)andom
assignment6atching
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)andom Assignment
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10-1%
7'ota 6atrix +xample
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10-1*
6eas'rement Options
calingtechni8'es
caling
techni8'es
&h#siologicalmeas'res
&h#siologicalmeas'res
)ptions)ptions
&aper-and-pencil tests&aper-and-pencil tests
Observation
elf-
administeredinstr'ments
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10-1
alidit# in +xperimentation
+xternal"nternal
10 1
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10-1
$hreats to "nternal alidit#
Threats
*atration +istor$
Testing
Instrmentation
#e"ection
#tatistica"
regression
Experimenta"
morta"it$
10 1/
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Additional $hreats to "nternal alidit#
9iff'sion of treatment9iff'sion of treatment
,ompensator# e8'ali:ation,ompensator# e8'ali:ation
,ompensator# rivalr#,ompensator# rivalr#
)esentf'l disadvantaged)esentf'l disadvantaged
Local histor#Local histor#
10 13
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$hreats to +xternal alidit#
)eactivit# of
testing on ;
"nteraction of
selection and ;Other
reactive factors
10 14
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10-14
+xperimental )esearch 9esigns
%re&experiments
Tre experiments
,ie"d experiments
10 20
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After-Onl# ,ase t'd#
- )
%re&experiment
10 21
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One <ro'p &retest-&osttest 9esign
)1 - )2
%re&experiment
10 22
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tatic <ro'p ,omparison
- )1
)2
%re&experiment
10 2%
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10-2%
&retest-&osttest ,ontrol <ro'p 9esign
. )1 - )2
. )/
)
Tre experiment
10 2*
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&osttest-Onl# ,ontrol <ro'p 9esign
Tre experiment
. - )1
. )2
10 2
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one8'ivalent ,ontrol <ro'p 9esign
)1 - )2
)/ )
,ie"d experiment
10 2
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eparate ample &retest-&osttest
9esign
. )1 -
. - )2
,ie"d experiment
10-2/
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<ro'p $ime eries 9esign
. )1 )2 )/ - ) )3 )6
. )4 )8 )5 )10 )11 )12
,ie"d experiment
10-23
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=ob +nrichment 7'asi-+xperiment
10-24
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+xperiment( inding the tore 9esign
10-%0
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+xperiment( $he )ight i:e of lavor
10-%1
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>e# $erms
• 5lind
• ,ontrol gro'p
• ,ontrolled test mar?et• 9ependent variable
• 9o'ble-blind
• +nvironmental control
• +xperiment
• +xperimental treatment
• +xternal validit#• ield experiment
• @#pothesis
• "ndependent variable• "nternal validit#
10-%2
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>e# $erms
• 6atching
• Operationali:ed
• 7'ota matrix• )andom assignment
• )eplication
• $est mar?et
+lectronic test mar?et
im'lated test mar?et tandard test mar?et
irt'al test mar?et
• $reatment levels
• Beb-enabled test mar?et
10-%%
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McGraw-Hill/IrwinCopyright © 00! "y #he McGraw-Hill Co$panies, Inc% &ll
Rights Reser'ed%
Appendix 10bAppendix 10b
Test *aretsTest *arets
10-%*
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$est 6ar?et election
"solation"solation
,ontrol of
distrib'tion
,ontrol of
distrib'tion
CriteriaCriteria
)epresentative)epresentative
Over-testing
6edia
coverage
6'ltiple
locations
6'ltiple
locations
10-%
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$#pes of $est 6ar?ets
tandardtandard
,ontrolled,ontrolled
+lectronic+lectronic
im'latedim'lated
irt'alirt'al
Beb-enabledBeb-enabled
10-%
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$est 6ar?et ,ities