MNGT_4570_Ch09_Marketing_Experiments1

MNGT_4570_Ch09_Marketing_Experiments1 - MNGT 4570 Chapter 9...

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MNGT 4570 Chapter 9: Marketing Experiments © Maria Madlberger 1 MNGT 4570 Marketing Research | Chapter 9 Marketing Experiments | © Maria Madlberger -1- -1- Conducting Marketing Experiments Chapter 9 MNGT 4570 Marketing Research | Chapter 9 Marketing Experiments | © Maria Madlberger -5- The Nature of Experimentation Independent variable Dependent variable Controlled by experiment Example: Lighting: soft or bright Color: blue or orange Example: Purchasing behavior by shoppers (i.e.,subjects)
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MNGT 4570 Chapter 9: Marketing Experiments © Maria Madlberger 2 MNGT 4570 Marketing Research | Chapter 9 Marketing Experiments | © Maria Madlberger -6- Color Brightness ¼ of participants ¼ of participants ¼ of participants ¼ of participants Setting up an Experiment MNGT 4570 Marketing Research | Chapter 9 Marketing Experiments | © Maria Madlberger -7- Steps of Experimental Design Manipulation of independent variable Apply experimental and control groups? Selection and measurement of dependent variable Selection and assignment of experimental subjects Control over extraneous variables
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  • Spring '14
  • Armstrong,
  • Maria Madlberger

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