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session 5 - Causal Research Experiments Experiments...

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Causal Research: Experiments Experiments Experimentation involves the manipulation of one variable by the experimenter in such a way that its effect on another variable can be measured. A variable being manipulated is called the independent variable (a.k.a. cause) . A variable that will reflect the impact of the independent variable is called the dependent variable (a.k.a. effect) . Elimination of other possible causal factors: i.e., the research design should rule out the other factors (exogenous variables) as potentially causal ones.
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Simmons Beautyrest—Two Ads
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Mean for group who saw Ad #2 = 4.6 Mean for group who saw Ad #1 = 3.2 Simmons Experimental Procedure Random Assignment: Each participant in the experiment has an equal chance of being assigned to a group.
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4 Jam Assortment (n = 314)
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5 Extensive Assortment Condition
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6 Limited Assortment Condition
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7 Results 0% 10% 20% 30% 40% 50% 60% 70% Limited Choice Extensive Choice % of passers-by 0% 5% 10% 15% 20% 25% 30% 35% Limited Choice Extensive Choice % of approachers who purchased Iyengar and Lepper (2000) “When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?” Journal of Personality and Social Psychology, 79 (6), 995–1006.
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8 Research Steps Define the Problem & Research Objective Develop the Research Plan: what types of research? Primary or secondary data Collect Data: the most expensive step and the most prone to error Analyze Data: coding and tabulating the data, computing statistics Present the Findings & Make the Decision Stick to major problems Avoiding GIGO: Garbage in = Garbage out Always begin with secondary data Cost-effectiveness of collecting primary data?
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9 Summary: Marketing research
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This document was uploaded on 02/06/2011.

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session 5 - Causal Research Experiments Experiments...

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