Chapter 8 - Chapter 8: Experimentation in Marketing...

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Chapter 8: Experimentation in Marketing Research Descriptive vs. Experimental Research Descriptive Research o Describes outcomes o Data about population o Who, what, when, where, how o Systematic description Experimental Research o Causal o Manipulates independent variables o Researcher controls experimental variables Marketing Experiment Experiment: we manipulate one or more independent variables o Control all other variables that could cause changes in dependent variables o We collect data on the DV (“effect” variable) Theoretically – Researcher has complete control and causality can be determined Practically – complete control is rarely possible Correlation does NOT imply causation Examples Advertising experiment Will replacing commercial A with commercial B lead to a marked increase in consumer preference for a company’s brand? Independent: commercial type Dependent: consumer preference Shelf space experiment Will decreasing the shelf space allocated to brand X detergent by 25 percent significantly lower its sales? Independent: shelf space Dependent: sales Direct Mail Experiment Will it be worthwhile to mail to last year's donors an attractive (but expensive) brochure describing the company’s activities and soliciting higher contributions for this year? Independent: brochure Dependent: contributions Sales Productivity Example Will an increase in the average number of sales calls per customer from six to eight per year significantly improve sales? Independent: sales calls
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This note was uploaded on 02/22/2011 for the course MKTG 352 taught by Professor ? during the Summer '10 term at South Carolina.

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Chapter 8 - Chapter 8: Experimentation in Marketing...

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