Experimental Data Collection

Experimental Data Collection - © 2011 Robert H Smith...

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Unformatted text preview: © 2011 Robert H. Smith School of Business University of Maryland Experimental Data Collection Chapter 9 Professor Whitney Professor Whitney © 2011 Robert H. Smith School of Business University of Maryland Research Designs • Exploratory • Descriptive • Causal – Studying cause & effect relationships to provide better insight on how marketing variables under control of management impact other variables. • Experiments • Test Markets © 2011 Robert H. Smith School of Business University of Maryland An Experiment: • A research approach in which one variable is manipulated and the effect on another variable is observed. Key Variables: • Independent : variables one controls directly such as price, packaging, distribution, product features, etc. • Dependent: variables one does not directly control such as sales or customer satisfaction • Extraneous: Factors one does not control but has to live with. Variables that may make it difficult to draw conclusions about causality. • Example: If running a test market and a competitor changes their price. What is an Experiment? © 2011 Robert H. Smith School of Business University of Maryland History: • Some other change that takes place between the beginning and end of an experiment which may lead to a change in the dependent variable. • Example: Test market where the competitor changes it displays during the test market period. Maturation: • Changes in subjects occurring during the experiment that are not related to the experiment but which might affect subjects’ response to the treatment factor. Not a concern for short experiments. May be an issue for test markets. Instrument Variation: • Changes in measurement instruments (e.g., interviews or observers) that might affect measurements. Selection Bias: • Systematic differences between the test group and the control group due to a biased selection process. Ideally, you randomize placement of subjects into the experimental and control groups....
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Experimental Data Collection - © 2011 Robert H Smith...

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