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BMKT 312 F13 C4 Review

Eliminated groups take place in the same

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Unformatted text preview: rnal validity is addressed in the following ways: • • Extraneous factors – eliminated groups take place in the same circumstances and time frame Changes in subjects – if groups are matched or random, changes will be the same for all • Measure error – use the same measure – sales of PowerAde • Subjects guessing – no pretest, so no problem • Equivalent groups – use random selection or matching criteria • Drop-out – probably no problem, but should be monitored External validity is taken care of if the groups are representative of all convenience stores. The test is realistic and generalizable. BMKT 312 C4 Study Guide 5 14. SplitScreen is a marketing research company that tests television advertisements. SplitScreen has an agreement with a cable television company in a medium-sized city in Iowa. The cable company can send up to four different television ads simultaneously to different households. SplitScreen also has agreements with the three largest grocery store chains, which will provide scanner data to SplitScreen. About 25 percent of the residents have SplitScreen scan cards that are scanned when items are bought at the grocery store and which allows SplitScreen to identify who bought what grocery products. For allowing SplitScreen access to their television hook-ups and their grocery purchases information, residents receive bonus points that can be used to buy products in a special points catalog. Identify and diagram the true experimental designs possible using the SplitScreen system. Assess the internal and external validity of SplitScreen’s system. Application question. This question introduces students to scanner data experimental design considerations and possibilities. Virtually any true experimental design is possible with the Split Screen system, but the most powerful ones would be before-after with control group or after-only design. The system allows for up to four groups – either four experimental groups or three experimental groups and one control group. By combining or not using groups, fewer groups can be used for a less complex design. All internal validity problems are under control assuming that groups are equivalent, drop-outs are replaced, commercials are seen at the same time, stores remain constant, etc. The external validity may concern some students who will point out the artificiality of the scanner cards, bonus points, and the use of a medium-sized city in Iowa. If Split Screen recruits households and does not use them right away and thus lets them settle back into their normal shopping patterns after what might be a period of unusual shopping because they feel “watched,” the artificiality will be minimized. The medium-sized city in Iowa is consistent with good market test selection criteria. BMKT 312 C4 Study Guide 6...
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