variable – is shown the infomercial on safety of autonomous vehicle Before-After with Control Group design may be achieved by randomly dividing subjects of the experiment in two groups
How Valid Are Experiments? Two forms of validity are used to assess the validity of an experiment: Internal validity is concerned with the extent to which the change in the dependent variable is actually due to the change in the independent variable. External validity refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the “real world.” Types of Experiments Laboratory experiments are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.(e.g. autonomous vehicle study) Field experiments are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting. (e.g. Electric car study; Mediterranean diet studies) Test Marketing • Test marketing is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting. • Main uses of test markets: – To test sales potential for a new product or service – To test variations in the marketing mix for a product or service Types of Test Markets The standard test market is one in which the firm tests the product or marketing mix variables through the company’s normal distribution channels. Controlled test markets are conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors. Electronic test markets are those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services. Simulated test markets (STMs) are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. Selecting Test-Market Cities
Three main criteria: • Representativeness • Degree of isolation • Ability to control distribution and promotion Pros and Cons of Test Marketing Chapter 5: Secondary Data and Packaged Information Learning Objectives (1 of 2) In this chapter you will learn: 5.1 The meaning of the term big data 5.2 The differences between primary and secondary data 5.3 The different classifications of secondary data, including internal and external databases 5.4 The advantages and disadvantages of secondary data 5.5 How to evaluate secondary data 5.7 What packaged information is and the differences between syndicated data and packaged services 5.8 The advantages and disadvantages of packaged information 5.9 The applications of packaged information 5.10 The uses of social media data and their advantages and disadvantages 5.11
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- Winter '15