文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 11:
Experimental Research
Experiment
A research investigation in which conditions are controlled
One independent variable is manipulated (sometimes more than one)
Its effect on a dependent variable is measured
To test a hypothesis
Manipulation of the Independent Variable
Selection of Dependent Variable
Assignment of Subjects (or other Test Units)
Control Over Extraneous Variables
Basic Issues of Experimental Design
Experiment Treatment
Alternative manipulations of the independent variable being investigated
Independent Variable
The experimenter controls independent variable.
The variable’s value can be manipulated by the experimenters to whatever they wish it to be.
Manipulation of Independent Variable
Classificatory vs. Continuous Variables
Experimental and Control Groups
Treatment Levels
More Than One Independent Variable
Dependent Variable
Its value is expected to be dependent on the experimenter’s manipulation
Criterion or standard by which the results are judged
TEST UNITS - subjects or entities whose response to the experimental treatment are measured or observed.
Controlling Extraneous Variables
Elimination of Extraneous Variables
Constancy of Conditions
Order of Presentation
Blinding
Random Assignment
How May an Experimenter control for
Extraneous Variation?
Eliminate Extraneous Variables
Hold Conditions Constant
Randomization
Matching Subjects