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