Bài giảng Business Research Methods - Chapter 9: Experiments

Chapter 9ExperimentsMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning ObjectivesUnderstand . . .Uses for experimentation. Advantages and disadvantages of the experimental method.Seven steps of a well-planned experiment. Internal and external validity with experimental research designs.Three types of experimental designs and the variations of each.2Experiments Challenge Perceptions“There is no such thing as a failed experiment, only experiments with unexpected outcomes.”Richard Buckminster Fuller, engineer and architect3PulsePoint: Research Revelation45The percent of smartphone users who check their e-mail before they get dressed.4Causal EvidenceAgreement between IVs and DVsTime order of occurrenceExtraneous variables did not influence DVs5Causal Evidence?6Evaluation of ExperimentsAdvantagesAbility to manipulate IVUse of control groupControl of extraneous variablesReplication possibleField experiments possibleDisadvantagesArtificiality of labsNon-representative sampleExpenseFocus on present and immediate futureEthical limitations7Experimentation in the Research Process8Conducting an ExperimentSpecify treatment levelsControl environmentChoose experimental designSelect and assign participantsPilot-test, revise, and testCollect dataAnalyze dataSpecify treatment variables9Experiment: Placement of Benefits Module10Selecting and Assigning ParticipantsRandom assignmentMatching11Random Assignment12Quota Matrix Example13Measurement OptionsScaling techniquesPhysiologicalmeasuresOptionsPaper-and-pencil testsObservationSelf-administered instruments14Validity in ExperimentationExternalInternal15Threats to Internal ValidityThreatsMaturationHistoryTestingInstrumentationSelectionStatisticalregressionExperimentalmortality16Additional Threats to Internal ValidityDiffusion of treatmentCompensatory equalizationCompensatory rivalryResentful disadvantagedLocal history17Threats to External ValidityReactivity of testing on XInteraction of selection and XOther reactive factors18Experiments Challenge Perceptions“We need to keep an open mind and approach life as a series of experiments. We need to observe the experiments happening around us and create new ones. Instead of accepting the world as we think it is, we need to keep testing it to find out what it is and what works.” Jerry Wind Wharton School of Business, University of Pennsylvania19Experimental Research DesignsPre-experimentsTrue experimentsField experiments20After-Only Case Study X O Pre-experiment21One Group Pretest-PosttestO1 X O2 Pre-experiment22Static Group ComparisonX O1O2 Pre-experiment23Pretest-Posttest Control Group DesignR O1 X O2 R O3 O4 True experiment24Posttest-Only with Control GroupTrue experimentR X O1R O2 25Nonequivalent Control Group Design O1 X O2 O3 O4 Field experiment26Separate Sample Pretest-Posttest R O1 (X) R X O2 Field experiment27Group Time Series DesignR O1 O2 O3 X O4 O5 O6R O7 O8 O9 O10 O11 O12Field experiment28Job Enrichment Quasi-Experiment29Experiment: Refining Store Design30Experiment: The Right Size of Flavor31Key TermsBlindControl groupControlled test marketDependent variableDouble-blindEnvironmental controlExperimentExperimental treatmentExternal validityField experimentHypothesisIndependent variableInternal validity32Key TermsMatchingOperationalized Quota matrixRandom assignmentReplicationTest marketElectronic test marketSimulated test marketStandard test marketVirtual test marketTreatment levelsWeb-enabled test market33Appendix 9bTest Markets9-*Test Market SelectionIsolationControl of distributionCriteriaRepresentativeOver-testingMedia coverageMultiple locations35Types of Test MarketsStandard ControlledElectronicSimulatedVirtualWeb-enabled36Test Market Cities37