市场调查方法(英文版)第九章.ppt

2007Thomson South Western Allrightsreserved Chapter9ExperimentalResearch AnOverview 2007Thomson South Western Allrightsreserved 9 2 LEARNINGOUTCOMES Createanexperimental independentvariablethroughavalidexperimentalmanipulationofitsvalueUnderstandandminimizethesystematicexperimentalerrorKnowwaysofminimizingexperimentaldemandcharacteristicsAvoidunethicalexperimentalpracticesWeighthetrade offbetweeninternalandexternalvalidityRecognizetheappropriateusesoftestmarketing Afterstudyingthischapter youshouldbeableto 2007Thomson South Western Allrightsreserved 9 3 TheNatureofExperiments ExperimentDefinedAresearchinvestigationinwhichconditionsarecontrolled ExperimentalResearchAllowsaresearchertocontroltheresearchsituationsothatcausalrelationshipsamongvariablesmaybeevaluated Independentvariablesareexpectedtodeterminetheoutcomesofinterest Dependentvariablesaretheoutcomesofinteresttotheresearcherandthedecisionmakers 2007Thomson South Western Allrightsreserved 9 4 BasicIssuesinExperimentalDesign Manipulationoftheindependentvariable Selectionandassignmentofexperimentalsubjects Controloverextraneousvariables Selectionandmeasurementofthedependentvariable ExperimentalDesign 2007Thomson South Western Allrightsreserved 9 5 IssuesinExperimentalDesign ManipulationoftheIndependentVariableIndependentvariable avariablewithvaluesthatcanbemanipulated oraltered independentlyofanyothervariable ExperimentalTreatmentThetermreferringtothewayanexperimentalvariableismanipulated Experimentalgroup agroupofsubjectstowhomanexperimentaltreatmentisadministered Controlgroup agroupofsubjectstowhomnoexperimentaltreatmentisadministered 2007Thomson South Western Allrightsreserved 9 6 ExperimentalDesign cont d SelectionandMeasurementoftheDependentVariableDependentvariable thecriterionbywhichtheresultsofanexperimentarejudged avariableexpectedtobedependentontheexperimenter smanipulationoftheindependentvariable Selectingdependentvariablesthatarerelevantandtrulyrepresentanoutcomeofinterestiscrucial Choosingtherightdependentvariableispartoftheproblemdefinitionprocess thoroughproblemdefinitionwillhelptheresearcherselectthemostimportantdependentvariable s whoseresultswillhelpmanagersindecisionmaking 2007Thomson South Western Allrightsreserved 9 7 ExperimentalDesign cont d SelectionandAssignmentofTestUnitsTestunits thesubjectsorentitieswhoseresponsestotreatmentaremeasuredorobserved SampleSelectionAndRandomSamplingErrorsSystematicornonsamplingerrorSubjectselection experimentaldesign andunrecognizedextraneousvariablesOvercomingsamplingerrorsRandomizationMatchingRepeatedmeasuresControloverextraneousvariables 2007Thomson South Western Allrightsreserved 9 8 ExperimentalDesign cont d SamplingErrors cont d ExperimentalConfoundWhenthereisanalternativeexplanationbeyondtheexperimentalvariablesforanyobserveddifferencesinthedependentvariable Onceapotentialconfoundisidentified thevalidityoftheexperimentisseverelyquestioned Sources SamplingerrorSystematicerrorLater identifiedextraneousvariablesCarefulexperimentaldesigncanreducethelikelihoodofconfounds 2007Thomson South Western Allrightsreserved 9 9 DemandCharacteristics DemandCharacteristicAnexperimentaldesignelementorprocedurethatunintentionallyprovidessubjectswithhintsabouttheresearchhypothesis DemandEffectOccurswhendemandcharacteristicsactuallyaffectthedependentvariable ExperimenterBiasTheinfluenceofthepresence actions orcommentsofanexperimenteronsubjects behavior 2007Thomson South Western Allrightsreserved 9 10 DemandCharacteristics cont d ReducingDemandCharacteristicsUseanexperimentaldisguise Isolateexperimentalsubjects Usea blind experimentaladministrator Administeronlyonetreatmentleveltoeachsubject 2007Thomson South Western Allrightsreserved 9 11 EXHIBIT9 1BySmilingorLookingSolemn ExperimentersCanModifySubjects Behavior 2007Thomson South Western Allrightsreserved 9 12 EstablishingControl ConstancyofConditionsSubjectsinallexperimentalgroupsareexposedtoidenticalconditionsexceptforthedifferingexperimentaltreatments CounterbalancingAttemptstoeliminatetheconfoundingeffectsoforderofpresentationbyvaryingtheorderofpresentation exposure oftreatmentstosubjectgroups 2007Thomson South Western Allrightsreserved 9 13 EthicalIssuesinExperimentation DebriefingexperimentalsubjectsCommunicatingthepurposeoftheexperimentExplainingtheresearcher shypothesesaboutthenatureofconsumerbehaviorAttemptstointerferewithacompetitor stest marketingeffortsSuchactsaschangingpricesorincreasingadvertisingtoinfluence confound competitors test marketingresultsareethicallyquestionable 2007Thomson South Western Allrightsreserved 9 14 FundamentalQuestionsinExperimentation LaboratoryExperimentAsituationinwhichtheresearcherhasmorecompletecontrolovertheresearchsettingandextraneousvariables FieldExperimentsResearchprojectsinvolvingexperimentalmanipulationsthatareimplementedinanaturalenvironment 2007Thomson South Western Allrightsreserved 9 15 EXHIBIT9 5TheArtificialityofLaboratoryversusFieldExperiments 2007Thomson South Western Allrightsreserved 9 16 IssuesofExperimentalValidity InternalValidityTheextentthatanexperimentalvariableistrulyresponsibleforanyvarianceinthedependentvariable Didtheexperimentanswerthequestionofcausaleffect Didthemanipulationdowhatitwassupposed predicted todo ManipulationChecksAvaliditytestofanexperimentalmanipulationtomakesurethatthemanipulationdoesproducedifferencesintheindependentvariable 2007Thomson South Western Allrightsreserved 9 17 ExtraneousVariablesAffectingInternalValidity InternalValidity Maturation Testing Instrumentation Selection Mortality History 2007Thomson South Western Allrightsreserved 9 18 EffectsofExtraneousVariablesonValidity HistoryEffectOccurswhensomechangeotherthantheexperimentaltreatmentoccursduringthecourseofanexperimentthataffectsthedependentvariable CohortEffectAchangeinthedependentvariablethatoccursbecausemembersofoneexperimentalgroupexperienceddifferenthistoricalsituationsthanmembersofotherexperimentalgroups 2007Thomson South Western Allrightsreserved 9 19 EffectsofExtraneousVariables cont d MaturationEffectsEffectsthatareafunctionoftimeandthenaturallyoccurringeventsthatcoincidewithgrowthandexperience TestingEffectsAnuisanceeffectoccurringwhentheinitialmeasurementortestalertsorprimessubjectsinawaythataffectstheirresponsetotheexperimentaltreatments 2007Thomson South Western Allrightsreserved 9 20 EffectsofExtraneousVariables cont d InstrumentationEffectAchangeinthewordingofquestions achangeininterviewers orachangeinotherprocedurescausesachangeinthedependentvariable SelectionEffectSamplebiasthatresultsfromdifferentialselectionofrespondentsforthecomparisongroups orasampleselectionerror MortalityEffect SampleAttrition Occurswhensomesubjectswithdrawfromtheexperimentbeforeitiscompleted 2007Thomson South Western Allrightsreserved 9 21 IssuesofExperimentalValidity cont d ExternalValidityTheaccuracywithwhichexperimentalresultscanbegeneralizedbeyondtheexperimentalsubjects Studentsurrogates Atypical Trade OffsBetweenInternalandExternalValidityArtificiallaboratoryexperimentsusuallyarehighininternalvalidity whilenaturalisticfieldexperimentsgenerallyhavelessinternalvalidity butgreaterexternalvalidity 2007Thomson South Western Allrightsreserved 9 22 ClassificationofExperimentalDesigns BasicExperimentalDesignAnexperimentaldesigninwhichonlyonevariableismanipulated DiagrammingExperimentalDesigns Symbols 2007Thomson South Western Allrightsreserved 9 23 ExamplesofQuasi ExperimentalDesigns Quasi experimentalDesignsExperimentaldesignsthatdonotinvolverandomallocationofsubjectstotreatmentcombinations OneShotDesign AfterOnly XO1OneGroupPretest Posttest O1XO2StaticGroupDesign ExperimentalXO1ControlO2 2007Thomson South Western Allrightsreserved 9 24 AlternativeExperimentalDesigns Pretest PosttestControlGroupDesign Before AfterwithControl ExperimentalRO1XO2ControlRO3XO4PosttestOnlyControlGroup After OnlywithControl ExperimentalRXO1ControlRO2CompromiseDesigns 2007Thomson South Western Allrightsreserved 9 25 EXHIBIT9 3ProductPreferenceMeasureinanExperiment 2007Thomson South Western Allrightsreserved 9 26 Test Marketing TestMarketingAnexperimentalprocedurethatprovidesanopportunitytotestanewproductoranewmarketingplanunderrealisticmarketconditionstomeasuresalesorprofitpotential ControlledExperimentation Notjusttryingsomethingout Butscientifictesting 2007Thomson South Western Allrightsreserved 9 27 UsesofTest Marketing IdentifyingProductWeaknesses ForecastingNewProductSuccess TestingtheMarketingMix Test Marketing 2007Thomson South Western Allrightsreserved 9 28 FactorstoConsiderinTest marketSelection Test marketSele