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Lecture Marketing research essentials (9th Edition): Chapter 8 - McDaniel, Gates

Chapter 8 - Primary data collection: experimentation and test markets. In this chapter, we cover issues related to the use of experiments for data collection in marketing research. Field experiments, laboratory experiments and test markets are the major experimental approaches covered. | Chapter Eight 8-1 An Experiment: A research approach in which one variable is manipulated and the effect on another variable is observed. Key Variables: Independent: variables one controls directly such as price, packaging, distribution, product features, etc. Dependent: variables one does not directly control such as sales or customer satisfaction - (might control them by manipulating the independent variable) Treatment: the independent variable manipulated during and experiment to measure its effect on the dependent variable Extraneous: factors one does not control but has to live with, such as the weather What is an Experiment? 8-2 Key Terms & Definitions Research designed to determine whether a change in one variable likely caused an observed change in another. A causal relationships must demonstrate three things: Concomitant Variation (Correlation); Appropriate Time Order of Occurrence; Elimination of Other Possible Causal Factors. What is Causal Research? 8-3 Key Terms & . | Chapter Eight 8-1 An Experiment: A research approach in which one variable is manipulated and the effect on another variable is observed. Key Variables: Independent: variables one controls directly such as price, packaging, distribution, product features, etc. Dependent: variables one does not directly control such as sales or customer satisfaction - (might control them by manipulating the independent variable) Treatment: the independent variable manipulated during and experiment to measure its effect on the dependent variable Extraneous: factors one does not control but has to live with, such as the weather What is an Experiment? 8-2 Key Terms & Definitions Research designed to determine whether a change in one variable likely caused an observed change in another. A causal relationships must demonstrate three things: Concomitant Variation (Correlation); Appropriate Time Order of Occurrence; Elimination of Other Possible Causal Factors. What is Causal Research? 8-3 Key Terms & Definitions A statistical relationship between variables Change in an independent variable occurred before an observed change in the dependent variable “If you eliminate the impossible, whatever remains, however improbable, must be the truth.” Sherlock Holmes Hard to prove that something else did not cause change in B. Concomitant Variation: Appropriate Time Order of Occurrence: Elimination of Other Possible Causal Factors: Demonstrating Causation 8-4 Key Terms & Definitions Experiments conducted in a controlled setting. Tests conducted in an actual environment, such as a marketplace. Laboratory: Field: Experimental Setting 8-5 Key Terms & Definitions The extent to which competing explanations for the experimental results observed can be ruled-out. The extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times. Internal Validity: External Validity: Experimental Validity 8-6 Key Terms & Definitions “X” = Independent Variable: .