TAILIEUCHUNG - Lecture Marketing research - Chapter 7: Primary data collection: Experimentation

In this chapter, students will be able to: Understand the nature of experiments, gain insight into requirements for proving causation, learn about the experimental setting, examine experimental validity, learn the limitations of experimentation in marketing research, compare types of experimental designs, gain insight into test marketing. | Copyright © 2004 John Wiley & Sons,Inc Primary Data Collection: Experimentation CHAPTER Seven Learning Objectives 1. To understand the nature of experiments. 2. To gain insight into requirements for proving causation. 3. To learn about the experimental setting. 4. To examine experimental validity. 5. To learn the limitations of experimentation in marketing research. Learning Objectives 6. To compare types of experimental designs. 7. To gain insight into test marketing. An Experiment: The researcher changes an explanatory, independent, or experimental variable to observe changes in the dependent variable. To understand the nature of experiments. What is an Experiment? Dependent variable Experimental variable total sales marketing mix advertising market share Causal Research: The only types of research that has the potential to demonstrate that a change in one variable causes some predictable change in another variable To Demonstrate Causation: - Concomitant Variation (Correlation - Appropriate Time Order Of Occurrence - Elimination Of Other Possible Causal Factors Demonstrating Causation To understand the nature of experiments. Scientific Definition—Causation and Causality 1. X is only one of a number of determining conditions that caused the observed change in Y. 2. X can be a cause of Y if the presence of X makes the occurrence of Y more probable or likely 3. One can never definitively prove that X is a cause of Y but only infer that a relationship exists 4. Causal relationships are always inferred and never demonstrated conclusively beyond a shadow of a doubt. Demonstrating Causation To understand the nature of experiments. Concomitant Variation: A predictable statistical relationship between two variables Appropriate Time Order of Occurrence: A change in an independent variable must occur before a change in the dependent variable Elimination of Other Possible Causal Factors The change in B was not caused by some factor other than A Demonstrating Causation To .

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