mktg research ch 12
Conditions between true environment:
1. Random assignment to condition. Depending on how many conditions are there. 2. Control over the environment For true experimental design. 3. Theres time effect. There's time order. Independent precedes dependent variable . happens before dependent variable. Show ad first to know attitude of ad.
All of the following are ways to reduce demand characteristics EXCEPT _____. A. use an experimental disguise B. administer multiple experimental treatment levels to each subject C. use a "blind" experimental administrator D. isolate experimental subjects
B. administer multiple experimental treatment levels to each subject
Which of the following are possible test units in a business research study? A. people B. sales territories C. strategic business units D. all of these choices
D. all of these choices
All of the following are experimental design issues EXCEPT _____. A. selection and assignment of subjects to treatments B. control over extraneous variables C. manipulation of the independent variable D. manipulation of the dependent variable
D. manipulation of the dependent variable
When subjects act differently because they are aware that they are in an experiment, this is called the _____.
Hawthorne effect
If the level of advertising expenditures is compared to the number of units sold at the end of a four-month period, the independent variable is ______ while the dependent variable is ______.
advertising expenditure level; units sold
Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?
basic experimental design
In which experimental research design does each subject receive only one treatment combination?
between-subjects design
Variables like a subject's gender or ethnicity that are included in an experimental analysis are known as which type of variable?
blocking variables
Numerical:
can be divided into intervals and ratios (higher-level measurement) interval :means determine equal distances between measures. example- temperature. zero does not mean absence of phenomenon ratio: we have a true zero. zero can mean absence of phenomenon.
categorical:
can be divided into nominal and ordinal (lower-level measurement) nominal- can be marriage status, gender, numbers on a jersey, color ordinal- there is an order applied. we cannot measure the exact distance. these are ranges. age is an example. the phrase "more than" implies a range so it is ordinal
Which of the following is a special case of the history effect and refers to a change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups?
cohort effect
When subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments, this is called _____.
constancy of conditions
A group of subjects to whom no experimental treatment is administered is called a _____ group.
control
When a food company tests a new product by having one group of experimental subjects taste this product first and then taste a competitor's product second, while a second group of experimental subjects tastes these two products in the reverse order, the experimental design has been _____.
counterbalanced
Which of the following is critical when conducting experimental research because it allows researchers to return subjects to normal?
debriefing
Demand characteristics, such as subjects' knowledge of the experimental hypotheses, create which type of effect?
demand
A(n) _____ refers to one of the possible values for each independent variable in an experiment.
experimental condition
When different interviewers are used in a pretest from those used in the posttest and this produces different results in the study, this is an example of a(n) _____.
instrumentation effect
Which of the following is a threat to the internal validity of an experiment using a repeated measures design?
instrumentation effect
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in _____.
internal validity
In which type of experiment does the researcher have more complete control over the research setting and extraneous variables?
laboratory
The experimental difference in means between the different levels of any single experimental variable is referred to as a(n) _____.
main effect
A validity test of an experimental manipulation to make sure that the manipulation does produce differences in the independent variable is called a _____.
manipulation check
Which of the following is a function of time and the naturally occurring events that coincide with growth and experience?
maturation effect
When some subjects exit the experiment before it is completed and this effects the results of the study, this is an example of a _____.
mortality effect
If a soft-drink company performs an experiment with a new type of soft drink in which experimental subjects always taste this new product first and then taste a competitor's product second, the study has an error in design termed a(n) _____.
order of presentation effect
The sampling units in experiments are referred to as ____.
subjects
Which of the following occurs if the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable?
systematic or nonsampling error
When high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam because of what they experienced on the first exam, this is an example of a _____.
testing effect
The way an experimental variable is manipulated is referred to as an experimental _____.
treatment
Karen is conducting an experiment examining how different managerial styles impact employee trainees' productivity. Each trainee is rotated through different departments of a company and exposed to managers who execute different managerial styles. This is an example of which type of experimental design?
within-subjects
Issues of Experimental Validity- •Manipulation Checks:
•A validity test of an experimental manipulation to make sure that the manipulation does produce differences in the independent variable.
An experiment is conducted in which music played in a store is manipulated to examine the impact on sales. What type of experimental design is this?
basic experimental design
A company was interested in learning if training expenditures will enhance its salesforce productivity, so they hired a researcher to conduct an experiment in which one group of salespeople received training and the other didn't. The average sales for salespeople who received training was significantly higher than for those who did not. This difference in means between the two groups is known as a(n) _____ effect.
main
When subjects in an experiment in which the they were exposed to varying price levels for a product are asked how low they believe the price of the product to be so that the researcher can determine whether or not the subjects perceived "high" and "low" conditions, this is an example of a _____.
manipulation check
Which experimental research design involves repeated measures?
within-subjects design
Practical Experimental Design Issues- •Laboratory Experiment:
•A situation in which the researcher has more complete control over the research setting and extraneous variables. (my notes: Random assignment to condition: keeping everything to the environment constant, there's an order. Keep temp constant, being briefed the same way, no introduction of bias.... Really important) -artificial environment setting
•Demand Characteristic:
•An experimental design element or procedure that unintentionally provides subjects with hints about the research hypothesis.
Differences in dependent variable means due to a specific combination of independent variables are called _____ effects.
interaction
Experimental results that show that consumers purchased more when a store had a blue color with bright lights than they did when a store was orange with bright lights but no difference when the lighting was low is an example of which type of effect?
interaction
When an experiment is conducted on the premises of the research organization, this is an example of a _____.
laboratory experiment
When accountants are tested one year after a training program on a new accounting software system and perform better on the test, not because of the training program, but because they have gained one year's experience in using the software, this is an example of a _____.
maturation effect
A psychology professor is conducting an experiment in which subjects perform memory tasks. There are four groups, each participating in different buildings on campus. During the time of the experiment one group was in a building near a dumpster that was being emptied by a big, noisy trash truck. The other groups weren't close enough to hear the noise. Which type of error does this introduce into the research?
systematic error
•Instrumentation Effect:
•A change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable.
•Testing effects:
•A nuisance effect occurring when the initial measurement or test alerts or primes subjects in a way that affects their response to the experimental treatments.
•Trade-Offs Between Internal and External Validity:
•Artificial laboratory experiments usually are high in internal validity, while naturalistic field experiments generally have less internal validity, but greater external validity.
establishing control- •Counterbalancing:
•Attempts to eliminate the confounding effects of order of presentation by varying the order of presentation (exposure) of treatments to subject groups. -no order effect
•Experimental Confound:
◗When there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable. ◗Once a potential confound is identified, the validity of the experiment is severely questioned.
Categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable are called _____ variables.
blocking
Experiments are widely used in which type of research designs?
causal
Which of the following is the term used to refer to a treatment combination within an experiment?
cell
A marketing researcher is manipulating exposing subjects to one of two price levels--$1.99 or $2.49--for a tube of lip balm and measures behavioral intentions. The two price levels are known as experimental_____ in the study.
conditions
Which of the following means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variables?
confound
Which term refers to an experimental design element that unintentionally provides subjects with hints about the research hypothesis.
demand characteristic
Kim and Mary are both participating in an experiment examining the effect of adding graphic warning labels on cigarette packages to the written warning labels that are already required by law. Kim saw a package in which half of the package had a picture of diseased lungs included with the written warning label, whereas Mary only saw the written warning label without a picture on the package the researcher showed her. Kim was part of which group in the experiment?
experimental group
The group receiving an experimental treatment is called the _____.
experimental group
"Does package size affect consumption rates in snack products?" is a typical question in what type of research design?
experimental research
Which of the following is present when the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her?
experimenter bias
When a researcher tries to say that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is concerned with _____.
external validity
Which of the following is concerned with the accuracy with which experimental results can be generalized beyond the experimental subjects?
external validity
Variables that naturally exist in the environment that may have some systematic effect on the dependent variable in an experiment are referred to as _____.
extraneous variables
An experiment examining the interaction effects of the presence of police cars and the presence of speeding cameras on the number of speeding tickets issued is an example of which type of experimental design?
factorial experimental design
Which type of experimental design allows for an investigation of the interaction of two or more independent variables?
factorial experimental designs
. Research projects involving experimental manipulations that are implemented in a natural environment are called _____.
field experiments
When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, this is an example of a _____.
history effect
Which type of effect occurs when a change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable?
history effect
Which of the following is a way for a researcher to equally distribute the effects of extraneous variables to all conditions in an experiment?
randomization
Monica is conducting an experiment where all subjects rotate through all of the training programs she is testing. This type of experiment in which an individual subject is exposed to more than one level of an experimental treatment is called _____.
repeated measures
Reducing Demand Characteristics:
•Use an experimental disguise •Isolate experimental subjects •Use a "blind" experimental administrator •Administer only one experimental treatment level to each subject -When we/re trying to have people participate in a study, we want to get a large population and get a random sample of people from that population. Random means everyone has an equal chance of being selected. Convenient access is to get access to who you can that fits the criteria. Random selection vs convenient selection IMPORTANT PART .. We want to make sure that the groups of people are statistically equivalent. Characteristics such as gender, income, marital status, race, etc, groups are equivalent. Achieve that by using true random assignment to condition. Everyone has an equal chance of being assigned to the random conditions...? What is random assignment to condition? Random sampling..... Everyone has the equal chance of being selected
•Experimental Group:
◗A group of subjects to whom an experimental treatment is administered.
•Control Group:
◗A group of subjects to whom no experimental treatment is administered.
•Extraneous variables:
◗Variables that naturally exist in the environment that may have some systematic effect on the dependent variable.
A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. The participants in this experimental research are referred to as _____.
subjects
Practical Experimental Design Issues- •Basic versus Factorial Experimental Designs:
•Basic experimental designs - a single independent variable and a single dependent variable. •Factorial experimental design - allows for an investigation of the interaction to two or more independent variables. -Keeping environment and everything constant is important. We want to have that random assignmmet condition. 3rd: there is an order to everything. Before you measure dependent variable, you expose your subject to independent variable.SHOW INDPENDENT VARIABLE FIRST TO FIND DEPENDENT VARIABLE
•More than One Independent Variable:
•Cell: a specific treatment combination associated with an experimental group. ◗Computation of the number of cells in an experiment: K = (T1)(T2)..(Tm) i don't think we need to know this ... she said
Ethical Issues in Experimentation- •Debriefing experimental subjects:
•Communicating the purpose of the experiment •Explaining the researcher's hypotheses -DEBRIEFING HAPPENS AFTER RESEARCH!!
•Interaction Effect:
•Differences in dependent variable means due to a specific combination of independent variables.
•Between-Subjects Design:
•Each subject receives only one treatment combination. •Usually advantageous although they are usually more costly. •Validity is usually higher.
•Maturation Effects:
•Effects that are a function of time and the naturally occurring events that coincide with growth and experience.
Independent Variables:
•Experimental conditions ◗One of the possible levels of an experimental (independent) variable manipulation. •Blocking variables ◗Variables included in the statistical analysis as a way of controlling or accounting for variance due to that variable (age is an example): ◗Categorical variables Independent variable is something that is hard to change or cannot change. Dependent variable can be manipulated.
•Manipulation of the Independent Variable:
•Experimental treatment: the way an experimental variable is manipulated. ◗Categorical variables: described by class or quality ◗Continuous variables: described by quantity (level)
•Repeated Measures:
•Experiments in which an individual subject is exposed to more than one level of an experimental treatment.
Effects of Extraneous Variables on Validity:
•History Effect •Maturation Effects •Testing effects •Instrumentation Effect •Selection •Mortality Effect (Sample Attrition)
•Within-Subjects Design:
•Involves repeated measures because with each treatment the same subject is measured.
•Demand Effect:
•Occurs when demand characteristics actually affect the dependent variable.
•History Effect:
•Occurs when some change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable. •Cohort Effect ◗A change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups.
•Mortality Effect (Sample Attrition):
•Occurs when some subjects withdraw from the experiment before it is completed.
•Hawthorne Effect:
•People will perform differently from normal when they know they are experimental subjects.
Practical Experimental Design Issues- •Field Experiments:
•Research projects involving experimental manipulations that are implemented in a natural environment. my notes : no way in controlling. Researcher has no control over behavior of subject (I think). Researcher does not have control over the environment. There are benefits of doing lab vs field. - natural environmental setting
•Selection and Measurement of the Dependent Variable:
•Selecting dependent variables that are relevant and truly represent an outcome of interest is crucial. •Choosing the right dependent variable is part of the problem definition process. ◗Thorough problem definition will help the researcher select the most important dependent variable(s). -selecting dependent variables are hard
establishing control- •Constancy of Conditions:
•Subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments. -Everything is held constant except for the conditions
Ethical Issues in Experimentation- •Attempts to interfere with a competitor's test-marketing efforts:
•Such acts as changing prices or increasing advertising to influence (confound) competitors' test-marketing results are ethically questionable.
•Sample Selection And Random Sampling Errors:
•Systematic or nonsampling error ◗Subject selection, experimental design, and unrecognized extraneous variables •Overcoming sampling errors ◗Randomization ◗Matching ◗Control over extraneous variables -Technology acceptance model. Do people see benefit? Look into the political bias aspect.
•Selection and Assignment of Test Units:
•Test units: the subjects or entities whose responses to treatment are measured or observed.
•External Validity:
•The accuracy with which experimental results can be generalized beyond the experimental subjects. ◗Student surrogates: Atypical?
•Main Effect:
•The experimental difference in dependent variable means between the different levels of any single experimental variable.
Issues of Experimental Validity- •Internal Validity:
•The extent that an experimental variable is truly responsible for any variance in the dependent variable. ◗Does the experimental manipulation truly cause changes in the specific outcome of interest?
•Subjects:
•The sampling units for an experiment, usually human respondents who provide measures based on the experimental manipulation. -in QUANTitative research, we refer to people as subjects.
•Selection:
•The selection effect is a sample bias that results from differential selection of respondents for the comparison groups, or a sample selection error.