Chapter 4: Research Design

experimental group

a group that has been exposed to a change in the independent variables

control group

a group whose subjects have not been exposed to the change in the independent variable

research design

a master plan that specifies the methods that will be used to collect and analyze the information needed for the research project

posttest

a measurement of the dependent variable that is taken after changing the independent variable

pretest

a measurement of the dependent variable that is taken prior to changing the independent variables

experimental design

a procedure for devising an experimental setting so that a change in a dependent variable may be attributed solely to the change in an independent variable

causality

a relationship in which one or more variables affect one or more other variables

case analysis

a review of available information about one or more former situations to gain understanding of a current research problem with similar characteristics

simulated test markets (STM)

a test market in which a limited amount of data on consumer response to a new product is ged into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume

electronic test markets

a test market in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services

standard test market

a test market in which the firm tests the product or marketing mis variables through the company's normal distribution channels

controlled test market

a test market that is conducted by outside research firms that guarantee distribution of the product through respecified types and numbers of distributors

experiment

a type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables

extraneous variables

all of the variables other than the independent variables that may ave an effect on the dependent variables

internal validity

an experimental study is the extent to which the researcher is certain that a change in a dependent variable is actually due to the independent variable

test marketing

conducting an experiment or study in a field setting to evaluate a new product or service or other elements of the marketing mix

sample surveys

cross-sectional studies whose samples are designed in such a way as to be representative of a specific population at a pre-determined margin of error

laboratory experiments

experiments in which one or more independent variables are manipulated and measures of the dependent variable are taken in an artificial setting for the purpose of controlling all extraneous variables that may affect the dependent variable

field experiments

experiments in which the independent variables are manipulated and the measurements of the dependent variables are taken in their natural setting

exploratory research is used to

gain background information, to define terms, to clarify problems and hypotheses, and to establish research priorities

experience surveys

gathering information from those thought to be knowledgeable on the issues relevant to the research problem (also called key-informant or lead-user surveys)

cross-sectional studies

measure units from a sample of the population at one point in time

before-after with control group

randomly dividing subject of the experiment into two groups

longitudinal studies

repeatedly measure the same sample units of a population over a period of time

3 criteria for selecting test-market cities:

representativeness, degree of isolation, ability to control distribution and promotion

continuous panels

samples of respondents who agree to answer the same questions at periodic intervals

panels

samples of respondents who have agreed to provide information or answer questions at regular intervals

brand-switching studies

studies that examine the extent that consumers are loyal to one brand

A/B testing

testing two alternatives (A and B) to see which one performs better

external validity

the extent to which a researcher can be certain that a relationship observed between independent and dependent variables during an experiment would occur under real-world conditions

descriptive research

undertaken to collect data to examine the characteristics of consumers and/or markets

exploratory research

unstructured, informal research that is undertaken to gain background information about the general nature of the research problem

causal research

used to measure causality in relationships, such as "if x, then y"

independent variables

variables over which the researcher has control and wishes to manipulate to measure the effect on the dependent variable

dependent variables

variables that are measured in response to changes in independent variables

discontinuous panels (omnibus panels)

vary questions from one panel measurement to the next