EXPERIMENTATION

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EXPERIMENTATION

• CHAPTER 7

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Objectives

• Identify characteristics of experiments.
• Explain the factors that influence an
  experiments ability to provide a sound basis for
  decision making.
• Describe the options a researcher has in
  designing experiments.
• Describe how advertisers use both laboratory and
  field experiments to make product, advertising
  and media decisions.

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The Characteristics of Experiments

• Components of an Experiment
• Dependent Variable (s)
• Independent Variable (s)
• Manipulation

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The Characteristics of Experiments

• Components of an Experiment

• Cake
• Firmness, size of cake
• Amount of baking powder

Dependent variable Independent variable
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The Characteristics of Experiments

• Components of an Experiment

• Advertising
• purchase behavior attitude
• advertising exposure

Dependent variable Independent variable
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The Characteristics of Experiments

• Requirements for Causality

• Events must take place in the proper order
• Events must take place at the same time
• Alternative explanations must be reduced

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Problems Affecting Internal Validity

• Premeasurement
• Interaction
• History
• Maturation
• Instrumentation
• Selection
• Mortality

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Experimental Design

• Quasi-Experimental Designs
• True Experimental Designs
• Two Groups-Two Measure Designs
• Two Groups-Four Measures The Pretest-
• Posttest with Control
• Four Groups-Six Measures The Solomon
• Four-Group Design
• More Complex Experimental Designs
• More Than One Level of a Variable
• Factorial Designs More Than One
• Manipulation

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Experimental Design

• Quasi-Experimental Designs

• One Group Posttest-Only

Group 1 Treatment
Posttest
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Experimental Design

• Quasi-Experimental Designs

• One Group Pretest-Posttest

Group 1 Pretest
Treatment Posttest
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Experimental Design

• Quasi-Experimental Designs

• One Group Pretest-Posttest

Measure Product Brand Share Alter
pricing Measure product brand
share Measure customer satisfaction Alter
product formulation Measure customer
satisfaction Measure product perception
Run new advertising campaign Measure
product perceptions
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Experimental Design

• True Experimental Designs

• Simulated pretest-posttest
• Posttest-only with control
• Pretest-posttest with control
• Solomon four-group design

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Experimental Design

• Two Groups-Two Measure Designs

• Simulated Pretest-Posttest

Group 1 (Random) Pretest Group 2
(Random) Treatment
Posttest
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Experimental Design

• Two Groups-Two Measure Designs

• Posttest-Only With Control

Group 1 (Random)
Posttest Group 2 (Random)
Treatment Posttest

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Experimental Design

• Two Groups-Four Measures
• The Pretest-Posttest with Control

Group 1 (Random) Pretest
Treatment Posttest
Posttest Group 2 (Random)
Pretest
Posttest
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Experimental Design

• Four Groups-Six Measures The
• Solomon Four-Group Design

Group 1 (Random) Pretest
Treatment Posttest
Posttest Group 2 (Random)
Pretest
Posttest Group 3 (Random)
Treatment Posttest Group 4
(Random)
Posttest
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Experimental Design

• More Complex Experimental Designs

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Experimental Design

• More Than One Level of a Variable

Group 1 (Random) Pretest
Treatment 1 Posttest
Posttest Group 2 (Random)
Pretest Treatment 2
Posttest Group 3 (Random) Pretest
Treatment 3 Posttest Group 4
(Random) Pretest Treatment 4
Posttest Group 5 (Random) Pretest

Posttest

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Factorial Design Factors and Number of
Respondents Per Cell
Commercial Tone
Humor
Serious
Spokesperson
60
60
Celebrity
60
60
Ordinary
Figure 7.3, p. 153, Characteristics and data from
a factorial design
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Factorial Design Average Persuasiveness Scores
Per Factor
Commercial Tone
Humor
Serious
Spokesperson
2.1
2.3
Celebrity
2.2
1.9
2.3
2.7
Ordinary
2.4
2.5
Figure 7.3, p. 153, Characteristics and data from
a factorial design
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Internal Validity A Broader View

• skip
• P. 154, Internal Validity A broader view

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Experimental Setting

• Laboratory Setting
• Field Experiments

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Experimental Setting
Laboratory Experiments

• Package tests eye tracking or photographic
  displays
• Advertising tests physiological measures,
  theater tests
• Product tests blind usage

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Experimental Setting
Field Experiments

• New product introduction
• Product packaging
• Advertising Content
• Media mix
• Advertising Spending

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Experimental Setting
Laboratory and Field Experiments The Issue of
External Validity

• Laboratory high degree of internal validity
• low degrees of external validity
• Field lower degree of internal validity
• higher degree of external
  validity

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Experimental Setting
Controlling Threats to External Validity

• Surrogate situation threats
• Reactive threats

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Application of Experimentation Test Market
Field Test Markets
Example Exploring Alternative Advertising
Campaigns for a New Product
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Application of Experimentation Test Market
Field Test Markets

• Experimental Preplanning

Market Group 1 No Advertising
Posttest Market Group 2
Advertising Campaign A
Posttest Market Group 3 Advertising Campaign B
Posttest
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Application of Experimentation Test Market
Field Test Markets

• Conduct the Test
• Collect Posttest Data
• Analyze the Results and
• Determine the Effects
• Apply Results to Future Planning

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Application of Experimentation Test Market
Simulated or Laboratory Test Markets

• Target audience are identified and
• recruited
• Respondents are exposed to advertising
• Respondents are allowed to shop and
• select the products they wish to take
• home
• Respondents are interviewed
• Respondents is given the product to take
• home
• Interviewed

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Application of Experimentation Test Market
Electronic Test Markets

• Market Selection
• Consumer Selection and Purchase
• Tracking
• Experimental Design and
• Treatment