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Lecture Marketing research (12th edition) - Chapter 13: Experimentation

Chapter 13 - Experiments. In this chapter, the following content will be discussed: experimental vs. descriptive research, what constitutes causality? direction of causation issue, conditions for valid causal inference, laboratory and field experiments,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Thirteen 2 Experimentation Marketing Research 12th Edition Experiments Studies in which conditions are controlled so that one or more independent variable(s) can be manipulated to test a hypothesis about a dependent variable 3 Marketing Research 12th Edition Experimental vs. Descriptive Research 4 Marketing Research 12th Edition What Constitutes Causality? A change in one variable will produce a change in another Concept of a precondition influencing a variable of interest Time Sequence Lack of association suggests absence of causation Attitude Behavior 5 Marketing Research 12th Edition Direction of Causation Issue Approach 1: Determining the direction of causation Draw on logic and previous theory Whether one of the variables is relatively fixed and unalterable Approach 2: Consider the fact that there is usually a time lag exists between cause and effect The causal variable . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Thirteen 2 Experimentation Marketing Research 12th Edition Experiments Studies in which conditions are controlled so that one or more independent variable(s) can be manipulated to test a hypothesis about a dependent variable 3 Marketing Research 12th Edition Experimental vs. Descriptive Research 4 Marketing Research 12th Edition What Constitutes Causality? A change in one variable will produce a change in another Concept of a precondition influencing a variable of interest Time Sequence Lack of association suggests absence of causation Attitude Behavior 5 Marketing Research 12th Edition Direction of Causation Issue Approach 1: Determining the direction of causation Draw on logic and previous theory Whether one of the variables is relatively fixed and unalterable Approach 2: Consider the fact that there is usually a time lag exists between cause and effect The causal variable should have a positive association with the effect variable lagged in time 6 Marketing Research 12th Edition Conditions for Valid Causal Inference 7 Marketing Research 12th Edition Laboratory and Field experiments 8 Marketing Research 12th Edition Laboratory Experiments Experiments in which the experimental treatment is introduced in an artificial or laboratory setting Tend to be artificial Testing effect exists as respondents are aware of being in a test and may not respond naturally Results may not have external validity Least costly and allow experimenter greater control over the experiment Alternative explanations of results are reduced, increasing internal validity 9 Marketing Research 12th Edition Field Experiments Research study in which one or more independent variables are manipulated by the experimenter under carefully controlled conditions as the situation will permit Experimental treatment or intervention introduced in a completely natural setting Response tends to be natural .