(BQ) Part 2 book “Research methods for business” has contents: Experimental designs, sampling, quantitative data analysis, quantitative data analysis - hypothesis testing, qualitative data analysis, the research report. | CHAPTER 10 Experimental designs LEARNING OBJECTIVES After completing Chapter 10, you should be able to: 1. Describe lab experiments and discuss the internal and external validity of this type of experiment. 2. Describe field experiments and discuss the internal and external validity of this type of experiment. 3. Describe, discuss, and identify threats to internal and external validity and make a trade-off between internal and external validity. 4. Describe the different types of experimental designs. 5. Discuss when and why simulation might be a good alternative to lab and field experiments. 6. Discuss the role of the manager in experimental designs. 7. Discuss the role of ethics in experimental designs. INTRODUCTION In Chapter 6, we examined basic research strategies. We distinguished experimental from non‐experimental approaches and explained that experimental designs are typically used in deductive research where the researcher is interested in establishing cause‐and‐effect relationships. In the last three chapters we discussed non‐experimental approaches to primary data collection. In this chapter we look at experimental designs. Consider the following three scenarios. 165 166 research methods for business EXAMPLE Cause-and-effect relationship after randomization Scenario A Scenario B A manufacturer of luxury cars has decided to launch a global brand communications campaign to reinforce the image of its cars. An 18‐month campaign is scheduled that will be rolled out worldwide, with advertising in television, print, and electronic media. Under the title “Bravura”, a renowned advertising agency developed three different campaign concepts. To determine which of these concepts is most effective, the car manufacturer wants to test their effects on the brand’s image. But how can the car manufacturer test the effectiveness of these concepts? A study of absenteeism and the steps taken to curb it indicates that .
