Bài giảng Business Research Methods - Chapter 9: Experiments

ExperimentsChapter 9Learning ObjectivesUnderstand . . .Uses for experimentation. Advantages and disadvantages of the experimental method.Seven steps of a well-planned experiment. Internal and external validity with experimental research designs.Three types of experimental designs and the variations of each.Pull Quote“This is a time of [e-book app] experimentation. I’d be really disappointed if we weren’t seeing both successes and failures. I do think that everyone seems to be looking at these differently.”Barbara Marcus, consultant and adviser,Open Road Integrated MediaCausal EvidenceAgreement between IVs and DVsTime order of occurrenceExtraneous variables did not influence DVsCausal Evidence?Evaluation of ExperimentsAdvantagesAbility to manipulate IVUse of control groupControl of extraneous variablesReplication possibleField experiments possibleDisadvantagesArtificiality of labsNon-representative sampleExpenseFocus on present and immediate futureEthical limitationsExperimentation in the Research ProcessConducting an ExperimentSpecify treatment levelsControl environmentChoose experimental designSelect and assign participantsPilot-test, revise, and testCollect dataAnalyze dataSpecify treatment variablesExperiment: Placement of Benefits ModuleSelecting and Assigning ParticipantsRandom assignmentMatchingRandom AssignmentEqual and known chance of being assigned to any group in the experimentQuota Matrix ExampleMeasurement OptionsScaling techniquesPhysiologicalmeasuresOptionsPaper-and-pencil testsObservationSelf-administered instrumentsValidity in ExperimentationExternalInternalThreats to Internal ValidityThreatsMaturationHistoryTestingInstrumentationSelectionStatisticalregressionExperimentalmortalityAdditional Threats to Internal ValidityDiffusion of treatmentCompensatory equalizationCompensatory rivalryResentful disadvantagedLocal historyThreats to External ValidityReactivity of testing on XInteraction of selection and XOther reactive factorsExperimental Research DesignsPre-experimentsTrue experimentsField experimentsAfter-Only Case Study X O Pre-experimentOne Group Pretest-PosttestPre-experimentO1 X O2 Static Group ComparisonX O1O2 Pre-experimentPretest-Posttest Control Group DesignR O1 X O2 R O3 O4 True experimentPosttest-Only with Control GroupTrue experimentR X O1R O2 Nonequivalent Control Group Design O1 X O2 O3 O4 Field experimentSeparate Sample Pretest-Posttest R O1 (X) R X O2 Field experimentGroup Time Series DesignR O1 O2 O3 X O4 O5 O6R O7 O8 O9 O10 O11 O12Field experimentClose-Up: A Job Enrichment Quasi-ExperimentKey TermsBlindControl groupControlled test marketDependent variableDouble-blindEnvironmental controlExperimentExperimental treatmentExternal validityField experimentHypothesisIndependent variableInternal validityKey TermsMatchingOperationalized Quota matrixRandom assignmentReplicationTest marketElectronic test marketSimulated test marketStandard test marketVirtual test marketTreatment levelsWeb-enabled test marketAdditional Discussion opportunitiesChapter 9Research Thought Leaders“There is no such thing as a failed experiment, only experiments with unexpected outcomes.”Richard Buckminster Fuller, engineer and architectResearch Thought Leaders“We need to keep an open mind and approach life as a series of experiments. We need to observe the experiments happening around us and create new ones. Instead of accepting the world as we think it is, we need to keep testing it to find out what it is and what works .” Jerry Wind Wharton School of Business, University of PennsylvaniaPulsePoint: Research Revelation45The percent of smartphone users who check their e-mail before they get dressed.Snapshot: Online DatingSnapshot: Email Subject LineSnapshot: Wendy’s Burger Test MarketCorporate CultureTest market selectionDo you want average?Funky cultureDiversityCreativitySnapshot: Power of Message on Beverage ConsumptionSigns on beverage coolersDid you know a bottle of soda or fruit juice . . .Has 10% of daily calories (treatment #2)Takes 50 minutes of running to work off (treatment #3)Has about 250 calories (treatment #1)Snapshot: Refining Store DesignSnapshot: The Right Size of FlavorExperimentsChapter 9Photo AttributionsSlideSource5Courtesy of CfMC Research Software11Ingram Publishing16Purestock/SuperStock20Schedivy Pictures Inc./Getty Images36Royalty-Free/Corbis37Copyright ©Foodcollection39Courtesy of TGI Fridays