Chapter 9

Experiments
McGraw-Hill/I rwin
Copyright 2011 by The McGraw-Hill Companies, I nc. All Rights Reserved.
9-2
Learning Objectives
Understand . . .
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.
9-3
Experiments Challenge Perceptions
There is no such thing as a failed
experiment, only experiments with
unexpected outcomes.

Richard Buckminster Fuller,
engineer and architect
9-4
PulsePoint:
Research Revelation
45
The percent of smartphone users who
check their e-mail before they get
dressed.
9-5
Causal Evidence
Agreement between
IVs and DVs
Time order of occurrence
Extraneous variables
did not influence DVs
9-6
Causal Evidence?
9-7
Evaluation of Experiments
Advantages
Ability to manipulate IV
Use of control group
Control of extraneous
variables
Replication possible
Field experiments
possible
Disadvantages
Artificiality of labs
Non-representative
sample
Expense
Focus on present and
immediate future
Ethical limitations

9-8
Experimentation in the Research
Process
9-9
Conducting an Experiment
Specify treatment levels
Control environment
Choose experimental design
Select and assign participants
Pilot-test, revise, and test
Collect data
Analyze data
Specify treatment variables
9-10
Experiment: Placement of
Benefits Module
9-11
Selecting and Assigning
Participants
Random
assignment
Matching
9-12
Random Assignment
9-13
Quota Matrix Example
9-14
Measurement Options
Scaling
techniques
Physiological
measures
Options
Paper-and-
pencil tests
Observation
Self-
administered
instruments
9-15
Validity in Experimentation
External Internal
9-16
Threats to Internal Validity
Threats
Maturation History
Testing
Instrumentation
Selection
Statistical
regression
Experimental
mortality
9-17
Additional Threats to Internal
Validity
Diffusion of treatment
Compensatory equalization
Compensatory rivalry
Resentful disadvantaged
Local history
9-18
Threats to External Validity
Reactivity of
testing on X
Interaction of
selection and X
Other
reactive factors
9-19
Experiments Challenge Perceptions
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.

J erry Wind
Wharton School of Business,
University of Pennsylvania
9-20
Experimental Research Designs
Pre-experiments
True experiments
Field experiments
9-21
After-Only Case Study
X O
Pre-experiment
9-22
One Group Pretest-Posttest
O
1
X O
2


Pre-experiment
9-23
Static Group Comparison
X O
1

O
2


Pre-experiment
9-24
Pretest-Posttest Control Group
Design
R O
1
X O
2
R O
3
O
4

True experiment
9-25
Posttest-Only
with Control Group
True experiment
R X O
1
R

O
2


9-26
Nonequivalent Control Group
Design
O
1
X O
2
O
3


O
4


Field experiment
9-27
Separate Sample
Pretest-Posttest
R O
1
(X)

R

X

O
2


Field experiment
9-28
Group Time Series Design
R O
1
O
2
O
3
X O
4
O
5
O
6
R O
7
O
8
O
9
O
10
O
11
O
12
Field experiment
9-29
Job Enrichment
Quasi-Experiment
9-30
Experiment:
Refining Store Design
9-31
Experiment:
The Right Size of Flavor
9-32
Key Terms
Blind
Control group
Controlled test
market
Dependent variable
Double-blind
Environmental
control
Experiment
Experimental
treatment
External validity
Field experiment
Hypothesis
Independent variable
Internal validity


9-33
Key Terms
Matching
Operationalized
Quota matrix
Random assignment
Replication

Test market
Electronic test market
Simulated test market
Standard test market
Virtual test market
Treatment levels
Web-enabled test
market
Appendix 9b
Test Markets
9-34
9-35
Test Market Selection
Isolation
Control of
distribution
Criteria
Representative
Over-testing
Media
coverage
Multiple
locations
9-36
Types of Test Markets
Standard
Controlled
Electronic
Simulated
Virtual
Web-enabled
9-37
Test Market Cities