Chapter 10

Experiments

McGraw-Hill/Irwin

Copyright 2008 by The McGraw-Hill Companies, Inc. All

Rights Reserved.

10-2

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.

10-3

PulsePoint: Research Revelation

826

The average dollar amount spent

each year per employee on employee
on training.

10-4

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.

Jerry Wind , Wharton School of Business,

University of Pennsylvania

10-5

Causal Evidence

Agreement between
IVs and DVs

Time order of occurrence

Extraneous variables
did not influence DVs

10-6

Causal Evidence

10-7

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

10-8

Experimentation in the Research Process

10-9

Conducting an Experiment
Specify treatment variables
Specify treatment levels
Control environment
Choose experimental design
Select and assign participants
Pilot-test, revise, and test
Collect data
Analyze data

10-10

Experiment: Placement of Benefits Module

10-11

Selecting and Assigning Participants

Random
assignment

Matching

10-12

Random Assignment

10-13

Quota Matrix Example

10-14

Measurement Options

Observation
Physiological
Physiological
measures
measures

Scaling
Scaling
techniques
techniques

Paper-andPaper-andpencil
pencil tests
tests

Options
Options

Selfadministered
instruments

10-15

Validity in Experimentation

Internal

External

10-16

Threats to Internal Validity

Maturation

Experimental
mortality

History

Threats

Statistical
regression

Testing

Instrumentation
Selection

10-17

Additional Threats to Internal Validity

Diffusion
Diffusion of
of treatment
treatment
Compensatory
Compensatory equalization
equalization
Compensatory
Compensatory rivalry
rivalry
Resentful
Resentful disadvantaged
disadvantaged
Local
Local history
history

10-18

Threats to External Validity

Reactivity of
testing on X
Interaction of
selection and X
Other
reactive factors

10-19

Experimental Research Designs

Pre-experiments
True experiments
Field experiments

10-20

After-Only Case Study

Pre-experiment

10-21

One Group Pretest-Posttest Design

O1

Pre-experiment

O2

10-22

Static Group Comparison

X
O2

Pre-experiment

O1

10-23

Pretest-Posttest Control Group Design

R
R

True experiment

O1
O3

O2
O4

10-24

Posttest-Only Control Group Design

R
R

True experiment

O1
O2

10-25

Nonequivalent Control Group Design

O1
O3

Field experiment

O2
O4

Separate Sample Pretest-Posttest

Design

R
R

Field experiment

O1

(X)
X

O2

10-26

10-27

Group Time Series Design

R
R

Field experiment

O1 O2 O3 X O4 O5 O6
O7 O8 O9 O10 O11 O12

10-28

Job Enrichment Quasi-Experiment

10-29

Experiment: Finding the Store Design

10-30

Experiment: The Right Size of Flavor

10-31

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

10-32

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

10-33

Appendix 10b
Test Markets

McGraw-Hill/Irwin

Copyright 2008 by The McGraw-Hill Companies, Inc. All

Rights Reserved.

10-34

Test Market Selection

Over-testing
Control
Control of
of
distribution
distribution

Representative
Representative

Criteria
Criteria
Isolation
Isolation

Media
coverage

Multiple
Multiple
locations
locations

10-35

Types of Test Markets

Standard
Standard
Controlled
Controlled
Electronic
Electronic
Simulated
Simulated
Virtual
Virtual
Web-enabled
Web-enabled

10-36

Test Market Cities