Marketing Research Fundamentals:

Effects on Experimental Research of

Extraneous Variables

Coursera (Marketing Strategy Specialization) –

1
Shameek Sinha
 History Effects

History Other factors vary over time and influence the outcome

O1 X O2

Z1 Z2

Example A new ad is being tested in a test market by measuring sales

before and after airing the ad. During the test period a
competitor decreases the price of its products in the test market

Coursera (Marketing Strategy Specialization) –

2
Shameek Sinha
Maturation Effects

Maturation Characteristics of subjects change over time and influence

the outcome.
Change is not due to experimental variable

Example An extensive taste test is conducted from 4 pm – 10 pm.

subjects complain that they get tired and are hungry

Coursera (Marketing Strategy Specialization) –

3
Shameek Sinha
Testing Effects
Testing effects
Main testing effect
O1 X O2 Effect of prior observation influences a later
observation
Interactive testing effect
O1 X O2 Effect of prior observation influences a subject’s
response to the experimental variable

Example Study on effect of advertising on perceived taste

Consumers taste and evaluate wines and are shown wine
ads in between evaluations
Coursera (Marketing Strategy Specialization) –
4
Shameek Sinha