Marketing Research.ppt
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1、Marketing ResearchExperiment A research investigation in which conditions are controlled One independent variable is manipulated (sometimes more than one) Its effect on a dependent variable is measured To test a hypothesisManipulation of the Independent VariableSelection of Dependent VariableAssignm
2、ent of Subjects (or other Test Units)Control Over Extraneous VariablesBasic Issues of Experimental DesignExperiment TreatmentAlternative manipulations of the independent variable being investigatedIndependent Variable The experimenter controls independent variable. The variables value can be manipul
3、ated by the experimenters to whatever they wish it to be.Manipulation of Independent VariableClassificatory vs. Continuous VariablesExperimental and Control GroupsTreatment LevelsMore Than One Independent VariableDependent Variable Its value is expected to be dependent on the experimenters manipulat
4、ion Criterion or standard by which the results are judgedTEST UNITS - subjects or entities whose response to the experimental treatment are measured or observed.Controlling Extraneous VariablesElimination of Extraneous VariablesConstancy of ConditionsOrder of PresentationBlindingRandom AssignmentHow
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