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Experimental Designs

Experimental Designs. 0 = measurement of dependent variable x = manipulation of independent variable R = random assignment of subjects E = change in dependent variable due to independent variable. After-only. X O 1. One Group, Before-After. O 1 X O 2. Before-After with Control Group.

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Experimental Designs

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  1. Experimental Designs 0 = measurement of dependent variable x = manipulation of independent variable R = random assignment of subjects E = change in dependent variable due to independent variable

  2. After-only X O1

  3. One Group, Before-After O1 X O2

  4. Before-After with Control Group Experimental Group (R) O1 X O2 Control Group (R) O3 O4

  5. After-Only with Control Group Experimental Group (R) X O1 Control Group (R) O2

  6. Test Marketing Experiment (or other type of study) conducted in a field setting

  7. Test Markets • Standard

  8. Test Markets • Controlled

  9. Test Markets • Electronic

  10. Test Markets • Simulated

  11. Selecting Test Market Cities Representativeness Ideal city is one where demographic and psychological characteristics most closely match desired population

  12. Selecting Test Market Cities Degree of Isolation Distribution and promotion should be limited to one geographic area

  13. Selecting Test Market Cities Ability to Control Distribution and Promotion Distributors and media sources need to be willing and able to cooperate

  14. Internal Validity Extent to which change in Dependent variable is due to manipulation of independent variable

  15. Threats to Internal Validity History/Extraneous Factors Specific events in the external environment occurring between first and second measurements that are beyond the control of the experimenter

  16. Threats to Internal Validity Maturation/Changes in subjects Subjects change in some way over the course of the experiment

  17. Threats to Internal Validity Testing Initial measurement affects test-taking the second time test is administered

  18. Threats to Internal Validity Instrumentation/Measure Error Change in method of measuring dependent variable or change in degree of sensitivity or accuracy in measurement instrument

  19. Threats to Internal Validity Mortality/Drop-Out Withdrawal of subjects from experiment before completion of experiment

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