市場(chǎng)調(diào)查方法(英文版)第九章(編輯修改稿)
2025-01-26 23:11 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 ? Such acts as changing prices or increasing advertising to influence (confound) petitors’ testmarketing results are ethically questionable. 13 169。 2023 Thomson/SouthWestern. All rights reserved. Fundamental Questions in Experimentation ? Laboratory Experiment ? A situation in which the researcher has more plete control over the research setting and extraneous variables. ? Field Experiments ? Research projects involving experimental manipulations that are implemented in a natural environment. 14 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT The Artificiality of Laboratory versus Field Experiments 15 169。 2023 Thomson/SouthWestern. All rights reserved. Issues of Experimental Validity ? Internal Validity ? The extent that an experimental variable is truly responsible for any variance in the dependent variable. ? Did the experiment answer the question of causal effect? ? Did the manipulation do what it was supposed (predicted) to do? ? Manipulation Checks ? A validity test of an experimental manipulation to make sure that the manipulation does produce differences in the independent variable. 16 169。 2023 Thomson/SouthWestern. All rights reserved. Extraneous Variables Affecting Internal Validity Internal Validity Maturation Testing Instrumentation Selection Mortality History 17 169。 2023 Thomson/SouthWestern. All rights reserved. Effects of Extraneous Variables on Validity ? History Effect ? Occurs when some change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable. ? Cohort Effect ? A change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups. 18 169。 2023 Thomson/SouthWestern. All rights reserved. Effects of Extraneous Variables… (cont’d) ? Maturation Effects ? Effects that are a function of time and the naturally occurring events that coincide with growth and experience. ? Testing Effects ? A nuisance effect occurring when the initial measurement or test alerts or primes subjects in a way that affects their response to the experimental treatments. 19 169。 2023 Thomson/SouthWestern. All rights reserved. Effects of Extraneous Variables… (cont’d) ? Instrumentation Effect ? A change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable. ? Selection Effect ? Sample bias that results from differential selection of respondents for the parison groups, or a sample selection error. ? Mortality Effect (Sample Attrition) ? Oc
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