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Causal Research Design: Experimentation

This chapter discusses experimental research design and causality. It provides an outline of the key topics to be covered, which include the concept of causality, controlling extraneous variables, different types of experimental designs (pre-experimental, true experimental, quasi-experimental, statistical), and limitations of experimentation. Tables and figures are included to illustrate concepts like classifications of experimental designs, selecting a test marketing strategy, and examples of randomized block and Latin square designs.

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Syed Tabrez
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244 views15 pages

Causal Research Design: Experimentation

This chapter discusses experimental research design and causality. It provides an outline of the key topics to be covered, which include the concept of causality, controlling extraneous variables, different types of experimental designs (pre-experimental, true experimental, quasi-experimental, statistical), and limitations of experimentation. Tables and figures are included to illustrate concepts like classifications of experimental designs, selecting a test marketing strategy, and examples of randomized block and Latin square designs.

Uploaded by

Syed Tabrez
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Chapter VII

Causal Research Design:


Experimentation
Chapter Outline
1) Overview
2) Concept of Causality
3) Conditions for Causality
4) Definition of Concepts
5) Definition of Symbols
6) Validity in Experimentation
7) Extraneous Variables
8) Controlling Extraneous Variables
Chapter Outline (cont.)
9) A Classification of Experimental Designs
10) Pre-experimental Designs
11) True Experimental Designs
12) Quasi Experimental Designs
13) Statistical Designs
14) Laboratory vs. Field Experiments
15) Experimental vs. Non-experimental Designs
16) Limitations of Experimentation
17) Application: Test Marketing
Chapter Outline (cont.)
18) Determining a Test Marketing Strategy
19) International Marketing Research
20) Ethics in Marketing Research
21) Internet and Computer Applications
22) Focus on Burke
23) Summary
24) Key Terms and Concepts
25) Acronyms
Figure 7.1 A Classification of Experimental
Designs
Experimental Designs

Pre-experimental True Quasi Statistical


Experimental Experimental

One-Shot Case Pretest-Posttest Time Series Randomized


Study Control Group Blocks

One Group Posttest: Only Multiple Time Latin Square


Pretest-Posttest Control Group Series

Static Group Solomon Four- Factorial


Group Design
Figure 7.2 Selecting a Test-Marketing Strategy
Competition

Very +ve New Product Development


Socio-Cultural Environment

-ve
Other Factors Research on Existing Products
Research on other Elements

Need for Secrecy


Stop and Reevaluate
Very +ve -ve
Simulated Test Marketing
Other Factors
Very +ve -ve
Controlled Test Marketing
Other Factors
-ve
Standard Test Marketing

National Introduction

Overall Marketing Strategy


Table 7.1 Evidence of Concomitant Variation between
Purchase of Fashion Clothing and Education

Purchase of Fashion Clothing, Y


High Low
Education, X

High 363 (73%) 137 (27%) 500 (100%)

Low 322 (64%) 178 (36%) 500 (100%)


Table 7.1 Purchase of Fashion Clothing by
Income and
Education
Low Income High Income
Purchase Purchase
High Low High Low

Education
Education

High 122 (61%) 78 (39%) 200 (100%) High 241 (80%) 59 (20%) 300

Low
171 (61%) 129 (43%) 300 (100%) Low 151 (76%) 49 (24%) 200
Table 7.4 An Example of a Randomized
Block Design

Treatment Groups
Block Store Commercial Commercial
Commercial
Number Patronage A B C

1 Heavy
2 Medium
3 Low
4 None
Table 7.5 An Example of Latin Square Design

Interest in the Store


Store Patronage High Medium
Low

Heavy B A C
Medium C B A
Low and none A C B
Table 7.6 An Example of a Factorial Design

Amount of Humor
Amount of Store No Medium High
Information Humor Humor Humor

Low
Medium
High
Table 7.7 Laboratory versus Field Experiments

Factor Laboratory Field

Environment Artificial Realistic


Control High Low
Reactive Error High Low
Demand Artifacts High Low
Internal Validity High Low
External Validity Low High
Time Short Long
Number of Units Small Large
Ease of implementation High Low
Cost Low High
RIP 7.1 Criteria for the Selection of
Test Markets
Test Markets should have the following qualities:
1) Be large enough to produce meaningful projections. They
should contain at least 2% of the potential actual
population. 2) Be representative demographically.
3) Be representative with respect to product
consumption behavior.
4) Be representative with respect to media usage.
5) Be representative with respect to competition.
6) Be relatively isolated in terms of media and physical distribution.
7) Have normal
historical development in the product class 8) Have
RIP 7.2 Dancer Fitzgerald’s Sample List of
Recommended Test Markets
Albany-Schenectady-Troy, N Knoxville, TN
Boise, ID Lexington, KY
Buffalo, NY Little Rock, AR
Cedar Rapids-Waterloo, IA Louisville, KY
Charlotte, NC Minneapolis, MN
Cincinnati, Oh Nashville, TN
Cleveland, OH Oklahoma City, OK
Colorado Springs-Pueblo, CO Omaha, NE
Columbus, OH Orlando-Daytona Beach, FL
Des Moines, IA Phoenix, AZ
Erie, PA Pittsburgh, PA
RIP 7.2 Dancer Fitzgerald’s Sample List of
Recommended Test Markets
Evansville, IN Portland, OR
Fargo, ND Roanoke-Lynchburg, VA
Fort Wayne, IN Rochester, NY
Green Bay, WI Sacramento-Stockton, CA
Greensboro-High Point, NC St. Louis, MO
Greenville-Spartanburg, SC Salt Lake City, UT
Grand Rapids-Battle Creek, MI Seattle-Tacoma, WA
Kansas City, MO Wichita-Hutchinson, KA

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