Enviar búsqueda
Cargar
Ch12 2
•
Descargar como PPT, PDF
•
0 recomendaciones
•
469 vistas
Ali Kamran
Seguir
Educación
Denunciar
Compartir
Denunciar
Compartir
1 de 76
Descargar ahora
Recomendados
Managing research in a commercial setting
Managing research in a commercial setting
DIv CHAS
Ch03 1
Ch03 1
Ali Kamran
Quacera Early Warning Report July 30th
Quacera Early Warning Report July 30th
Quacera L.L.C.
Ch12 2
Ch12 2
Ali Kamran
Ch10 1
Ch10 1
Ali Kamran
Dow early warning pub 030512
Dow early warning pub 030512
Quacera L.L.C.
Ch10 1
Ch10 1
Ali Kamran
Quacera Dow Jones QPM Radar 092812
Quacera Dow Jones QPM Radar 092812
Quacera L.L.C.
Recomendados
Managing research in a commercial setting
Managing research in a commercial setting
DIv CHAS
Ch03 1
Ch03 1
Ali Kamran
Quacera Early Warning Report July 30th
Quacera Early Warning Report July 30th
Quacera L.L.C.
Ch12 2
Ch12 2
Ali Kamran
Ch10 1
Ch10 1
Ali Kamran
Dow early warning pub 030512
Dow early warning pub 030512
Quacera L.L.C.
Ch10 1
Ch10 1
Ali Kamran
Quacera Dow Jones QPM Radar 092812
Quacera Dow Jones QPM Radar 092812
Quacera L.L.C.
marketing research process
marketing research process
dubeym
Acceleration Brochure English
Acceleration Brochure English
robbpoe
Onsite Wastewater Technology Presentation
Onsite Wastewater Technology Presentation
BioMicrobics, Inc.
Tyrone: Custom manufacturing hits perfect stride at Pennsylvania facility.
Tyrone: Custom manufacturing hits perfect stride at Pennsylvania facility.
Albemarle Fine Chemistry Services
Ch01 1
Ch01 1
Ali Kamran
Bezwada Biomedical Corporate Overview
Bezwada Biomedical Corporate Overview
thelukeeffect
Pv module testing
Pv module testing
Intertek CE
Ch12 experimental research
Ch12 experimental research
Syed Osama Rizvi
Sterilization Standards Update: Strategies for Compliance
Sterilization Standards Update: Strategies for Compliance
MedTech Review, LLC
Pool&spa fact sheet
Pool&spa fact sheet
Intertek CE
Single Use System 2008 Interphex
Single Use System 2008 Interphex
madhmad
LiveXChange Conference 2013 Animal Welfare Session Dr Leisha Hewitt- Guidelin...
LiveXChange Conference 2013 Animal Welfare Session Dr Leisha Hewitt- Guidelin...
LiveXchange Conference
Training and development
Training and development
Ali Kamran
Teacher
Teacher
Ali Kamran
Style textile
Style textile
Ali Kamran
Sme's
Sme's
Ali Kamran
Section 1 back ground (2)
Section 1 back ground (2)
Ali Kamran
Research
Research
Ali Kamran
Ptcl
Ptcl
Ali Kamran
Pso
Pso
Ali Kamran
Pizza hut presentation
Pizza hut presentation
Ali Kamran
Pia1
Pia1
Ali Kamran
Más contenido relacionado
Similar a Ch12 2
marketing research process
marketing research process
dubeym
Acceleration Brochure English
Acceleration Brochure English
robbpoe
Onsite Wastewater Technology Presentation
Onsite Wastewater Technology Presentation
BioMicrobics, Inc.
Tyrone: Custom manufacturing hits perfect stride at Pennsylvania facility.
Tyrone: Custom manufacturing hits perfect stride at Pennsylvania facility.
Albemarle Fine Chemistry Services
Ch01 1
Ch01 1
Ali Kamran
Bezwada Biomedical Corporate Overview
Bezwada Biomedical Corporate Overview
thelukeeffect
Pv module testing
Pv module testing
Intertek CE
Ch12 experimental research
Ch12 experimental research
Syed Osama Rizvi
Sterilization Standards Update: Strategies for Compliance
Sterilization Standards Update: Strategies for Compliance
MedTech Review, LLC
Pool&spa fact sheet
Pool&spa fact sheet
Intertek CE
Single Use System 2008 Interphex
Single Use System 2008 Interphex
madhmad
LiveXChange Conference 2013 Animal Welfare Session Dr Leisha Hewitt- Guidelin...
LiveXChange Conference 2013 Animal Welfare Session Dr Leisha Hewitt- Guidelin...
LiveXchange Conference
Similar a Ch12 2
(12)
marketing research process
marketing research process
Acceleration Brochure English
Acceleration Brochure English
Onsite Wastewater Technology Presentation
Onsite Wastewater Technology Presentation
Tyrone: Custom manufacturing hits perfect stride at Pennsylvania facility.
Tyrone: Custom manufacturing hits perfect stride at Pennsylvania facility.
Ch01 1
Ch01 1
Bezwada Biomedical Corporate Overview
Bezwada Biomedical Corporate Overview
Pv module testing
Pv module testing
Ch12 experimental research
Ch12 experimental research
Sterilization Standards Update: Strategies for Compliance
Sterilization Standards Update: Strategies for Compliance
Pool&spa fact sheet
Pool&spa fact sheet
Single Use System 2008 Interphex
Single Use System 2008 Interphex
LiveXChange Conference 2013 Animal Welfare Session Dr Leisha Hewitt- Guidelin...
LiveXChange Conference 2013 Animal Welfare Session Dr Leisha Hewitt- Guidelin...
Más de Ali Kamran
Training and development
Training and development
Ali Kamran
Teacher
Teacher
Ali Kamran
Style textile
Style textile
Ali Kamran
Sme's
Sme's
Ali Kamran
Section 1 back ground (2)
Section 1 back ground (2)
Ali Kamran
Research
Research
Ali Kamran
Ptcl
Ptcl
Ali Kamran
Pso
Pso
Ali Kamran
Pizza hut presentation
Pizza hut presentation
Ali Kamran
Pia1
Pia1
Ali Kamran
Wah nobel ltd.
Wah nobel ltd.
Ali Kamran
Paktel
Paktel
Ali Kamran
Paktel
Paktel
Ali Kamran
Outsourceing
Outsourceing
Ali Kamran
Nestle
Nestle
Ali Kamran
Motorola
Motorola
Ali Kamran
Mobilink
Mobilink
Ali Kamran
Marriott
Marriott
Ali Kamran
Marriot questioinnaire
Marriot questioinnaire
Ali Kamran
Management report..furguson
Management report..furguson
Ali Kamran
Más de Ali Kamran
(20)
Training and development
Training and development
Teacher
Teacher
Style textile
Style textile
Sme's
Sme's
Section 1 back ground (2)
Section 1 back ground (2)
Research
Research
Ptcl
Ptcl
Pso
Pso
Pizza hut presentation
Pizza hut presentation
Pia1
Pia1
Wah nobel ltd.
Wah nobel ltd.
Paktel
Paktel
Paktel
Paktel
Outsourceing
Outsourceing
Nestle
Nestle
Motorola
Motorola
Mobilink
Mobilink
Marriott
Marriott
Marriot questioinnaire
Marriot questioinnaire
Management report..furguson
Management report..furguson
Último
Spatium Project Simulation student brief
Spatium Project Simulation student brief
Association for Project Management
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
Amanpreet Kaur
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
MaritesTamaniVerdade
Unit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptx
VishalSingh1417
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
kauryashika82
How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17
Celine George
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptx
AreebaZafar22
SOC 101 Demonstration of Learning Presentation
SOC 101 Demonstration of Learning Presentation
camerronhm
Magic bus Group work1and 2 (Team 3).pptx
Magic bus Group work1and 2 (Team 3).pptx
dhanalakshmis0310
On National Teacher Day, meet the 2024-25 Kenan Fellows
On National Teacher Day, meet the 2024-25 Kenan Fellows
Mebane Rash
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
christianmathematics
psychiatric nursing HISTORY COLLECTION .docx
psychiatric nursing HISTORY COLLECTION .docx
PoojaSen20
Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University of Engineering & Technology, Jamshoro
Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
pradhanghanshyam7136
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
christianmathematics
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Denish Jangid
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
negromaestrong
How to Create and Manage Wizard in Odoo 17
How to Create and Manage Wizard in Odoo 17
Celine George
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
QucHHunhnh
Holdier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdf
agholdier
Último
(20)
Spatium Project Simulation student brief
Spatium Project Simulation student brief
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
SKILL OF INTRODUCING THE LESSON MICRO SKILLS.pptx
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
2024-NATIONAL-LEARNING-CAMP-AND-OTHER.pptx
Unit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptx
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17
ICT Role in 21st Century Education & its Challenges.pptx
ICT Role in 21st Century Education & its Challenges.pptx
SOC 101 Demonstration of Learning Presentation
SOC 101 Demonstration of Learning Presentation
Magic bus Group work1and 2 (Team 3).pptx
Magic bus Group work1and 2 (Team 3).pptx
On National Teacher Day, meet the 2024-25 Kenan Fellows
On National Teacher Day, meet the 2024-25 Kenan Fellows
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
psychiatric nursing HISTORY COLLECTION .docx
psychiatric nursing HISTORY COLLECTION .docx
Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University Newsletter Vol-X, Issue-I, 2024
Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
How to Create and Manage Wizard in Odoo 17
How to Create and Manage Wizard in Odoo 17
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
Holdier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdf
Ch12 2
1.
Business
Research Methods William G. Zikmund Chapter 12: Experimental Research
2.
Copyright © 2000
by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.
3.
EXPERIMENT • 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 HYPOTHESIS Copyright © 2000 by Harcourt, Inc. All rights reserved
4.
Basic Issues of
Experimental Design Manipulation of the Independent Variable Selection of Dependent Variable Assignment of Subjects (or other Test Units) Control Over Extraneous Variables Copyright © 2000 by Harcourt, Inc. All rights reserved
5.
The experimenter has
some degree of control over the independent variable. The variable is independent because its value can be manipulated by the experimenter to whatever he or she wishes it to be. Copyright © 2000 by Harcourt, Inc. All rights reserved
6.
Experiment Treatment Alternative manipulations
of the independent variable being investigated Copyright © 2000 by Harcourt, Inc. All rights reserved
7.
Independent Variable • The
experimenter controls independent variable. • The variable’s value can be manipulated by the experimenters to whatever they wish it to be. Copyright © 2000 by Harcourt, Inc. All rights reserved
8.
MANIPULATION OF INDEPENDENT
VARIABLE •Classificatory Vs. Continuous Variables •Experimental and Control Groups •Treatment Levels •More Than One Independent Variable Copyright © 2000 by Harcourt, Inc. All rights reserved
9.
Experimental treatments are the
alternative manipulations of the independent variable being investigated. Copyright © 2000 by Harcourt, Inc. All rights reserved
10.
DEPENDENT VARIABLE • its
value is expected to be dependent on the experimenter’s manipulation • criterion or standard by which the results are judged Copyright © 2000 by Harcourt, Inc. All rights reserved
11.
DEPENDENT VARIABLE • SELECTION
– e.g... sales volume, awareness, recall • MEASUREMENT Copyright © 2000 by Harcourt, Inc. All rights reserved
12.
Dependent Variable • Selection
- e.g., sales volume, awareness, recall • Measurement Copyright © 2000 by Harcourt, Inc. All rights reserved
13.
The dependent variable
is so called because its value is expected to be dependent on the experimenter’s manipulation; it is the criterion or standard by which the results are judged. Copyright © 2000 by Harcourt, Inc. All rights reserved
14.
TEST UNITS -
subjects or entities whose response to the experimental treatment are measured or observed. Copyright © 2000 by Harcourt, Inc. All rights reserved
15.
Two Types of
Experimental Error •Constant Error •Random Errors Copyright © 2000 by Harcourt, Inc. All rights reserved
16.
TWO TYPES OF
EXPERIMENTAL ERRORS • CONSTANT ERRORS • RANDOM ERRORS Copyright © 2000 by Harcourt, Inc. All rights reserved
17.
FIELD VERSUS LABORATORY
EXPERIMENTS Copyright © 2000 by Harcourt, Inc. All rights reserved
18.
Controlling Extraneous Variables •
Elimination of Extraneous Variables • Constancy of Conditions • Order of Presentation • Blinding • Random Assignment Copyright © 2000 by Harcourt, Inc. All rights reserved
19.
How May an
Experimenter control for Extraneous Variation? •Eliminate Extraneous Variables •Hold Conditions Constant •Randomization •Matching Subjects Copyright © 2000 by Harcourt, Inc. All rights reserved
20.
Establishing Control
Copyright © 2000 by Harcourt, Inc. All rights reserved
21.
DEMAND CHARACTERISTICS • EXPERIMENTAL
PROCEDURES THE INTENTIONALLY HINT TO SUBJECTS SOMETHING ABOUT THE EXPERIMENTER’S HYPOTHESIS Copyright © 2000 by Harcourt, Inc. All rights reserved
22.
Demand Characteristics • Guinea
Pigs • Hawthorne Effect Copyright © 2000 by Harcourt, Inc. All rights reserved
23.
Field Vs. Laboratory
Experiment Copyright © 2000 by Harcourt, Inc. All rights reserved
24.
Laboratory Experiment
Field Experiment Artificial-Low Realism Natural-High Realism Few Extraneous Many Extraneous Variables Variables High control Low control Low Cost High Cost Short Duration Long Duration Subjects Aware of Subjects Unaware of Participation Participation Copyright © 2000 by Harcourt, Inc. All rights reserved
25.
CONTROL GROUPS •
Isolates Extraneous Variation Copyright © 2000 by Harcourt, Inc. All rights reserved
26.
WHEN IS AN
EXPERIMENT INTERNAL VALIDITY? • INTERNAL VALIDITY - THE ABILITY OF AN EXPERIMENT TO ANSWER THE QUESTION OF WHETHER THE EXPERIMENTAL TREATMENT WAS THE SOLE CAUSE OF CHANGES IN A DEPENDENT VARIABLE • DID THE MANIPULATION DO WHAT IT WAS SUPPOSED TO DO? Copyright © 2000 by Harcourt, Inc. All rights reserved
27.
FACTORS INFLUENCING
INTERNAL VALIDITY • History • Instrumentation • Maturation • Selection • Testing • Mortality Copyright © 2000 by Harcourt, Inc. All rights reserved
28.
ISOLATING EXTRANEOUS VARIATION
WITH A CONTROL GROUP • History Effects • Maturation Effects • Mortality Effects Copyright © 2000 by Harcourt, Inc. All rights reserved
29.
Type of Extraneous
Variable Example History - specific events in the A Major Employer Environment between the Before Closes Its Plant in and After Measurement That Are Test Market Area beyond the Experimenter’s Control Maturation - subjects Change Subjects Become during the Course of the Experiment Tired Testing - The Before Measure Alerts Questionnaire or Sensitizes Subject to Nature of about the Traditional Experiment or Second Measure Role of Women Triggers Enhanced Awareness of Women in an Experiment Copyright © 2000 by Harcourt, Inc. All rights reserved.
30.
Instrument - Changes
in New Questions about Instrument Result in Response Women are Interpreted Bias Differently from Earlier Questions. Selection - Sample Selection Control Group and Error Because of Differential Experimental Group Is Selection Comparison Groups Self-Selected Group Based on Preference for Soft Drinks Mortality - Sample Attrition; Subjects in One Group some Subjects Withdraw from of a Hair Dying Study Experiment Marry Rich Widows and move to Florida Copyright © 2000 by Harcourt, Inc. All rights reserved.
31.
HOW CAN INTERNAL VALIDITY
BE INCREASE? Copyright © 2000 by Harcourt, Inc. All rights reserved.
32.
INCREASING INTERNAL VALIDITY
• Control Group • Random Assignment • Pre-testing and Post-testing • Posttest Only Copyright © 2000 by Harcourt, Inc. All rights reserved
33.
WHAT ARE THE
DIFFERENT BASIC EXPERIMENTAL DESIGNS? Copyright © 2000 by Harcourt, Inc. All rights reserved.
34.
Quasi-Experimental Designs •
One Shot Design (After Only) • One Group Pretest-Posttest • Static Group Design Copyright © 2000 by Harcourt, Inc. All rights reserved
35.
ONE SHOT DESIGN
(AFTER ONLY) X O1 Copyright © 2000 by Harcourt, Inc. All rights reserved
36.
One Group Pretest-Posttest
O1 X O2 Copyright © 2000 by Harcourt, Inc. All rights reserved
37.
Static Group Design
Experimental Group X O1 Control Group O2 Copyright © 2000 by Harcourt, Inc. All rights reserved
38.
Three Good Experimental
Designs • Pretest - Posttest Control Group Design • Posttest Only Control Group • Solomon Four Group Design Copyright © 2000 by Harcourt, Inc. All rights reserved
39.
Pretest-Posttest Control Group
Design Experimental Group R O1 X O2 Control Group R O3 X O4 Copyright © 2000 by Harcourt, Inc. All rights reserved
40.
Posttest Only Control
Group Experimental Group R X O1 Control Group R O2 Copyright © 2000 by Harcourt, Inc. All rights reserved
41.
One-Shot Design
Internal Validity Problems • History • Instrumentation – weak – not relevant • Maturation • Selection – weak – weak • Testing • Mortality – not relevant – weak Copyright © 2000 by Harcourt, Inc. All rights reserved
42.
One-Group Pretest-Posttest
Internal Validity Problems • History • Instrumentation – weak – weak • Maturation • Selection – weak – controlled • Testing • Mortality – weak – controlled Copyright © 2000 by Harcourt, Inc. All rights reserved
43.
Static-Group Design
Internal Validity Problems • History • Instrumentation – controlled – controlled • Maturation • Selection – possible source of – weak concern • Mortality • Testing – weak – controlled Copyright © 2000 by Harcourt, Inc. All rights reserved
44.
Pretest-Posttest Control
Internal Validity Problems • History • Instrumentation – controlled – controlled • Maturation • Selection – controlled – controlled • Testing • Mortality – controlled – controlled Copyright © 2000 by Harcourt, Inc. All rights reserved
45.
Solomon Four-Group Design
Internal Validity Problems • History • Instrumentation – controlled – controlled • Maturation • Selection – controlled – controlled • Testing • Mortality – controlled – controlled Copyright © 2000 by Harcourt, Inc. All rights reserved
46.
Posttest-Only Control
Internal Validity Problems • History • Instrumentation – controlled – controlled • Maturation • Selection – controlled – controlled • Testing • Mortality – controlled – controlled Copyright © 2000 by Harcourt, Inc. All rights reserved
47.
Solomon four Group
Design Experimental Group 1: R O1 X O 2 Control Group 1: R O3 O4 Experimental Group 2: R X O5 Control Group 2: R X O6 Copyright © 2000 by Harcourt, Inc. All rights reserved
48.
ADVANCED EXPERIMENTAL DESIGNS
ARE MORE COMPLEX • COMPLETELY RANDOMIZED • RANDOMIZED BLOCK DESIGN • LATIN SQUARE • FACTORIAL Copyright © 2000 by Harcourt, Inc. All rights reserved
49.
Completely randomized design •
An experimental design that uses a random process to assign subjects (test units) and treatments to investigate the effects of only one independent variable. Copyright © 2000 by Harcourt, Inc. All rights reserved
50.
Completely Randomized Designs
Control: Experimental Experimental no music treatment: treatment: slow music fast music Average minutes 16 18 12 shopper spends in store Copyright © 2000 by Harcourt, Inc. All rights reserved
51.
INDEPENDENT VARIABLE A
Level 1 Level 2 Level 3 Group A Group B Group C Copyright © 2000 by Harcourt, Inc. All rights reserved
52.
Completely Randomized Design With
a pretest posttest Group A R O1 X1 O2 Group A R O3 X2 O4 Group A R O5 X3 O6 Copyright © 2000 by Harcourt, Inc. All rights reserved
53.
Completely Randomized Design With
a posttest Group A R X1 O1 Group B R X2 O2 Group C R X3 O3 Copyright © 2000 by Harcourt, Inc. All rights reserved
54.
Randomized block design •
An extension of the completely randomized design in which a single extraneous variable that might affect test units’ response to the treatment has been identified and the effects of this variable are isolated by blocking out its effects. Copyright © 2000 by Harcourt, Inc. All rights reserved
55.
Randomized Block Design
Independent Variables Control: Experimental Experimental no music treatment treatment: slow music fast music Blocking variable Mornings and afternoons Evening hours Copyright © 2000 by Harcourt, Inc. All rights reserved
56.
Factorial design • An
experiment that investigates the interaction of two or more variables on a single dependent variable. Copyright © 2000 by Harcourt, Inc. All rights reserved
57.
Independent Variable 1
No Music Slow Music Fast Music Independent Variable 2 No Music cart signs Grocery cart signs Copyright © 2000 by Harcourt, Inc. All rights reserved
58.
Factorial Design --
Roller Skates Price Red Gold $25 Cell 1 Cell 4 $30 Cell 2 Cell 5 $35 Cell 3 Cell 6 Package Design Copyright © 2000 by Harcourt, Inc. All rights reserved
59.
EFFECTS • Main effect
• Interaction effect • The influence of a • The influence on a single independent dependent variable by variable on a combinations of two dependent variable. or more independent variables. Copyright © 2000 by Harcourt, Inc. All rights reserved
60.
2 x 2
Factorial Design Ad A Ad B Men 65 > Main Effects of Gender Women 65 70 60 > Main Effects of Ad Copyright © 2000 by Harcourt, Inc. All rights reserved
61.
Interaction Between Gender
and Ad Copy 100 90 Wo 80 me n 70 Believability 60 Men 50 40 30 20 10 Ad A Ad B Copyright © 2000 by Harcourt, Inc. All rights reserved
62.
INDEPENDENT VARIABLE 1
Level 1 Level 2 Level 1 Group A Group B INDEPENDENT VARIABLE 2 Level 2 Group D Group C Copyright © 2000 by Harcourt, Inc. All rights reserved
63.
2 x 2
Factorial with a Pretest Posttest Group A R O1 X11 O2 Group B R O3 X21 O4 Group C R O5 X12 O6 Group D R O7 X22 O8 Copyright © 2000 by Harcourt, Inc. All rights reserved
64.
2 x 2
Factorial Design with a Posttest Measure Group A R X11 O1 Group B R X21 O2 Group C R X12 O3 Group D R X22 O4 Copyright © 2000 by Harcourt, Inc. All rights reserved
65.
A Test Market
Experiment on Pricing Sales in Units (thousands) Regular Price Reduced Price Cents-Off Coupon $.99 $.89 Regular Price Test Market A, B, or C 130 145 153 Test Market D, E, or F 118 143 129 Test Market G, H, or I 87 120 96 Test Market J, K, or L 84 131 99 Mean X1=104.75 X2=134.75 X1=119.25 Grand Mean X=119.58 Copyright © 2000 by Harcourt, Inc. All rights reserved
66.
LATIN SQUARE DESIGN •
A balanced, two-way classification scheme that attempts to control or block out the effect of two or more extraneous factors by restricting randomization with respect to the row and column effects. Copyright © 2000 by Harcourt, Inc. All rights reserved
67.
Order of Usage SUBJECT
1 2 3 1 A B C 2 B C A 3 C A B Copyright © 2000 by Harcourt, Inc. All rights reserved
68.
TEST MARKETING
Not just trying But scientific something testing out Controlled experimentation Copyright © 2000 by Harcourt, Inc. All rights reserved
69.
TEST MARKETING • AN
EXPERIMENTAL PROCEDURE • THAT PROVIDES AN OPPORTUNITY TO TEST A NEW PRODUCT OR A NEW MARKETING PLAN • UNDER REALISTIC MARKET CONDITIONS • TO MEASURE SALES OR • PROFIT POTENTIAL Copyright © 2000 by Harcourt, Inc. All rights reserved
70.
FUNCTONS OF
TEST MARKETING IDENTIFY AND ESTIMATE CORRECT OUTCOMES WEAKNESSES IN PLANS Copyright © 2000 by Harcourt, Inc. All rights reserved
71.
A Lengthy and
Costly Procedure $$$$$ When not to Test? How Long Loss of Should a Secrecy Test Last? Copyright © 2000 by Harcourt, Inc. All rights reserved
72.
SELECTING A TEST
MARKET • POPULATION SIZE • DEMOGRAPHIC COMPOSITION • LIFESTYLE CONSIDERATIONS • COMPETITIVE SITUATION • MEDIA • SELF-CONTAINED TRADING AREA • OVERUSED MARKETS - SECRECY Copyright © 2000 by Harcourt, Inc. All rights reserved
73.
CONTROL METHOD
OF TEST MARKETING • SMALL CITY • LOW CHANCE OF BEING DETECTED • DISTRIBUTION IS FORCED (GUARANTEED) Copyright © 2000 by Harcourt, Inc. All rights reserved
74.
The advantages of
using the control method of test marketing • Reduced costs • Shorter time period needed for reading test market results • Increased secrecy from competitors • No distraction of company salespeople from regular product lines Copyright © 2000 by Harcourt, Inc. All rights reserved
75.
SOME PROBLEMS ESTIMATING
SALES VOLUME • OVERATTENTION • UNREALISTIC STORE CONDITIONS • READING COMPETIVE ENVIRONMENT INCORRECTLY • INCORRECT VOLUME FORECASTS – ADJUSTED DATA – PENETRATION AND REPEAT PURCHASE RATE • TIME LAPSE Copyright © 2000 by Harcourt, Inc. All rights reserved
76.
High Tech
Test Markets Electric Test Markets Simulated Test Markets Virtual-reality Simulated Test Markets Copyright © 2000 by Harcourt, Inc. All rights reserved
Descargar ahora