MBA III Marketing Research: Experiment Design
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Questions and Answers

What is a notable characteristic of pre-experimental designs?

  • They often lack control over internal and external validity. (correct)
  • They require a large sample size to be effective.
  • They can be classified as true experiments.
  • They provide precise control over variables involved.

    • Which of the following describes a One-Shot Design?

  • It allows for the observation of test units not exposed to the treatment.
  • Data is collected from a subject after treatment without control variables. (correct)
  • A control group is utilized to eliminate extraneous influences.
  • It includes pretesting and posttesting for comparison.

    • What distinguishes the One-Group Pretest-Posttest Design from other designs?

  • It involves measuring subjects after the treatment only.
  • It does not utilize any form of measurement.
  • It measures subjects before and after the treatment. (correct)
  • It relies solely on retrospective data collection.

    • Which pre-experimental design is characterized by the absence of a control group?

    <p>One-Shot Design</p> Signup and view all the answers

    Which of these designs is most commonly used in exploratory research?

    <p>Pre-Experimental Design</p> Signup and view all the answers

    What are independent variables in experimentation?

    <p>Variables that are manipulated to observe effects</p> Signup and view all the answers

    What is a primary advantage of using Randomized Block Design?

    <p>It is particularly useful for small sample sizes.</p> Signup and view all the answers

    Which of the following best describes dependent variables?

    <p>They measure the effect of independent variables.</p> Signup and view all the answers

    What is an example of extraneous variables?

    <p>Store layout design</p> Signup and view all the answers

    In Latin Square Design, how are test units grouped?

    <p>According to two extraneous variables.</p> Signup and view all the answers

    What does the term 'interaction effect' refer to in Factorial Design?

    <p>The combined impact of multiple independent variables on the dependent variable.</p> Signup and view all the answers

    Which type of experimentation occurs in real-world settings?

    <p>Field Experimentation</p> Signup and view all the answers

    Which of the following best characterizes a 3 x 2 factorial design?

    <p>An experiment with three treatment levels across two sales promotions.</p> Signup and view all the answers

    What is the role of test units in experimentation?

    <p>They are subjected to interventions and their responses are studied.</p> Signup and view all the answers

    Which of the following can impair the validity of experimental results?

    <p>Presence of extraneous variables</p> Signup and view all the answers

    Which of these are considered factors affecting the validity of an experiment?

    <p>History effect, Maturation, Testing, Instrumentation</p> Signup and view all the answers

    What is the dependent variable in the grocery store chain example using factorial design?

    <p>Change in sales.</p> Signup and view all the answers

    In the context of experimentation, what is the primary concern of validity?

    <p>The ability to draw accurate conclusions from the results.</p> Signup and view all the answers

    Which type of variable is typically unaffected by the manipulation of independent variables?

    <p>Extraneous variables</p> Signup and view all the answers

    What distinguishes Factorial Design from other experimental designs?

    <p>The simultaneous manipulation of two or more independent variables.</p> Signup and view all the answers

    In which scenario would Randomized Block Design be most beneficial?

    <p>When it is important to control for specific variables among small groups.</p> Signup and view all the answers

    What is a major weakness of the Static Group Design?

    <p>No pre-measure is taken for either group.</p> Signup and view all the answers

    In which design is the effect of extraneous variables assumed to be the same for both experimental and control groups?

    <p>Posttest-Only Control Group Design</p> Signup and view all the answers

    Which design utilizes a testing effect as a risk factor?

    <p>Pretest-Posttest Control Group Design</p> Signup and view all the answers

    What defines a Completely Randomized Design?

    <p>It randomly assigns treatments to group members.</p> Signup and view all the answers

    How is the treatment effect calculated in a Pretest-Posttest Control Group Design?

    <p>(O2 – O1) – (O4 – O3)</p> Signup and view all the answers

    Which design eliminates the risk of a testing effect?

    <p>Posttest-Only Control Group Design</p> Signup and view all the answers

    What is a key characteristic of the Randomized Block Design?

    <p>Groups are defined by an extraneous variable.</p> Signup and view all the answers

    When is the Completely Randomized Design not recommended?

    <p>When test members differ greatly on extraneous variables.</p> Signup and view all the answers

    What does the notation O1 symbolize in experimental designs?

    <p>The initial measurement of a variable.</p> Signup and view all the answers

    What is the likely approach to treatment evaluation when pre-testing is impractical?

    <p>Posttest-Only Control Group Design</p> Signup and view all the answers

    Study Notes

    Experimentation Overview

    • Experimentation involves manipulating one or more variables to observe effects on dependent variables.
    • Validity in experimentation is influenced by external factors like history, maturation, testing, instrumentation, sampling bias, and mortality.

    Definition and Key Concepts

    • Independent Variables: Variables manipulated to study their effects (e.g., price levels).
    • Dependent Variables: Measurable outcomes affected by independent variables (e.g., sales, profits).
    • Test Units: Subjects (individuals or organizations) whose responses are analyzed (e.g., consumers).
    • Extraneous Variables: Variables other than independent variables that can influence the outcome (e.g., store location).

    Types of Experimentation

    • Field Experimentation: Conducted in real-world settings.
    • Laboratory Experimentation: Conducted in controlled environments.

    Experimental Design Types

    • Pre-Experimental Design: Lacks adequate controls for validity.
    • True Experimental Design: Incorporates controls and random assignments, enhancing validity.
    • Extension of True Experimental Design: Builds on true designs for more complex research needs.

    Pre-Experimental Designs

    • Characteristics: Often exploratory, do not classify as true experiments, and may lack control over extraneous variables.

    One-Shot Design

    • Measures a single outcome after treatment with no comparison group.
    • Diagram: X -> O1

    One-Group Pretest-Posttest Design

    • Measures outcomes before and after treatment in a single group, lacking a control group.
    • Risk of results being affected by maturation between tests.
    • Diagram: O1 -> X -> O2

    Static Group Design

    • Compares an experimental group with a control group after treatment without pre-measurement.
    • Major weakness: uncertainty about group equivalence prior to treatment.
    • Diagram: Experimental Group X -> O1, Control Group -> O2

    Advanced Experimental Designs

    Pretest-Posttest Control Group Design

    • Involves both experimental and control groups tested before and after treatment, with random assignments to enhance validity.
    • Diagram: (O2 - O1) - (O4 - O3)
    • Example: Increase in brand awareness after advertising treatment calculated as 13%.

    Posttest-Only Control Group Design

    • Tests after treatment exposure with random assignments for both groups, minimizing testing effects.
    • Example: Evaluate a foot remedy's effectiveness without a pretest.

    Randomized Design Approaches

    Completely Randomized Design

    • Treatments randomly assigned, allowing control over extraneous variables.
    • Suitable when test members are similar regarding extraneous variables.

    Randomized Block Design

    • Treatments assigned within identified blocks based on extraneous variables (e.g., demographic factors).

    Specialized Designs

    Latin Square Design

    • Manages two extraneous variables by systematically arranging test units in a grid format.
    • Useful for comparing multiple treatment levels.

    Factorial Design

    • Examines multiple independent variables' effects on dependent variables.
    • Main effects assess each independent variable's impact, while interaction effects evaluate combined variable influences.
    • Example: A study involving store hours and promotions to analyze sales change, requiring multiple experimental groups.

    Summary of Experimentation

    • Experimentation involves careful design to manipulate and measure variables effectively.
    • Understanding and controlling variables is essential for deriving valid conclusions.
    • Increased sophistication in design leads to improved clarity and impact of results in marketing research.

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    Related Documents

    MBA-III Marketing Research Designs of Experimentation PDF

    Description

    Explore Session 10 of the MBA III Marketing Research course, focusing on the designs of experimentation. This quiz will test your understanding of experimental design concepts, methods, and applications. Enhance your marketing research skills through this targeted assessment.

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