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ID:51969051
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页数:24页
时间:2020-03-26
《市场营销课件英文22个文件教学作者几十个ppt 11-experiment.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、ExploringMarketingResearchWilliamG.ZikmundChapter11:ExperimentalResearchExperimentAresearchinvestigationinwhichconditionsarecontrolledOneindependentvariableismanipulated(sometimesmorethanone)ItseffectonadependentvariableismeasuredTotestahypothesisManipulati
2、onoftheIndependentVariableSelectionofDependentVariableAssignmentofSubjects(orotherTestUnits)ControlOverExtraneousVariablesBasicIssuesofExperimentalDesignExperimentTreatmentAlternativemanipulationsoftheindependentvariablebeinginvestigatedIndependentVariableTh
3、eexperimentercontrolsindependentvariable.Thevariable’svaluecanbemanipulatedbytheexperimenterstowhatevertheywishittobe.ManipulationofIndependentVariableClassificatoryvs.ContinuousVariablesExperimentalandControlGroupsTreatmentLevelsMoreThanOneIndependentVariab
4、leDependentVariableItsvalueisexpectedtobedependentontheexperimenter’smanipulationCriterionorstandardbywhichtheresultsarejudgedTESTUNITS-subjectsorentitieswhoseresponsetotheexperimentaltreatmentaremeasuredorobserved.ControllingExtraneousVariablesEliminationof
5、ExtraneousVariablesConstancyofConditionsOrderofPresentationBlindingRandomAssignmentHowMayanExperimentercontrolforExtraneousVariation?EliminateExtraneousVariablesHoldConditionsConstantRandomizationMatchingSubjectsDemandCharacteristicsExperimentalprocedurestha
6、tintentionallyhinttosubjectssomethingabouttheexperimenter’shypothesisLaboratoryExperimentFieldExperimentArtificial-LowRealismFewExtraneousVariablesHighcontrolLowCostShortDurationSubjectsAwareofParticipationNatural-HighRealismManyExtraneousVariablesLowcontrol
7、HighCostLongDurationSubjectsUnawareofParticipationCopyright©2000byHarcourt,Inc.Allrightsreserved.ControlGroupsIsolatesExtraneousVariationWhendoesanExperimenthaveInternalValidity?InternalValidity-Theabilityofanexperimenttoanswerthequestionwhethertheexperiment
8、altreatmentwasthesolecauseofchangesinadependentvariableDidthemanipulationdowhatitwassupposedtodo?FactorsInfluencingInternalValidityHistoryMaturationTestingInstrumentationSelectionMortalityIsolat
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