100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary Experimental Research $5.37
Add to cart

Summary

Summary Experimental Research

1 review
 134 views  5 purchases
  • Course
  • Institution

This summary is a summary of the lectures of Femke van Horen. In this summary you will have example, explanations and also what is asked in the exam.

Preview 4 out of 47  pages

  • March 19, 2019
  • 47
  • 2018/2019
  • Summary

1  review

review-writer-avatar

By: marliesbraakhekke • 4 year ago

avatar-seller
Suzanne van Heyningen Experimental Research



Summary Experimental Research




Last exam tips
- Articles and book are additional material
- If a number can be higher than 1 you need to write a 0, e.g. p = .05 whereas F = 0.30
- If you have a significant effect, always report M’s and SD’s
- If you talk about means in your hypothesis, you also need to report it




1

,Suzanne van Heyningen Experimental Research


Lecture one
Conversion optimization




A structured and systematic Taking the traffic there is
Informed by data
approach to improving the and making the most of it
insights & psychology
performance of a website


Types of Marketing Research
Survey: Experiment:
a) Cross- sectional a) Field
b) Longitudinal b) Lab
c) Panel
Meaning • Gather information with • Factor is isolated to test hypothesis
questionnaire • 1 or more IV’s are manipulated and
change DV while controlling for
extraneous variable
Knowledge focus • Descriptive • Experimental
• Hypothesis testing • Hypothesis testing

Validity focus • External validity • Internal validity
Breath of finding • Medium • Narrow


Why experimenting?
1. Describe
2. Predict
3. Explain behavior of market-parties/ employees/ buyers
❖ Break up phenomena in variables and relations between those variables

Behavioral Research
1. Descriptive research
- Thoughts, feelings, ideas, behaviors
2. Correlational research
- Identifying relationships between different observed variables: measuring thoughts, feelings,
behavior
- It only shows a relationship but it cannot tell whether one variable actually causes the other
- Spurious correlation – third explaining variable




2

,Suzanne van Heyningen Experimental Research


From direction to prediction
1. Description
- Careful observation
2. Correlation
- relationship between observed variables
3. Experimental
- When the quest for causality is the objective, then an experiment is the method of choice

- Example : What impact does assortment size have on store choice?
Causality
Relationship between Asymmetrical A (cause) →
2 variables direction B (effect)

Change in A is No alternative explanation for
accompanies by change in B than change in A
change in B (control others)



Experimental Research
1. It is the only type of research that (potentially) can demonstrate that change in one variable causes a
predictable change in another variable.
2. Most difficult: making sure that a change in Y was not caused by something else than X.
- Test specific hypotheses about the relationship between a cause and an effect via controlled
The effect of an IV on a DV
- Manipulating the independent variable
- Measure effects on dependent variable
- Control other influences (high internal but low external validity)

Importance of randomization




Use different people with Potential confounds Change in Y can
different characteristics are under control be attributed to X

Experimental research : Main steps
1. Theoretical Framework
- Problem Identification
- Hypothesis Formulation
2. Experimental Design
- Manipulation of IVs
- Measurement of DV
- Control for confounds
3. Data analyses
- Get familiar with your data
- Checks
- Conduct main analyses
- Conduct follow up analyses

3

, Suzanne van Heyningen Experimental Research


Problem Identification
Sources of research ideas

• Real life experiences
• Previous research and theory
- Conflicting findings
- Boundary conditions
- Find explanation for observed effects
- Propositions of a theory that are not tested yet
- Applying a theory to a consumer setting

Define your topic by identifying all relevant factors

- DV : What do you want to predict/explain/measure?
- IV : What do you think is the cause/manipulate?
- Moderator : What do you think can change the effect?
- Mediator : What do you think drives the effect?

Define problem statement

- Always draw a conceptual model

Good research problems should both

- Have real life relevance (implication for managers and consumers)
- Contribute to current knowledge (theoretical contribution)




4

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller suzannevh95. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $5.37. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

52510 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$5.37  5x  sold
  • (1)
Add to cart
Added