Samenvatting
Summary Experimental Research
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.
[Meer zien]Voorbeeld 4 van de 47 pagina's
Voorbeeld 4 van de 47 pagina's
In winkelwagengesponsord bericht van onze partner
1 beoordeling
Door: marliesbraakhekke • 4 jaar geleden
Voorbeeld van de inhoud
Suzanne van Heyningen Experimental ResearchSummary 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
Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:
Bewezen kwaliteit door reviews
Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!
In een paar klikken geregeld
Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.
Direct to-the-point
Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper suzannevh95. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €4,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 66902 samenvattingen verkocht
Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen