MKTG2113 Lecture Notes - Lecture 6: Test Market, Design Of Experiments, Dependent And Independent Variables

• School: University of Sydney
• Department: Marketing
• Course: MKTG2113
• Professor: All

Document Summary

Quantitative research is commonly associated with survey research (descriptive design) or experimental research (causal design). Experiments are a research method in which conditions are controlled so that one or more independent variables can be manipulated to test a hypothesis about a dependent variable. e. g. influence of brand name identification on consumers" taste perceptions. In an experiment, one variable (the independent variable) is manipulated and its effects on another variable (the dependent variable) is measured, while all other variables that may confound the relationship are eliminated or controlled. Independent variable. e. g. without vs with a brand label. All subjects provided the product to be consumed at home to eliminate e. g. store purchase influence. All subjects provided the product to be consumed at home to eliminate e. g. store purchase influence i. e. under controlled conditions. Variables than can potentially confound/confuse the relationship between the iv and dv is controlled for.