MARK 302 Lecture Notes - Lecture 10: Dependent And Independent Variables, Experiment, Test Market
27 Jan 2017
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Chapter 10 primary data collection: experimentation and test marketing. Experiment: a research approach in which one variable is manipulated and the effect on another variable is observed. Key variables: independent: variables one controls directly such as price, packaging, distribution, product features, etc. Causal research: research designed to determine whether a change in one variable likely caused an observed change in another. To demonstrate causation, one must be able to show three things: concomitant variation: a and b must vary together in some predictable fashion. Laboratory experiments are experiments conducted in a controlled setting. Some advantages are: to control extraneous causal factors and greater internal validity. Some disadvantages are: greater problem with external validity since the findings do not necessarily hold up when transferred to the marketplace. Field experiments are tests conducted outside the laboratory in an actual market environment. Some advantages are: solve the problem of realism of the environment.
