MKTG 0632 Chapter Case Study: Coyote beer_Case Study
Document Summary
The market researchers under this design do not possess control over test subjects and the timing of exposure to the experimental incentive. Ultimately, the whole process is out of the control of the market researcher. Because of having this constraint, there are no chances of randomization and matching across the subjects. Randomization means attributing subjects to varied groups randomly. Whereas matching denotes apportioning subjects to varied groups where they become homogenous within groups and heterogenous between groups. However, under pre-experimental design, market researchers can not proceed with randomization or matching. This type is opposite to the previous one. Here, market researchers possess complete control over the person who will be revealed to marketing stimuli and further the timing of exposure. This experimental design is considered the most accurate experimental research type, which can establish cause and effect relationships solely among all designs. Under this design, randomization or matching can be carried out.
