CMN 2101 Lecture Notes - Lecture 2: Internal Validity, Sampling Frame, Control Variable

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Control more accurately for internal validity (i. e. traditional lab experiment) Dependent variable: the variable we seek to understand (i. e. amount of tips server receives) Control variable: a constant variable or set of variables you control (i. e. male/female servers, Independent variable: the force we manipulate (i. e. interaction with customers) ambiance in room, food pricing) Find a sampling frame > select a sample size: control group, experimental group. Internal and external validity (cid:862)i(cid:374)ter(cid:374)al (cid:448)alidit(cid:455) (cid:373)ea(cid:374)s the a(cid:271)ilit(cid:455) to eli(cid:373)i(cid:374)ate alter(cid:374)ati(cid:448)e e(cid:454)pla(cid:374)atio(cid:374)s of the depe(cid:374)de(cid:374)t (cid:448)aria(cid:271)le(cid:863) i. e. controlled lab experiment (external ability to validate experiment to greater community/generalize findings to general population) * potential sampling bias in the server experiment: location/restaurant chosen for the study (geographical demographics) Maturation (when subjects no longer show interest in study) Inter-subject diffusion (when subjects of both groups involved in study interact) Whether the procedures mirror real life (how believable the study is to the subjects: hawthorne effect (researcher presence which influences subjects)

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