MARK20100 Lecture Notes - Lecture 13: Toothpaste, Dependent And Independent Variables
Document Summary
Y4: experimental efect: (y3 y1) (y4 y2) Efect our independent variable has on the dependent variable: example (lab experiment): p&g comes up with new commercial for crest and wants to test this ad. They do the test in south bend. (test efect on consumers) Hand out quesionnaire to ind out (bury quesion we want amongst others) Show video and leave commercials and insert crest and ask quesions (only. Quesionnaire: new and old quesions (and make sure to respect brand preference) Only diference between 2 groups is the experimental treatment in eg. So know, if the measures result in high crest results in eg much more than in cg then because of treatment (video) ***need to provide cover and disguise for true purpose: asking about toothpaste brand preference and if crest is 1. Experimental efect: (20-10) (15-10) = 10 5 = 5 percentage point increase in preference for crest toothpaste. Don"t know why cg"s numbers went from 10 to 15.
