MARK 302 : Chapter 9 MARK 302 Notes.docx
Document Summary
Causual research: research designed to determine whether a change in one variable likely caused an observed change in another. Crayola. com example: dependent variable: web site visits. Independent variables: invitation email characteristics: subject line heading. Product testing candy bars examples (teacher notes: dependent variables: product liking, purchase likelihood. Independent variables: nut type: hazelnuts, walnuts, peanuts, chocolate cover: milk chocolate, bitter chocolate, filling: caramel filling at 10%, 15%, 20% Pros: ability to control extraneous causal factors (temperature, light, humidity, etc. , easy to eliminate other possible causal factors, focus on concomitant variation and appropriate time order of occurrence, greater internal validity. Field experiments: actual environments, such as a marketplace. Pros: solve the problem of realism of the environment, greater external validity. Cons: no control over spurious factors that might influence the dependent variable (such as actions of competitors, the weather, the economy, societal trends, and political climate, lower internal validity.
