BUSMKT 1411 Chapter Notes - Chapter 7: Design Of Experiments, Dependent And Independent Variables, Time Series
23 Dec 2018
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Marketing research: experimentation is commonly used to infer casual relationships, causality: inferring a cause-and-effect relationship. Interactive testing effect (it): a prior measurement affects the test unit"s response to the independent variable. Instrumentation (i): refers to changes in the measuring instrument, in the observers, or in the scores themselves: sometimes, measuring instruments are modified during the course of an experiment. 10/9/18: matching, matching: involves comparing test units on a set of key background variables before assigning them to the treatment conditions, 2 drawbacks, 1. Test units can be matched on only a few characteristics, so the test units may be similar on the variables selected but unequal on others: 2. There is no random assignment of test units. X o1: the test units are self-selected or selected arbitrarily by the researcher. It does not provide a basis of comparing the level of o1 to what would happen when.
