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10 Cards in this Set
- Front
- Back
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Independent Variable(s):
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variables one controls directly such as price, packaging, distribution, product features, etc.
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Dependent Variable(s):
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variables one does not directly control such as sales or customer satisfaction
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Extraneous:
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Factors one does not control but has to live with such as the weather, a customer’s mood, competitor’s actions, etc.
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concomitant variation
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as one variable changes, the other changes
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appropriate time order of occurance
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indep change prior to dep var
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elimination of other possible causes for that change
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lab vs. field experiment
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lab experiment
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Realism - artificial
Control of independent & extraneous variables Duration Aware of Experiment Cheaper high internal validity |
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field experiment
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Realism - rep
long Duration unAware of Experiment More expensive high external validity |
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test market
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Testing of new product/service, or some element of the marketing mix, using an field experimental design.
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costs
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Advertising expenses
Point-of-purchase materials Coupons and sampling Travel and set-up expenses Need for customized research Possible diversion of sales from your other products Pot bad press / pr if fails Letting competitors know what your company is doing Falsely thinking sample results are always rep of the pop |
