Market Research Chapter 11/12: Experiemental Research And Design

Front 1

Main Effect

Back 1

The experimental difference in dependent variable means between the different levels of any single experimental variable

Front 2

Interaction Effect

Back 2

Differences in dependent variable means due to a specific combination of independent variable

Front 3

Categorical variables

Back 3

described by class or quality

Front 4

Continuous variable

Back 4

described by quantity

Front 5

experimental treatment

Back 5

the way an experimental variable is manipulated

Front 6

experiential group

Back 6

a group of subjects to whom an experimental treatment is administered

Front 7

control group

Back 7

a group of subjects to whom no experimental treatment is administered.

Front 8

Cell

Back 8

A specific treatment combination associated with an experimental group (the number of groups x the number of treatments = the number of cells)

Front 9

Test units

Back 9

the subjects or entiteies whose responses to treatment are measured or observed

Front 10

Experimental confound

Back 10

when there is an alternative explanation beyond the experimental variables for any observed differences int he dependent variable.

Front 11

Demand Characteristic

Back 11

An experimental design element or procedure that unintentionally provides subjects with hints about the research hypothesis

Front 12

Demand Effect

Back 12

Occurs when demand characteristics actually affect the dependent variable

Front 13

Hawthorne Effect

Back 13

People will perform differently from normal when they know they are experimental subjects

Front 14

Constancy of Conditions

Back 14

Subjects in all experiemntal groups are exposed to identical conditions except for the differing experimental treatments

Front 15

Counterbalancing

Back 15

Attempts to eliminate the confounding effects of order of presentation by varying the order of presentation of treatments to subject groups

Front 16

Basic Experiemental designs

Back 16

A single independent variable and a single depenednt variable

Front 17

Factorial experiemental design

Back 17

allows for an investigation of the interaction to two or more independent variables

Front 18

Laboratory Experiment

Back 18

A situation in which the researcher has more complete control over the reaserch setting and extraneous variables

Front 19

Field Experiments

Back 19

Research projects involving experimental manipulations that are implemented in an natural environment

Front 20

Within Subject Design

Back 20

Involves repeated measures because with each treatment the same subject is measured

Front 21

Between subjects Design

Back 21

Each subject receives only one treatment combination. Usually advantageous although they are usually more costly. Validity is usually higher

Front 22

Internal Validity

Back 22

The extend that an experiential variable is truly responsible for any variance in the dependent variable

Front 23

Manipulation Checks

Back 23

A validity test of an experimental manipulation to make sure that the manipulation does produce differences in the independent variable

Front 24

History Effect

Back 24

Occurs when some chagne other than the experimental treatment occurs during the course of an experiment that affects the dependent variable

Front 25

Cohort Effect

Back 25

a change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups

Front 26

Maturation efffects

Back 26

effects that are a funciton of time and the naturally occuring events that coincide with growth and experience

Front 27

Testing Effects

Back 27

a nuisance effect occurring when the intial measurment or test alerts or primes subjects in a way that affects their response to the experimental treatments

Front 28

Instrumental Effect

Back 28

A change in the wording of questions, a change in interviewers, or a change in other procedures causes a change int the dependent variable

Front 29

Selection

Back 29

a selection effect is a sample bias that results from differential selection of respondents for the comparison groups, or a smaple selection error

Front 30

Mortality Effect (sample attrition)

Back 30

occurs when some subjects from the experiement before it is completed