Академический Документы
Профессиональный Документы
Культура Документы
Data was tracked by unit volumes and dollar sales Data was tracked for 7 days before the experiment, during the 4 week experiment and 7 days after the experiment. Products kitchen knivessmall appliances Result sales doubled where advts were aired.
Dependent variables: These variables measures the effect of treatments (independent variable) on the test units. sales in case Test units: Test units are those entities on which treatments are applied. eg : stores
Experiment: An experiment is executed when the researcher manipulates one or more independent variables and measures their effect on the dependent variables while controlling the effect of the extraneous variables. Extraneous variables: These are the variables other than the independent variables which influence the response of test units to treatments.
Examples: Store size, government policies, temperature, food intake, geographical location, etc.
Experimental Design : a set of procedures specifying : - The test units - Independent variables - Dependent variables - How to control extraneous variables
Validity in Experimentation
Internal validity: Internal validity tries to examine whether the observed effect on a dependent variable is actually caused by the treatments (independent variables) in question. External validity: External validity refers to the generalization of the results of an experiment. The concern is whether the result of an experiment can be generalized beyond the experimental situations.
Pre-experimental design
Pre-experimental designs do not make use of any randomization procedures to control the extraneous variables. Therefore, the internal validity of such designs is questionable. One-shot case study: X O
Group 1 - X O1
Group 2 O2
Example
Glaxo wants to measure the effect of introducing music into its work areas to the output of its employees. Applied in select workshops . Workers in selected workshops ---independent variables Music -----Treatment Output of workers ------ Dependent variable
Example glaxo
Workers output workers output prior to music music with music 840 lakh units (treatment) 890 lakh units Effect of treatment = 50 lakh units per day
Quasi-experimental designs
In quasi-experimental design, the researcher can control when measurements are taken and on whom they are taken. However, this design lacks complete control of scheduling of treatment and also lacks the ability to randomize test units exposure to treatments.
Quasi-experimental designs
Quasi-experimental designs
Multiple time series design:
Example
To measure the impact of clearance sale One experimental unit is selected (apparel in a retail store) sale measured (5 lakh units measured) - clearance sale held sale measured(7 lakh) One control unit is selected sale measured(3 lakh units) clearance sale not held sale measured (4.5 lakh units)
Sale before the experiment in the experimental unit : ES1 = Rs. 5 lakhs per month
Sale after the experiment in the experimental unit : ES2 = Rs. 7 lakhs per month Sale before the experiment in the control unit : CS1 = Rs. 3 lakhs per month Sale after the experiment in the control unit : CS2 = Rs. 4.5 lakhs per month
Change in sale in experimental unit over two periods = ES2 ES1 = Rs. 2 lakhs Change in sale in the control unit over two periods CS2 CS1 = Rs. 4.5 lakhs Rs. 3 lakhs = Rs. 1.5 lakhs Treatment Effect : ( ES2 ES1) ( CS2 CS1) = Rs. 2 lakhs - Rs. 1.5 lakhs = Rs. 0.5 lakhs
Control Group : Rs 5 off on one cake of soap coupon mailed to equal no.. Sale = 250 coupons
Applications
Product Design Package Design Pricing Policies Promotion Policies (product) Distribution Policies
Which advt is the most effective ? Commercial A - No humor Commercial B - Some humor Commercial C - high levels of humor
Block No.
1 2 3
Comm B
B B B
Comm C
C C C
NONE
Factorial Design
A factorial design is used to measure the effects of two or more independent variables at various levels. So, a 3 * 3 = 9 cells. Thus, 9 different commercials would have to be aired each having a specific level of store information and humor.
Amount of humor
No humor A D G