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MARKETING RESEARCH II

Lecture 3 – Basics of Experimental Design

Previous lecture

¤ Narrow down the research problem – review the

literature – develop hypotheses

¤ A hypothesis is a prediction of the relation that

exists among variables (i.e., effect of an IV on a DV)

¤ Must be capable of being refuted or confirmed

¤ Should be as specific as possible and provide a

clear “tendency” between the variables

¤ E.g., “compared to consumers low in need for cognition, consumers high in need for cognition prefer ads with many arguments”

Variables – basic models

¤ Independent variable (cause)

¤ the variable that the experimenter changes within a defined range ¤ often categorical

¤ Dependent variable (effect)

¤ the variable that measures the influence of the IV ¤ often continuous

¤ The IV and DV are determined by the research

idea (with their presumed relationship being

expressed in the hypothesis)

Variables – more complex models

¤ Models with just an X and a Y are usually not that exciting (although they might be) ¤ MODERATOR : a variable that changes or modifies the original relationship between the IV and DV ¤ Non-moderated relationship: “Consumers prefer ads with many arguments” ¤ Moderated relationship: “Compared to consumers low in need for cognition, consumers high in need for cognition prefer ads with many arguments” ¤ for high NfC consumers: many arguments > few arguments ¤ for low NfC consumers: many arguments = few arguments

of arguments

in ad Attitude towards the ad NfC

Operationalization of variables

¤ How exactly to manipulate an IV?

¤ How to measure a DV?

How can the IV be manipulated in an experimental context? ¤ Presence versus absence ¤ Amount of a variable ¤ Type of a variable

How can the IV be manipulated in an experimental context? ¤ Another example of presence vs. absence: ¤ Research about store atmospherics in supermarket ¤ IV: attractive shelf space design vs. neutral design ¤ DVs ¤ emotions ¤ time spent ¤ amount of products purchased ¤ Results: participants exposed to attractive shelf space design had more positive emotions, spent more time, and purchased more products

How can the IV be manipulated in an experimental context? ¤ Amount of a variable ¤ administer different amounts of the variable to each of several groups ¤ aim is not only to tell if a variable has an effect but also to examine what influence varying amounts of the IV have ¤ E.g., ¤ different number of bystanders (20 vs. 5) ¤ Combination of presence vs. absence and amount of a variable is possible

Ways to establish variation in the independent variable ¤ The manipulation of the IV(s) ¤ Presence versus absence ¤ Amount of a variable ¤ Type of a variable ¤ Can be established via… ¤ Instructional manipulation ¤ Event manipulation ¤ Individual difference manipulation

Ways to establish variation in the independent variable ¤ INSTRUCTIONAL MANIPULATION ¤ Variation in the IV is caused by differences in instructions provided by the experimenter ¤ E.g. 1, ¤ examine influence of feedback about test performance on attitude towards experimenter ¤ feedback is instructional manipulation (IV) – should be same across conditions except for the crucial elements ¤ Group 1: positive feedback about test performance (e.g., “you scored in the top 20%”) ¤ Group 2: negative feedback about test performance (e.g., “you scored in the bottom 20%”) ¤ E.g. 2, ¤ examine misattribution of arousal ¤ participants drink an energy drink, and are told that drink improves cognitive function… ¤ …slightly (group 1) ¤ …substantially (group 2)

Ways to establish variation in the independent variable ¤ EVENT MANIPULATION ¤ Exposing individuals to different events: ¤ environmental manipulations ¤ stimulus manipulations ¤ social manipulations

Ways to establish variation in the independent variable ¤ Environmental Event Manipulation ¤ Manipulate the IV by changing the physical environment/context ¤ E.g.: ¤ manipulation of self-awareness ¤ mirror manipulation ¤ examine store decoration effects on consumers’ shopping behavior

Ways to establish variation in the independent variable ¤ Social Event Manipulation ¤ Manipulate the IV by changing the influence of other people present ¤ presence versus absence of people ¤ number of people around ¤ explain choice to others ¤ behavior of other people ¤ E.g., ¤ bystander experiment: number of people around ¤ Ashʼ’s conformity experiments ¤ number of people & specific reactions of these people

Ways to establish variation in the independent variable ¤ INDIVIDUAL DIFFERENCE ‘MANIPULATION’ ¤ Not really a manipulation, rather a measure of a variable on which individuals may differ ¤ Differences in traits, personality types, internal states ¤ E.g., ¤ Need for Cognition ¤ Self-Monitoring ¤ Self-Esteem ¤ Impulsivity ¤ Skepticism towards advertising ¤ etc.