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Laboratory (high internal validity)
◦ usually cheaper and quicker
◦ Better control
◦ Only appropriate if manipulations are meaningful in
contrived setting
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Field (high external validity)
◦ Quasi experiments
◦ Test markets
◦ More generalizable
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O = observe DV, X = manipulate IV
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Quasi-experimental
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Also called pre-experimental
One group pretest posttest: O x O
One shot: x O
Static group:
 Experimental group: x O
 Control group: O
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Internal
◦ Are we really measuring what we think we’re
measuring?
◦ Is change in DV really due to change in IV
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External
◦ Are the results representative of the real world
(generalizable)?
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Problems:
◦ Extraneous factors
◦ Changes in subjects
 Fatigue, learning, drop-out, guessing purpose,
demand effects
◦ Measurement error
◦ Inequivalent groups
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Problems:
◦ Representative sample
◦ Realism
◦ Generalizability
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An experimental procedure
that provides an opportunity
to test a new product or a
new marketing plan under
realistic market conditions
to measure sales or profit
potential.
ESTIMATE
OUTCOMES
IDENTIFY AND
CORRECT
WEAKNESSES
IN PLANS
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Population
Demographic composition
Lifestyle considerations
Competitive situation
Media coverage and isolation
Self-contained trading area
Secrecy
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Small city
Low chance of being detected
Distribution is forced (guaranteed)
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Cedar Rapids, Iowa
Charlotte, North Carolina
Columbus, Ohio
Evansville, Indiana
Eau Claire, Wisconsin
Grand Junction. Colorado
Little Rock, Arkansas
Odessa-Midland, Texas
Omaha, Nebraska
Pittsfield, Massachusetts
Tulsa, Oklahoma
Wichita, Kansas
Wichita Falls, Texas
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Special area in marketing
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Tries to adjust for problems:
◦ Overattention
◦ Store conditions
◦ Competitive environment
◦ Diffusion and awareness of product
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Often based on scanner data
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Prices vary
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Compare price to sales
◦ Answers:
◦ How price sensitive are customers?
◦ What is the optimal price?
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Experimental research is filled with
tradeoffs between internal and external
validity.
Making something more believable or more
realistic may not be in your best interest.
Despite its limitations, experimental
research is at least as valid as field
research.
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