mkt 360 chapter seven

what is the purpose of a t-test, what are the null and alternative hypotheses, what are the two types of t-tests, and how are results interpreted using p-values?

a t-test compares the means of two groups. The null hypothesis states no difference the alternative states a difference.

Independent samples t-test compares two separate groups; paired-samples t-test compares two related groups.

what are the specific ethical concerns in marketing experiments?

no physical or mental risk

right to withdraw

knowledge of data use

confidentiality or anonymity

debriefing.

what factors are considered when selecting test markets?

population size

demographic composition

market situation

media options

distribution options

what can be tested in test markets?

new products

brand extensions

consumer promotions

pricing

advertising and communications

distribution

what are the main challenges of test markets?

cost

time

controlling extraneous variables

competitive reactions

measuring results

novelty vs. normal behavior

test length

what are the three types of test markets?

standard

controlled

simulated (virtual).

what characterizes quasi-experimental designs?

no randomization and limited control over the environment.

what characterizes true experimental designs?

random assignment and inclusion of a control group.

what characterizes pre-experimental designs?

no randomization

little control over extraneous variables

weak internal validity

what are the three criteria to establish causality?

temporal precedence

concomitant variation

non-spurious correlation.

what does experimental notation use R, X, and O to represent?

R = random assignment

X = treatment

O = observation/measurement.

what are the main threats to internal validity?

history

maturation

testing effect

instrumentation effect

selection effect

mortality (attrition).

variables other than the independent variable that may affect the dependent variable.

extraneous variables (confounds)

how well a study measures what it is supposed to measure.

validity

what is the difference between internal and external validity?

internal validity is whether the treatment alone caused the effect

external validity is whether results can be generalized

the deliberate change in the independent variable.

manipulation in an experiment

what is the difference between a treatment group and a control group?

the treatment group receives the manipulation

the control group does not

what is the difference between an independent and dependent variable?

the independent variable is the cause that is manipulated

the dependent variable is the effect that is measured

what are the basic components of experimental design?

subjects

independent variable

dependent variable

treatment group

control group

manipulation

validity