North South University

DESIGNING AN EXPERIMENT
Submitted to: Akib Ul Huque [AQB]

Submitted by-
Name: Jannatul Nayeem
NSU ID: 1611482030
Course: PSY101L
Section: 02
Department: Dept. of Marketing
School: School of Business and Economics
North South University
Dhaka-1229, Bangladesh
 Abstract

This report is about designing a marketing experiment. The experiment will be conducted to
measure the influence of referral marketing over SEO (Search Engine Optimization) while
purchasing a mobile phone. A group of 30 random subjects will be chosen conveniently. They
will be provided with two options of preference while purchasing a mobile phone- a. They will
search for physical or online reviews b. They will rely on the 1st page of their search on internet.
The response will be recorded accordingly. The totals of each group will be divided by 30 and
then multiplied by 100 to get a weighted percentage. After the result will be obtained, it will be
cross-checked with the hypothesis. From this experiment it will be easy to interpret-

 The impact of referral marketing on consumer.

 How consumer behavior relies more on other people’s opinion.
 Importance of interactive IMC (Integrated Marketing Campaign).
 Why company spends more money on interactive referral marketing and Tricksterism.

The main purpose of this study is to measure the influence of referral marketing over SEO
marketing on consumer’s purchasing behavior of shopping goods.
 Introduction

In this experiment the two options- a. They will search for physical or online reviews b. They
will rely on the 1st page of their search on internet, are independent variables whereas the
response of 30 people for purchasing the mobile phone is dependent variable.

Option-a: They will search for physical or online review. This variable describes that how
much people rely on the opinion of others while purchasing a shopping product (unlike FMCG
and high involvement product). People’s preference vary and they mostly tend to rely on
opinions of people who they find more acceptable. This dimension might vary based on
marketing personality trait (e.g. early adopters versus Authoritarian). This is an independent
variable.

Option-b: They will rely on the 1st page of their search on internet. SEO (Search Engine
Optimization) a very popular marketing trends now-a-days. Marketers are very doing both online
and offline SE0, and spending lot of money to bring their website at the 1st page of the search
result. However, this variable will describe how consumers might rely on their search results
online.

Purchasing a mobile phone: We know that mobile phone is a shopping product that involves
medium level of customer engagement at awareness and trial stage of AIDA model. However,
different customers might pursue different decisions based on opinions of pre-purchase stage.

Objective of the study: The objective of the study is to measure the influence of referral
marketing over SEO marketing on consumer’s purchasing behavior of for mobile phone.

Theory of Needs: Abraham Maslow’s theory of need of hierarchy describes that the 3rd level of
need is social need where people seek for love, friendship, belongingness, and recognition.
(McLeod,. S. 2000). This theory is related with this study. Before purchasing a shopping good
they think how others might think for his or her possessions. This will drive him or her to
purchase at the review or reference of most reliable sources.
 Hypothesis

Referral marketing has greater influence over SEO marketing on consumer’s purchasing
behavior of mobile phone.

Method

Participant: 30 people

Age: 18-45 years old

Gender: Male/ Female/ Others

Socio-economic class: Middle class to Elite class

Materials:

 Data Sheet
 Pen, Paper, Calculator
 Design and Procedure

First, first, we will welcome the participants. Then, we will provide information sheet, taking
consent, and respond to questions about the study to the participant. Will provide both written and
verbal instructions about how the study will be carried out and also clarify their questions.
Afterwards, we will provide further clarification if needed. Then, we will provide them the answer
sheet to answer to put mark on either a or b. Finally, we will take their comments about the thest
and wave them bye thankfully.

Data processing and Statistical analysis

Variables Total %
Option- A x X%
Option- B y Y%

First, the responses will be added separately then converted into percentage to weigh properly.
Then, the result will be cross-checked with the hypothesis.
 Discussion

It is expected the people will answer option-A more rather than option B. It depicts the
importance of referral marketing at present context. Therefore, this experiment will be very
important for companies to budget properly and communicate properly to their customer.

References

McLeod., S. (2020). Maslow's Hierarchy of Needs. Simply Psychology. Retrieved from

https://www.simplypsychology.org/maslow.html#:~:text=Maslow's%20hierarchy%20of%20nee
ds%20is,hierarchical%20levels%20within%20a%20pyramid.&text=From%20the%20bottom%2
0of%20the,esteem%2C%20and%20self%2Dactualization.