Experimentation

Experiment -Definition

Definition:
An experiment is a process used to test a causal
hypothesis in which the researcher (experimenter)
manipulates and controls one or more independent
variables and observes and measures their effect on one
or more dependent variables, while also controlling for
extraneous variables.

Source: Böhler, H. (1992), Marktforschung, 2. Aufl., Stuttgart u.a.: Kohlhammer, p. 330

Experimental designs - Classification

Experimental designs

Pre- True Quasi-

Statistical
experimental experimental experimental

Pre-test–post-
One-shot case test control Randomized
study group Time series blocks
One-group pre- Post-test–only Multiple time Latin sqaure
test–post-test control group series Factorial
Static group Solomon four- design
group

Source: Malhorta/Birks: Marketing Research – an applied approach, 2003, p. 263.

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Causality

4 main criteria to
assess a cause-effect
relationship
1

Covariation e.g. correlation DOES NOT imply causation!

Causality 2

The relationship between X and Y

2
is asymmetric in respect of time.

The change in one of the variables

occurs after the change in the
other one.

Source: Hildebrandt (1983), Konfirmatorische Analysen von Modellen des Konsumentenverhaltens, p. 21-22.
Causality 3

The relationship between X and Y

is not caused by a third variable:
after controlling of third variable
influence, the correlation between X
and Y should still be present.

3
Source: Hildebrandt (1983), Konfirmatorische Analysen von Modellen des Konsumentenverhaltens, p. 21-22.
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Causality 4

The relationship between X and Y is

theoretically founded.

The potential causal relationships

should be determined in accordance
with previously developed theory or
hypothesis.

4
Source: Hildebrandt (1983), Konfirmatorische Analysen von Modellen des Konsumentenverhaltens, p. 21-22.
Tyres 1
Tyres 2
Further ‘strange’ examples…