Chapter 10 Experimental Design

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© Oxford Fajar Sdn. Bhd. (008974-T), 2012 10– 1

PART 3
CHAPTER 10
Experimental Design

LEARNING OUTCOMES
After studying this chapter, you should be able to:

 Understand the process of experimentation to
establish the cause and effect relationship among the
variables of interest
 Understand the process of identifying the
contaminating factors and how to control them while
conducting an experiment

LEARNING OUTCOMES (cont.)
 Differentiate between internal and external validity

and identify the variables that may affect the validity
in experimentation
 Understand some of the complex experimental
designs and select the right design for a given
research problem

10.0 Introduction
Before we move to experimentation, it is

necessary to learn about the possible relationship
among the variables.

10.1 Types of Variables Based on
Relationship
 Independent variable
 Dependent variable
 Moderating variable
 Extraneous variable
 Intervening variable

10.1.1 Independent and
Dependent Variables
 Independent variable (IV) is the CAUSE factor

and a cause is something that makes something
else happen.
 Dependent variable (DV) is the EFFECT factor
and an effect is what happens as a result of the
cause.
CAUSE EFFECT

10.1.2 Moderating Variable
 A moderating variable (MV) is the second

independent variable that is included because it is
believed to have a significant contributory effect on
the originally stated IV–DV relationship.

10.1.3 Extraneous Variable
 Extraneous variable (EV) is defined as the factor(s)

that might disturb the relationship between
dependent and independent variables
(contaminating factor).

10.1.4 Intervening Variable
 Intervening variable (IVV) is defined as the factor

which theoretically affects the observed
phenomenon but cannot be seen, measured or
manipulated.

10.2 What is Experimentation?
Experimental design is set up to examine the

possible cause and effect relationship among
variables. It is different from correlation studies which
examine the relationship among variables without
necessarily trying to establish if one variable causes
the other.

10.2.1 Conditions to Establish
Cause and Effect Relationship
 Both X and Y should covary.

 X (the presumed cause factor) should precede Y
(the presumed effect factor).
 No other factors should possibly cause the change
in the dependent variable Y.

10.2.2 How to do
Experimentation?
The three stages of any valid experimentation are:
 Stage I
– Controlling the contaminating factors
 Stage 2
– Manipulating the independent variable
 Stage 3
– Measuring the change in dependent variable

10.3 Controlling the
Contaminating Factors
The contaminating factor can be controlled by not

treating/exposing the additional/ extra of any
deemed situation to another identified group (for
example group 1 and 2).

10.4 Manipulation of
Independent Variable
 Manipulation implies the creation of different levels

of independent variable to assess the impact on
dependent variable.
 Manipulation of independent variable is known as
treatment and the result of the treatment is known
as treatment effect.

10.5 Field Experiment vs Lab
Experiment
 Lab Experiment
– The controls and manipulation are done in an artificial
setting, where the causal effects relationship can be
tested.
 Field Experiment
– An experiment done in the natural environment in
which work goes on as usual, but treatments are
given to one or more groups.

10.6 Methods of Controlling
Contaminating Factors
10.6.1 Matching Group Method

 In matching group method, we try to match the
various groups by picking the confounding
characteristics and deliberately spreading them
across the groups.

10.6.2 Randomization Method
 In the randomization method, we randomly

choose the subjects so that each subject has a
known and equal chance of being assigned to
any of the groups.

10.7 Validity in Experimentation
 An experiment is internally valid to the extent that it

shows a cause-effect relationship between the
independent and dependent variables.
 The external validity refers to the extent to which
the results of a study can be generalised or
extended to others.

10.8 Factors Affecting Internal
Validity
 History
 Maturation effect
 Testing effect
 Instrumentation effect
 Selection bias effect
 Mortality effect
 Experimenter bias

10.9 Factors Affecting External
Validity
 Reactive effect of testing

 Selection-treatment interaction
 Reactive effects of experimental arrangements
 Multiple-treatment interference

10.10 Types of Experimental
Design
 Pre-experimental design
 The one-shot case study
 One group pre-test post-test study
 The static group comparison study

10.10.1 Quasi-experimental
Design
Post-test only with experimental and

control groups
Group Treatment Post-test scrore
Experimental Group X O1
Control Group O2
Treatment Effect = O1- O2

10.10.2 True Experimental
Design
Pre-test and post-test experimental and

control group designs
Post-test
Group Pre-test Score Treatment
Scrore
Experimental
O1 X O2
Group (R)
Control Group (R) O1 O4
Treatment Effect = [ (O2- O1) – (O4- O3)]

10.10.3 Solomon Four-group
Design
Post-test
Group Pre-test Score Treatment
Scrore
Experimental
O1 X O2
Group (R)
Control Group (R) O1 O4
Experimental
X O5
Group (R)
Control Group (R) O6
Treatment Effect could be judged by:

E =(O2 – O1)
E = (O2 – O4)
E = (O5 – O6)
E =(O5 – O3)
E =(O2 – O1) – (O4 – O3)

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Business Research Methods All Rights Reserved

© Oxford Fajar Sdn. Bhd. (008974-T), 2012 10– 1

Business Research Methods All Rights Reserved

After studying this chapter, you should be able to:

Business Research Methods All Rights Reserved

 Differentiate between internal and external validity

Business Research Methods All Rights Reserved

Before we move to experimentation, it is

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 Independent variable (IV) is the CAUSE factor

Business Research Methods All Rights Reserved

 A moderating variable (MV) is the second

Business Research Methods All Rights Reserved

 Extraneous variable (EV) is defined as the factor(s)

Business Research Methods All Rights Reserved

 Intervening variable (IVV) is defined as the factor

Business Research Methods All Rights Reserved

Experimental design is set up to examine the

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 Both X and Y should covary.

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

The contaminating factor can be controlled by not

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 Manipulation implies the creation of different levels

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Business Research Methods All Rights Reserved

10.6.1 Matching Group Method

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 In the randomization method, we randomly

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 An experiment is internally valid to the extent that it

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 Reactive effect of testing

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

Post-test only with experimental and

Treatment Effect = O1- O2

Business Research Methods All Rights Reserved

Pre-test and post-test experimental and

Control Group (R) O1 O4

Treatment Effect = [ (O2- O1) – (O4- O3)]

Business Research Methods All Rights Reserved

Treatment Effect could be judged by:

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