Types of Experimental Designs

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Market Research and Consumer Behavior

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IE Business School

Market Research and Consumer Behavior

788 classificações

Curso 1 de 5 em Specialization Marketing Strategy

Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations. You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions. This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!

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Marketing Research Fundamentals

In the second half of this course, you will explore the world of marketing research. In Module 3, Professor Sinha will share with you the importance of market research and how to acquire data. Later, you will delve into the different types of experimental research and design.

Types of Experimental Designs3:27

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Shameek Sinha
Professor
Marketing

[MUSIC]

Today we are going to talk about the different types of experimental designs

which market researchers undertake.

The first type of experimental design is called pre-experimental design.

So, under pre-experimental design, the market researchers

usually do not have any control over who will be the test subjects.

And when they are exposed to the experimental stimuli.

So basically, the entire process is not in the control of the market researcher.

Further, the market researcher has no control over who are going to be

measured for the eventual outcome.

And when they are going to be measured.

So basically what we see here is you do not have any control over the subjects.

About their measurements on the outcome,

as well as when and who are going to be exposed to that treatment.

Given this constraint, there's no possibility of randomization

across the subjects or matching across the subjects.

So, what is randomization?

Randomization is assigning subjects to different groups randomly.

And matching is basically assigning subjects to different groups.

Such that they are homogeneous within groups and heterogeneous between groups.

So essentially under pre-experimental designs,

the market researcher cannot do either randomization or matching.

The second type of market research is called true experimental design.

Here, this is completely opposite to the pre-experimental design.

Here the market researcher has total control over who will be

exposed to the marketing or experimental stimuli.

And also when they will be exposed to this stimuli.

Finally, this experimental research allows control over who

are going to be measured for the eventual outcome.

And when they are going to be measured.

So as you can see very clearly a true experimental design

is a complete opposite of a pre-experimental design.

Here of course, there is a possibility of randomly assigning subjects to

different groups, as well as matching subjects.

However, there is no possibility of self-selection.

Finally, what you see here,

the third type of experimental research is called quasi-experimental design.

In this case, like pre-experimental designs,

the market researcher has no control over who will be the test subjects.

And when they are going to be exposed to the experimental stimuli.

However, they do have control over when the potential

subjects are going to be measured, and who are going to be measured.

So as you can see, a quasi-experimental design is somewhere between

a pre-experimental design and a true experimental design.

In the next videos,

we are going to look at certain statistical designs of experiments.

Which are more technical and help marketers run test marketing

studies with their potential consumer base.

Thank you.

[MUSIC]

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