Experimentation

Experimentation

Field experiment

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Standard Test markets

  Site

selection

methods  DAR

– Day after recall

  Test

marketing

  Controlled

– store and Mini market Tests

  Electronic

test markets

Advantages of field experiments  

Field experiments are higher in ecological validity as the research is conducted in a natural setting.  Behaviour is likely to be relatively unaffected compared with an experiment conducted in a laboratory.

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The findings are more generalisable to other settings

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The researcher still manipulates the independent variable

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They are reliable as“ structured using a standardised procedure and

Disadvantages of field experiments 

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Compared to a laboratory experiment, field experiments do not have the same amount of control

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They are time consuming and expensive

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Field experiments raise serious ethical issues – it is almost impossible to give informed consent in

Laboratory experimentation    Experiments

which are conducted in a controlled environment

  Hawthorne

experiments

tachistoscope

Different experiments in laboratory  1.

Exposure in Advertising campaign

  Brand

examination while shopping

  Measurements

while shopping

  Competitive

imagery measurement

Advantages 

The experimenter has control over variables

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Experiments are reliable – the procedure is standardized and therefore replicable

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It is the only method that determines cause and effect

Disadvantages 

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Laboratory experiments may lack ecological validity.  As the setting is artificial, the behaviour of participants may be unnatural and the findings may not be generalised to other settings.

 The

independent and dependent variables tend to be very narrow and specific.  Psychologists have squeezed the study of human life into a laboratory setting to the extent that it is different from the natural setting.

Differences between laboratory and Field experiments LABORATORY EXPERIMENTS 1. Degree of control is more

FIELD EXPERIMENTS 1. Degree of control is less

2. Whenever they are done they They don’t provide the same results produce the same results 3. Weak in generalizability

3. Ability to predict results in actual situations is called generalizability

4. They are less costlier

4. More costlier

5. Reactive errors between 5. Reactive errors are more. experimental situations depending on situations are less