Conceptualization

Question 1

What are laboratory experiments?

Answer 1

Experiment where the independent variable
is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.

Question 2

What are field experiments?

Answer 2

Experiments where the independent variables are
manipulated, and the dependent variable are measured in the natural setting of the event.

Question 3

What are the key point of field experiments?

Answer 3

• To explore causal relationship
• Conducted in retail environments such as malls or supermarkets.
• High level of realism.
• Extraneous variables are difficult to control.
• More expensive than lab experiments.

Question 4

What does internal validity?

Answer 4

Extent to which the change in the dependent variable is actually due to the change in the independent variable

Question 5

What is external validity?

Answer 5

Extent to which the relationship observed between the
independent and dependent variables during the experiment is generalizable to the “real world”

Question 6

What kind of validity does lab experiments establish?

Answer 6

internal validity

Question 7

What kind of validity does field experiments establish?

Answer 7

external validity

Question 8

What is conceptualization?

Answer 8

The process of formulating a defensible and researchable research question.

Question 8

Conceptualization involves moving from a general topic to what?

Answer 8

a clear research problem.

Question 9

What are the components of a conceptual model

Answer 9

• Variable (directly observed)
• Construct (indirectly observed variable; needs to be measured through variables)
• Relationships (associations between variables and construct)

Question 9

What does the basic procedure involve?

Answer 9

• Qualitative Research
• Identify specific research question
• Develop conceptual model
• Generate hypotheses

Question 9

What is a construct?

Answer 9

an abstract idea or concept formed in a person’s mind

Question 10

How do you generate items for constructs that are frequently investigated in literature

Answer 10

Use the existing measures/scales from literature

Question 11

Why is A/B testing important?

Answer 11

• increases engagement with customers
• enhances campaign effectiveness and optimizes programs for a company’s target audience
• enhances marketers’ awareness and expertise of audience preferences

Question 11

Typically, how many items with similar semantic meanings are used to measure a construct?

Answer 11

at least 2 items

Question 12

How do you generate items for constructs that are novel and unique

Answer 12

Use common sense or your own knowledge and do qualitative research

Question 13

What is A/B testing?

Answer 13

Testing that compares two versions of the same campaign in internet settings.