L4 Experimental Research

Question 1

elicitation

Answer 1

the process of getting or producing something, especially information or a reaction:

Question 2

Limits of direct elicitation

Answer 2

• customers may not know their precise preferences
• customers may be reluctant or unable to reveal them
  especially true for:
• infrequently made decisions
• lack of awareness of attribute variation
• sensitive soft attributes (vibe etc.)
• new attributes/ technologies
• cross-customer differences
  -dimensions are not independent
• interactions: ideal offering may not be simple sum of parts

Question 3

What does experimentation allow?

Answer 3

To make causal claims

Question 4

conditions for causation

Answer 4

• x and y vary together
• time order (x cannot happen after y)
• elimination of other possible causal factors (all other possible causes are held constant)

Question 5

randomized controlled experiments

Answer 5

• allow comparison to “normal” state of the world

Question 6

features of a between-subject design

Answer 6

• IV is manipulated across groups
• DV is measured
• Controlling extraneous factors

Question 7

Internal validity

Answer 7

Internal validity is the extent to which a piece of evidence supports a claim about cause and effect, within the context of a particular study.
- experiments are high in internal validity

Question 8

external validity

Answer 8

• can conclusions be generalized outside the experiment?

- field studies are high in external validity but low in internal validity