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Y3S2 MKTG103 > Primary Data III: Experimentation (Week 4) > Flashcards

Primary Data III: Experimentation (Week 4) Flashcards

1
Q

What are the 3 conditions for causality?

A
  1. X must occur before Y
  2. Evidence of association between X & Y
  3. Absence of all competing explanations
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2
Q

What are the types of experimental designs?

A

Classical designs

Statistical designs

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3
Q

What are the types of classical designs?

A

Pre-experimental designs
Quasi-experimental designs
True experimental designs

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4
Q

What are the types of pre=experimental designs?

A
  • One group, after-only
  • One group, before-after
  • Non-matched control group
  • Matched control group
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5
Q

What are the types of quasi=experimental designs?

A
  • Time-series

- Continuous panel

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6
Q

What are the types of true experimental designs?

A
  • Two group, after only
  • Two group, before-after
  • Solomon four group
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7
Q

What are the types of statistical designs?

A
  • Completely randomised
  • Randomised block
  • Factorial
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8
Q

What is the difference between classical and statistical designs?

A

Classical: One treatment level
Statistical: Different/Multiple treatment levels

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9
Q

What are the characteristics of pre-experimental designs?

A
  • Exploratory

- Little/no control over extraneous factors

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10
Q

What is the one group, after-only design? What are its limitations?

A

EG X O

Issues:

  • Cannot determine effect, need control group
  • Cannot use within-p because of measurement effect
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11
Q

What is the one group, before-after design? What are its limitations?

A

EG O1 X O2

Issues:

  • Need control group
  • Measurement effect
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12
Q

What is the non-matched control group design?

A

EG X O1
CG O2

Non-matched: Expmtal and control grps are diff. grps

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13
Q

What is the matched control group design? What are its limitations?

A

EG M X O1
CG M O2

Issues: There may still be other variables

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14
Q

What is the quasi-experimental design?

A

EG O1 O2 O3 X O4 O5 O6

Time series/continuous panel

  • Control for trendsin the data
  • Before-measure effect less of an issue, act as control
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15
Q

What is the two group, after only design?

A

EG R X O1
CG R O2

  • Random assignment eliminates all competing explanations
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16
Q

What is the two group, before-after design?

A

EG R O1 X O2
CG R O3 O4

O1 & O3 should be equal

17
Q

What is the solomon four-group design?

A

EG R O1 X O2
CG R O3 O4
EG R X O5
CG R O6

First two rows: Measurement effect
Last two rows: No measurement effect

18
Q

How do we identify if there is measurement effect in solomon four group design?

A

If O2 > O5: ME. Don’t use O2 & O4; use O5 & O6.

If O2 = O5: No ME. Compare O2+O5 to O4+O6

19
Q

What are completely randomised (statistical) designs?

A

EG1 R X1 O1
EG2 R X2 O2
EG3 R X3 O3
CG R O4

20
Q

What is randomised block (statistical) design? What is the motivation for it?

A

EG1 R X1 O1
EG2 R X2 O2
EG3 R X3 O3

> one set for men, another for women

Motivation:

  • Small (unbalanced) sample
  • Differential effects
21
Q

What is validity?

A
  • Internal validity
  • External validity

Low internal validity –> low external validity

22
Q

What is internal validity?

A

Extent to which observed results are due to experimental manipulation

23
Q

What is external validity?

A

Extent to which observed results are likely to hold beyond experimental setting (i.e. generalisability)

24
Q

What are the threats to internal validity?

A
  • History
  • Maturation
  • Testing (measurement effect)
  • Instrumentation
  • Selection bias
  • Mortality
25
Q

What are the threats to external validity?

A
  • Threats to internal validity

- Respondents may behave differently bc they know they are being observed

26
Q

What is the difference between lab vs field experiments?

A

Lab expts: External factors & randomisation easy to control
= High internal validity

Field expts: Subjects in their natural environment
- Low internal validity – low external validity

Y3S2 MKTG103 (9 decks)

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