6 Lab Experiments and Quasi Field Experiments mailto
6 Lab Experiments and Quasi (Field) Experiments 中央大學. 資訊管理系 范錚強 mailto: ckfarn@mgt. ncu. edu. tw 2013. 04 updated 中央資管:范錚強 1
Learning Objectives Understand. . . Uses for experimentation. Advantages and disadvantages of the experimental method. Seven steps of a well-planned experiment. Internal and external validity with experimental research designs. Three types of experimental designs and the variations of each. 中央資管:范錚強 2
Causal Evidence Agreement between Xs and Ys Time order of occurrence Extraneous variables did not influence Ys 中央資管:范錚強 5
Conducting an Experiment Specify treatment variables (X) Specify treatment levels Control environment Choose experimental design Select and assign participants Pilot-test, revise, and test Collect data Analyze data 中央資管:范錚強 8
Experiment: Placement of Benefits Module 中央資管:范錚強 12
Measurement Options Observation Physiological measures Paper-and-pencil tests Options Scaling techniques 中央資管:范錚強 Selfadministered instruments 13
Validity in Experimentation Internal External 中央資管:范錚強 14
Threats to Internal Validity Maturation Experimental mortality History Threats Statistical regression Testing Instrumentation Selection 中央資管:范錚強 15
Additional Threats to Internal Validity Diffusion of treatment Compensatory equalization Compensatory rivalry Resentful disadvantaged Local history 中央資管:范錚強 16
Experimental Research Designs Pre-experiments True experiments Field experiments 中央資管:范錚強 18
Selecting and Assigning Participants Random assignment 中央資管:范錚強 Matching 19
Quota Matrix Example 中央資管:范錚強 20
實驗設計的一些慣用符號 X: manipulation 操弄 O: observation 觀察 R: random assignment 隨機分派 M: matched pair assignment 配對分派 中央資管:范錚強 21
實驗設計:假實驗 Pre-experimentation (One-Shot) After-Only Case Study X Pre-experiment O 中央資管:范錚強 22
One Group Pretest-Posttest Design O 1 Pre-experiment X 中央資管:范錚強 O 2 23
Static Group Comparison X O 1 O 2 Pre-experiment 中央資管:范錚強 24
真實驗 True Experimentation Posttest-Only Control Group Design R R True experiment X O 1 O 2 中央資管:范錚強 25
Pretest-Posttest Control Group Design R R O 1 O 3 X O 2 O 4 Effect= (O 2 - O 1) vs (O 4 - O 3) Deal well with the major internal validity problems True experiment 中央資管:范錚強 26
真實驗 2 Completely Randomized Design E. g. , 3 treatment levels R R R O 1 O 3 O 5 X 2 X 3 X 5 O 3 O 4 O 6 中央資管:范錚強 27
真實驗 3 Completely Randomized Design E. g. , 3 treatment levels R R R O 1 O 3 O 5 X 2 X 3 X 5 O 3 O 4 O 6 中央資管:范錚強 28
真實驗 4 Randomized Block Design Active Factor 7 cents R 12 cents R 17 cents R Blocking Factor High Medium X 1 X 2 X 3 中央資管:范錚強 Low X 1 X 2 X 3 29
真實驗 5 Latin Square Design Store Size Large Medium Small Customer Income High Medium X 3 X 1 X 2 中央資管:范錚強 Low X 2 X 1 X 3 30
真實驗 6 Factorial Design Price Spread Unit price information? 7 Cents 12 Cents 17 Cents Yes X 1 Y 1 X 1 Y 2 X 1 Y 3 No X 2 Y 1 X 2 Y 2 X 2 Y 3 Covariance Analysis 中央資管:范錚強 31
Field Experiments: Quasi- or Semi-Experiments Non Equivalent Control Group Design Separate Sample Pretest-Posttest Design Group Time Series Design 中央資管:范錚強 32
Nonequivalent Control Group Design O 1 O 3 Field experiment X O 2 O 4 中央資管:范錚強 33
Separate Sample Pretest-Posttest Design R R Field experiment O 1 中央資管:范錚強 (X) X O 2 34
Group Time Series Design R R Field experiment O 1 O 2 O 3 X O 4 O 5 O 6 O 7 O 8 O 9 O 10 O 11 O 12 中央資管:范錚強 35
Job Enrichment Quasi. Experiment 中央資管:范錚強 36
主效果和互動效果 Main effect Interaction effect The influence of a single independent variable on a dependent variable. 中央資管:范錚強 The influence on a dependent variable by combinations of two or more independent variables. 37
2 x 2 Factorial Design Ad A Men Women Ad B 55 75 65 85 45 65 70 Effects > Main of Gender 60 > Main Effects of Ad 中央資管:范錚強 38
變數互動 Believability 100 Wo me n 90 80 70 Men 60 50 40 30 20 10 Ad A 中央資管:范錚強 Ad B 39
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