Académique Documents
Professionnel Documents
Culture Documents
Research Design
Research Design
• After-Only Design: X O1
• One-Group, Before-After Design: O1 X O2
• Before-After with Control Group:
• Experimental group: O1 X O2
• Control group: O 3 O4
• Where E = (O2 – O1) – (O4 – O3)
How Valid Are Experiments?
• Pros:
• Allows most accurate method of forecasting
future sales
• Allows firms the opportunity to pretest
marketing mix variables
• Cons:
• Does not yield infallible results
• Are expensive
• Exposes the new product or service to
competitors
• Takes time to conduct