Abstract
Although experimental research is not as frequently employed in formative research as focus groups, it is uniquely suited to formative research. Experimental research (also labelled as causal research) seeks to uncover cause-effect relationships and is particularly suitable for assessing causality. An experiment consists of one or more independent variables (also called experimental/treatment variables), one or more dependent variables, participants (who are exposed to the independent variable(s) and whose responses on the dependent variables of interest are measured), and an experimental protocol. The researcher manipulates the independent variable and then measures the effects on the dependent variable. This chapter explores (1) the concept of causality, (2) different types of experimental research (i.e. field vs. laboratory), (3) main concerns when using experimental methodologies (i.e. internal and external validity), (4) experimental designs deemed most suitable for formative research (i.e. pre-experimental, true, quasi experimental designs), (5) challenges inherent in using experimental methods (e.g. cost, time, control, external generalisability), and (6) opportunities associated with this process (e.g. programs aimed downstream at consumers, and others aimed upstream at policy makers). Numerous examples from the marketing literature to illustrate the experimental methods are discussed within this chapter.
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Notes
- 1.
A pretest–posttest, two-group design is similar to the pretest–posttest, one-group design with an additional group added. A pretest measure of the dependent variable is taken for both groups but the second group does not receive the experimental treatment. Because assignment to the two groups is not random, there is no way to ensure that the groups were not different prior to being exposed to the experimental treatment.
Key Internet Sources
Experimental Turk: A blog on social science experiments on Amazon Mechanical Turk: https://experimentalturk.wordpress.com/.
The National Social Marketing Centre: http://www.thensmc.com/. The National Social Marketing Centre provides research and evaluation services for social marketers.
Tools of Change: http://www.toolsofchange.com/en/case-studies/detail/181. Resources and case studies in social marketing, some of which have successfully used experimental research in their formative stages, can be found on this site.
Key Readings
Burns, A. C., & Bush, R. F. (2010). Marketing research. Boston: Prentice Hall.
Churchill, G. A, Jr., & Iacobucci, D. (2010). Marketing research: Methodological foundations (8th ed.). New York: Harcourt College Publishers.
Webster, M., & Sell, J. (2014). Laboratory experiments in the social sciences (2nd ed.). London: Academic Press.
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McKay-Nesbitt, J., Bhatnagar, N. (2017). Experimental Methods. In: Kubacki, K., Rundle-Thiele, S. (eds) Formative Research in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-10-1829-9_6
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