6. Evidence of Concomitant Variation between Purchase of Fashion Clothing and Education High High Low 363 (73%) 137 (27%) 322 (64%) 178 (36%) Purchase of Fashion Clothing, Y 500 (100%) 500 (100%) Low Education, X
7. Purchase of Fashion Clothing By Income and Education Low Income Purchase High Low High Low Education 200 (100%) 300 (100%) 300 200 122 (61%) 171 (57%) 78 (39%) 129 (43%) High Income Purchase High High Low Low 241 (80%) 151 (76%) 59 (20%) 49 (24%) Education
8.
9.
10.
11.
12.
13.
14.
15.
16. A Classification of Experimental Designs Pre-experimental One-Shot Case Study One Group Pretest-Posttest Static Group True Experimental Pretest-Posttest Control Group Posttest: Only Control Group Solomon Four-Group Quasi Experimental Time Series Multiple Time Series Statistical Randomized Blocks Latin Square Factorial Design Experimental Designs
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28. Randomized Block Design Treatment Groups Block Customer Price Difference Number Income Rs. 7 Rs. 12 Rs. 17 R R R 1 Heavy X 1 X 2 X 3 2 Medium X 1 X 2 X 3 3 Low X 1 X 2 X 3
29.
30. Factorial Design Main Effects of Gender Main Effects of Ads 2 x 2 FACTORIAL DESIGN illustrating effects of gender and Ad on believability Ad A Ad B Gender Men X 1 Y 1 X 1 Y 2 60 70 65 Women X 2 Y 1 X 2 Y 2 80 50 65 70 60
31.
32. Latin Square Design Customer Income Store Size High Medium Low Large X 3 X 1 X 2 Medium X 2 X 3 X 1 Small X 1 X 2 X 3
33. Laboratory versus Field Experiments Factor Laboratory Field Environment Artificial Realistic Control High Low Reactive Error High Low Demand Artifacts High Low Internal Validity High Low External Validity Low High Time Short Long Number of Units Small Large Ease of Implementation High Low Cost Low High
34.
35.
36. Selecting a Test-Marketing Strategy Competition Overall Marketing Strategy Socio-Cultural Environment Need for Secrecy Standard Test Marketing National Introduction Stop and Reevaluate -ve -ve -ve -ve New Product Development Research on Existing Products Research on other Elements Simulated Test Marketing Controlled Test Marketing Very +ve Other Factors Very +ve Other Factors Very +ve Other Factors
![Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)