Posted: August 6th, 2015

Experimental Design

Reference:
Books

Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). Marketing research (11th ed.). Hoboken, NJ: Wiley. ISBN: 9781118156636.

Experimental research is not used very often in marketing research. Why is that? Why are most marketing research studies descriptive instead of experimental? Briefly explain how the soda company discussed in Units 2 and 3 might try to create a study using an experimental design to determine if consumers like the taste of its new cola product. What challenges would the soda company face in creating that design? Could the company use a quasi-experimental design instead? If so, which design might it use and why?

Why would it be much easier for the firm to create a descriptive study? If the company does a descriptive study, why does it need to be careful not to suggest a cause-and-effect relationship when reporting its results?

Unit2 Question:
Assume that a new company is considering entering the cola market. Before it does any primary research, it wants to investigate secondary research to determine whether it makes sense to do primary research on the cola market. Identify some of the types of information the company should have, where it might find this information (on the Internet and other sources), and how to evaluate the usefulness of the information it might find.

Note: This scenario is further explored in additional discussions throughout the course.

Unit 3:
The Internet has become a very popular tool for doing surveys. Based on articles from the Capella University Library, the course text, and your own personal knowledge, determine when and where it makes sense to use the Internet to do surveys.

The secondary research question based on the Cola Market from Unit 2 will be used in this discussion question. The soda company is contemplating the use of primary research and Internet surveys. What are the pros and cons of using this type of tool? What considerations are essential in the use of an Internet survey? Would Zoomerang be a good and reliable alternative option for the soda company?

Discussion Participation Grading Rubric Criteria Non-performance Basic Proficient Distinguished
Applies relevant course concepts, theories, or materials correctly. Does not explain relevant course concepts, theories, or materials. Explains relevant course concepts, theories, or materials. Applies relevant course concepts, theories, or materials correctly. Analyzes course concepts, theories, or materials correctly, using examples or supporting evidence.
Collaborates with fellow learners, relating the discussion to relevant course concepts. Does not collaborate with fellow learners. Collaborates with fellow learners without relating discussion to the relevant course concepts. Collaborates with fellow learners, relating the discussion to relevant course concepts. Collaborates with fellow learners, relating the discussion to relevant course concepts and extending the dialogue.
Applies relevant professional, personal, or other real-world experiences. Does not contribute professional, personal, or other real-world experiences. Contributes professional, personal, or other real-world experiences, but lacks relevance. Applies relevant professional, personal, or other real-world experiences. Applies relevant professional, personal, or other real-world experiences to extend the dialogue.
Supports position with applicable knowledge. Does not establish relevant position. Establishes relevant position. Supports position with applicable knowledge. Validates position with applicable knowledge.