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Criteria for Establishing Causal Relationships
• Concomitant variation
• Temporal ordering of variables
• Control over other possible causal factors
Threats to Internal Validity
Experiment
• A research investigation in which conditions are controlled
• One independent variable is manipulated (sometimes more than one)
• Its effect on a dependent variable is measured
• To test a hypothesis
Basic Issues of Experimental Design
• Manipulation of the Independent Variable
• Selection of Dependent Variable
• Assignment of Subjects (or other Test Units)
• Control Over Extraneous Variables
The experimenter has some degree of control over the independent variable. The variable is independent because its value can be manipulated by the experimenter to whatever he or she wishes it to be.
Experiment Treatment
Alternative manipulations of the independent variable
being investigated
Independent Variable
• The experimenter controls independent variable.
• The variable’s value can be manipulated by the experimenters to whatever they wish it to be.
Manipulation of Independent Variable
• Classificatory vs. continuous variables
• Experimental and control groups
• Treatment levels
• More than one independent variable
Experimental Treatments
• The alternative manipulations of the independent variable being investigated
Dependent Variable
• Its value is expected to be dependent on the experimenter’s manipulation
• Criterion or standard by which the results are judged
Dependent Variable
• Selection–e.g... sales volume, awareness,
recall,
• Measurement
Test Units
• Subjects or entities whose response to the experimental treatment are measured or observed.
Two Types of Experimental Error
• Constant errors• Random errors
Field versus Laboratory Experiments
Controlling Extraneous Variables
• Elimination of extraneous variables
• Constancy of conditions
• Order of presentation
• Blinding
• Random assignment
How May an Experimenter control forExtraneous Variation?
• Eliminate Extraneous Variables
• Hold Conditions Constant
• Randomization
• Matching Subjects
Demand Characteristics
• Experimental procedures that intentionally hint to subjects something about the experimenter’s hypothesis
Demand Characteristics
• Guinea pig effect
• Hawthorne effect
Field vs. Laboratory Experiment
Laboratory Experiment Field Experiment
Artificial-Low Realism
Few ExtraneousVariables
High control
Low Cost
Short Duration
Subjects Aware ofParticipation
Natural-High Realism
Many ExtraneousVariables
Low control
High Cost
Long Duration
Subjects Unaware ofParticipation
Control Groups
Isolate extraneous variation
When does an Experiment have Internal Validity?
Internal Validity - The ability of an experiment to answer the question whether the experimental treatment was the sole cause of changes in a dependent variable
Did the manipulation do what it was supposed to do?
Factors Influencing Internal Validity
• History
• Maturation
• Testing
• Instrumentation
• Selection
• Mortality
Isolating Extraneous Variationwith a Control Group
• History Effects
• Maturation Effects
• Mortality Effects
Type of Extraneous Variable Example
History - Specific events in theenvironment between the Beforeand After measurement that are beyond the experimenter’s control
Maturation - Subjects changeduring the course of the experiment
Testing - The Before measure alertsor sensitizes subject to nature of experiment or second measure.
A major employercloses its plant intest market area
Subjects become tired
Questionnaireabout the traditionalrole of women triggers enhanced awareness of womenin an experiment.
Instrument - Changes ininstrument result in response bias
Selection - Sample selectionerror because of differentialselection comparison groups
Mortality - Sample attrition; some subjects withdraw from experiment
New questions aboutwomen are interpreteddifferently from earlierquestions.
Control group and experimental group isself-selected groupbased on preference forsoft drinks
Subjects in one groupof a hair dying study marry rich widows and move to Florida
Increasing Internal Validity
• Control group
• Random assignment
• Pretesting and posttesting
• Posttest only