Experimental Research Summary – Lea Binder
Experimental Research Summary
LECTURE 1: INTRODUCTION ......................................................................................................... 3
TYPES OF MARKETING RESEARCH............................................................................................................. 3
BEHAVIORAL RESEARCH ........................................................................................................................ 4
LEARY: CHAPTER 1 ............................................................................................................................... 7
LECTURE 2: EXPERIMENTAL DESIGNS ........................................................................................... 8
CONCEPTUAL MODELS ......................................................................................................................... 8
EXPERIMENTAL DESIGN ....................................................................................................................... 10
MANIPULATING THE INDEPENDENT VARIABLE ............................................................................................ 11
RELIABILITY VS. VALIDITY...................................................................................................................... 13
MEASURING THE DEPENDENT VARIABLE .................................................................................................. 13
LEARY: CHAPTER 2 ............................................................................................................................. 14
LEARY: CHAPTER 3 ............................................................................................................................. 16
MEYVIS & VAN OSSELAER (2017) .......................................................................................................... 20
LECTURE 3: CONFOUNDS AND ANOVA ........................................................................................ 22
VALIDITY .......................................................................................................................................... 22
CONFOUNDS BETWEEN PARTICIPANTS .................................................................................................... 26
CONFOUNDS WITHIN-PARTICIPANTS ....................................................................................................... 26
HYPOTHESIS TESTING ......................................................................................................................... 26
VARIABILITY TO VARIANCE .................................................................................................................... 27
SYSTEMATIC VARIANCE ....................................................................................................................... 27
ERROR VARIANCE .............................................................................................................................. 28
BETWEEN MANIPULATION VARIANCE ....................................................................................................... 28
VARIANCE & ONE-WAY ANOVA ........................................................................................................... 31
ANOVA IN STATISTICAL TERMS .............................................................................................................. 32
LEARY: CHAPTER 10 ........................................................................................................................... 35
LEARY: CHAPTER 11 ........................................................................................................................... 38
LECTURE 4: ONE-WAY AND TWO-WAY ANOVA .............................................................................. 42
ONE WAY ANOVA ............................................................................................................................. 42
ONE-WAY ANOVA ANALYSIS STEPS ........................................................................................................ 43
N-WAY INDEPENDENT MEASURES ANOVA............................................................................................... 46
TWO-WAY INDEPENDENT MEASURES ANOVA ........................................................................................... 48
FOLLOW-UP TESTS ............................................................................................................................. 50
LEARY: CHAPTER 12 ........................................................................................................................... 53
LECTURE 5: THREE WAY ANOVA AND ANCOVA ............................................................................. 56
DIFFERENT TYPES OF INTERACTIONS ....................................................................................................... 57
3-WAY ANOVA ................................................................................................................................ 58
ANCOVA ........................................................................................................................................ 61
LECTURE 6: RELATED MEASURES MIXED DESIGN ......................................................................... 67
REPEATED MEASURES T-TEST ................................................................................................................ 69
ONE-WAY REPEATED MEASURES ANOVA ................................................................................................ 70
N-WAY MIXED ANOVA ....................................................................................................................... 75
1
,Experimental Research Summary – Lea Binder
LECTURE 7: MEDIATION .............................................................................................................. 80
FULL VS. PARTIAL MEDIATION ................................................................................................................ 81
PROCESS AND BOOTSTRAPPING .......................................................................................................... 84
PROBLEMS WITH MEDIATION ................................................................................................................. 87
MEDIATION BY EXPERIMENTATION ........................................................................................................... 88
LECTURE 8: POWER AND EFFECT SIZE ......................................................................................... 91
TYPE 1 AND TYPE 2 ERROR IN HYPOTHESIS TESTING .................................................................................... 91
INCREASING SAMPLE SIZE: POWER ANALYSIS ............................................................................................ 93
INCREASING THE EFFECT SIZE: IMPROVING YOUR DESIGN ............................................................................ 97
LEARY: CHAPTER 9 ........................................................................................................................... 102
LECTURE 9: MODERATION WITH CONTINUOUS VARIABLES .........................................................109
REGRESSION ANALYSIS ..................................................................................................................... 110
DIFFERENT FORMS OF REGRESSION ...................................................................................................... 111
MULTIPLE REGRESSION INCLUDING INTERACTION .................................................................................... 113
MEAN CENTERING ........................................................................................................................... 115
SPOTLIGHT ANALYSIS ........................................................................................................................ 118
LECTURE 10: REPLICATION CRISIS AND FLEXIBLE DATA ANALYSIS ...............................................126
P-HACKING .................................................................................................................................... 127
OPPORTUNISTIC DATA CLEANING.......................................................................................................... 128
EXAMPLE EXAM QUESTIONS ......................................................................................................130
2
,Experimental Research Summary – Lea Binder
Lecture 1: Introduction
04.02.2025
1. Theoretical Concept 2. Experimental Design 3. Data Analysis
a) Problem identification a) Manipulation of IV’s a) Get familiar with your Data
b) Hypothesis formulation b) Measurement of the DV b) Checks
c) Internal Validity: control for c) Conduct main analyses
Confounds d) Conduct follow up analysis
CorrelaRon vs. Causal RelaRon
Example: “Every Hour of running accounts for a 7
hour increase of Life expectancy” à not necessarily
true because it is correlated with other things
Nudging healthy Choices and Disclosure by showing
Sign on choice being beCer
Types of Marketing Research
Behavioral Research aims to
- Describe: IdenRfying and analyzing paVerns in behavior, thoughts, or emoRons
- Predict: SelecRng and refining tests based on staRsRcal criteria, then analyzing
collected data to determine the strongest predictors of the target behavior. PredicRon
models are developed and validated on different samples to ensure accuracy.
- Explain: Understanding the underlying reasons why individuals behave differently,
providing a more complete picture of human behavior.
behavior of consumers / investors / etc. à breaking up phenomena in variables and relaRons
between variables
Survey vs. Experiment
- Survey: broader QuesRons with correlaRon
- Experiment: deeper QuesRons and very small causaliRes can be found
3
, Experimental Research Summary – Lea Binder
A/B TesRng:
- Important to have an informed decision about what changed the effect of the
increased traffic on the website à just changing one aspect at a Rme
- O`en this type of research is not randomized à no causal conclusion
Example: Conversion OpEmalisaEon = structured and
systemaEc approach to improving the performance of a
website, Informed by data insights & psychology
Behavioral Research
1. DescripRve Research: describes the behavior, thoughts, or feelings of a parRcular group
of individuals. It provides the foundaRon on which all other research rests.
2. CorrelaRonal Research: InvesRgates the relaRonship among various psychological
variables. Although correlaRonal research can establish that certain variables are related
to one another, it cannot tell us whether one variable actually causes the other.
E.g. “kids are behaving more problemaEc when their mothers smoke”
R = 0.80 the more the mother smokes, the more the kids are behaving problemaRc (pos. rel)
R = -0.80 the more the mother smokes, the less the kids are behaving problemaRc (neg. rel)
4
Experimental Research Summary
LECTURE 1: INTRODUCTION ......................................................................................................... 3
TYPES OF MARKETING RESEARCH............................................................................................................. 3
BEHAVIORAL RESEARCH ........................................................................................................................ 4
LEARY: CHAPTER 1 ............................................................................................................................... 7
LECTURE 2: EXPERIMENTAL DESIGNS ........................................................................................... 8
CONCEPTUAL MODELS ......................................................................................................................... 8
EXPERIMENTAL DESIGN ....................................................................................................................... 10
MANIPULATING THE INDEPENDENT VARIABLE ............................................................................................ 11
RELIABILITY VS. VALIDITY...................................................................................................................... 13
MEASURING THE DEPENDENT VARIABLE .................................................................................................. 13
LEARY: CHAPTER 2 ............................................................................................................................. 14
LEARY: CHAPTER 3 ............................................................................................................................. 16
MEYVIS & VAN OSSELAER (2017) .......................................................................................................... 20
LECTURE 3: CONFOUNDS AND ANOVA ........................................................................................ 22
VALIDITY .......................................................................................................................................... 22
CONFOUNDS BETWEEN PARTICIPANTS .................................................................................................... 26
CONFOUNDS WITHIN-PARTICIPANTS ....................................................................................................... 26
HYPOTHESIS TESTING ......................................................................................................................... 26
VARIABILITY TO VARIANCE .................................................................................................................... 27
SYSTEMATIC VARIANCE ....................................................................................................................... 27
ERROR VARIANCE .............................................................................................................................. 28
BETWEEN MANIPULATION VARIANCE ....................................................................................................... 28
VARIANCE & ONE-WAY ANOVA ........................................................................................................... 31
ANOVA IN STATISTICAL TERMS .............................................................................................................. 32
LEARY: CHAPTER 10 ........................................................................................................................... 35
LEARY: CHAPTER 11 ........................................................................................................................... 38
LECTURE 4: ONE-WAY AND TWO-WAY ANOVA .............................................................................. 42
ONE WAY ANOVA ............................................................................................................................. 42
ONE-WAY ANOVA ANALYSIS STEPS ........................................................................................................ 43
N-WAY INDEPENDENT MEASURES ANOVA............................................................................................... 46
TWO-WAY INDEPENDENT MEASURES ANOVA ........................................................................................... 48
FOLLOW-UP TESTS ............................................................................................................................. 50
LEARY: CHAPTER 12 ........................................................................................................................... 53
LECTURE 5: THREE WAY ANOVA AND ANCOVA ............................................................................. 56
DIFFERENT TYPES OF INTERACTIONS ....................................................................................................... 57
3-WAY ANOVA ................................................................................................................................ 58
ANCOVA ........................................................................................................................................ 61
LECTURE 6: RELATED MEASURES MIXED DESIGN ......................................................................... 67
REPEATED MEASURES T-TEST ................................................................................................................ 69
ONE-WAY REPEATED MEASURES ANOVA ................................................................................................ 70
N-WAY MIXED ANOVA ....................................................................................................................... 75
1
,Experimental Research Summary – Lea Binder
LECTURE 7: MEDIATION .............................................................................................................. 80
FULL VS. PARTIAL MEDIATION ................................................................................................................ 81
PROCESS AND BOOTSTRAPPING .......................................................................................................... 84
PROBLEMS WITH MEDIATION ................................................................................................................. 87
MEDIATION BY EXPERIMENTATION ........................................................................................................... 88
LECTURE 8: POWER AND EFFECT SIZE ......................................................................................... 91
TYPE 1 AND TYPE 2 ERROR IN HYPOTHESIS TESTING .................................................................................... 91
INCREASING SAMPLE SIZE: POWER ANALYSIS ............................................................................................ 93
INCREASING THE EFFECT SIZE: IMPROVING YOUR DESIGN ............................................................................ 97
LEARY: CHAPTER 9 ........................................................................................................................... 102
LECTURE 9: MODERATION WITH CONTINUOUS VARIABLES .........................................................109
REGRESSION ANALYSIS ..................................................................................................................... 110
DIFFERENT FORMS OF REGRESSION ...................................................................................................... 111
MULTIPLE REGRESSION INCLUDING INTERACTION .................................................................................... 113
MEAN CENTERING ........................................................................................................................... 115
SPOTLIGHT ANALYSIS ........................................................................................................................ 118
LECTURE 10: REPLICATION CRISIS AND FLEXIBLE DATA ANALYSIS ...............................................126
P-HACKING .................................................................................................................................... 127
OPPORTUNISTIC DATA CLEANING.......................................................................................................... 128
EXAMPLE EXAM QUESTIONS ......................................................................................................130
2
,Experimental Research Summary – Lea Binder
Lecture 1: Introduction
04.02.2025
1. Theoretical Concept 2. Experimental Design 3. Data Analysis
a) Problem identification a) Manipulation of IV’s a) Get familiar with your Data
b) Hypothesis formulation b) Measurement of the DV b) Checks
c) Internal Validity: control for c) Conduct main analyses
Confounds d) Conduct follow up analysis
CorrelaRon vs. Causal RelaRon
Example: “Every Hour of running accounts for a 7
hour increase of Life expectancy” à not necessarily
true because it is correlated with other things
Nudging healthy Choices and Disclosure by showing
Sign on choice being beCer
Types of Marketing Research
Behavioral Research aims to
- Describe: IdenRfying and analyzing paVerns in behavior, thoughts, or emoRons
- Predict: SelecRng and refining tests based on staRsRcal criteria, then analyzing
collected data to determine the strongest predictors of the target behavior. PredicRon
models are developed and validated on different samples to ensure accuracy.
- Explain: Understanding the underlying reasons why individuals behave differently,
providing a more complete picture of human behavior.
behavior of consumers / investors / etc. à breaking up phenomena in variables and relaRons
between variables
Survey vs. Experiment
- Survey: broader QuesRons with correlaRon
- Experiment: deeper QuesRons and very small causaliRes can be found
3
, Experimental Research Summary – Lea Binder
A/B TesRng:
- Important to have an informed decision about what changed the effect of the
increased traffic on the website à just changing one aspect at a Rme
- O`en this type of research is not randomized à no causal conclusion
Example: Conversion OpEmalisaEon = structured and
systemaEc approach to improving the performance of a
website, Informed by data insights & psychology
Behavioral Research
1. DescripRve Research: describes the behavior, thoughts, or feelings of a parRcular group
of individuals. It provides the foundaRon on which all other research rests.
2. CorrelaRonal Research: InvesRgates the relaRonship among various psychological
variables. Although correlaRonal research can establish that certain variables are related
to one another, it cannot tell us whether one variable actually causes the other.
E.g. “kids are behaving more problemaEc when their mothers smoke”
R = 0.80 the more the mother smokes, the more the kids are behaving problemaRc (pos. rel)
R = -0.80 the more the mother smokes, the less the kids are behaving problemaRc (neg. rel)
4
