Experiments with a good design and high internal validity

Assignment Help Operation Management

Reference no: EM131718697

Experiments with a good design and high internal validity can still have quite low external validity, so let's discuss this. Suppose that a fast food chain conducts a laboratory test of a new TV advertising campaign. The results indicate that 35% of the consumers who viewed the ad “will definitely purchase” during the following week, while only 15% of the consumers who did not view the ad “will definitely purchase” during the following week.

Let's say that the laboratory experiment was well designed and high in internal validity (i.e., exposure to the advertising truly had an effect on consumers’ intentions to purchase). What do you think about the external validity of this experiment? Should the company expect a similar change in purchase intentions in the target market, once it launches the TV advertising campaign at national level?

Reference no: EM131718697

Questions Cloud

Marketing philosophies involve many moving parts : Marketing philosophies involve many moving parts. Some philosophies obtaining information about customers, competitors, and markets;

What is mrp term for the time periods used in planning : Which scheduling process drives requirements in the MRP process? What is the MRP term for the time periods used in planning?

Cost estimate process with that of planning poker : Compare and contrast the cost estimate process with that of Planning Poker based on what you can learn about it from the Web.

How would you define international business and commerce : How would you define International Business and Commerce? Provide two examples to support your views.

Experiments with a good design and high internal validity : Experiments with a good design and high internal validity can still have quite low external validity, so let's discuss this.

Distinction between main effects and interaction effects : Let’s talk about the distinction between Main Effects and Interaction Effects.

Raise capital by offering equity to investors : You are a consultant that has been approached by a startup that wants to raise capital by offering equity to investors.

Is there a difference between truth and credibility : According to the author, ____ is not a tough challenge decision makers must face today. Is there a difference between truth and credibility?

About the alternatives-probabilities and payoffs : You don’t have to draw a table or tree but think about the alternatives, probabilities, and payoffs (or utilities).

User Account

All Pages