Summary Experimental Research 2017
Period Semester 4 of 2016-2017
Lecturer Dr. ing. N. van de Ven
Summary made by Mirte van Schaijk
Including • 7 lectures given by Dr ing. N van de Ven.
• Lecture about Assignment A.
Excluding • Notes of the presentation of iProspect.
• Notes of the lecture about Assignment B
Version 2
,SUMMARY EXPERIMENTAL RESEARCH SEND TO: STUVIA
Index
Lecture 1 Intro & Assignment A ......................................................................................................... 3
1 Introduction to the course .......................................................................................................... 3
Lecture 2 Hypothesis, t-test, ANOVA ................................................................................................. 7
1 Hypothesis testing ....................................................................................................................... 7
2 Statistic (is the significant?) ......................................................................................................... 8
3 T-Test ......................................................................................................................................... 10
4 Anova ANalysis Of VAriance ..................................................................................................... 12
Lecture 3 Measuring DV and mediation ........................................................................................... 16
1 Measuring the DV ...................................................................................................................... 16
2 Controlling for variables (ANCOVA) .......................................................................................... 19
3 Mediation .................................................................................................................................. 20
4 MANOVA ................................................................................................................................... 21
Lecture 4 Interaction, ANCOVA ........................................................................................................ 22
Lecture 5 Withing-subject, quasi-experiment .................................................................................. 29
1 Within subject tests ................................................................................................................... 29
2 Quasi experiments..................................................................................................................... 35
3 Intent to treat effects & actual effects ...................................................................................... 36
4 Examples of value of quasi experiments ................................................................................... 38
Lecture 6 Binary DV .......................................................................................................................... 40
1 Binary dependent variables....................................................................................................... 40
2 Selecting the right test .............................................................................................................. 40
3 Effect size................................................................................................................................... 42
Lecture 7 Presentations A Transavia ................................................................................................ 45
Lecture 8 Problems & power ............................................................................................................ 49
1 Power......................................................................................................................................... 50
Page 2 of 55
MADE BY: MIRTE VAN SCHAIJK
,SUMMARY EXPERIMENTAL RESEARCH SEND TO: STUVIA
Lecture 1 Intro & Assignment A
Date 11 April 2017
Reading Chapter 1, 6, 7
Article: The temperature premium: Warm
temperatures increase product valuation.
1 Introduction to the course
Content
Experimental Research consist of four phases
Phase 1
This phase deals with the formulation of the problem statement and hypotheses about the
relationship between (an) independent variable(s) and (a) dependent variable(s). We will learn
how to generate a researchable problem statement together with the specific hypothesis that will
be tested in an experiment.
Phase 2
This phase deals with the design of an experiment which you
1. Manipulate (an) independent variable(s) to observe the effect on dependent variable(s).
2. Control for confounding factors.
We will discuss
1. How the independent and dependent variables are operationalized in experiments
2. How to control for confounding variables
Phase 3
This Phase deals with conducting the experiment and collecting data. We will discuss different
types of experimental designs (e.g. completely randomized designs, single factors designs, mixed
design, etc.) and understand the differences between main and interaction effects.
Phase 4
The final phase deals with the data analysis and interpretation of the experimental findings.
We will discuss
1. How to statistically analyse experimental design using ANOVA (analysis of variance)
techniques
2. How to interpret results obtained from an experiment
3. How these results can lead to derive new hypothesis to be tested in a follow-up
experiment.
Why do we do Research
There are three types of goals behavioural research
• Describing behaviour • Predicting behaviour • Explaining behaviour
Predicting and explaining are strongly related to each other. If you want to predict you need to be
able to explain and the other way around.
Example Does the weather affect our mood?
There is a significant correlation between weather and our mood. But it is the temperature of the
activities that you do with different temperatures? For prediction behaviour it doesn’t matter, for
explaining behaviour it does matter. And explaining helps better predictions.
Page 3 of 55
MADE BY: MIRTE VAN SCHAIJK
, SUMMARY EXPERIMENTAL RESEARCH SEND TO: STUVIA
Example Does the temperature affect consumers’ evaluation of products?
• 24 months of available data (SEP 2010 – AUG 2012)
• Intention to purchase online
• Average temperature for each day
Again, there is a significant correlation between temperature and “number of To Purchase clicks”.
But is it really temperature that drives the effect?
Study 1
• N = 46 students
• Temperature manipulation Participants examined a warm or cool
therapeutic pad
• Participants were shown two products Cake and batteries
• Participants indicated willingness to pay
Other study
• N = 109 students
• Temperature manipulation Temperature in the room was either 22 degrees
(warm) or 18 degrees (cold)
• Participants were shown two products Different products
• Participants indicated willingness to pay
Conclusion: warm temperature increases product valuation
Page 4 of 55
MADE BY: MIRTE VAN SCHAIJK
Period Semester 4 of 2016-2017
Lecturer Dr. ing. N. van de Ven
Summary made by Mirte van Schaijk
Including • 7 lectures given by Dr ing. N van de Ven.
• Lecture about Assignment A.
Excluding • Notes of the presentation of iProspect.
• Notes of the lecture about Assignment B
Version 2
,SUMMARY EXPERIMENTAL RESEARCH SEND TO: STUVIA
Index
Lecture 1 Intro & Assignment A ......................................................................................................... 3
1 Introduction to the course .......................................................................................................... 3
Lecture 2 Hypothesis, t-test, ANOVA ................................................................................................. 7
1 Hypothesis testing ....................................................................................................................... 7
2 Statistic (is the significant?) ......................................................................................................... 8
3 T-Test ......................................................................................................................................... 10
4 Anova ANalysis Of VAriance ..................................................................................................... 12
Lecture 3 Measuring DV and mediation ........................................................................................... 16
1 Measuring the DV ...................................................................................................................... 16
2 Controlling for variables (ANCOVA) .......................................................................................... 19
3 Mediation .................................................................................................................................. 20
4 MANOVA ................................................................................................................................... 21
Lecture 4 Interaction, ANCOVA ........................................................................................................ 22
Lecture 5 Withing-subject, quasi-experiment .................................................................................. 29
1 Within subject tests ................................................................................................................... 29
2 Quasi experiments..................................................................................................................... 35
3 Intent to treat effects & actual effects ...................................................................................... 36
4 Examples of value of quasi experiments ................................................................................... 38
Lecture 6 Binary DV .......................................................................................................................... 40
1 Binary dependent variables....................................................................................................... 40
2 Selecting the right test .............................................................................................................. 40
3 Effect size................................................................................................................................... 42
Lecture 7 Presentations A Transavia ................................................................................................ 45
Lecture 8 Problems & power ............................................................................................................ 49
1 Power......................................................................................................................................... 50
Page 2 of 55
MADE BY: MIRTE VAN SCHAIJK
,SUMMARY EXPERIMENTAL RESEARCH SEND TO: STUVIA
Lecture 1 Intro & Assignment A
Date 11 April 2017
Reading Chapter 1, 6, 7
Article: The temperature premium: Warm
temperatures increase product valuation.
1 Introduction to the course
Content
Experimental Research consist of four phases
Phase 1
This phase deals with the formulation of the problem statement and hypotheses about the
relationship between (an) independent variable(s) and (a) dependent variable(s). We will learn
how to generate a researchable problem statement together with the specific hypothesis that will
be tested in an experiment.
Phase 2
This phase deals with the design of an experiment which you
1. Manipulate (an) independent variable(s) to observe the effect on dependent variable(s).
2. Control for confounding factors.
We will discuss
1. How the independent and dependent variables are operationalized in experiments
2. How to control for confounding variables
Phase 3
This Phase deals with conducting the experiment and collecting data. We will discuss different
types of experimental designs (e.g. completely randomized designs, single factors designs, mixed
design, etc.) and understand the differences between main and interaction effects.
Phase 4
The final phase deals with the data analysis and interpretation of the experimental findings.
We will discuss
1. How to statistically analyse experimental design using ANOVA (analysis of variance)
techniques
2. How to interpret results obtained from an experiment
3. How these results can lead to derive new hypothesis to be tested in a follow-up
experiment.
Why do we do Research
There are three types of goals behavioural research
• Describing behaviour • Predicting behaviour • Explaining behaviour
Predicting and explaining are strongly related to each other. If you want to predict you need to be
able to explain and the other way around.
Example Does the weather affect our mood?
There is a significant correlation between weather and our mood. But it is the temperature of the
activities that you do with different temperatures? For prediction behaviour it doesn’t matter, for
explaining behaviour it does matter. And explaining helps better predictions.
Page 3 of 55
MADE BY: MIRTE VAN SCHAIJK
, SUMMARY EXPERIMENTAL RESEARCH SEND TO: STUVIA
Example Does the temperature affect consumers’ evaluation of products?
• 24 months of available data (SEP 2010 – AUG 2012)
• Intention to purchase online
• Average temperature for each day
Again, there is a significant correlation between temperature and “number of To Purchase clicks”.
But is it really temperature that drives the effect?
Study 1
• N = 46 students
• Temperature manipulation Participants examined a warm or cool
therapeutic pad
• Participants were shown two products Cake and batteries
• Participants indicated willingness to pay
Other study
• N = 109 students
• Temperature manipulation Temperature in the room was either 22 degrees
(warm) or 18 degrees (cold)
• Participants were shown two products Different products
• Participants indicated willingness to pay
Conclusion: warm temperature increases product valuation
Page 4 of 55
MADE BY: MIRTE VAN SCHAIJK
