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Completely Randomized Design of a Marketing Experiment

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  • Codruţa Dura

    (University of Petroșani, Romania)

Abstract

The marketing experiment is a deliberate, "challenged", simulated small-scale, and relatively artificial, marketing phenomenon to highlight how its evolution is influenced by one or more causal factors. The design of the marketing experiment represents the process of anticipated structuring, by means of a statistical model or a schematic representation, of the various combinations of the analyzed variables, combinations constituting the experimental treatments envisaged to be applied to groups of experimental units. The paper presents the way of organizing a marketing experiment based on the completely random method, followed by the example of the procedure for analysis and interpretation of the data obtained using the ANOVA method. The variation table summarizing the results of the dispersal analysis allows to highlight the marketing stimuli that have had a significant influence on the evolution of the dependent variable.

Suggested Citation

  • Codruţa Dura, 2018. "Completely Randomized Design of a Marketing Experiment," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 18(1), pages 67-76.
    • Handle: RePEc:pet:annals:v:18:y:2018:i:1:p:67-76
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    File URL: https://www.upet.ro/annals/economics/pdf/2018/p1/Dura.pdf
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    References listed on IDEAS

    as
    1. Jürgen Golz & Donald I. A. MacLeod, 2002. "Influence of scene statistics on colour constancy," Nature, Nature, vol. 415(6872), pages 637-640, February.
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      Keywords

      marketing experiment; completely randomized design of an experiment; analysis of variance (ANOVA); sum of squares; mean squares; observed F;
      All these keywords.

      JEL classification:

      • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
      • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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