Marketing Research (SPSS)
bingjieyu9
_____08cIVsa2x2ExperimentalDesign-QualityandEconomy5.pptx8. A 2 x 2 Experimental Design: - Quality and Economy (x1 and x2 as independent variables)
Dr. Boonghee Yoo
RMI Distinguished Professor in Business and
Professor of Marketing & International Business
BLOCK 1. Title and introductory paragraph.
Title and introductory paragraph
Plus, background questions
BLOCK 2 to 5. Show one of four treatments randomly.
x1(hi), x2 (hi)
x1 (hi), x2 (low)
x1 (low), x2 (hi)
x1 (low), x2 (low)
BLOCK 6. Questions.
Manipulation check questions (multi-item scales)
y1, y2, and y3 (multi-item scales)
Socio-demographic questions
Write “Thank you for participation.”
The questionnaire (6 blocks)
A 2x2 between-sample design: SQ (Service quality and ECON (Contribution to local economy)
Each of the four BLOCKs consist of:
The instruction: e.g., “Please read the following description of company ABC carefully.”
The scenario: An image file or written statement
(No questions inside the scenario blocks)
Qualtrics Survey Flow (6 blocks)
Manipulation check questions y1, y2, …, yn
Questions to verify that subjects were manipulated as intended. For example, if the stimulus is dollar-amount price, the manipulation check assesses “perceived price.” Typically, a reliable (Cronbach’s alpha > 0.70) multi-item scale borrowed from the literature is used for the check.
Perceived SQ (Service quality)
The likely quality of ABC’s services is extremely high.
The ABC services must be of very good quality.
Perceived ECON (Contribution to local economy)
ABC contributes a lot to the U.S. economy.
ABC builds a very strong economic relationship with the U.S.
ABC provides Americans with a great number of jobs.
(After data collection) Create x1 and x2 on the variable view right below the 2 x 2 manipulation scenarios.
Type the code (1 or 2) into x1 and x2 based on the scenarios presented if xs are manipulated.
Scenario 1 = x1 (hi), x2 (hi) x1 = 2, x2 = 2
Scenario 1I = x1 (hi), x2 (low) x1 = 2, x2 = 1
Scenario 1II = x1 (low), x2 (hi) x1 = 1, x2 = 2
Scenario 1V = x1 (low), x2 (low) x1 = 1, x2 = 1
Sort by the scenarios to make it easy to type codes into x1 and x2.
x1 and x2 now have codes (1 or 2).
Scenario 1 = x1 (hi), x2 (hi) x1 = 2, x2 = 2
Scenario 1I = x1 (hi), x2 (low) x1 = 2, x2 = 1
Scenario 1II = x1 (low), x2 (hi) x1 = 1, x2 = 2
Scenario 1V = x1 (low), x2 (low) x1 = 1, x2 = 1
Check how many participants each scenario is exposed to
10
