COMPLETELY RANDOMIZED DESIGN OF A MARKETING EXPERIMENT

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.

Keywords

• marketing experiment
• completely randomized design of an experiment
• analysis of variance (anova)
• sum of squares
• mean squares
• observed f