Experiments 1. After only design: Sears conducted this exp.

Telephone interview was conducted Program with tested commercial Whether they recall seeing the commercial If yes, the content of the commercial If no, if he remembers the sears commercial the previous night. Both scores are compared. Commercial impact = no. of respondents who remember the adv

2. Before after design: Sunsilk prize by lucky draw in the form of a gift voucher of a shampoo. Peoples preference was noted 30 min movie with 4 different commercials were shown with one of sunsilk.Then again he choice was noted.The results changed, preference towards sunsilk increased. Before measurement yes(Xi) Experimental variable introduced After measurement yes(X2) Effect of the commercial = (after measurement before measurement)

3.

Before after with control group: Experimental Gr. Control Gr. Before measurement yes(Xi) yes(Yi) Experimental variable introduced yes No After measurement yes(X2) yes(y2) Effect of the commercial = (X1-X2) (Yi-Y2)

4. After only with Control Group / Posttest only control group Experimental Gr. Control Gr. Before measurement No No Experimental variable introduced yes No After measurement yes(Xi) yes(Yi) Effect of the commercial = (Xi-Yi)

5. Four group Six study

Experime ntal Gr.1. Before measurem ent Experime ntal variable Experime Control ntal Gr.2. Gr.1. Control Gr.2.

yes

no

yes

no

yes yes

yes yes

no yes

no yes

After measurem ent

6. Ex post facto Design: Like after only design but with the difference that the experimental and the control groups are selected after the experimental variables are put.
7. Continuous Dairy panel Design: Permanent fixed Sample 1st measurement yes Xi 2nd measurement yes X2 1stVariable yes 3rd measurement yes X3 2nd variable yes Etc

8. Factorial Design: test 2 or more variables, coffee test Latin Square: 3x3 Problems in marketing Experimentation: 1. Lack of theoretical base 2. Time 3. Cost 4. Administrative problems 5. Difficult to control extraneous variables 6. Bias tests.