CLASSICAL DESIGNS

GROUP No. 12
 Experimental design
• A set of procedure that guide an experimental
study by specifying…
– What independent variable to be manipulated
– What dependent variable to be measured
– What levels of experimental treatment are to be used
– How to select test units
– How to control for selection bias
– How to minimise extraneous variables influence
 Experimental design
Classical design Statistical design
• Consider the impact of only • Allow for examining the
one treatment level of an impact of two or more
independent variable at a independent variables.
time. • Also examine the impact of
different treatment level.
Classic
al
design

Pre
experi
mental

True
experi
mental

Quasi
experi
mental
 Preexperimental design
• Somewhat exploratory type of study.
• No control over influence of extraneous
factors.
• Little or no value in establishing casual
inferences.
Can lead to hypotheses about casual relationship

Additional research with greater confidence

 Preexperinental designs
One Group, Non matched
After-Only control group
Design. design.

Matched One Group,

control group Before-After
design. Design.
 One group, after-only design

Experimental group Treatment/exposure Measure result

• Denoted as - EG X O
 Problem with One group, after-only design

• History effects – extraneous variable

• Maturation – consequence of time. E.g. aging
growing, tired or becoming hungrier etc.
• Selection bias
– Response to experiment is function of city selected.
– Severe when test group is voluteered participant.
 Nonmatched control group design
• Control group is involved.
• It is to reduce history and maturation effect.

EG X O1
………………………..
CG X O2
• (O1 - 02) will be the result of interest.
 Matched control group design
• Control and experiment group is matched.
• It is to reduce selection bias.
EG M X O1
………………………………..
CG M O2

• Very beneficial when the sample design and

cost consideration limit the size of sample.
 One group, before-after design
• One approach to improve the control is to add
before measure.
EG O1 X O2

• Before measure can produce following threats-

– Before measure effect
– Mortality effect
– Instrumentation effect
TRUE EXPERIMENT DESIGNS
Experimental designs that adopt the random
assignment procedure.
• Randomization – it is a procedure in which the
assignment of subjects and treatments to groups
is based on chance.
•It ensures control over the extraneous variables
and increases the reliability of the experiment.
•As the sample size increases, the degree of
matching achieved by randomization also
increases.
TWO GROUP, AFTER-ONLY DESIGN
• helps in reducing selection bias, and thus
provides relatively more control in the experiment.

A randomized, two group, after-only design can be

denoted as:
EG R X O1
CG R O2
TWO GROUP, BEFORE-AFTER DESIGNS
Denoted as
EG R O1 X O2
CG R O3 O4
•This design provides a control group that helps
control history and maturation effects.
•The output is O2 – O1 and O3 – O4.
•The design fails to control the before measure
effect.
SOLOMAN FOUR-GROUP DESIGN
Denoted as:

EG R O1 X O2
CG R O3 O4
EG R X O5
CG R O6
•it helps to control the before-measure effect.
Quasi-Experimental Design
 Quasi-Experimental Design
• Degree of control is more than
Preexperimental designs.
• No random assignment of subjects like true
experimental designs.
• Provides more measurement and more
information
 Time-Series Designs
• Similar to the one group, before-after design
except that a series of measurements is
employed during which an experimental
treatment occurs.
• Symbolically

EG O1 O2 O3 O4 X O5 O6 O7 O8
 Trend Studies
• Measures that come from a succession of
separate random samples from the same
population and yield much of the basic
information on which the marketing decisions
are made.
• Decisive Change is seen
• Trends are analysed
 Continuous Panel Studies
• Series of measurements on the same sample
of test units, over an extended period of time
• Threats
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