Consumer Behavior Research Methods

Experimentation

Threats to Internal Validity (7)

  1. History: events happening at the same time as treatment

  2. Maturating: changes in participants

  3. Testing: prior observation --> later observation, consistency or reactance

  4. Instrumentation: change in measuring instrument during experiment

  5. Mortality: loss of participants

  6. Selection bias: improper assignment of respondents to conditions (groups differ on DV before treatment)

  7. Statistical regression: regression to the mean over time 

Diskussion