Consumer Behavior Research Methods
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Experimentation

Administering treatments (5)

• 1. Posttest: observation after treatment
– People watch an ad then rate their attitudes toward

the brand
– With control group: add a group that does not watch an ad

• 2. Pretest-posttest: observation before and after treatment
– Measure attitudes before and after exposure to the ad
– With control group: add a group that does not watch an ad

• 3. Static (non-random) group assignment

– Measure exposure to treatment: ask if the respondent saw the ad, compare attitudes of those who saw the ad and those who didn’t

• 4. Random group assignment
– People are assigned to the group that watches the ad or the one that doesn’t randomly (e.g., coin toss, upon arrival by “blind” experimenter)

• 5. Time series (e.g. with secondary data)
– Track people’s attitudes toward the brand over several periods (e.g., months): compare attitudes before and after a specific ad campaign
– With control group: add a group that is not exposed to the ad campaign

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