Consumer Behavior Research Methods
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Experimentation

Factorial Design - Limitations

  • Between-subjects design is most common (different people in different conditions)

  • Between-subjects design is infeasible if too many conditions (many factors or factor levels)

Solution 1: within-subjects design (same people in different conditions) with repeated measurement or mixed design


– Pros: Smaller error --> larger effects of manipulations; fewer people

– Cons: Demand artifacts

Solution 2: partial factorial design (e.g., Latin-square)

– Conjoint analysis in Marketing Strategy
    Research

– Pros: Fewer people, fewer conditions (cells)

– Cons: Can be complex to design, difficult to
    examine interactions

Diskussion