Consumer Behavior Research Methods

Experimentation

Analyzing Experimental Data

1. Between subjects designs:
• Testing differences between groups (conditions):

• Basic data analysis (see Session about inferential statistics)
• N-way ANOVA:

– N: number of independent variables (factors)
– Main effects of factors
– Interactions between factors

2. Within subjects designs:
• Repeated measures

• Paired-sample t-test
• ANOVA for repeated measures

Diskussion