- Chinese name
- experimental method
- Foreign name
- Experimental research
- Research methods
- One of the research methods in the principles of marketing
- Definition
- First, conduct small-scale experiments, and then analyze whether this practical marketing method is worth large-scale promotion
Refers to Control conditions Under the manipulation of a variable to examine its impact on other variables research methods. Experimental method: it refers to purposefully controlling certain conditions or creating certain situations to cause Subjects Some of Psychological activities A method of conducting research. Laboratory experiment method
This is a method of using certain facilities, controlling certain conditions, and carrying out research with the help of special experimental instruments in the laboratory. A method of exploring the relationship between independent variables and dependent variables.
Laboratory experiment method It is convenient to strictly control various factors, and test and record through special instruments experimental data , generally with high reliability. Usually used for research Psychological process And some psychological activities physiological mechanism And so on. But for research Personality psychology And other more complex psychological phenomenon This method still has some limitations. Natural experiment method
This is in daily life, etc natural condition It is a method of purposeful and planned creation and control of certain conditions for research. Natural experiment method It is relatively close to the reality of human life, easy to implement, and has both experimental methods and Observation method So this method is widely used in research educational psychology 、 Child Psychology and social psychology A large number of topics. Educational Experiment Method Is based on certain teaching Theoretical hypothesis , in teaching practice, apply necessary control methods and strategies, change research objects, and explore teaching law of causation One of scientific research Activities. Foreseeability and intervention are the two most significant characteristics of experimental methods. The experimental method in communication comes from Experimental Psychology , generally divided into Control experiment method and Natural experiment method Two. The control experiment method means that the research is carried out indoors and In progress An experimental method that artificially controls certain experimental factors. The natural experiment method refers to placing the experiment in the social environment Natural experimental method in. Communicational experimental study It began in the late 1920s. From 1927 to 1932, the Penn Foundation's research on "the influence of films on teenagers" can be said to be the embryonic form of communication experimental research. In the 1940s, Gestalt Psychologist Lewing is studying Small groups Of interpersonal relationship Natural experiments were used to observe the communication activities within the group. World War II During and after World War II, psychologist Hovland used the control experiment method to persuade and Attitude change The research has brought the experimental research of communication science to a peak, and some important communication theories have been confirmed in the experiments, thus the experimental method has become the mainstream of communication science research method 。 In a relatively small specific market, based on a certain factor of commodity operation, such as Commodity quality , packaging, design, advertising, price, display, etc. Test the response of customers through experiments, and then decide whether it is worth developing according to the results of experiments. The experimental method usually adopts the following two ways:
(1) Variable commodity factors. Under the same market conditions, first measure various factors under normal business conditions, then measure the situation after changing a commodity factor (such as price, packaging, advertising, etc.), and determine the impact of the commodity factor on the purchasing behavior Impact. (2) Change investigation area. If due to Market situation Change, commodity purchasing power Changes, as well as price, consumer psychology, seasonal changes, will affect the experimental results to varying degrees. If you are in the same One time Set the Operation The comparison will greatly improve the experimental effect. If the same Class I commodity Use a specific packaging form to test marketing in two companies with roughly the same conditions, and then measure the results to understand the impact of this packaging on purchasing behavior. [2] The experimental method is designed according to some causal assumptions, and under the condition of high control, it can test whether there is a certain degree of Causal link Research methods. As a specific research method, the experimental method involves three basic elements: 
