Page 109 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes In the Latin Square design, only one variable is tested. As an example of Latin Square design,
assume that a supermarket chain is interested in the effect of in-store promotion on sales.
Suppose there are three promotions considered as follows:
1. No promotion.
2. Free sample with demonstration.
3. Window display.
Which of the three will be effective? The outcome may be affected by the size of the stores and
the time period. If we choose three stores and three time periods, the total number of combination
is 3 × 3 = 9. The arrangement is as follows:
Store
Time period
1 2 3
1 B C A
2 C A B
3 A B C

6.7.5 Ex-post Facto Design

This is a variation of “after only design”. The groups such as experiment and control are identified
only after they are exposed to the experiment.

Example: Let us assume that a magazine publisher wants to ascertain the impact of
advertisement on knitting in ‘Women’s Era’ periodical. The subscribers were asked whether they
have seen this advertisement on ‘knitting’. Those who have read and not read were asked about
the price, design etc. of the product. The difference indicates the effectiveness of the advertisement.
In this design, the experimental group is set to receive the treatment rather than exposing it to
the treatment by its choice.

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Caselet Different Opinion on Ad

A medium-size manufacturer of calculators was introducing a new scientific model. The
company wants to communicate the same through an advertising programme. There was
a discussion between the Marketing Manager and Vice-President — Marketing regarding
this. The Marketing Manager was of the opinion that emphasis in the advertisement
should be on features, since that would generate more sales. The Vice-President was of the
opinion that the advertisement should emphasise on price, discounts etc. Since there was
a difference in opinion, a market research agency was called and told to suggest a research
design which would aid in making a final decision about the advertising programme.
If you were to head the Ad agency, what research designs would you recommend and
why?

Self Assessment

Fill in the blanks:
17. In the Latin Square design, only …………..variable is tested.
18. ………..…Design is a variation of “after only design”.

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