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An Overview of Experimental Design
Professor Kevin Voges
University of Canterbury
New Zealand
Workshop
An experiment is a research technique where variation in data is examined, usually under the
full control of the experimenter. The experimenter is often interested in
the effect of some
intervention (usually referred to as the "treatment") on the experimental “units.” In the social
and management sciences, these experimental units are usually people. An experiment is a
very powerful technique for exploring causal relationships. However, it can be very easy to
make basic errors that negate the value of the technique, so careful attention needs to be paid
to their design.
This three-hour workshop will cover the concept of variability in data, and explore the options
available in the design of experiments, including basic designs, factorial designs, block
designs, and repeated measures designs. Specific statistical techniques developed for the
analysis of experimental data will also be introduced and explained.
The workshop will be presented in English. Handouts will be provided.
Presenter
Dr Kevin Voges is an Associate Professor in Marketing in the Department of Management,
Marketing and Entrepreneurship, and the Associate Dean International for the College of
Business and Law at the University of Canterbury, Christchurch, New Zealand. He was
formerly Head of the Department of Management. At the University of Canterbury he teaches
market research and quantitative research methods in undergraduate and postgraduate
programmes.
Dr Voges has consulting experience in education, organizational development, business
planning, and market and social research. He has taught research methods courses in
psychology, education, business, and marketing in Australia and New Zealand for the past
thirty-five years.
His research interests include the application of concepts and techniques from computational
intelligence, to marketing theory and practice specifically, and to business generally. He has
also conducted a number of experimental studies in advertising and sport sponsorship. He has
published in psychology, sport marketing, consumer behavior, and computational
intelligence. He has co-edited a book Business Applications and Computational Intelligence
published by the Idea Group, and has published in the Journal of Marketing Communications,
the European Journal of Marketing, the Journal of Travel and Tourism Marketing, and the
Journal of Advertising.