DESIGN AN EXPERIMENT VIA A SURVEY TOOL AND SHARE YOUR RESULTSThis exercise is an individual exercise and requires an online survey tool such as Qualtrics or SurveyMonkey. This marketing analytics course is not a survey design course, and this exercise depends on students’ ability to create a rudimentary online survey on their own.STEP 1: 5–10 minutesForm a hypothesis about an email campaign for a favorite new or existing product with two levels of an independent variable and two levels of a moderator variable.For example, a hypothesis might be: “An email campaign for a firm that sells outdoor gear will convert (i.e., cause a customer to finalize a purchase) more with a subject line with a promotional message plus call to action (e.g., ‘50% Off our Top of the Line Jackets. Buy Now!’) than one with a promotional message without a call to action (e.g., ‘50% Off our Top of the Line Jackets.’) BUT ONLY if the subject line is a price promotion (e.g., ‘50% Off our Top of the Line Jackets.” versus “Top of the Line Jackets.’).”STEP 2: 15–30 minutesCreate four versions of the email in the survey, each an email mockup that reflects a testof your hypothesis (e.g., (1) one with “50% Off our Top of the Line Jackets. Buy Now!” as the subject line; (2) another with “50% Off our Top of the Line Jackets.” as the subject line; (3) another with “Top of the Line Jackets. Buy Now!” as the subject line; and (4) another with “Top of the Line Jackets.” as the subject line; and all else (e.g., the email body with a link to buy) equal). Note that in Qualtrics this would need to be four separate BLOCKS and in SurveyMonkey it would need to be four separate PAGES.STEP 3: 5–10 minutesAs a way to predict actual purchase, ask in ALL 4 BLOCKS or PAGES the identical outcome question such as likelihood of purchase: “How likely would you be to click-through to finalize the purchase of an appealing jacket?” Measure this on a scale from 1 to 10, where 1 = very unlikely to 10 = very likely.STEP 4: 5–15 minutesSetup the survey tool so that participants are randomly assigned to one of the four conditions. (Qualtrics offers BLOCK randomization by pressing its SurveyFlow button at the top left, and SurveyMonkey allows PAGE randomization; be careful that it is setup to assign only ONE conditional as the default is sometimes to assign multiple conditions to the same person but in random order).STEP 5: 10–15 minutesPublish the survey to one another in this discussion to respond and/or to friends. Please respond to each others survey.STEP 6: 5–10 minutesAfter the survey has been completed by respondents, export the results to a spreadsheet tool like Excel.STEP 7: 5–10 minutesCalculate the means for each condition in Excel using the “=average” function.STEP 8: 5–10 minutesIllustrate the results by creating a bar chart.You can add notes to the bottom of the chart about which bars’ means are statistically different, or you can add standard error bars to each bar of the chart as specified below.STEP 9: 5–10 minutesShare your results in relation to the hypotheses drawn and link/attach your spreadsheet with graphical illustrations 2 days after you publish and share the survey in this discussion.
