Testing effect
DESCRIPTION
Any effect of testing or test taking on the responses of an individual.
Any effect of testing or test taking on the responses of an individual.
KEY INSIGHTS
In the measurement of responses of individuals exposed to some stimuli or experimental treatment, respondent views are often obtained through comparisons of pre-treatment and post-treatment tests. Yet, such an approach is vulnerable to a testing effect where the pre-treatment test may sensitize and distort consumer reactions to the treatment itself. Another type of testing effect is where, relative to information that is to be remembered by an individual, the likelihood of retrieving such information from memory is enhanced when an individual engages in periodic self-testing activity.
In the measurement of responses of individuals exposed to some stimuli or experimental treatment, respondent views are often obtained through comparisons of pre-treatment and post-treatment tests. Yet, such an approach is vulnerable to a testing effect where the pre-treatment test may sensitize and distort consumer reactions to the treatment itself. Another type of testing effect is where, relative to information that is to be remembered by an individual, the likelihood of retrieving such information from memory is enhanced when an individual engages in periodic self-testing activity.
KEYWORDS Testing, measurement, bias
IMPLICATIONS
Marketers engaged in marketing research should be aware of possible testing effects adversely influencing or biasing the findings and interpretations of research studies. Designing research studies that control for such effects, such as through studies that include the use of control groups, may be beneficial in obtaining more meaningful research results.
Marketers engaged in marketing research should be aware of possible testing effects adversely influencing or biasing the findings and interpretations of research studies. Designing research studies that control for such effects, such as through studies that include the use of control groups, may be beneficial in obtaining more meaningful research results.
APPLICATION AREAS AND FURTHER READINGS
Marketing Research
Banks, Seymour (1964). ‘Designing Marketing Research to Increase Validity,’ Journal of Marketing, 28(4), October, 32–40.
Banks, Seymour (1964). ‘Designing Marketing Research to Increase Validity,’ Journal of Marketing, 28(4), October, 32–40.
Lohse, G. L., Bellman, S., and Johnson, E. J. (2000). ‘Consumer Buying Behavior on the Internet: Findings from Panel Data,’ Journal of Interactive Marketing, 14 (1), 15–29.
Marketing Education
Deck, D. William, Jr. (1998). ‘The Effects of Frequency of Testing on College Students in a Principles of Marketing Course’, Ph.D. Dissertation, Virginia Tech.
Deck, D. William, Jr. (1998). ‘The Effects of Frequency of Testing on College Students in a Principles of Marketing Course’, Ph.D. Dissertation, Virginia Tech.
BIBLIOGRAPHY
Churchill, Gilbert A., and Iacobucci, Dawn (2005). Marketing Research: Methodological Foundations, 9th edn. Mason, Oh.: Thomson-South-Western.
Churchill, Gilbert A., and Iacobucci, Dawn (2005). Marketing Research: Methodological Foundations, 9th edn. Mason, Oh.: Thomson-South-Western.
Glover, J. A. (1989). ‘The “Testing” Phenomenon: Not Gone But Nearly Forgotten,’ Journal of Educational Psychology, 81, 392–399.
text message marketing see mobile marketing
theory . . . see specific entries, e.g. X, theory
theory of/theories of . . . see specific entries, e.g. marketing, theory of
third sector marketing see non-profit marketing
through-the-line marketing see above-the-line marketing; belowthe-line marketing
theory . . . see specific entries, e.g. X, theory
theory of/theories of . . . see specific entries, e.g. marketing, theory of
third sector marketing see non-profit marketing
through-the-line marketing see above-the-line marketing; belowthe-line marketing