Multilevel analyses in marketing research:differentiating analytical outcomes

Marketing scholars are increasingly recognizing the importance of investigating phenomena at multiple levels. However, the analyses methods that are currently dominant within marketing may not be appropriate to dealing with multilevel or nested data structures. We identify the state of contemporary multilevel marketing research, finding that typical empirical approaches within marketing research may be less effective at explicitly taking account of multilevel data structures than those in other organizational disciplines. A Monte Carlo simulation, based on results from a previously published marketing study, demonstrates that different approaches to analysis of the same data can result in very different results (both in terms of power and effect size). The implication is that marketing scholars should be cautious when analyzing multilevel or other grouped data, and we provide a discussion and introduction to the use of hierarchical linear modeling for this purpose.

The human factors of computer input using a mouse device

This thesis investigates how people select items from a computer display using the mouse input device. The term computer mouse refers to a class of input devices which share certain features, but these may have different characteristics which influence the ways in which people use the device. Although task completion time is one of the most commonly used performance measures for input device evaluation, there is no consensus as to its definition. Furthermore most mouse studies fail to provide adequate assurances regarding its correct measurement.Therefore precise and accurate timing software were developed which permitted the recording of movement data which by means of automated analysis yielded the device movements made. Input system gain, an important task parameter, has been poorly defined and misconceptualized in most previous studies. The issue of gain has been clarified and investigated within this thesis. Movement characteristics varied between users and within users, even for the same task conditions. The variables of target size, movement amplitude, and experience exerted significant effects on performance. Subjects consistently undershot the target area. This may be a consequence of the particular task demands. Although task completion times indicated that mouse performance had stabilized after 132 trials the movement traces, even of very experienced users, indicated that there was still considerable room for improvement in performance, as indicated by the proportion of poorly made movements. The mouse input device was suitable for older novice device users, but they took longer to complete the experimental trials. Given the diversity and inconsistency of device movements, even for the same task conditions, caution is urged when interpreting averaged grouped data. Performance was found to be sensitive to; task conditions, device implementations, and experience in ways which are problematic for the theoretical descriptions of device movement, and limit the generalizability of such findings within this thesis.

Data methods in optometry Part 9: experimental design and analysis of variance

The key to the correct application of ANOVA is careful experimental design and matching the correct analysis to that design. The following points should therefore, be considered before designing any experiment: 1. In a single factor design, ensure that the factor is identified as a 'fixed' or 'random effect' factor. 2. In more complex designs, with more than one factor, there may be a mixture of fixed and random effect factors present, so ensure that each factor is clearly identified. 3. Where replicates can be grouped or blocked, the advantages of a randomised blocks design should be considered. There should be evidence, however, that blocking can sufficiently reduce the error variation to counter the loss of DF compared with a randomised design. 4. Where different treatments are applied sequentially to a patient, the advantages of a three-way design in which the different orders of the treatments are included as an 'effect' should be considered. 5. Combining different factors to make a more efficient experiment and to measure possible factor interactions should always be considered. 6. The effect of 'internal replication' should be taken into account in a factorial design in deciding the number of replications to be used. Where possible, each error term of the ANOVA should have at least 15 DF. 7. Consider carefully whether a particular factorial design can be considered to be a split-plot or a repeated measures design. If such a design is appropriate, consider how to continue the analysis bearing in mind the problem of using post hoc tests in this situation.