A study of effect sizes in consumer behaviour experiments.
Lim, Karen Twan Soong.
Tan, Christabel Mei Shan.
Wooi, Eddie Kong Beng.
Date of Issue1998
College of Business (Nanyang Business School)
An investigation was undertaken to empirically document effect sizes, which describes the magnitude or strength of a relationship among two or more variables, in consumer behaviour experiments reported in marketing journals from the period 1985 to 1995. Using omega-wquared, Pearson's r and Cohen's d as measures of effect size, the results of 269 experiments, yeilding a total of 1,399 experimental effects, were analysed for their proportion of explained variance.
Final Year Project (FYP)
Nanyang Technological University