题目：An Overview of Experimental Design（实验设计概述）
主讲人：新西兰坎特伯雷大学Kevin教授
时间：2014年5月6日上午8点30分
地点：2277con太阳能集团五楼会议室（文泉楼北506） 欢迎学院教师和硕士、博士研究生（尤其是市场营销和企业管理专业）参加。
讲座内容简介：
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.
主讲人介绍：
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.
