Retail Crowding: Impact of Merchandise Density on Store Image Page: 66
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66
Repeated measures designs are sometimes referred to as
within subjects designs. The "within subjects" term refers
to the fact that each respondent is exposed to multiple
treatments rather than having different subjects exposed to
different treatments. Thus, the measured effect is the
result of variations within the same person rather than
between groups of people. That is, differences in responses
are less likely to be the result of differences in
individuals (Kidder and Judd 1986).
The main purpose of a repeated measures design is to
provide control over individual differences in respondents
(Winer 1962) . Repeated measures designs also are efficient,
requiring fewer numbers of subjects to achieve the same
level of statistical power. The procedure generally is more
sensitive to the effects of independent variables because
there is more control over individual differences or subject
heterogeneity (Keppel 1973).
The biggest disadvantage of a repeated measures design
is the possible threat to internal validity that comes from
carry-over or sequence effects (Winer 1962; Cook and
Campbell 1979; Keppel 1973). For example, in the present
study, responses to one slide may be influenced by the
viewing of previous slides. The typical solution to the
problem of carry-over effects is to use counterbalancing
(Keppel 1973). This procedure involves randomizing the
order in which the treatments are administered. In this
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Paden, Nita L. (Nita Lynn). Retail Crowding: Impact of Merchandise Density on Store Image, dissertation, December 1993; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc278584/m1/75/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .