4.5.1 Yi amfani da yanayin da ake ciki

Za ka iya gudu gwaje-gwajen cikin data kasance muhallin, sau da yawa ba tare da wani coding ko cinikayya.

Tabbatar da hankali, hanyar da ta fi dacewa don yin gwaje-gwaje na dijital shine ta rufe gwajinka a kan yanayin da ke ciki. Irin waɗannan gwaje-gwaje za a iya gudana a cikin babban ƙimar da bazai buƙatar haɗin gwiwa tare da kamfanin ko ƙwarewar software ba.

Alal misali, Jennifer Doleac da Luka Stein (2013) sun yi amfani da kasuwancin kan layi kamar su Craigslist don gudanar da gwaji wanda ya nuna bambancin launin fata. Suna tallata dubban iPods, kuma ta hanyar tsarin saɓin halaye na mai sayarwa, sun iya nazarin tasirin kabilanci game da ma'amalar tattalin arziki. Bugu da ari, sun yi amfani da ƙimar gwajin su don kimanta lokacin da sakamako ya fi girma (bambancin yanayin maganin) kuma don bayar da wasu ra'ayoyi game da dalilin da yasa tasirin zai iya faruwa (hanyoyin).

Doleac da kuma Stein iPod tallace-tallace bambanta tare da uku girma girma. Na farko, masu bincike sun bambanta halaye na mai sayarwa, wanda aka ɗauka ta hannun hoto wanda yake riƙe da iPod [farin, baki, fari tare da tattoo] (adadi 4.13). Na biyu, sun bambanta farashin tambayar [$ 90, $ 110, $ 130]. Na uku, sun bambanta da ingancin ad rubutu (high quality da low-quality (misali, kurakurai CApitalization da kuma kurakurai kuskure)]. Saboda haka, marubuta suna da siffofi 3 \(\times\) 3 \(\times\) 2 da aka sanya a cikin fiye da 300 kasuwanni na gida, daga gefuna (misali, Kokomo, Indiana da North Platte, Nebraska) zuwa Mega- birane (misali, New York da Los Angeles).

Figure 4.13: Hannun amfani da gwajin Doleac and Stein (2013) . Kasuwancin iPod sun sayar da su tare da halaye daban-daban don auna nuna bambanci a kasuwar kan layi. Reproduced ta izinin Doleac and Stein (2013) , adadi 1.

Yawanci a duk fadin yanayi, sakamakon ya fi kyau ga masu sayarwa masu farin ciki fiye da masu sayarwa baƙi, tare da masu sayarwa tattoo masu samun sakamako tsaka-tsaki. Alal misali, masu sayarwa masu farin ciki sun karbi ƙarin tallace-tallace kuma suna da farashin tallace-tallace na karshe. Bayan wadannan matsanancin tasirin, Doleac da Stein sun kiyasta bambancin illa. Alal misali, batu daya daga ka'idar farko shine cewa nuna bambanci zai zama ƙasa a kasuwanni inda akwai karin gasar tsakanin masu saye. Amfani da yawan adadin da aka samu a kasuwa a matsayin ma'auni na adadin mai sayarwa, masu bincike sun gano cewa masu sayarwa baƙi sun karbi farashin muni a kasuwa tare da takaitaccen gasar. Bugu da ari, ta hanyar kwatanta sakamakon ga tallace-tallace tare da ƙananan quality da ƙananan rubutu, Doleac da Stein sun gano cewa ad ingancin ba ya tasiri ga rashin haɗin da baƙi da masu sayarwa suka fuskanta. A ƙarshe, amfani da gaskiyar cewa an sanya tallace-tallace a cikin kasuwanni fiye da 300, marubuta sun gano cewa masu sayar da birane sun fi rashin talauci a birane da manyan laifuka da kuma tsaunin mazaunin gida. Babu wani daga cikin wadannan sakamakon da ke ba mu cikakken fahimtar abin da ya sa masu sayar da baki ba su da mummunan sakamako, amma, idan aka haɗa su tare da sakamakon binciken, za su iya fara sanar da su game da dalilai na nuna bambancin launin fata a cikin nau'ukan kasuwanci.

Wani misali wanda ya nuna ikon masu bincike don gudanar da gwaje-gwaje a filin lantarki a cikin tsarin da ake ciki shine binciken da Arnout van de Rijt da abokan aiki (2014) a kan makullin nasara. A yawancin al'amura na rayuwa, alama mutane masu kama da juna suna da nasaba da matakai daban-daban. Wata bayanin yiwuwar wannan tsari shi ne cewa ƙananan-da mahimmanci-bala'in iya ƙullawa da girma a tsawon lokaci, hanyar da masu bincike suke kira amfani da juna . Domin sanin ko ƙananan ƙananan matakan da aka kulle a cikin ko kuma sun ɓace, van de Rijt da abokan aiki (2014) shiga cikin tsarin daban daban daban da suka ba da nasara a kan mahalarta da aka zaɓa, sa'an nan kuma auna ƙananan tasirin wannan nasara.

Musamman, van de Rijt da abokan aiki (1) sun ba da kuɗi ga ayyukan da aka zaba akan Kickstarter, shafin yanar gizo; (2) an ƙaddamar da ƙwaƙwalwar binciken da aka zaɓa a kan Epinions, ɗakin yanar gizon kayan aiki; (3) ya ba da kyauta don ba da kyauta ga masu ba da gudunmawa zuwa Wikipedia; da kuma (4) sanya hannu kan takardun da aka zaɓa akan canji.org. Sun sami sakamako irin wannan a cikin dukkanin tsarin hudu: a kowane hali, mahalarta da aka ba da gudunmawa da sauri sun ci gaba da samun nasarar nasara fiye da ma'abota bambance-bambance na gaba daya (adadi 4.14). Gaskiyar cewa irin wannan tsari ya bayyana a tsarin da yawa yana ƙaruwa ƙananan sakamakon waɗannan sakamakon saboda ya rage damar cewa wannan alamar abu ne na kowane tsarin.

Figure 4.14: Rawanin lokaci na cigaba da ba da izini ba a cikin tsarin zamantakewa hudu. Arnout van de Rijt da abokan aiki (2014) (1) sun ba da kuɗi ga ayyukan da aka zaba a kan Kickstarter, shafin yanar gizo; (2) an ƙaddamar da ƙwaƙwalwar binciken da aka zaɓa a kan Epinions, ɗakin yanar gizon kayan aiki; (3) ya ba da kyauta don ba da kyauta ga masu ba da gudunmawa zuwa Wikipedia; da kuma (4) sanya hannu kan takardun da aka zaɓa akan canji.org. An sauya daga Rijt et al. (2014) , siffa 2.

Tare, waɗannan misalan nan biyu sun nuna cewa masu bincike zasu iya gudanar da gwaje-gwaje na filin lantarki ba tare da buƙata haɗin gwiwa tare da kamfanoni ko gina tsarin na'ura mai mahimmanci ba. Bugu da ari, tebur 4.2 yana bada ƙarin misalan da ke nuna alamar abin da zai yiwu a yayin da masu bincike suke amfani da kayan sadaukar da kayan da ke ciki don sadar da magani da / ko ma'auni. Wadannan gwaje-gwajen sun kasance masu sauki ga masu bincike kuma suna bayar da babban mataki na hakikance. Amma suna bayar da masu bincike masu iyakacin kula da mahalarta, jiyya, da kuma sakamakon da za a auna. Bugu da ƙari, don gwaje-gwaje da ke faruwa a cikin tsarin guda ɗaya, masu bincike sunyi damuwa cewa ana iya haifar da sakamakon ta hanyar dabarun tsarin (misali, yadda Kickstarter ke aiki ko kuma hanyar canza.org ya yi kira; don ƙarin bayani, duba tattaunawa akan algorithmic rikice a babi na 2). A ƙarshe, lokacin da masu bincike suka shiga tsakani a cikin tsarin aiki, tambayoyin da suka dace na dabi'a suna fitowa game da yiwuwar cutar ga mahalarta, wadanda ba mahalarta, da kuma tsarin ba. Za mu yi la'akari da waɗannan tambayoyin a cikin babi na 6, kuma akwai kyakkyawar tattaunawa akan su a cikin shafi na van de Rijt et al. (2014) . Hanyoyin kasuwanci da suka zo tare da aiki a cikin tsarin kasancewa ba su da manufa ga kowane aikin, sabili da haka dalili wasu masu bincike suka kafa tsarin gwajin kansu, kamar yadda zan nuna a gaba.