4.4 Motsi bayan sauki gwajen

Bari mu motsa bayan sauki gwaje-gwajen. Three Concepts ne da amfani ga m gwajen: tushe, heterogeneity magani effects, da kuma inji.

Masu bincike suka yi sabon zuwa gwajen sau da yawa hankali a kan wani sosai musamman, kunkuntar tambaya: ya aikata wannan magani "aikin"? Alal misali, bai kiran waya daga wani wanda ya ba da kansa karfafa wani zabe? Shin canza wani website button daga blue to kore karuwa click-ta kudi? Abin baƙin ciki, sako-sako phrasing game da abin da "aiki" rikitarwa da cewa narrowly mayar da hankali gwaje-gwajen ba da gaske gaya muku ko da wani magani "aiki" a cikin wani general ji. Ã'a, narrowly mayar da hankali gwajen amsa fiye da takamaiman tambaya: abin da ke cikin talakawan sakamako na wannan takamaiman magani da wannan musamman aiwatar da wannan yawan mahalarta a wannan lokaci? Zan kira gwaje-gwajen da cewa mayar da hankali a kan wannan kunkuntar tambaya sauki gwaje-gwajen.

Simple gwajen iya samar da muhimmanci da bayanai, amma sai suka kasa amsa tambayoyi da yawa da suke da biyu da muhimmanci da kuma ban sha'awa kamar: akwai wasu mutane ga wanda magani yana da ya fi girma ko karami sakamako ?; akwai wani magani da zai zama mafi inganci ?; kuma ta yaya wannan gwaji da lãbãri a fadi zamantakewa theories?

Domin nuna darajar motsi bayan sauki gwaje-gwajen, bari mu duba daya daga cikin na fi so analog filin gwaje-gwajen, wani binciken da P. Wesley Schultz da kuma abokan aiki a kan dangantaka a tsakanin zamantakewa norms da makamashi amfani (Schultz et al. 2007) . Schultz da kuma abokan aiki sun rataye doorhangers a 300 gidaje a San Marcos, California, kuma waɗannan doorhangers tsĩrar daban-daban saƙonni tsara don karfafa kiyayewa da makamashi. Sa'an nan kuma, Schultz da kuma abokan aiki auna sakamako daga cikin wadannan saƙonni a kan wutar lantarki amfani, biyu bayan mako guda da makonni uku. ga Figure 4.3 domin karin cikakken bayanin irin gwaji zane.

Figure 4.3: Schematic zane daga Schultz et al. (2007) . The filin gwajin Sukan ziyartar game da 300 gidaje a San Marcos, California sau biyar a kan wani takwas mako zamani. A kan kowane ziyarci masu bincike da hannu ya ɗauki karatu daga gidan ikon mita. A biyu daga cikin ziyara da masu bincike sanya doorhangers a kan gidan samar da wasu bayanai game da makamashi mai cutarwa. A binciken da tambaya shi ne yadda da abun ciki na wadannan sakonni zai tasiri makamashi amfani.

The gwaji da biyu yanayi. A cikin farko yanayin, gidaje samu general makamashi ceto tips (misali, yin amfani da magoya maimakon iska conditioners) da kuma bayanai game da iyali na makamashin amfani idan aka kwatanta da matsakaita na makamashi amfani a cikin unguwa. Schultz da kuma abokan aiki ya kira wannan da siffatawa normative yanayin saboda bayani game da samar da makamashi da amfani a cikin unguwa bayar da bayani game da hankula hali (ie, a siffatawa kullum). A lokacin da Schultz da kuma abokan aiki dube sakamakon makamashi amfani a cikin wannan kungiyar, magani ya bayyana a da wani sakamako, ko dai a cikin gajere ko dogon lokaci. a cikin wasu kalmomi, da magani bai ze "aikin" (Figure 4.4).

Amma, sa'a, Schultz et al. (2007) bai shirya domin wannan simplistic analysis. Kafin gwajin fara suka yi shawara da cewa nauyi masu amfani da wutar lantarki-mutane sama da nufin-iya rage amfani, da kuma cewa haske masu amfani da wutar lantarki-mutane kasa da nufin-iya zahiri ƙara da amfani. A lõkacin da suka duba a data, wanda ke daidai da abin da suka sãmi (Figure 4.4). Saboda haka, abin da kama wani magani da aka ciwon wani sakamako a zahiri a lura da cewa yana da biyu offsetting effects. The masu bincike da ake kira da wannan counter-m karuwa cikin haske users a boomerang sakamako.

Figure 4.4: Results daga Schultz et al. (2007) . Na farko panel nuna cewa siffatawa kullum magani yana da wani kiyasta sifili talakawan magani sakamako. Duk da haka, na biyu panel ya nuna cewa wannan magani talakawan sakamako ne a zahiri hada biyu offsetting effects. Domin nauyi users, lura rage amfani amma ga haske users, lura karu mai cutarwa. A karshe, na uku panel nuna cewa biyu magani, wanda amfani da siffatawa da injunctive norms, da wajen guda sakamako a kan m users amma saukake da boomerang sakamako a kan haske users.

Bugu da ari, Schultz da kuma abokan aiki tsammani wannan yiwuwar, kuma a karo na biyu yanayin da suka tura wani dan kadan daban-daban magani, daya baro-baro tsara don kawar da boomerang sakamako. The gidaje a karo na biyu yanayin karbi ainihin wannan magani-general makamashi ceto tukwici da bayanai game da iyali na makamashin amfani idan aka kwatanta da su unguwa-da daya kankanin Bugu da kari, domin mutane da kasa-talakawan amfani, da masu bincike kara da cewa wani :) kuma mutane tare da sama-talakawan amfani da suka kara da cewa wani :(. Wadannan emoticons aka tsara don fararwa da abin da masu bincike da ake kira injunctive norms. Injunctive norms koma zuwa hasashe na abin da ake yawan amince (da basu amince) alhãli kuwa siffatawa norms koma zuwa hasashe na abin da ake yawan yi (Reno, Cialdini, and Kallgren 1993) .

Ta ƙara wannan kankanin alamar fuskar da suke, da masu bincike da cika fuska rage boomerang sakamako (Figure 4.4). Saboda haka, ta hanyar yin wannan sauki canji-canji da aka m da wani m zamantakewa m ka'idar (Cialdini, Kallgren, and Reno 1991) wato masu bincike sun iya juya a shirin daga wanda ba ze yi aiki a cikin daya da yi aiki, da kuma, a lokaci guda, sun kasance iya taimako zuwa ga general fahimtar yadda zamantakewa norms shafi mutum hali.

A wannan aya, duk da haka, za ka iya lura cewa wani abu ne mai bit daban-daban game da wannan gwaji. Musamman, cikin gwaji na Schultz da kuma abokan aiki ba da gaske da wani iko kungiyar a cikin wannan hanyar da yi da ka sarrafawa gwajen aikatãwa. The kwatanta tsakanin wannan zane da kuma zane na Restivo kuma van de Rijt nuna bambance-bambance tsakanin manyan kayayyaki amfani da masu bincike. A tsakanin-batutuwa kayayyaki, kamar Restivo kuma van de Rijt, akwai magani kungiyar da kuma a kula da kungiyar, da kuma a cikin-batutuwa zayyanawa da hali na mahalarta ne idan aka kwatanta da kuma bayan lura (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . A cikin wata cikin-magana gwaji shi ne kamar yadda idan kowane ɗan takara abubuwa a matsayin ta kansa iko kungiyar. The ƙarfin tsakanin-batutuwa kayayyaki shi ne cewa shi bayar da kariya a kan confounders (kamar yadda na bayyana a baya), da kuma ƙarfin cikin-batutuwa gwaje-gwajen da aka ƙara daidaici a kimomi. A lokacin da kowane ɗan takara abubuwa a matsayin nasu iko, tsakanin-takara bambancin da aka shafe (duba Technical Shafi). To foreshadow wani wanda zai zo daga baya, lokacin da na bayar da shawara game da zayyana digital gwaje-gwajen, akwai karshe zane, da ake kira a gauraye zane, wanda hadawa da ingantattun daidaici na cikin-batutuwa kayayyaki da kuma kariya da confounding tsakanin-batutuwa kayayyaki.

Figure 4.5: Three gwaji kayayyaki. Standard yi da ka sarrafawa gwajen amfani tsakanin-batutuwa kayayyaki. Wani misali da wani tsakanin-batutuwa zane ne Restivo kuma van de Rijt ta (2012) gwaji a kan barnstars da gudunmawar to Wikipedia: bincike da ka raba mahalarta a cikin jiyya da kuma kula da kungiyoyin, ba mahalarta a lura kungiyar a barnstar, kuma idan aka kwatanta sakamakon ga biyu kungiyoyin. A karo na biyu da irin zane ne a cikin-batutuwa zane. The biyu gwaje-gwajen a Schultz kuma abokin aiki ta (2007) binciken a kan zamantakewa norms da makamashi amfani kwatanta a cikin-batutuwa zane: bincike idan aka kwatanta da wutar lantarki da yin amfani da mahalarta kafin da kuma bayan karbar magani. A cikin-batutuwa kayayyaki bayar da ingantattun ilimin kididdiga daidaici da kawar tsakanin batun sãɓã wa jũna. (Duba Technical Shafi), amma sun kasance bude ga m confounders (misali, canje-canje a weather tsakanin pre-jiyya da kuma magani tsawon) (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . A cikin-batutuwa kayayyaki ma wani lokaci ake kira maimaita matakan kayayyaki. A karshe, gauraye kayayyaki hada inganta daidaici na cikin-batutuwa kayayyaki da kuma kariya da confounding tsakanin-batutuwa kayayyaki. A cikin wata gauraye zane, wani mai bincike kwantanta da canji a sakamakon ga mutãne, a cikin magani da kuma kula da kungiyoyin. A lokacin da masu bincike riga da pre-jiyya bayanai, kamar yadda shi ne idan akwai da yawa a cikin digital gwaje-gwajen, gauraye kayayyaki ne fin so zuwa tsakanin-batutuwa kayayyaki saboda samu a daidaici (duba Technical Shafi).

Overall, da zane da kuma sakamakon Schultz et al. (2007) ya nuna darajar motsi bayan sauki gwaje-gwajen. Abin farin, ba ka bukatar ka zama mai baiwa ya halicci gwajen kamar wannan. Social masana kimiyya sun ɓullo da uku Concepts da za su shiryar da ku zuwa ga aukaka kuma mafi m gwajen: 1) tushe, 2) heterogeneity magani effects, da kuma 3) sunadaran. Wato, idan kun tsayar da wadannan uku ideas tuna yayin da kake zayyana your gwaji, za ka halitta halitta mafi ban sha'awa da kuma amfani gwaje-gwajen. Domin ayi bayanin wadannan uku Concepts a mataki, zan bayyana a yawan bi-up partially digital filin gwaje-gwajen da ya gina a kan m zane da kuma m da sakamakon a Schultz et al. (2007) . Kamar yadda za ku gani, saboda mafi m zane, aiwatar, analysis, da kuma fassarar, ka kuma iya matsar bayan sauki gwaje-gwajen.