Zachary Estes
Experimental Design and Analysis (ANOVA)

Zachary Estes (PhD in Psychology, Princeton University) is Associate Professor of Marketing at Bocconi University in Milan, Italy. He previously served as Assistant Professor of Psychology at the University of Georgia (USA), and as Associate Professor of Psychology at the University of Warwick (UK). He has served as Associate Editor of Cognitive Science, and on the editorial boards of several other journals. His research on cognition, emotion, and consumer behavior has been awarded research grants from the British Academy (UK) and from the Economic and Social Research Council (UK), and has been published in psychology and marketing journals including Cognitive Psychology, Journal of Business Research, Journal of Consumer Psychology, Journal of Experimental Psychology: General, and Psychological Science. He has taught courses and workshops on Experimental Methods for both academics and practitioners at the University of Warwick (UK), University of Birmingham (UK), University of Innsbruck (Austria), and Bocconi University (Italy).

Workshop contents and objectives


Experimental research is becoming more prevalent and prominent across the social sciences. The general aim of this workshop therefore is to provide a sound and thorough understanding of experimental research, from the initial stage of experiment design, through the intermediate stages of conducting an experiment and analysing the data, to the final stage of academic publication. The workshop has two specific and complementary aims. First, participants will learn the fundamentals of designing and conducting experiments. This includes not only discussion of various experimental designs, but also serious consideration of how to improve the validity and reliability of possible conclusions from the experiment. Second, participants will learn statistical approaches for analysing data from experiments, both at a theoretical level and a practical level. The focus will be on a robust and flexible statistical technique that is used in a great variety of research: Analysis of Variance (ANOVA). A major component of the course will be learning how to compute ANOVA using SPSS (a statistics package). The five daily sessions are designed as a step-by-step, practical guide to experimental research, with an emphasis on behavioral experiments. Each session will consist of approximately half-time for general instruction and half-time for hands-on tutorials to discuss or develop workshop participants' own experimental research.



Participants should bring along their laptop.