Exam 13: Experimentation

Field experiments tend to have much greater external validity than laboratory experiments.This means that to a greater extent their causal inferences can be generalized from the experimental environment to the actual marketing environment.

The marketing researcher for a game company is conducting an experiment to test customer reaction to the pricing of a new game designed for use by adults.A list of customers who had sent the company complaint letters was readily available, and the researcher rearranged this list by ZIP code, sending every third person a color brochure on the new game.Each respondent was asked to return a postcard, stating an intention to purchase or not to purchase the game at the listed price.Which of the following is true?

The before-measure effect is a potential threat to the internal validity of continuous panel data.

Progressive Marketers Incorporated found no third variable involved in the association between sales and advertising.It can, therefore, be concluded that the relationship is of the form: advertising sales.

If two variables are causally linked, they need not be associated

Experiments are defined as studies in which implementation involves an intervention by the observer beyond that required for measurement.

Interaction effect of testing, multiple treatment inference, reactive effects of experimental arrangements threaten the internal validity of an experiment

If the composition of two ownership groups with respect to positive and negative attitudes) is identical, an association between advertising and attitudes would not be affected by the introduction of the ownership variable.

The Committee for Arts and Lectures CAL) wants to test different promotions for a series of plays.Which statement is true about the following experiment? R X₁ O₁ --------------- R X₂ O₂ --------------- R X₃ O₃ --------------

Because the respondents in the smoking study above had become familiar with the measuring instrument, the results of the study are threatened by the instrumentation effect.

The advantage of randomization in experimental control is that it will control for both known and unknown variables.

The group of subjects exposed to the experimental treatment is termed as control group.

A researcher is using a full factorial design to test the effects of four variables, each of which has two levels.The least number of conditions to be tested is 2 x 2 x 2 x 2 or 16.

An advantage of ___________in experimentation is that no knowledge is necessary of extraneous variables that could possibly influence the results. a) randomizing b) eliminating c) equalizing d) balancing.

Trend studies are measures over time that come from a succession of separate random samples from the same population.

A matched control group may be represented as M X 0₁ -------- M O₂

All the hypotheses in a descriptive study must be fully developed before the data analysis stage.

With the Solomon Four Group design, it is possible to measure the interaction of the treatment and before-measure effects by looking at 0₂ - 0₄) - 0₅ - 0₆)).

Laboratory experiments give the researcher greater control over the experiment but less internal validity than do field experiments.

To infer a causal relationship, which of the following types of evidence does a researcher need?