Question 1

Which of the following is TRUE of test markets?

Accepted Answer

A) Simulated test markets are not useful for eliminating weak products before they go to a standard test market. 
B) Electronic test markets,popular in the 1970s,are now a declining segment of the test market industry. 
C) A prime advantage of simulated test markets is the protection from competitors that they provide. 
D) In a standardized test market the entire test program is conducted by an outside service. 
E) None of these statements are true;they are all false. 
A) Simulated test markets are not useful for eliminating weak products before they go to a standard test market. 
B) Electronic test markets,popular in the 1970s,are now a declining segment of the test market industry. 
C) A prime advantage of simulated test markets is the protection from competitors that they provide. 
D) In a standardized test market the entire test program is conducted by an outside service. 
E) None of these statements are true;they are all false.

Question 2

Causal research is used to discover ideas and insights in the process of defining the decision problem.

Accepted Answer

A) True 
 B)False

Question 3

Some companies and researchers use exploratory techniques almost exclusively in gathering primary data.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is TRUE?

Accepted Answer

A) A study lacking external validity may nevertheless have high internal validity. 
B) Internal validity is a matter of degree,whereas external validity either exists or doesn't exist. 
C) In most experiments we can obtain proof that the observed response is due to our experimental manipulations. 
D) All of these are true. 
E) None of these are true. 
A) A study lacking external validity may nevertheless have high internal validity. 
B) Internal validity is a matter of degree,whereas external validity either exists or doesn't exist. 
C) In most experiments we can obtain proof that the observed response is due to our experimental manipulations. 
D) All of these are true. 
E) None of these are true.

Question 5

In regard to internal and external validity

Accepted Answer

A) you can't have one without the other. 
B) procedures used to establish internal validity will also establish external validity. 
C) they are matters of degree rather than all-or-nothing propositions. 
D) neither is important in laboratory experiments. 
E) internal validity is a much more important issue in marketing than external validity. 
A) you can't have one without the other. 
B) procedures used to establish internal validity will also establish external validity. 
C) they are matters of degree rather than all-or-nothing propositions. 
D) neither is important in laboratory experiments. 
E) internal validity is a much more important issue in marketing than external validity.

Question 6

You are a senior analyst in the marketing research department of a major steel producer.You have been requested to make a forecast of domestic automobile production for the forthcoming calendar year in order to predict the total tonnage of steel that will be used by the automobile manufacturers.This is PRIMARILY a(n)

Accepted Answer

A) exploratory study. 
B) descriptive study. 
C) field experiment. 
D) simulation. 
E) laboratory experiment. 
A) exploratory study. 
B) descriptive study. 
C) field experiment. 
D) simulation. 
E) laboratory experiment.

Question 7

Indicate the CORRECT statement among the following.

Accepted Answer

A) The concept of causality is simplistic in nature. 
B) If X causes Y,Y is certain to happen given that X occurs. 
C) Given that X causes Y,it is possible that X may not be the sole cause of Y. 
D) If X occurs before Y,then X is the sole cause of Y. 
E) Causal designs are effective for generating initial hypotheses about relationships between variables. 
A) The concept of causality is simplistic in nature. 
B) If X causes Y,Y is certain to happen given that X occurs. 
C) Given that X causes Y,it is possible that X may not be the sole cause of Y. 
D) If X occurs before Y,then X is the sole cause of Y. 
E) Causal designs are effective for generating initial hypotheses about relationships between variables.

Question 8

The condition for establishing causality that is the most difficult to meet is the elimination of other explanations.

Accepted Answer

A) True 
 B)False

Question 9

S.C.Johnson has developed an ingenious "twist" on their widely available wood cleaner Pledge called "Pledge wipes".The marketing manager wishes to test market the new product,but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C.Johnson's modification.Which type of test marketing would you recommend where consumers are shown the new wipes and asked to rate its features?

Accepted Answer

A) Controlled test market 
B) Standard test market 
C) Simulated test market 
D) Electronic test market 
E) None of these are correct. 
A) Controlled test market 
B) Standard test market 
C) Simulated test market 
D) Electronic test market 
E) None of these are correct.

Question 10

To determine the effect of change in ticket price on attendance,a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices.In this experiment,price would be the

Accepted Answer

A) independent variable. 
B) effect variable. 
C) dependent variable. 
D) result variable. 
E) extraneous variable. 
A) independent variable. 
B) effect variable. 
C) dependent variable. 
D) result variable. 
E) extraneous variable.

Question 11

The three major considerations in test marketing are cost,time,and control.

Accepted Answer

A) True 
 B)False

Question 12

Typical examples of control problems associated with test marketing are

Accepted Answer

A) the lack of cooperation of retailers. 
B) over-attention to in-store conditions,such as always-stocked shelves. 
C) attempts by competitors to sabotage test market results. 
D) None of these are correct. 
E) All of these are correct. 
A) the lack of cooperation of retailers. 
B) over-attention to in-store conditions,such as always-stocked shelves. 
C) attempts by competitors to sabotage test market results. 
D) None of these are correct. 
E) All of these are correct.

Question 13

Which type of research is concerned with determining cause-and-effect relationships?

Accepted Answer

A) Descriptive 
B) Causal 
C) Exploratory 
D) All of these are correct. 
E) None of these are correct. 
A) Descriptive 
B) Causal 
C) Exploratory 
D) All of these are correct. 
E) None of these are correct.

Question 14

What type of research design should be used to obtain conclusive answers to questions such as why sales increase or decrease if we increase or decrease advertising,why one ad garners greater attention and recall than another,and why $0.50 coupons make people buy the national brand versus the store brand?

Accepted Answer

A) Exploratory 
B) Causal 
C) Descriptive 
D) Case Analysis 
E) All of these are correct. 
A) Exploratory 
B) Causal 
C) Descriptive 
D) Case Analysis 
E) All of these are correct.

Question 15

Which of the following is TRUE of experiments?

Accepted Answer

A) An experiment has greater ability to supply evidence of causality because it takes longer to complete than a descriptive study. 
B) Researchers have more control when performing experiments than they have when using exploratory or descriptive designs. 
C) External validity is more important to determine than internal validity. 
D) An experimental design is a research design in which the investigator has direct control over at least one independent variable and manipulates at least one dependent variable. 
E) None of these are true. 
A) An experiment has greater ability to supply evidence of causality because it takes longer to complete than a descriptive study. 
B) Researchers have more control when performing experiments than they have when using exploratory or descriptive designs. 
C) External validity is more important to determine than internal validity. 
D) An experimental design is a research design in which the investigator has direct control over at least one independent variable and manipulates at least one dependent variable. 
E) None of these are true.

Question 16

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics so as to generate summary statistics of it fans.Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

Accepted Answer

A) Experiments 
B) Sample surveys 
C) Depth interviews 
D) Focus groups 
E) Case analysis 
A) Experiments 
B) Sample surveys 
C) Depth interviews 
D) Focus groups 
E) Case analysis

Question 17

Which of the following is a potential use of test marketing?

Accepted Answer

A) To test the sales potential for a new Colgate toothpaste 
B) To test variations in the marketing mix for an existing P&G detergent 
C) To test the sales potential for a new offer by the local telephone company 
D) To test the impact of a price increase on the perception of the product 
E) All of these are correct. 
A) To test the sales potential for a new Colgate toothpaste 
B) To test variations in the marketing mix for an existing P&G detergent 
C) To test the sales potential for a new offer by the local telephone company 
D) To test the impact of a price increase on the perception of the product 
E) All of these are correct.

Question 18

The standard test market plays a vital role when

Accepted Answer

A) a firm wishes to test its ability to actually sell to the trade and get distribution for the product. 
B) the capital investment is large. 
C) the firm is entering a new territory. 
D) None of these are correct. 
E) All of these are correct. 
A) a firm wishes to test its ability to actually sell to the trade and get distribution for the product. 
B) the capital investment is large. 
C) the firm is entering a new territory. 
D) None of these are correct. 
E) All of these are correct.

Question 19

Which of the following is FALSE regarding popular standard test market cities?

Accepted Answer

A) They are demographically representative of the larger market in which the product will be ultimately sold. 
B) They should be geographically isolated from other cities. 
C) They should be located centrally within the U.S. 
D) They should be large enough that they have multiple media outlets of their own. 
E) They should possess a sufficient number of the right kind of retail outlets. 
A) They are demographically representative of the larger market in which the product will be ultimately sold. 
B) They should be geographically isolated from other cities. 
C) They should be located centrally within the U.S. 
D) They should be large enough that they have multiple media outlets of their own. 
E) They should possess a sufficient number of the right kind of retail outlets.

Question 20

A test market study is a form of causal research.

Accepted Answer

A) True 
 B)False

Which of the following is TRUE of test markets?

Causal research is used to discover ideas and insights in the process of defining the decision problem.

Some companies and researchers use exploratory techniques almost exclusively in gathering primary data.

Which of the following is TRUE?

In regard to internal and external validity

Indicate the CORRECT statement among the following.

The condition for establishing causality that is the most difficult to meet is the elimination of other explanations.

To determine the effect of change in ticket price on attendance,a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices.In this experiment,price would be the

The three major considerations in test marketing are cost,time,and control.

Typical examples of control problems associated with test marketing are

Which type of research is concerned with determining cause-and-effect relationships?

Which of the following is TRUE of experiments?

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics so as to generate summary statistics of it fans.Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

Which of the following is a potential use of test marketing?

The standard test market plays a vital role when

Which of the following is FALSE regarding popular standard test market cities?

A test market study is a form of causal research.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 8: Conducting Causal Research

Which of the following is TRUE of test markets?

Causal research is used to discover ideas and insights in the process of defining the decision problem.

Some companies and researchers use exploratory techniques almost exclusively in gathering primary data.

Which of the following is TRUE?

In regard to internal and external validity

Indicate the CORRECT statement among the following.

The condition for establishing causality that is the most difficult to meet is the elimination of other explanations.

To determine the effect of change in ticket price on attendance,a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices.In this experiment,price would be the

The three major considerations in test marketing are cost,time,and control.

Typical examples of control problems associated with test marketing are

Which type of research is concerned with determining cause-and-effect relationships?

Which of the following is TRUE of experiments?

The Houston Aeros wanted to find out more about their fans and decided to gather information about their demographics so as to generate summary statistics of it fans.Which of the following primary data collection techniques would they most likely to use to conduct the descriptive research study?

Which of the following is a potential use of test marketing?

The standard test market plays a vital role when

Which of the following is FALSE regarding popular standard test market cities?

A test market study is a form of causal research.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters