Exam 9: Conducting Marketing Experiments

Research projects involving experimental manipulations that are implemented in a natural environment are called ____.

The group receiving the treatment being studied is called the ____.

Random assignment of subjects to treatment and control groups helps ensure that experimental and control groups do not differ from each other in important ways at the beginning of a research study.

The people administering an experiment must be aware of the experimental hypotheses.

In an experiment,change in the ____________________ variable is presumed to be the cause of the results.

Experimental treatment refers to the way an experimental variable is manipulated.

In experimental research,the independent variable is manipulated rather than simply measured.

What are demand characteristics and why are they a concern for researchers? Discuss four ways of reducing demand characteristics.

When the psychological impact that goes along with belier that a treatment has been administered affects the dependent variable but,in reality,no treatment has been administered,the ____________________ effect has occurred.

Explain the advantages of a between-subjects experimental design over a within-subjects design.

Which term refers to a treatment combination within an experiment?

When a change in the wording of questions,a change in interviewers,or a change in other procedures causes a change in the dependent variable,a(n)____ effect has occurred.

Demand characteristics can be reduced in a number of ways.Which strategy below is NOT one of these?

A researcher is conducting an experiment in which one group of people is exposed to one advertisement and another group is exposed to another advertisement.Specifically,he is examining the effect of headline font sizes on consumers' attitude toward the brand advertised.The participants in this experimental research are referred to as ____.

The change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups is called a(n)____.

Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the dependent variables?

A difference in means between the different levels of any single experimental variable is referred to as a(n)____________________.

A confound in an experiment means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable.

An experimental construct refers to one of the possible levels of an experimental variable manipulation.

When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study,a ____ effect has occurred.