Question 1

Full commercialization of a new product is generally less expensive than conducting a test market.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is the main disadvantage of laboratory experiments?

Accepted Answer

A) Exploratory research is enhanced. 
B) The laboratory setting may not be a good representation of the real-world setting. 
C) Concomitant variation is not possible. 
D) Elimination of causal factors is increased. 
E) none of these 
A) Exploratory research is enhanced. 
B) The laboratory setting may not be a good representation of the real-world setting. 
C) Concomitant variation is not possible. 
D) Elimination of causal factors is increased. 
E) none of these

Question 3

How would you respond to the following statement: "Advertising and sales are almost perfectly correlated,as when more is spent on advertising,sales go up,and vice-versa.Surely our advertising expenditures are 'causing' sales to rise."

Accepted Answer

Even though advertising and sales exhibi

Question 4

Both surveys and experiments can show causation between two variables.

Accepted Answer

A) True 
 B)False

Question 5

Test markets offer at least two important benefits to the firm conducting the test.First and foremost,the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.

Accepted Answer

A) True 
 B)False

Question 6

Your client is interested in determining which of two Internet banner ads is more effective.Design a field experiment.Be sure to identify the independent and dependent variables.

Accepted Answer

The independent variable is whether the

Question 7

The "treatment" is also referred to as which of the following?

Accepted Answer

A) increase in sales 
B) change in market share 
C) gross margin 
D) independent variable 
E) none of these 
A) increase in sales 
B) change in market share 
C) gross margin 
D) independent variable 
E) none of these

Question 8

When measures of recall and brand attitudes are only taken after an advertising campaign is implemented,this is an example of a:

Accepted Answer

A) one-shot case study design. 
B) one group pretest and posttest design. 
C) static group comparison design. 
D) Solomon four-group design. 
E) none of these 
A) one-shot case study design. 
B) one group pretest and posttest design. 
C) static group comparison design. 
D) Solomon four-group design. 
E) none of these

Question 9

The Before and After with Control Group Design generally controls for all but mortality and history.

Accepted Answer

A) True 
 B)False

Question 10

Selection bias generally is minimized by randomization of subjects to test groups.

Accepted Answer

A) True 
 B)False

Question 11

The results of a field experiment are often impacted by competitors' actions.

Accepted Answer

A) True 
 B)False

Question 12

Test marketing sounds like a natural step in the progression of a product through the product development process.However,there are some risks associated with conducting test markets.Hence,what are factors that should be taken into account in determining whether or not to conduct a test market?

Accepted Answer

The factors that must be taken into acco

Question 13

A _____________ is a by-product of the research process itself.

Accepted Answer

A) Testing Effect 
B) Research Effect 
C) Result 
D) Decision 
A) Testing Effect 
B) Research Effect 
C) Result 
D) Decision

Question 14

List and describe (3)three limitations of experimental research?

Accepted Answer

High costs of experimentation:Experiment

Question 15

Manipulation refers to a process in which the researcher sets the levels of the independent variable to test a particular causal relationship.

Accepted Answer

A) True 
 B)False

Question 16

Laboratory experiments tend to produce higher internal validity than field experiments.

Accepted Answer

A) True 
 B)False

Question 17

Field experiments in marketing are conducted in the actual marketplace.

Accepted Answer

A) True 
 B)False

Question 18

Suppose during an experiment,a researcher used several observers to record the results.The results of the experiment were perplexing to the researcher.In such a case one might expect ___________ to have occurred,distorting the results of the experiment.

Accepted Answer

A) maturation 
B) history 
C) instrument variation 
D) mortality 
E) selection bias 
A) maturation 
B) history 
C) instrument variation 
D) mortality 
E) selection bias

Question 19

Because laboratory experiments can control extraneous effects,the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.

Accepted Answer

A) True 
 B)False

Question 20

To demonstrate that an increase in advertising causes a sales increase,one must be able to show that the increase in advertising occurred before the increase in sales.Which of the preconditions for causation is being illustrated?

Accepted Answer

A) correlation 
B) appropriate time order of occurrence 
C) elimination of all possible causal factors 
D) elimination the effects of the independent variable 
E) none of these 
A) correlation 
B) appropriate time order of occurrence 
C) elimination of all possible causal factors 
D) elimination the effects of the independent variable 
E) none of these

Full commercialization of a new product is generally less expensive than conducting a test market.

Which of the following is the main disadvantage of laboratory experiments?

How would you respond to the following statement: "Advertising and sales are almost perfectly correlated,as when more is spent on advertising,sales go up,and vice-versa.Surely our advertising expenditures are 'causing' sales to rise."

Both surveys and experiments can show causation between two variables.

Test markets offer at least two important benefits to the firm conducting the test.First and foremost,the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.

Your client is interested in determining which of two Internet banner ads is more effective.Design a field experiment.Be sure to identify the independent and dependent variables.

The "treatment" is also referred to as which of the following?

When measures of recall and brand attitudes are only taken after an advertising campaign is implemented,this is an example of a:

The Before and After with Control Group Design generally controls for all but mortality and history.

Selection bias generally is minimized by randomization of subjects to test groups.

The results of a field experiment are often impacted by competitors' actions.

Test marketing sounds like a natural step in the progression of a product through the product development process.However,there are some risks associated with conducting test markets.Hence,what are factors that should be taken into account in determining whether or not to conduct a test market?

A _____________ is a by-product of the research process itself.

List and describe (3)three limitations of experimental research?

Manipulation refers to a process in which the researcher sets the levels of the independent variable to test a particular causal relationship.

Laboratory experiments tend to produce higher internal validity than field experiments.

Field experiments in marketing are conducted in the actual marketplace.

Suppose during an experiment,a researcher used several observers to record the results.The results of the experiment were perplexing to the researcher.In such a case one might expect ___________ to have occurred,distorting the results of the experiment.

Because laboratory experiments can control extraneous effects,the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.

To demonstrate that an increase in advertising causes a sales increase,one must be able to show that the increase in advertising occurred before the increase in sales.Which of the preconditions for causation is being illustrated?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 9: Primary Data Collection: Experimentation and Test Markets

Full commercialization of a new product is generally less expensive than conducting a test market.

Which of the following is the main disadvantage of laboratory experiments?

How would you respond to the following statement: "Advertising and sales are almost perfectly correlated,as when more is spent on advertising,sales go up,and vice-versa.Surely our advertising expenditures are 'causing' sales to rise."

Both surveys and experiments can show causation between two variables.

Test markets offer at least two important benefits to the firm conducting the test.First and foremost,the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.

Your client is interested in determining which of two Internet banner ads is more effective.Design a field experiment.Be sure to identify the independent and dependent variables.

The "treatment" is also referred to as which of the following?

When measures of recall and brand attitudes are only taken after an advertising campaign is implemented,this is an example of a:

The Before and After with Control Group Design generally controls for all but mortality and history.

Selection bias generally is minimized by randomization of subjects to test groups.

The results of a field experiment are often impacted by competitors' actions.

Test marketing sounds like a natural step in the progression of a product through the product development process.However,there are some risks associated with conducting test markets.Hence,what are factors that should be taken into account in determining whether or not to conduct a test market?

A _____________ is a by-product of the research process itself.

List and describe (3)three limitations of experimental research?

Manipulation refers to a process in which the researcher sets the levels of the independent variable to test a particular causal relationship.

Laboratory experiments tend to produce higher internal validity than field experiments.

Field experiments in marketing are conducted in the actual marketplace.

Suppose during an experiment,a researcher used several observers to record the results.The results of the experiment were perplexing to the researcher.In such a case one might expect ___________ to have occurred,distorting the results of the experiment.

Because laboratory experiments can control extraneous effects,the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.

To demonstrate that an increase in advertising causes a sales increase,one must be able to show that the increase in advertising occurred before the increase in sales.Which of the preconditions for causation is being illustrated?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters