Exam 12: Test Markets and Experimental Design

A researcher is interested in examining the effect of background music and lighting on sales in a restaurant,so he wants to conduct an experiment that manipulates different levels of each.Which experimental design would be best to examine the effects of these two treatments at various levels?

Test marketing allows an organization to conduct a "trial run" of the product in the marketplace.

Test-marketing is very expensive.

____________________ produce differences in the dependent variable between experimental cells based on combinations of variables.

A control method of test-marketing is a "minimarket test" in a small city,using control store distribution.

When a new product fails in a test market,this means that the test market for this product was a failure.

Selecting test-markets is,for the most part,a sampling problem.

Factorial designs allow researchers to measure interaction effects.

The manufacturer of the relatively higher-priced Dove chocolates introduced a lower-priced line of Dove chocolates with the intent of attracting consumers who did not normally purchase their higher-priced premium chocolates.However,most of the sales of the new product came from customers who would normally have purchased the existing higher-priced Dove products.This is an example of:

When the gender of respondents (male,female)is thought to affect in important ways the dependent variable,an experimenter can attempt to block out the effect of gender on the results of the study.

A test-market that is too ____ may ____ sales because typically the early adopters of new products are the heavy users of the product.

The average test-market requires about:

Due to the similarities among Americans and Canadians,product success in the United States results in success in Canada.

In which experimental design is a single,categorical extraneous variable that might affect test units' responses to the treatment identified and the effects isolated by being blocked out?

If salespeople in a test-market city spend an inordinate amount of time setting up and updating point-of-sale displays in supermarkets,this creates which type of problem?

When subjects are randomly assigned to treatment groups to study the effects of manipulating an independent variable,this is called a(n)____________________ design.

Intentional attempts to disrupt the results of a test-market being conducted by another firm is called guerilla marketing.

It is usually necessary to use nine or ten cities when test-marketing in the United States.

The average test-market requires about twenty-four months.

If a product is tried by 20 percent of the target market during test marketing,and the repeat purchase rate in this test market is 20 percent,the estimated market share for this product would be approximately: