Question 1

Unlike the randomized block design and the Latin square,factorial designs allow for interactions between variables.

Accepted Answer

A) True 
 B)False  True

Question 2

A ________ design to measure the effectiveness of a test commercial for Sears would be implemented as follows.Two groups of respondents would be recruited on the basis of convenience.Only the experimental group would be exposed to the TV program containing the test (Sears)commercial.Then attitudes toward the department store of both the experimental and control group respondents would be measured.The effectiveness of the test commercial is measured as O1 - O2.

Accepted Answer

A)  one-group pretest-posttest 
B)  pretest-posttest control group 
C)  static group 
D)  one-shot case study 
A)  one-group pretest-posttest 
B)  pretest-posttest control group 
C)  static group 
D)  one-shot case study C

Question 3

Which statement is not true concerning a standard test market?

Accepted Answer

A)  Where external validity is important,at least four test markets should be used. 
B)  It is a one-shot case study. 
C)  Test markets are selected and the product is sold through regular distribution channels. 
D)  All statements are correct. 
A)  Where external validity is important,at least four test markets should be used. 
B)  It is a one-shot case study. 
C)  Test markets are selected and the product is sold through regular distribution channels. 
D)  All statements are correct. D

Question 4

The distinguishing feature of the true experimental designs,as compared to preexperimental designs,is lack of randomization.

Accepted Answer

A) True 
 B)False

Question 5

Field experiments have some advantages over laboratory experiments.The field experiment offers a high degree of control because it isolates the experiment in a carefully monitored environment.

Accepted Answer

A) True 
 B)False

Question 6

Using the set of symbols commonly used in marketing research to denote experimental designs,which symbol below represents the random assignment of test units or groups to separate treatments?

Accepted Answer

A)  R 
B)  T 
C)  X 
D)  O 
A)  R 
B)  T 
C)  X 
D)  O

Question 7

The longer the time interval between observations,the greater the possibility that history will confound an experiment.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is an ethical concern associated with doing experiments?

Accepted Answer

A)  how to disguise the purpose of the research in a manner that does not violate the rights of the respondents 
B)  how to find respondents for the experiment 
C)  ensuring that the appropriate experimental design for the problem was used 
D)  Both A and C are correct. 
A)  how to disguise the purpose of the research in a manner that does not violate the rights of the respondents 
B)  how to find respondents for the experiment 
C)  ensuring that the appropriate experimental design for the problem was used 
D)  Both A and C are correct.

Question 9

What is the difference between a times series design and a multiple times series design?

Accepted Answer

The multiple time series design is simil

Question 10

Which of the following is not true about the debriefing procedure?

Accepted Answer

A)  Debriefing can alleviate stress and make the experiment a learning experience for the respondents. 
B)  After the data have been collected,the true purpose of the study and the nature of the disguise should be fully explained to the respondents and they should be given an opportunity to withdraw their information. 
C)  Inform the respondents at the beginning that the experiment has been disguised. 
D)  Both A and C are not true. 
A)  Debriefing can alleviate stress and make the experiment a learning experience for the respondents. 
B)  After the data have been collected,the true purpose of the study and the nature of the disguise should be fully explained to the respondents and they should be given an opportunity to withdraw their information. 
C)  Inform the respondents at the beginning that the experiment has been disguised. 
D)  Both A and C are not true.

Question 11

In the New York coupon experiment mentioned in your text,the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption.Subjects were randomly assigned to 2 treatment groups.One group was offered 15-cent coupons and the other 50-cent coupons for four products.During the interviews,the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped.In the preceding experiment,the test units were ________.

Accepted Answer

A)  the value of the coupon (15-cent versus 50-cent coupon) 
B)  the likelihood of cashing the coupon 
C)  brand usage 
D)  individual shoppers 
A)  the value of the coupon (15-cent versus 50-cent coupon) 
B)  the likelihood of cashing the coupon 
C)  brand usage 
D)  individual shoppers

Question 12

________ result when the researcher is unable to achieve full manipulation of scheduling or allocation of treatments to test units but can still apply part of the apparatus of true experimentation.

Accepted Answer

A)  Quasi-experimental designs 
B)  True experimental designs 
C)  Preexperimental designs 
D)  Statistical designs 
A)  Quasi-experimental designs 
B)  True experimental designs 
C)  Preexperimental designs 
D)  Statistical designs

Question 13

________ involves measuring the extraneous variables and adjusting for their effects through statistical analysis.

Accepted Answer

A)  Randomization 
B)  Statistical control 
C)  Matching 
D)  Design control 
A)  Randomization 
B)  Statistical control 
C)  Matching 
D)  Design control

Question 14

________ refers to an extraneous variable attributable to the loss of test units while the experiment is in progress.

Accepted Answer

A)  Interactive testing effect 
B)  Mortality 
C)  Main testing effect 
D)  Maturation 
A)  Interactive testing effect 
B)  Mortality 
C)  Main testing effect 
D)  Maturation

Question 15

The main disadvantage of a factorial design is that the number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.

Accepted Answer

A) True 
 B)False

Question 16

Extraneous variables are also called confounding variables because unless they are controlled for,they affect the independent variable and thus confound the results.

Accepted Answer

A) True 
 B)False

Question 17

Pretest-posttest control group and Solomon four-group designs are ________ distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups.

Accepted Answer

A)  preexperimental designs 
B)  quasi-experimental designs 
C)  statistical designs 
D)  true experimental designs 
A)  preexperimental designs 
B)  quasi-experimental designs 
C)  statistical designs 
D)  true experimental designs

Question 18

________ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions.

Accepted Answer

A)  Selection bias 
B)  Statistical regression 
C)  Instrumentation 
D)  None of the above 
A)  Selection bias 
B)  Statistical regression 
C)  Instrumentation 
D)  None of the above

Question 19

________ is a statistical experimental design that is used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables.

Accepted Answer

A)  Factorial design 
B)  Randomized block design 
C)  Latin square design 
D)  Solomon four-group design 
A)  Factorial design 
B)  Randomized block design 
C)  Latin square design 
D)  Solomon four-group design

Question 20

Also known as the after-only design,the one-shot case study may be symbolically represented as:
X O1.

Accepted Answer

A) True 
 B)False

Exam 7: Casual Research Design: Experimentation

Unlike the randomized block design and the Latin square,factorial designs allow for interactions between variables.

Which statement is not true concerning a standard test market?

The distinguishing feature of the true experimental designs,as compared to preexperimental designs,is lack of randomization.

Field experiments have some advantages over laboratory experiments.The field experiment offers a high degree of control because it isolates the experiment in a carefully monitored environment.

Using the set of symbols commonly used in marketing research to denote experimental designs,which symbol below represents the random assignment of test units or groups to separate treatments?

The longer the time interval between observations,the greater the possibility that history will confound an experiment.

Which of the following is an ethical concern associated with doing experiments?

What is the difference between a times series design and a multiple times series design?

Which of the following is not true about the debriefing procedure?

________ result when the researcher is unable to achieve full manipulation of scheduling or allocation of treatments to test units but can still apply part of the apparatus of true experimentation.

________ involves measuring the extraneous variables and adjusting for their effects through statistical analysis.

________ refers to an extraneous variable attributable to the loss of test units while the experiment is in progress.

The main disadvantage of a factorial design is that the number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.

Extraneous variables are also called confounding variables because unless they are controlled for,they affect the independent variable and thus confound the results.

Pretest-posttest control group and Solomon four-group designs are ________ distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups.

________ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions.

________ is a statistical experimental design that is used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables.

Also known as the after-only design,the one-shot case study may be symbolically represented as: X O1.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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