Question 1

Test units are individuals,organizations,or other entities whose response to independent variables or treatments is being studied.

Accepted Answer

A) True 
 B)False

Question 2

A ________ is a quasi-test market in which respondents are pre-selected,then interviewed and observed on their purchases and attitudes toward the product.

Accepted Answer

A)  Standard test market 
B)  Partial test market 
C)  Controlled test market 
D)  Simulated test market 
A)  Standard test market 
B)  Partial test market 
C)  Controlled test market 
D)  Simulated test market

Question 3

What is the main limitation of randomized block designs?

Accepted Answer

A)  They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. 
B)  They require an equal number of rows,columns,and treatment levels,which is sometimes problematic. 
C)  The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels. 
D)  The researcher can control for only one external variable. 
A)  They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. 
B)  They require an equal number of rows,columns,and treatment levels,which is sometimes problematic. 
C)  The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels. 
D)  The researcher can control for only one external variable.

Question 4

In the posttest-only control group design,the treatment effect (TE)is obtained by ________.

Accepted Answer

A)  TE= O1 - O2 
B)  TE= (O1 - O2)- (O3 - O4) 
C)  TE= O1 
D)  TE= (O2 - O1)- (O4 - O3) 
A)  TE= O1 - O2 
B)  TE= (O1 - O2)- (O3 - O4) 
C)  TE= O1 
D)  TE= (O2 - O1)- (O4 - O3)

Question 5

The everyday meaning of causality is more appropriate to marketing research than is the scientific meaning.

Accepted Answer

A) True 
 B)False

Question 6

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 dependent variable that was ________.

Accepted Answer

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

Question 7

What is the main disadvantage of factorial designs?

Accepted Answer

A)  They require an equal number of rows,columns,and treatment levels,which is sometimes problematic. 
B)  The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels. 
C)  They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. 
D)  The researcher can control for only one external variable. 
A)  They require an equal number of rows,columns,and treatment levels,which is sometimes problematic. 
B)  The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels. 
C)  They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. 
D)  The researcher can control for only one external variable.

Question 8

The internal and external validity of field experiments conducted overseas is generally lower than in the United States.

Accepted Answer

A) True 
 B)False

Question 9

________ refers to an extraneous variable involving changes in the measuring instrument or in the observers or scores themselves.

Accepted Answer

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

Question 10

In practice,a control group is sometimes defined as the group that receives the current level of marketing activity,rather than a group that receives no treatment at all because it is difficult to reduce current marketing activities,such as advertising and personal selling,to zero.

Accepted Answer

A) True 
 B)False

Question 11

Which statement is not true about laboratory experiments?

Accepted Answer

A)  The artificiality of the environment may cause reactive error,in that the respondents react to the situation itself,rather than to the independent variable. 
B)  Laboratory experiments are likely to have higher external validity than field experiments. 
C)  The laboratory environment offers a high degree of control because it isolates the experiment in a carefully monitored environment. 
D)  Laboratory experiments allow for more complex designs than field experiments. 
A)  The artificiality of the environment may cause reactive error,in that the respondents react to the situation itself,rather than to the independent variable. 
B)  Laboratory experiments are likely to have higher external validity than field experiments. 
C)  The laboratory environment offers a high degree of control because it isolates the experiment in a carefully monitored environment. 
D)  Laboratory experiments allow for more complex designs than field experiments.

Question 12

When considering ________,accumulated evidence from several investigations increases our confidence that a causal relationship exists.

Accepted Answer

A)  concomitant variation 
B)  the time order of occurrence of variables 
C)  the role of evidence 
D)  the elimination of other possible factors 
A)  concomitant variation 
B)  the time order of occurrence of variables 
C)  the role of evidence 
D)  the elimination of other possible factors

Question 13

A Latin square is conceptualized as a table,with the rows and the columns representing the blocks in the two external variables.

Accepted Answer

A) True 
 B)False

Question 14

Only causal designs are truly appropriate for inferring cause-and-effect relationships.

Accepted Answer

A) True 
 B)False

Question 15

Explain laboratory and field environments.Discuss the advantages and disadvantages of laboratory experiments compared to field experiments.

Accepted Answer

A laboratory environment is an artificia

Question 16

When more than one variable must be controlled,the researcher must use true experimental designs.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is true about the Solomon four-group design?

Accepted Answer

A)  The Solomon four-group design explicitly controls for interactive testing effect. 
B)  The Solomon four-group design is expensive and time consuming to implement. 
C)  The Solomon four-group design should be used to examine the changes in the attitudes of individual respondents. 
D)  All of the above statements are true. 
A)  The Solomon four-group design explicitly controls for interactive testing effect. 
B)  The Solomon four-group design is expensive and time consuming to implement. 
C)  The Solomon four-group design should be used to examine the changes in the attitudes of individual respondents. 
D)  All of the above statements are true.

Question 18

The Internet can provide a mechanism for controlled experimentation,although in a laboratory type of environment.

Accepted Answer

A) True 
 B)False

Question 19

A ________ is a test market in which the product is sold through regular distribution channels.

Accepted Answer

A)  Partial test market 
B)  Simulated test market 
C)  Standard test market 
D)  Controlled test market 
A)  Partial test market 
B)  Simulated test market 
C)  Standard test market 
D)  Controlled test market

Question 20

Which of the following is a reason why experiments may be hard to administer?

Accepted Answer

A)  Competitors may deliberately contaminate the results of a field experiment. 
B)  It may be impossible to control for the effects of the extraneous variables. 
C)  Both A and B are reasons why experiments may be hard to administer. 
D)  Neither A nor B is a reason why experiments may be hard to administer. 
A)  Competitors may deliberately contaminate the results of a field experiment. 
B)  It may be impossible to control for the effects of the extraneous variables. 
C)  Both A and B are reasons why experiments may be hard to administer. 
D)  Neither A nor B is a reason why experiments may be hard to administer.

Exam 7: Casual Research Design: Experimentation

Test units are individuals,organizations,or other entities whose response to independent variables or treatments is being studied.

A ________ is a quasi-test market in which respondents are pre-selected,then interviewed and observed on their purchases and attitudes toward the product.

What is the main limitation of randomized block designs?

In the posttest-only control group design,the treatment effect (TE)is obtained by ________.

The everyday meaning of causality is more appropriate to marketing research than is the scientific meaning.

What is the main disadvantage of factorial designs?

The internal and external validity of field experiments conducted overseas is generally lower than in the United States.

________ refers to an extraneous variable involving changes in the measuring instrument or in the observers or scores themselves.

In practice,a control group is sometimes defined as the group that receives the current level of marketing activity,rather than a group that receives no treatment at all because it is difficult to reduce current marketing activities,such as advertising and personal selling,to zero.

Which statement is not true about laboratory experiments?

When considering ________,accumulated evidence from several investigations increases our confidence that a causal relationship exists.

A Latin square is conceptualized as a table,with the rows and the columns representing the blocks in the two external variables.

Only causal designs are truly appropriate for inferring cause-and-effect relationships.

Explain laboratory and field environments.Discuss the advantages and disadvantages of laboratory experiments compared to field experiments.

When more than one variable must be controlled,the researcher must use true experimental designs.

Which of the following statements is true about the Solomon four-group design?

The Internet can provide a mechanism for controlled experimentation,although in a laboratory type of environment.

A ________ is a test market in which the product is sold through regular distribution channels.

Which of the following is a reason why experiments may be hard to administer?

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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