Question 1

Field experiments tend to have much greater external validity than laboratory experiments.This means that to a greater extent their causal inferences can be generalized from the experimental environment to the actual marketing environment.

Accepted Answer

A) True 
 B)False

Question 2

The marketing researcher for a game company is conducting an experiment to test customer reaction to the pricing of a new game designed for use by adults.A list of customers who had sent the company complaint letters was readily available, and the researcher rearranged this list by ZIP code, sending every third person a color brochure on the new game.Each respondent was asked to return a postcard, stating an intention to purchase or not to purchase the game at the listed price.Which of the following is true?

Accepted Answer

A) The sampling method ensures that all geographic areas are represented. 
B) The external validity of the study is ensured, since respondents who are sitting in their homes are reacting under real life circumstances. 
C) The sample is likely to over-represent the lower class. 
D) The design of the study suffers from selection bias. 
E) None of the above.

Question 3

The before-measure effect is a potential threat to the internal validity of continuous panel data.

Accepted Answer

A) True 
 B)False

Question 4

Progressive Marketers Incorporated found no third variable involved in the association between sales and advertising.It can, therefore, be concluded that the relationship is of the form: advertising sales.

Accepted Answer

A) True 
 B)False

Question 5

If two variables are causally linked, they need not be associated

Accepted Answer

A) True 
 B)False

Question 6

Experiments are defined as studies in which implementation involves an intervention by the observer beyond that required for measurement.

Accepted Answer

A) True 
 B)False

Question 7

Interaction effect of testing, multiple treatment inference, reactive effects of experimental arrangements threaten the internal validity of an experiment

Accepted Answer

A) True 
 B)False

Question 8

If the composition of two ownership groups with respect to positive and negative attitudes) is identical, an association between advertising and attitudes would not be affected by the introduction of the ownership variable.

Accepted Answer

A) True 
 B)False

Question 9

The Committee for Arts and Lectures CAL) wants to test different promotions for a series of plays.Which statement is true about the following experiment? R X1 O1 --------------- R X2 O2 --------------- R X3 O3 --------------

Accepted Answer

A) It compares three treatment levels, corresponding to three "levels" of promotion. 
B) X1 refers to the observation or measurement of the first group. 
C) It includes a separate control group. 
D) It can be classified as a matched control group design. 
E) None of the above.

Question 10

Because the respondents in the smoking study above had become familiar with the measuring instrument, the results of the study are threatened by the instrumentation effect.

Accepted Answer

A) True 
 B)False

Question 11

The advantage of randomization in experimental control is that it will control for both known and unknown variables.

Accepted Answer

A) True 
 B)False

Question 12

The group of subjects exposed to the experimental treatment is termed as control group.

Accepted Answer

A) True 
 B)False

Question 13

A researcher is using a full factorial design to test the effects of four variables, each of which has two levels.The least number of conditions to be tested is 2 x 2 x 2 x 2 or 16.

Accepted Answer

A) True 
 B)False

Question 14

An advantage of ___________in experimentation is that no knowledge is necessary of extraneous variables that could possibly influence the results. 
a) randomizing 
b) eliminating 
c) equalizing 
d) balancing.

Accepted Answer

The answer of An advantage of ___________in experimentation is that...

Question 15

Trend studies are measures over time that come from a succession of separate random samples from the same population.

Accepted Answer

A) True 
 B)False

Question 16

A matched control group may be represented as M X 01 -------- M O2

Accepted Answer

A) True 
 B)False

Question 17

All the hypotheses in a descriptive study must be fully developed before the data analysis stage.

Accepted Answer

A) True 
 B)False

Question 18

With the Solomon Four Group design, it is possible to measure the interaction of the treatment and before-measure effects by looking at 02 - 04) - 05 - 06)).

Accepted Answer

A) True 
 B)False

Question 19

Laboratory experiments give the researcher greater control over the experiment but less internal validity than do field experiments.

Accepted Answer

A) True 
 B)False

Question 20

To infer a causal relationship, which of the following types of evidence does a researcher need?

Accepted Answer

A) Evidence of a strong association between an action and an outcome. 
B) Evidence that the action preceded the outcome. 
C) Evidence of a high level of internal validity. 
D) Evidence that there are no strongly competing explanations for the relationship between an action and an outcome. 
E) All of these

Exam 13: Experimentation

Field experiments tend to have much greater external validity than laboratory experiments.This means that to a greater extent their causal inferences can be generalized from the experimental environment to the actual marketing environment.

The before-measure effect is a potential threat to the internal validity of continuous panel data.

Progressive Marketers Incorporated found no third variable involved in the association between sales and advertising.It can, therefore, be concluded that the relationship is of the form: advertising sales.

If two variables are causally linked, they need not be associated

Experiments are defined as studies in which implementation involves an intervention by the observer beyond that required for measurement.

Interaction effect of testing, multiple treatment inference, reactive effects of experimental arrangements threaten the internal validity of an experiment

If the composition of two ownership groups with respect to positive and negative attitudes) is identical, an association between advertising and attitudes would not be affected by the introduction of the ownership variable.

The Committee for Arts and Lectures CAL) wants to test different promotions for a series of plays.Which statement is true about the following experiment? R X₁ O₁ --------------- R X₂ O₂ --------------- R X₃ O₃ --------------

Because the respondents in the smoking study above had become familiar with the measuring instrument, the results of the study are threatened by the instrumentation effect.

The advantage of randomization in experimental control is that it will control for both known and unknown variables.

The group of subjects exposed to the experimental treatment is termed as control group.

A researcher is using a full factorial design to test the effects of four variables, each of which has two levels.The least number of conditions to be tested is 2 x 2 x 2 x 2 or 16.

An advantage of ___________in experimentation is that no knowledge is necessary of extraneous variables that could possibly influence the results. a) randomizing b) eliminating c) equalizing d) balancing.

Trend studies are measures over time that come from a succession of separate random samples from the same population.

A matched control group may be represented as M X 0₁ -------- M O₂

All the hypotheses in a descriptive study must be fully developed before the data analysis stage.

With the Solomon Four Group design, it is possible to measure the interaction of the treatment and before-measure effects by looking at 0₂ - 0₄) - 0₅ - 0₆)).

Laboratory experiments give the researcher greater control over the experiment but less internal validity than do field experiments.

To infer a causal relationship, which of the following types of evidence does a researcher need?