Deck 7: Causal Research Design: Experimentation

Question 1

If the goal of the researcher is to make valid generalizations to a larger population of interest,then,the researcher is concerned with internal validity.

Answer 1

False

Question 2

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

Answer 2

True

Question 3

With experimental designs,it is possible to control for some of the other causal factors.

Answer 3

True

Question 4

Independent variables are variables or alternatives that are manipulated and whose effects are measured and compared.

Question 5

The conditions of concomitant variation,time order of occurrence of variables and elimination of other possible causal factors,are necessary but not sufficient to demonstrate causality.

Question 6

Evidence of concomitant variation,time order of occurrence of variables,and elimination of other possible causal factors,when combined,demonstrate conclusively that a causal relationship exists.

Question 7

History (H)refers to the occurrence of events before the experiment.

Question 8

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

Question 9

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

Question 10

There is no problem developing experimental designs that have high levels of both internal and external validity.

Question 11

Independent variables are the variables that measure the effect of the dependent variables on the test units.

Question 12

Causality refers to when the occurrence of X definitely causes the occurrence of Y.

Question 13

Concomitant variation is the extent to which a cause,X,and an effect,Y,occur together or vary together in the way predicted by the hypothesis under consideration.

Question 14

Extraneous variables are all variables other than the independent variables that affect the response of the test units.

Question 15

Price levels,package designs,and advertising themes are examples of independent variables manipulated by the researcher.

Question 16

An experiment is formed when the researcher manipulates one or more dependent variables and measures their effect on one or more independent variables,while controlling for the effect of extraneous variables.

Question 17

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

Question 18

In an after-the-fact examination of a situation,we can confidently rule out all other causal factors.

Question 19

To control for extraneous variables,a researcher may conduct an experiment in an artificial environment.This enhances external validity,but it may limit the generalizability of the results,thereby reducing internal validity.

Question 20

Evidence pertaining to concomitant variation can only be obtained in a qualitative manner.

Question 21

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.

Question 22

Descriptive survey studies do not meet all conditions required for causality.

Question 23

Quasi-experimental designs are useful because they can be used in cases when true experimentation cannot,and because they are quicker and less expensive.

Question 24

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

Question 25

Time series design is a quasi-experimental design that involves periodic measurements on the dependent variable for a group of test units.

Question 26

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

Question 27

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.

Question 28

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

Question 29

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

Question 30

All of the types of experimental designs mentioned in the chapter on Causal Research Design (Latin Square,factorial,true experimental,and preexperimental designs for example)can be implemented on the Internet.

Question 31

Experimental designs may be classified as preexperimental,true experimental,quasi-experimental,or statistical.

Question 32

A field environment is synonymous with actual market conditions.

Question 33

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

Question 34

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

Question 35

Factorial design is a true 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.

Question 36

Matching is a method of controlling extraneous variables that involve matching test units on a set of key background variables before assigning them to the treatment conditions.

Question 37

Full experimental control is available in quasi-experimental designs;therefore,the researcher does not need to take into account the specific variables that are not controlled.

Question 38

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

Question 39

The above design is an example of a multiple time series design.

Question 40

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.

Question 41

Experimentation is becoming increasingly important in marketing research,but there are limitations of time,cost,and administration of an experiment.

Question 42

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 ________.

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

Question 43

Debriefing occurs after the experiment and entails informing test subjects what the experiment was about and how the experimental manipulations were performed

Question 44

In many countries,the marketing,economic,structural,information,and technological environments are not developed to the extent that they are in the United States.

Question 45

Using the set of symbols commonly used in marketing research to denote experimental designs,which symbol below represents the exposure of a group to an independent variable,treatment,or event,the effects of which are to be determined?

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

Question 46

The statement 'An effect cannot be produced by an event that occurs after the effect has taken place,' refers to ________.

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

Question 47

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

Question 48

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 independent variable that was manipulated was ________.

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

Question 49

________ means that the factor or variable being investigated should be the only possible causal explanation.

A)The time order of occurrence of variables
B)The role of evidence
C)Concomitant variation
D)The absence of other possible causal factors

Question 50

The scientific concept of causality is complex."Causality" means something very different to the average person on the street than to a scientist.If the ordinary meaning of a statement is "X is the only cause of Y," its related scientific meaning is: ________.

A)the occurrence of X makes the occurrence of Y
B)we can never prove that X is a cause of Y.At best,we can infer that X is a cause of Y
C)X is only one of a number of possible causes of Y
D)None of the above is correct.

Question 51

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?

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

Question 52

Which of the following statements is not true concerning the time order of occurrence of variables?

A)In an after-the-fact examination of the situation,we can never confidently rule out all other causal factors.
B)The causing event must occur either before or simultaneously with the effect;it cannot occur afterwards.
C)An effect cannot be produced by an event that occurs after the effect has taken place.
D)It is possible for each event in a relationship to be both a cause and an effect of the other event.

Question 53

As compared to the field,experimentation in social media offers the advantages of ease of implementation and lower cost.

Question 54

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

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

Question 55

The conditions that must be satisfied before making causal inferences include all of the following except ________.

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

Question 56

Standard text markets can cost as much as $1 million;simulated test markets cost less than 10 percent as much.

Question 57

Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following except ________.

A)specifying the independent variables
B)specifying the dependent variables
C)specifying the plan for data analysis
D)specifying how to control the extraneous variables

Question 58

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 ________.

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

Question 59

________ is the extent to which a cause,X,and an effect,Y,occur together or vary together in the way predicted by the hypothesis under consideration.

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

Question 60

Using the set of symbols commonly used in marketing research to denote experimental designs,which symbol below represents the process of observation or measurement of the dependent variable on the test units or group of units?

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

Question 61

If in test marketing a new product,the researcher ensures that the product is positioned in the correct aisle in each store and obtains the right level of store acceptance and all commodity volume distribution,more than likely,the researcher used ________ to help control for extraneous variables.

A)design control
B)statistical control
C)randomization
D)matching

Question 62

________ refers to an effect of testing occurring when a prior observation affects a latter observation.

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

Question 63

________ is a determination of whether the cause-and-effect relationships found in the experiment can be generalized.Can the results be generalized beyond the experimental situation and if so,to what populations,settings,times,independent variables and dependent variables can the results be projected?

A)External validity
B)Extraneous validity
C)Internal validity
D)None of the above

Question 64

________ refers to an extraneous variable attributable to changes in the test units themselves that occur with the passage of time.

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

Question 65

All of the following statements are true about external validity except ________.

A)threats to external validity arise when the specific experimental conditions do not realistically take into account the interactions of other relevant variables in the real world.
B)external validity is the basic minimum that must be present in an experiment before any conclusion about treatment effects can be made
C)factors that threaten internal validity may also threaten external validity,the most serious of these being extraneous variables.
D)A and C are true

Question 66

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.

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

Question 67

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

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

Question 68

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

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

Question 69

________ 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.

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

Question 70

________ allow for the statistical control and analysis of external variables.

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

Question 71

________ is a measure of accuracy of an experiment.It measures whether the manipulation of the independent variables,or treatments,actually caused the effects on the dependent variable(s).

A)External validity
B)Extraneous validity
C)Internal validity
D)None of the above

Question 72

The one-group pretest-posttest is a type of ________.These designs do not control for extraneous factors by randomization.

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

Question 73

The one-group pretest-posttest design may be symbolized as O₁ X₂ O_2. In this design,a group of test units is measured ________.

A)once
B)twice
C)not at all
D)none of the above

Question 74

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

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

Question 75

If the experimental design called for the respondents to be randomly assigned to one of three experimental groups and for one of three versions of a test commercial to be randomly administered to each group,this design would be using ________.

A)design control
B)statistical control
C)randomization
D)matching

Question 76

Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time,and the dependent variable was measured in the two groups simultaneously?

A)R X₁ O₁ R X₂ O₂
B)R X₁ O₁ O₂ X₂ O₂
C)X O₁ O₂ X O₁ O₂
D)R X₁ O₁ R X₁ O₁

Question 77

________ refers to an extraneous variable that occurs when test units with extreme scores move closer to the average score during the course of the experiment.

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

Question 78

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

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

Question 79

________ refers to an effect in which a prior measurement affects the test unit's response to the independent variable.

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

Question 80

Which of the following is true of the one-shot case study preexperimental design (X O₁)?

A)It does not provide a basis of comparing the level of O₁ to what would happen when X was absent.
B)There is no random assignment of test units.
C)Both A and B are correct.
D)In this design,a group of test units is measured twice.