Deck 9: Primary Data Collection: Experimentation and Test Markets

Question 1

An analysis of company financial records shows that in every year that the company increased its advertising expenditures,sales increased.What can you say about the relationship between the two factors/variables?

A)Advertising expenditure and sales exhibited concomitant variation.
B)Increasing advertising expenditures led to increased sales.
C)Increased sales led to an increase in advertising expenditures.
D)Advertising and sales are inversely related.
E)none of these

Answer 1

A

Question 2

The "treatment" is also referred to as which of the following?

A)increase in sales
B)change in market share
C)gross margin
D)independent variable
E)none of these

Answer 2

D

Question 3

In an experiment where the marketer is interested in finding out the impact of shelf position on a product's sales,the shelf position is considered the __________variable.

A)correlation
B)dependent
C)independent
D)concomitant
E)none of these

Answer 3

C

Question 4

__________ refers to changes in subjects throughout the course of the experiment that are a function of time,such as getting older,tiring,etc.

A)Maturation
B)History
C)Selection bias
D)Mortality
E)none of these

Question 5

If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable,then the experiment can be said to be which of the following?

A)internally valid
B)extraneously valid
C)externally valid
D)laboratory valid
E)none of these

Question 6

In order to show that variable A causes variable B,A must occur:

A)after B.
B)before B.
C)simultaneously with B.
D)none of these

Question 7

Research that is designed to determine whether a change in one variable likely caused change in another variable is referred to as _______________.

A)exploratory research
B)causal research
C)descriptive research
D)none of these

Question 8

Test markets are which of the following type of experiment?

A)controlled experiment
B)exploratory experiment
C)field experiment
D)laboratory experiment
E)none of these

Question 9

Which of the following has the highest degree of external validity?

A)field experiment
B)laboratory experiment
C)concomitant experiment
D)none of these

Question 10

Which of the following types of research allows the researcher to show causation?

A)survey
B)observation
C)experiment
D)none of these

Question 11

Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales.Which type of research will be most appropriate?

A)causal research
B)exploratory research
C)descriptive research
D)qualitative research
E)none of these

Question 12

__________ refers to the intervention between the beginning and end of an experiment,involving outside variables or events that might change the dependent variable.

A)Maturation
B)History
C)Selection bias
D)Mortality
E)none of these

Question 13

An experiment is designed to test how consumers go about choosing life insurance policies.If this experiment uses a sample of college students,it would likely not have _______.

A)internal validity
B)extraneous validity
C)external validity
D)laboratory validity

Question 14

Which of the following is not a precondition for causation?

A)the effect variable
B)correlation
C)appropriate time order of occurrence
D)elimination of other possible causal factors
E)All of these are preconditions for causation.

Question 15

Experiments are especially effective in showing causality because they are able to do what?

A)show correlation
B)demonstrate concomitant variation
C)demonstrate an appropriate time order of occurrence
D)eliminate other possible causal factors
E)none of these

Question 16

Concomitant variation occurs when 2 variables are _______.

A)causally related
B)experimentally related
C)correlated
D)none of these

Question 17

In an experiment,which of the following variables would probably not be the dependent variable?

A)total sales
B)market share
C)advertising
D)percent increase in market penetration
E)All of these would probably be dependent variables.

Question 18

To demonstrate that an increase in advertising causes a sales increase,one must be able to show that the increase in advertising occurred before the increase in sales.Which of the preconditions for causation is being illustrated?

A)correlation
B)appropriate time order of occurrence
C)elimination of all possible causal factors
D)elimination the effects of the independent variable
E)none of these

Question 19

When respondents drop out of an experiment before it is completed,this is referred to as ________________.

A)maturation
B)history
C)instrument variation
D)mortality
E)selection bias

Question 20

Which of the following is the main disadvantage of laboratory experiments?

A)Exploratory research is enhanced.
B)The laboratory setting may not be a good representation of the real-world setting.
C)Concomitant variation is not possible.
D)Elimination of causal factors is increased.
E)none of these

Question 21

The three types of control discussed when dealing with extraneous variables are:

A)Physical, Mental, Statistical
B)Physical, Design, Statistical
C)Design, Mental, Statistical
D)Physical, Emotional, Design

Question 22

This true experimental design involves random assignment of subjects to experimental and control groups,but no pre-measurement of the dependent variable.

A)Solomon four-group design
B)before and after with control group
C)after only with control group
D)one group pretest and posttest design
E)none of these

Question 23

The extent to which the results of an experiment can be generalized to represent what would happen in a population is referred to as internal validity.

Question 24

When designing a test market,the marketer is often interested in finding out whether a new product's sales will take away sales from existing products.What is this referred to as?

A)controlled test marketing
B)electronic test marketing
C)cannibalization
D)interrupted time series
E)none of these

Question 25

Which of the following is not a benefit of test marketing?

A)estimate of market potential
B)exposure of the new product to the competition
C)identification of weak areas of the marketing mix
D)provide management with strategic information about product performance
E)All of these are benefits of test marketing.

Question 26

Suppose during an experiment,a researcher used several observers to record the results.The results of the experiment were perplexing to the researcher.In such a case one might expect ___________ to have occurred,distorting the results of the experiment.

A)maturation
B)history
C)instrument variation
D)mortality
E)selection bias

Question 27

The effect of the treatment variable on the dependent variable is referred to as which of the following?

A)experimental effect
B)change effect
C)independent effect
D)dependent effect
E)none of these

Question 28

If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.

A)randomization
B)physical control
C)design control
D)statistical control
E)none of these

Question 29

Which of the following is often the most important data produced by a test market?

A)purchase data
B)awareness data
C)competitive response
D)source of sales
E)none of these

Question 30

When measures of recall and brand attitudes are only taken after an advertising campaign is implemented,this is an example of a:

A)one-shot case study design.
B)one group pretest and posttest design.
C)static group comparison design.
D)Solomon four-group design.
E)none of these

Question 31

Selection bias generally is minimized by randomization of subjects to test groups.

Question 32

A _____________ is a by-product of the research process itself.

A)Testing Effect
B)Research Effect
C)Result
D)Decision

Question 33

Two variables must be correlated to be causally related.

Question 34

Field experiments in marketing are conducted in the actual marketplace.

Question 35

Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner is which of the following?

A)Pre-experimental designs
B)True experimental design
C)Quasi-Experiments
D)Pre-existing Experiments

Question 36

Experimental research is often referred to as causal research.

Question 37

Laboratory experiments are usually conducted in uncontrolled settings.

Question 38

Both surveys and experiments can show causation between two variables.

Question 39

Because laboratory experiments can control extraneous effects,the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.

Question 40

_____________ occur(s)when buyers from outside the test area come into the area to purchase the product being tested,thereby distorting the results of the experiment.

A)Most accurate results
B)Bias
C)Contamination
D)None of these

Question 41

Under what conditions can the results of a test market be used to forecast sales for a region?

Question 42

The extent to which a new product takes away from the innovative company's present business is referred to as cannibalization.

Question 43

The One-Shot Case Study Design is the design employed most frequently for testing changes in established products or marketing strategies.

Question 44

Laboratory experiments tend to produce higher internal validity than field experiments.

Question 45

The costs of producing a product for a test market are comparable to the cost associated with a national launch of the new product.

Question 46

The results of a field experiment are often impacted by competitors' actions.

Question 47

How would you respond to the following statement: "Advertising and sales are almost perfectly correlated,as when more is spent on advertising,sales go up,and vice-versa.Surely our advertising expenditures are 'causing' sales to rise."

Question 48

Marketing Research firms often have exclusive rights to doing interviews in shopping malls they have contracts with.They also often maintain facilities within the mall.Such firms might set up an artificial store within the mall to test advertising or sales promotion associated with such a store.Discuss the type of experiment being conducted if the marketing research firm offers an incentive to persons in the mall,such as those participating in mall intercept interviews,who would be observed as they interact with the promotional materials in artificial store.

Question 49

A test market generally occurs after a national rollout of a new product.

Question 50

An Interrupted Time-Series Design is an example of a quasi- experiment.

Question 51

Test markets offer at least two important benefits to the firm conducting the test.First and foremost,the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.

Question 52

Sales are a common independent variable in marketing experiments.

Question 53

Quasi-experiments are studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner.

Question 54

Your client is interested in determining which of two Internet banner ads is more effective.Design a field experiment.Be sure to identify the independent and dependent variables.

Question 55

Test marketing sounds like a natural step in the progression of a product through the product development process.However,there are some risks associated with conducting test markets.Hence,what are factors that should be taken into account in determining whether or not to conduct a test market?

Question 56

Manipulation refers to a process in which the researcher sets the levels of the independent variable to test a particular causal relationship.

Question 57

Pre-experimental designs offer little or no control over extraneous factors.

Question 58

Full commercialization of a new product is generally less expensive than conducting a test market.

Question 59

The first step in a test market study is to select a basic approach.

Question 60

The Before and After with Control Group Design generally controls for all but mortality and history.

Question 61

List and describe (3)three limitations of experimental research?