Question 1

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The price increase is the ________ in this three-month experiment.

Accepted Answer

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).With GI Designs,the price increase was the causal condition (independent variable)that was manipulated by the experimenter to see if there would be a change in sales (dependent variable).

Question 2

GI Designs,a copper furniture manufacturer,increased the price on its copper tabletops by 20 percent for three months to see what the effect would be on its sales.The change in sales is the ________ in this three-month experiment.

Accepted Answer

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).The price increase was the causal condition (independent variable)that was manipulated by the experimenter to see if there would be a change in sales (dependent variable).

Question 3

Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of

Accepted Answer

Key term definition-experiment.

Question 4

As marketing vice president of Health Care Services,Inc. ,you must test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory.Which experiment will do this best?

Accepted Answer

The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).The increase in number of salespeople assigned to a territory was the causal condition (independent variable)that was manipulated by the experimenter to see if there would be a change in sales (dependent variable).

Question 5

Offering a product for sale in a small geographic area to help evaluate potential market actions is called a(n)

Accepted Answer

Key term definition-test market.

Question 6

When conducting marketing experiments,the independent variable often involves marketing mix elements such as product features or coupons,while dependent variables often include

Accepted Answer

In marketing experiments,the independent variables of interest-sometimes called the marketing drivers-are often one or more of the marketing mix elements,such as a product's features,price,or promotion (like advertising messages or coupons).The ideal dependent variable usually is a change in the purchases (incremental unit or dollar sales)of individuals,households,or organizations.

Question 7

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using different television and print advertising to see whether sales would increase.The level of sales is the ________ in this experiment.

Accepted Answer

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).The advertisement in the study served as the independent variable and the sales of the product served as the dependent variable.

Question 8

A disadvantage of a ________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.

Accepted Answer

A disadvantage of panels is that the marketing research firm needs to recruit new members continually to replace those who drop out.These new recruits must match the characteristics of those they replace to keep the panel representative of the marketplace.

Question 9

In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was ________,which quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands.

Accepted Answer

Carmex measures share of voice as the marketing metric to see how its mention on the Internet compared with those of its two biggest competitors - Chapstick and Blistex.The Carmex share of voice metric is shown in the left pie chart in the Applying Marketing Matrics box.It shows that the Carmex share of voice was 35 percent for December 2017.See Applying Marketing Metrics in the text.

Question 10

In marketing experiments,the independent variables of interest,sometimes called the marketing ________,are often one or more of the marketing mix elements.

Accepted Answer

Key term definition-marketing drivers.

Question 11

When Procter & Gamble acquired the Old Spice brand,it decided to reposition the brand by using a different advertising message to see whether its sales would increase.The advertising message is the ________ in this marketing experiment.

Accepted Answer

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).The advertising message in the Procter & Gamble study served as the independent variable and the sales of the product served as the dependent variable.

Question 12

Experiments often use marketing drivers from which of the four Ps?

Accepted Answer

In marketing experiments,the independent variables of interest-sometimes called marketing drivers-are often one or more of the marketing mix elements,such as a product's features,price,or promotion (such as advertising messages or coupons).

Question 13

A potential difficulty with experiments such as test markets is that outside factors,such as the actions of competitors,can distort the results by affecting ________,such as sales.

Accepted Answer

A potential difficulty with experiments is that outside factors (such as actions of competitors)can distort the results of an experiment and affect the dependent variable (such as sales).

Question 14

In evaluating whether its Facebook and Twitter social media programs are working well,Carmex considered using various marketing metrics.One metric it chose was ________,which provides the percentages of Internet Carmex mentions that are positive,neutral,or negative.

Accepted Answer

Carmex measures sentiment,which provides the percentages of Internet Carmex mentions that are positive,neutral,or negative.The Carmex sentiment metric is shown in the right pie chart in the Applying Marketing Metrics box.It shows that 80 percent of the Carmex mentions were positive in December 2017.See Applying Marketing Metrics in the text.

Question 15

An advantage of using a panel of consumers for marketing research is

Accepted Answer

Marketing researchers often want to know if consumers change their behavior over time,so they take successive measurements of the same people using a panel.A panel is a sample of consumers or stores from which researchers take a series of measurements.

Question 16

In marketing experiments,the independent variable is the ________ and the dependent variable is the

Accepted Answer

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).

Question 17

Eppie's Used Cars wanted to test whether straight price discounting worked better than a free gift.It ran two different commercials on alternate Wednesdays.The first offered 10 percent off the Kelley Blue Book price for any four-wheel-drive vehicle on the lot while the second offered a free tent with the purchase of any four-wheel-drive vehicle at the Kelley Blue Book price.The type of offer was the ________ variable.The number of people that responded to each type was the ________ variable,which would suggest the best strategy for increasing traffic.

Accepted Answer

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).The price decrease or the free tent was the causal condition (independent variable)that was manipulated by the experimenter to see if there would be a change in sales (dependent variable).

Question 18

McDonald's tested its delivery service in three Florida cities to assess consumer interest before deciding to expand to 20,000 of its restaurants.Which type of experiment was conducted here?

Accepted Answer

Food companies often use test markets,which offer a product for sale in a small geographic area to help evaluate potential marketing actions.

Question 19

A ________ is a sample of consumers or stores from which researchers take a series of measurements.

Accepted Answer

Key term definition-panel.

Question 20

A market researcher showed a plain print ad of a new brand of designer jeans to several groups of college students and asked the students to rate the quality of the jeans.Then the researcher showed some other college students a print ad featuring movie star Scarlett Johansson wearing the new brand and again asked the students to rate the quality of the jeans.The marketer predicted that after viewing the ad featuring Johansson,the students' ratings of the jeans would be more positive than the other ones.In this experiment,students' ratings of the new blue jeans served as the

Accepted Answer

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.The interest is in whether changing one of the independent variables (a cause)will change the behavior of the dependent variable that is studied (the result).The researcher compared ratings of the quality of the jeans before and after the advertisement.The type of advertisement in the study served as the independent variable and the ratings of the jeans served as the dependent variable.

Quiz 8: Marketing Research: From Customer Insights to Actions