Exam 8: Causal Research Design: Experimentation

The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables while controlling for the extraneous variables is called a(n)________.

The control group is not exposed to the independent variable manipulation,but provides a point of comparison when examining the effects of these manipulations on the dependent variable.

Variables,other than the independent variables,that influence the response of the test units are called extraneous variables.

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

Concomitant ________ occurs when the presumed cause and presumed effect are both present and both vary in a manner predicted by the researcher's hypothesis.

The ________ is a preexperimental design in which a group of test units is measured before and after exposure to the treatment.

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

The one-group pretest-posttest design is a quasi-experimental design that involves periodic measurements on the dependent variable for the group of test units.

In a Pepsi project the researcher is interested in examining the effect of humor and the effect of various levels of brand information on advertising effectiveness.Three levels of humor (no humor,some humor,and high humor)are to be examined.Likewise,brand information is to be manipulated at three levels (low,medium,and high).The resulting table would be three rows (levels of information)by three columns (levels of humor),producing nine possible combinations or cells.The respondents would be randomly assigned to one of the nine cells.Respondents in each cell would receive a specific treatment combination.After exposure to a treatment combination,measures would be obtained on attitudes toward Pepsi advertising,brand,and the celebrity from respondents in each cell.To which category of design does this fall into?

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

All of the following are good examples of independent variables EXCEPT:

Extraneous variables represent alternative explanations of experimental results.

Limitations of experiments include which of the following?

________ 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 random sample of respondents would be distributed randomly,half to the experimental group and half to the control group.A pretest questionnaire would be administered to the respondents in both groups to obtain a measurement on attitudes toward Pepsi advertising,brand,and celebrity; only the respondents in the experimental group would be exposed to the TV program containing the Pepsi commercial.Then,a questionnaire would be administered to respondents in both groups to obtain posttest measures on attitudes toward Pepsi advertising,brand,and celebrity.Which of the following experimental design best represents the above scenario?

In a short essay discuss the different types of extraneous variables and their effects on experiments in marketing research.

The ________ is not exposed to the independent variable manipulation but provides a point of comparison when examining the effects of these manipulations on the dependent variable.

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

Explain the concept of causality as defined in marketing research and distinguish between the ordinary meaning and the scientific meaning of causality.

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