Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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. 
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.

Question 6

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

Accepted Answer

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

Question 7

________ 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?

Accepted Answer

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

Question 8

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

Accepted Answer

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. 
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 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

The static group is a two-group experimental design.One group, called the ________, is exposed to the treatment, and the other, called the ________, is not.Measurements on both groups are made only after the treatment, and test units are not assigned at random.

Accepted Answer

A) experimental group (EG); control group (CG) 
B) experimental group (EG); random group (RG) 
C) pretest group (PG); control group (CG) 
D) control group (CG); experimental group (EG) 
A) experimental group (EG); control group (CG) 
B) experimental group (EG); random group (RG) 
C) pretest group (PG); control group (CG) 
D) control group (CG); experimental group (EG)

Question 14

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?

Accepted Answer

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

Question 15

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 ________.

Accepted Answer

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

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 7: Causal Research Design: Experimentation

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

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

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

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

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

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

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

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

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

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.

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.

The static group is a two-group experimental design.One group, called the ________, is exposed to the treatment, and the other, called the ________, is not.Measurements on both groups are made only after the treatment, and test units are not assigned at random.

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?

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 ________.

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.

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

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

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.

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

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

The static group is a two-group experimental design.One group, called the , is exposed to the treatment, and the other, called the , is not.Measurements on both groups are made only after the treatment, and test units are not assigned at random.