Exam 7: Causal Research Design: Experimentation

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 ________.

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?

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

A ________ design to measure the effectiveness of a test commercial for Sears would be implemented as follows. Respondents are recruited to central theater locations in different test cities. At the central location, respondents are first administered a personal interview to measure, among other things, attitudes toward the store (O₁). Then they watch a TV program, the respondents are again administered a personal interview to measure attitudes towards the store (O₂). The effectiveness of the test commercial is measured as O₂ - O₁.

Which of the following is a reason why experiments may be hard to administer?

Which of the following statements is true about the Solomon four-group design?

What is the main limitation of randomized block designs?

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

________ 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.

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.

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.

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

Which statement is not true about simulated test markets?

________ is a statistical 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.

Which statement is not true about why it is difficult to conduct field experiments in the international arena?

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.

Explain laboratory and field environments. Discuss the advantages and disadvantages of laboratory experiments compared to field experiments.

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 ________.

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

Explain the differences among preexperimental, true experimental, quasi-experimental, and statistical designs.