Question 1

A Latin square is conceptualized as a table, with the rows and the columns representing the blocks in the two external variables.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

Experimentation is commonly used to infe

Question 3

The one-group pretest-posttest design may be symbolized as O1 X2 O2. In this design, a group of test units is measured ________.

Accepted Answer

A) once 
B) twice 
C) not at all 
D) none of the above 
A) once 
B) twice 
C) not at all 
D) none of the above

Question 4

Which statement is not true concerning a standard test market?

Accepted Answer

A) One or more combinations of marketing mix variables (product, price, distribution, and promotional levels)are employed. 
B) While a firm's test marketing is in progress, competitors have an opportunity to beat it to the national market. 
C) Competitors often take actions such as increasing their promotional efforts to contaminate the test marketing program. 
D) All statements are correct. 
A) One or more combinations of marketing mix variables (product, price, distribution, and promotional levels)are employed. 
B) While a firm's test marketing is in progress, competitors have an opportunity to beat it to the national market. 
C) Competitors often take actions such as increasing their promotional efforts to contaminate the test marketing program. 
D) All statements are correct.

Question 5

Which statement is not true concerning a standard test market?

Accepted Answer

A) It is a one-shot case study. 
B) Test markets are selected and the product is sold through regular distribution channels. 
C) Where external validity is important, at least four test markets should be used. 
D) All statements are correct. 
A) It is a one-shot case study. 
B) Test markets are selected and the product is sold through regular distribution channels. 
C) Where external validity is important, at least four test markets should be used. 
D) All statements are correct.

Question 6

A field environment is synonymous with actual market conditions.

Accepted Answer

A) True 
 B)False

Question 7

Evidence pertaining to concomitant variation can only be obtained in a qualitative manner.

Accepted Answer

A) True 
 B)False

Question 8

All of the types of experimental designs mentioned in the chapter on Causal Research Design (Latin Square, factorial, true experimental, and preexperimental designs for example)can be implemented on the Internet.

Accepted Answer

A) True 
 B)False

Question 9

Briefly define internal and external validity.

Accepted Answer

Internal validity refers to whether the

Question 10

Quasi-experimental designs are useful because they can be used in cases when true experimentation cannot, and because they are quicker and less expensive.

Accepted Answer

A) True 
 B)False

Question 11

Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously?

Accepted Answer

A) R X1 O1&nbsp&nbsp&nbsp&nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbsp&nbsp R X2 O2  
B) R X1 O1 &nbsp&nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbspO2 X2 O2  
C) X O1 O2 &nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbspX O1 O2  
D) R X1 O1&nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbsp R X1 O1  
A) R X1 O1&nbsp&nbsp&nbsp&nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbsp&nbsp R X2 O2  
B) R X1 O1 &nbsp&nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbspO2 X2 O2  
C) X O1 O2 &nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbspX O1 O2  
D) R X1 O1&nbsp&nbsp&nbsp&nbsp
&nbsp&nbsp&nbsp R X1 O1

Question 12

A ________ is a test market in which the product is sold through regular distribution channels.

Accepted Answer

A) Simulated test market 
B) Partial test market 
C) Controlled test market 
D) Standard test market 
A) Simulated test market 
B) Partial test market 
C) Controlled test market 
D) Standard test market

Question 13

The effectiveness of a test commercial (X)may be examined by broadcasting the commercial a predetermined number of times and examining the data from a preexisting test panel.Although the marketer can control the scheduling of the test commercial, it is uncertain when or whether the panel members are exposed to it.The panel members' purchases before, during, and after the campaign are examined to determine whether the test commercial has a short-term effect, a long-term effect, or no effect. A ________ design was used in this research project.

Accepted Answer

A) pretest-posttest control group 
B) time series 
C) one-group pretest-posttest design 
D) multiple time series design 
A) pretest-posttest control group 
B) time series 
C) one-group pretest-posttest design 
D) multiple time series design

Question 14

Also known as the after-only design, the one-shot case study may be symbolically represented as:
X O1.

Accepted Answer

A) True 
 B)False

Question 15

The Internet can provide a mechanism for controlled experimentation, although in a laboratory type of environment.

Accepted Answer

A) True 
 B)False

Question 16

O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10  
The above design is an example of a ________.

Accepted Answer

A) one group pretest-posttest design 
B) multiple time series design 
C) pretest-posttest control group design 
D) time series design 
A) one group pretest-posttest design 
B) multiple time series design 
C) pretest-posttest control group design 
D) time series design

Question 17

The scientific concept of causality is complex."Causality" means something very different to the average person on the street than to a scientist. If the ordinary meaning of a statement is "X is the only cause of Y," its related scientific meaning is: ________.

Accepted Answer

A) the occurrence of X makes the occurrence of Y 
B) we can never prove that X is a cause of Y. At best, we can infer that X is a cause of Y 
C) X is only one of a number of possible causes of Y 
D) None of the above is correct. 
A) the occurrence of X makes the occurrence of Y 
B) we can never prove that X is a cause of Y. At best, we can infer that X is a cause of Y 
C) X is only one of a number of possible causes of Y 
D) None of the above is correct.

Question 18

The conditions of concomitant variation, time order of occurrence of variables and elimination of other possible causal factors, are necessary but not sufficient to demonstrate causality.

Accepted Answer

A) True 
 B)False

Question 19

Time series design is a quasi-experimental design that involves periodic measurements on the dependent variable for a group of test units.

Accepted Answer

A) True 
 B)False

Question 20

If in test marketing a new product, the researcher ensures that the product is positioned in the correct aisle in each store and obtains the right level of store acceptance and all commodity volume distribution, more than likely, the researcher used ________ to help control for extraneous variables.

Accepted Answer

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

Exam 7: Causal Research Design: Experimentation

A Latin square is conceptualized as a table, with the rows and the columns representing the blocks in the two external variables.

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

The one-group pretest-posttest design may be symbolized as O1 X2 O2. In this design, a group of test units is measured ________.

Which statement is not true concerning a standard test market?

Which statement is not true concerning a standard test market?

A field environment is synonymous with actual market conditions.

Evidence pertaining to concomitant variation can only be obtained in a qualitative manner.

All of the types of experimental designs mentioned in the chapter on Causal Research Design (Latin Square, factorial, true experimental, and preexperimental designs for example)can be implemented on the Internet.

Briefly define internal and external validity.

Quasi-experimental designs are useful because they can be used in cases when true experimentation cannot, and because they are quicker and less expensive.

Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously?

A ________ is a test market in which the product is sold through regular distribution channels.

Also known as the after-only design, the one-shot case study may be symbolically represented as: X O1.

The Internet can provide a mechanism for controlled experimentation, although in a laboratory type of environment.

O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10 The above design is an example of a ________.

The scientific concept of causality is complex."Causality" means something very different to the average person on the street than to a scientist. If the ordinary meaning of a statement is "X is the only cause of Y," its related scientific meaning is: ________.

The conditions of concomitant variation, time order of occurrence of variables and elimination of other possible causal factors, are necessary but not sufficient to demonstrate causality.

Time series design is a quasi-experimental design that involves periodic measurements on the dependent variable for a group of test units.

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

The one-group pretest-posttest design may be symbolized as O₁X₂ O_2. In this design, a group of test units is measured ________.

Also known as the after-only design, the one-shot case study may be symbolically represented as: X O₁.

O₁O₂O₃O₄O₅X O₆O₇O₈O₉O₁₀ The above design is an example of a ________.