Exam 12: Test Markets and Experimental Design

When a computer screen is used to simulate a retail store with images that allow a subject to "move" through different departments of the store and "purchase" products electronically is called a ____________________ simulated test-market.

Which of the following is an advantage of the control method of test-marketing?

Expensive durable products are typically test-marketed before national introduction.

The control method of test-marketing is also known as:

A 3 x 3 factorial experiment requires six combinations of treatment groups.

Brad is a brand manager of a line of laundry detergent products in his company.His company's sales representative in Dayton,OH informed him that a competitor was conducting a test-market of a new line of strongly-scented laundry products.Brad knew from consumer research that consumers do not like overly strong scents,so he directed this sales representative to purchase all of the competitor's product in the stores in an attempt to make the product appear to sell well in the test-market so that the company will falsely believe that the product was successful.Brad's actions are called:

The time length for a test market varies with the objectives of the test market.

A 2 x 2 x 2 experimental design has ____ factors,each of which has ____ levels.

The percentage of target market customers who purchased the product,which often is measured early in a test-market,represents:

Sandy participated in a market research study that took place on a computer and she "shopped" by moving through the store using a computer mouse.She was even able to turn packages around to read the nutritional information on the back.This type of test-market is referred to as a(n):

In a factorial design,the influence of one independent variable on a dependent variable is called a ____________________.

A 3 x 3 experimental design incorporates ____________________ factors,each having ____________________ levels.

A scientific procedure that allows a new product to be tested under realistic market conditions is called a:

Information Resources Incorporated (IRI)is a company that offers test-marketing systems that combine scanner-based consumer panels with high-technology broadcasting systems that enable the measurement of the immediate impact of commercial television viewing of specific programs on unit sales volume.These types of high-technology systems are called:

Market cannibalization is the percentage of target market customers who purchased the product,which is often measured early in a test-market.

An experimental design that uses a random process to assign subjects to treatment levels of an experimental variable is called a:

In which type of test-marketing situation does the company use its own sales force to try to obtain distribution of the product?

Calculating a ratio of test product sales to total company sales in the area may provide a benchmark for modifying projections into other markets.

If salespeople in a test market city spend inordinate amounts of time making sure that the product is stocked sufficiently on supermarket shelves,the test market may suffer from overattention.

Researchers need to consider several factors in selecting a test-market location.