Question 1

Which of the following is TRUE of test markets?

Accepted Answer

A) Simulated test markets are not useful for eliminating weak products before they go to a standard test market. 
B) Electronic test markets,popular in the 1970's,are now a declining segment of the test market industry. 
C) A prime advantage of simulated test markets is the protection from competitors that they provide. 
D) In a standardized test market the entire test program is conducted by an outside service. 
E) None of these statements are true;they are all false. 
A) Simulated test markets are not useful for eliminating weak products before they go to a standard test market. 
B) Electronic test markets,popular in the 1970's,are now a declining segment of the test market industry. 
C) A prime advantage of simulated test markets is the protection from competitors that they provide. 
D) In a standardized test market the entire test program is conducted by an outside service. 
E) None of these statements are true;they are all false.

Question 2

Causal research designs use ____ to establish possible causal relationships.

Accepted Answer

A) focus groups 
B) interviews 
C) experiments 
D) surveys 
E) simulations 
A) focus groups 
B) interviews 
C) experiments 
D) surveys 
E) simulations

Question 3

Which of the following is TRUE of experiments?

Accepted Answer

A) An experiment has greater ability to supply evidence of causality because it takes longer to complete than a descriptive study. 
B) Researchers have more control when performing experiments than they have when using exploratory or descriptive designs. 
C) External validity is more important to determine than internal validity. 
D) An experimental design is a research design in which the investigator has direct control over at least one independent variable and manipulates at least one independent variable. 
E) Both b and d are true. 
A) An experiment has greater ability to supply evidence of causality because it takes longer to complete than a descriptive study. 
B) Researchers have more control when performing experiments than they have when using exploratory or descriptive designs. 
C) External validity is more important to determine than internal validity. 
D) An experimental design is a research design in which the investigator has direct control over at least one independent variable and manipulates at least one independent variable. 
E) Both b and d are true.

Question 4

When a researcher tries to ensure that the changes observed in the effect variable are reproducible in other situations,the researcher is attempting to enhance the experiments

Accepted Answer

A) internal validity. 
B) convergent validity. 
C) external validity. 
D) construct validity. 
E) None of the above are correct. 
A) internal validity. 
B) convergent validity. 
C) external validity. 
D) construct validity. 
E) None of the above are correct.

Question 5

The following statement best describes the sample used in which type of descriptive research design? "We will use a carefully selected sample,selection being based on household size,income level,ethnicity,education,and television viewing patterns.We must also be concerned with the stability and repeated availability of the sample."

Accepted Answer

A) Advertising evaluation design 
B) Longitudinal study 
C) Latitudinal study 
D) Cross-sectional study 
E) Laboratory panel 
A) Advertising evaluation design 
B) Longitudinal study 
C) Latitudinal study 
D) Cross-sectional study 
E) Laboratory panel

Question 6

The Houston Astros want to determine whether varying the level of advertising on local TV stations and newspapers has any effect on attendance.Which of the following is the dependent variable?

Accepted Answer

A) Attendance 
B) Level of TV Advertising 
C) The number of channels on which ads are run 
D) The number of repeat customers 
E) Number of Newspaper advertisements 
A) Attendance 
B) Level of TV Advertising 
C) The number of channels on which ads are run 
D) The number of repeat customers 
E) Number of Newspaper advertisements

Question 7

Dummy tables

Accepted Answer

A) are a statement of how the analysis will be structured. 
B) provide guidance on which questions to ask. 
C) are complete tables except for filling in the actual numbers. 
D) should be developed after the data are collected. 
E) a,b,and c describe dummy tables. 
A) are a statement of how the analysis will be structured. 
B) provide guidance on which questions to ask. 
C) are complete tables except for filling in the actual numbers. 
D) should be developed after the data are collected. 
E) a,b,and c describe dummy tables.

Question 8

Which of the following is FALSE?

Accepted Answer

A) Experiments provide strong evidence of causal relationships because of the control they give investigators. 
B) The variables being manipulated by a researcher in an experiment are referred to as independent variables. 
C) A field experiment takes place when an investigator creates a situation with the desired conditions and then manipulates some variables while controlling others. 
D) Both b and c are true. 
E) a,b,and c are true. 
A) Experiments provide strong evidence of causal relationships because of the control they give investigators. 
B) The variables being manipulated by a researcher in an experiment are referred to as independent variables. 
C) A field experiment takes place when an investigator creates a situation with the desired conditions and then manipulates some variables while controlling others. 
D) Both b and c are true. 
E) a,b,and c are true.

Question 9

What type of research design should a marketing researcher use to find out how many customers there are,what brands they buy and in what quantities,which advertisements they recall,what are their attitudes toward the company,where do they buy,when do they buy,and who is the competition?

Accepted Answer

A) Exploratory research 
B) Causal research 
C) Basic research 
D) Descriptive research 
E) None of the above. 
A) Exploratory research 
B) Causal research 
C) Basic research 
D) Descriptive research 
E) None of the above.

Question 10

Which is an independent variable in a study where Tractor Supply,a retailer of garden and farming equipment,increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area?

Accepted Answer

A) The variable being manipulated by the researcher to cause the change. 
B) $5 increase in retail price every month for three months. 
C) The variable affected by the change. 
D) Both a and b are correct. 
E) Changes on market share after 3 months. 
A) The variable being manipulated by the researcher to cause the change. 
B) $5 increase in retail price every month for three months. 
C) The variable affected by the change. 
D) Both a and b are correct. 
E) Changes on market share after 3 months.

Question 11

This type of validity refers to our ability to attribute the effect that was observed to the experimental variable and not to other factors: ____________________.

Accepted Answer

The answer of This type of validity refers to our...

Question 12

Most consumer panels have cooperation rates of 20% or less among households that agreed to participate in the panel.

Accepted Answer

A) True 
 B)False

Question 13

A college conducts a study to provide them with information such as which states/countries their students are from,what their students' major career interests are,the average number of hours worked by their students,what new campus activities the students would most prefer,and so on.What type of research design would the college be using?

Accepted Answer

A) Exploratory 
B) Basic 
C) Descriptive 
D) Causal 
E) Laboratory experiment 
A) Exploratory 
B) Basic 
C) Descriptive 
D) Causal 
E) Laboratory experiment

Question 14

Dell Corporation sent five different versions of their email to customers to determine which message was most effective at getting customers to make online purchases.While online sales rose by nearly 20%,two of the versions demonstrated high then normal click-through rates.Such experimentation done in a realistic environment would be called a

Accepted Answer

A) field experiment. 
B) laboratory experiment. 
C) survey experiment. 
D) cross-sectional experiment. 
E) longitudinal experiment. 
A) field experiment. 
B) laboratory experiment. 
C) survey experiment. 
D) cross-sectional experiment. 
E) longitudinal experiment.

Question 15

The main disadvantage of panels is that they are non-representative and/or nonrandom.

Accepted Answer

A) True 
 B)False

Question 16

How can it be determined if an experiment is valid (both internally and externally)?

Accepted Answer

A) The observed change in the dependent variable is in fact due to the experimental variable. 
B) The results of the experiment apply to the general population outside the experimental setting. 
C) The results do not account for the effects of extraneous variables. 
D) Both a and b are correct. 
E) a,b,and c,are all correct. 
A) The observed change in the dependent variable is in fact due to the experimental variable. 
B) The results of the experiment apply to the general population outside the experimental setting. 
C) The results do not account for the effects of extraneous variables. 
D) Both a and b are correct. 
E) a,b,and c,are all correct.

Question 17

An experimental design

Accepted Answer

A) is one in which the investigator has direct control over at least one independent variable. 
B) is less capable of providing evidence of causal relationships than is an exploratory design. 
C) is less internally valid than a descriptive study. 
D) should be used only in realistic situations. 
E) is best suited for longitudinal analysis. 
A) is one in which the investigator has direct control over at least one independent variable. 
B) is less capable of providing evidence of causal relationships than is an exploratory design. 
C) is less internally valid than a descriptive study. 
D) should be used only in realistic situations. 
E) is best suited for longitudinal analysis.

Question 18

Typical examples of control problems associated with test marketing are

Accepted Answer

A) lack of cooperation of retailers. 
B) over-attention to in-store conditions,such as always-stocked shelves. 
C) attempts by competitors to sabotage test market results. 
D) Both a and c. 
E) a,b,and c. 
A) lack of cooperation of retailers. 
B) over-attention to in-store conditions,such as always-stocked shelves. 
C) attempts by competitors to sabotage test market results. 
D) Both a and c. 
E) a,b,and c.

Question 19

Laboratory experiments are primarily distinguished from field experiments by their

Accepted Answer

A) manipulation of variables. 
B) cost. 
C) validity. 
D) control. 
E) environments. 
A) manipulation of variables. 
B) cost. 
C) validity. 
D) control. 
E) environments.

Question 20

What type of research design should a researcher use if he/she wishes to determine conclusively the effect of a change in price on the sales of a particular brand of soap?

Accepted Answer

A) Basic research 
B) Longitudinal 
C) Causal 
D) Exploratory 
E) Descriptive 
A) Basic research 
B) Longitudinal 
C) Causal 
D) Exploratory 
E) Descriptive

Which of the following is TRUE of test markets?

Causal research designs use ____ to establish possible causal relationships.

Which of the following is TRUE of experiments?

When a researcher tries to ensure that the changes observed in the effect variable are reproducible in other situations,the researcher is attempting to enhance the experiments

The Houston Astros want to determine whether varying the level of advertising on local TV stations and newspapers has any effect on attendance.Which of the following is the dependent variable?

Dummy tables

Which of the following is FALSE?

What type of research design should a marketing researcher use to find out how many customers there are,what brands they buy and in what quantities,which advertisements they recall,what are their attitudes toward the company,where do they buy,when do they buy,and who is the competition?

Which is an independent variable in a study where Tractor Supply,a retailer of garden and farming equipment,increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area?

This type of validity refers to our ability to attribute the effect that was observed to the experimental variable and not to other factors: ____________________.

Most consumer panels have cooperation rates of 20% or less among households that agreed to participate in the panel.

The main disadvantage of panels is that they are non-representative and/or nonrandom.

How can it be determined if an experiment is valid (both internally and externally)?

An experimental design

Typical examples of control problems associated with test marketing are

Laboratory experiments are primarily distinguished from field experiments by their

What type of research design should a researcher use if he/she wishes to determine conclusively the effect of a change in price on the sales of a particular brand of soap?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 6: Descriptive and Causal Research Designs

Which of the following is TRUE of test markets?

Causal research designs use ____ to establish possible causal relationships.

Which of the following is TRUE of experiments?

When a researcher tries to ensure that the changes observed in the effect variable are reproducible in other situations,the researcher is attempting to enhance the experiments

The Houston Astros want to determine whether varying the level of advertising on local TV stations and newspapers has any effect on attendance.Which of the following is the dependent variable?

Dummy tables

Which of the following is FALSE?

What type of research design should a marketing researcher use to find out how many customers there are,what brands they buy and in what quantities,which advertisements they recall,what are their attitudes toward the company,where do they buy,when do they buy,and who is the competition?

Which is an independent variable in a study where Tractor Supply,a retailer of garden and farming equipment,increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market share in the Dallas metropolitan area?

This type of validity refers to our ability to attribute the effect that was observed to the experimental variable and not to other factors: ____________________.

Most consumer panels have cooperation rates of 20% or less among households that agreed to participate in the panel.

The main disadvantage of panels is that they are non-representative and/or nonrandom.

How can it be determined if an experiment is valid (both internally and externally)?

An experimental design

Typical examples of control problems associated with test marketing are

Laboratory experiments are primarily distinguished from field experiments by their

What type of research design should a researcher use if he/she wishes to determine conclusively the effect of a change in price on the sales of a particular brand of soap?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters