Exam 6: Descriptive and Causal Research Designs

Best Foods Corporation hired an outside marketing research firm for conducting a test market for its new Spaghetti sauce.The research firm guaranteed distribution of the sauce through several retail formats (e.g. ,supermarkets,warehouse clubs,convenient stores,etc. )throughout the US? This type of test market is called a(n)

A fixed sample of respondents who are measured repeatedly over time with respect to the same variables is called a(n)____________________ panel.

When referring to the question of whether the experimental stimulus made some difference in the specific instance under investigation,one is referring to

The management of Green Thumb Lawn Care Service is concerned about their choice of advertising media in the Houston Area.They aren't sure if advertising placed in the Houston Chronicle is reaching their target market.A research project is launched with the objective of determining the relationship between newspaper readership and use of Green Thumb's services.What type of research design is most appropriate for this project?

S.C.Johnson has developed an ingenious "twist" on their widely available wood cleaner Pledge called "Pledge wipes".The marketing manager wishes to test market the new product,but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C.Johnson's modification.Which type of test marketing would you recommend where consumers are shown the new wipes and asked to rate its features

Which of the following is capable of providing more convincing evidence of causal relationships?

Exhibit 6.2 A researcher is interested in determining whether point-of-purchase displays on shelves are more effective than not having them at all.The researcher randomly selects five stores from a supermarket chain that has fifteen stores in the Houston metropolitan area.None of the stores has previously used point of purchase displays.For a period of five weeks,sales for all fifteen stores were recorded.The researcher then compares the sales of the five stores with the 10 stores without point of purchase displays. Refer to Exhibit 6.2.The independent variable in the above study is

Compare and contrast descriptive and causal research designs.

The standard test market plays a vital role when

When referring to the question as to what populations and settings can the observed effect be generalized,one is referring to

Exhibit 6.1 Refer to Exhibit 6.1.Which brand was the most popular at time,t₁?

In general,when embarking on a test marketing program,which form of test marketing should be considered as a "first step?"

Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?

Apex Manufacturing has developed an ingenious "twist" on a widely available home cleaning product.Management wishes to test market the new product,but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate Apex's modification.Which type of test marketing would you recommend to Apex?

In a controlled test market all of the following are true,EXCEPT the

Which of the following is FALSE?

A longitudinal study involves a panel that is a fixed sample of the elements.

Exhibit 6.2 A researcher is interested in determining whether point-of-purchase displays on shelves are more effective than not having them at all.The researcher randomly selects five stores from a supermarket chain that has fifteen stores in the Houston metropolitan area.None of the stores has previously used point of purchase displays.For a period of five weeks,sales for all fifteen stores were recorded.The researcher then compares the sales of the five stores with the 10 stores without point of purchase displays. Refer to Exhibit 6.2.The dependent variable in the above study is

Simulated test markets

The outcome variable that is influenced by the manipulation of another variable(s)is called the ____ variable.