Question 1

If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.

Accepted Answer

A)  randomization 
B)  physical control 
C)  design control 
D)  statistical control 
E)  none of the above 
A)  randomization 
B)  physical control 
C)  design control 
D)  statistical control 
E)  none of the above A

Question 2

It is easy to show causality between two variables.

Accepted Answer

A) True 
 B)False  False

Question 3

Full commercialization of a new product is generally less expensive than conducting a test market.

Accepted Answer

A) True 
 B)False  False

Question 4

The first step in any test market study must be to define the objective.

Accepted Answer

A) True 
 B)False

Question 5

Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales. Which type of research will be most appropriate?

Accepted Answer

A)  causal research 
B)  exploratory research 
C)  descriptive research 
D)  qualitative research 
E)  none of the above 
A)  causal research 
B)  exploratory research 
C)  descriptive research 
D)  qualitative research 
E)  none of the above

Question 6

If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable, then the experiment can be said to be which of the following?

Accepted Answer

A)  internally valid 
B)  extraneously valid 
C)  externally valid 
D)  laboratory valid 
E)  none of the above 
A)  internally valid 
B)  extraneously valid 
C)  externally valid 
D)  laboratory valid 
E)  none of the above

Question 7

A statistical positive or inverse relationship between two variables is __________.

Accepted Answer

A)  concomitant variation 
B)  causal research 
C)  internal validity 
D)  instrument variation 
E)  none of the above 
A)  concomitant variation 
B)  causal research 
C)  internal validity 
D)  instrument variation 
E)  none of the above

Question 8

Selection bias generally is minimized by randomization of subjects to test groups.

Accepted Answer

A) True 
 B)False

Question 9

Because laboratory experiments can control extraneous effects, the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.

Accepted Answer

A) True 
 B)False

Question 10

Laboratory experiments tend to produce higher internal validity than field experiments.

Accepted Answer

A) True 
 B)False

Question 11

Changes in competitive factors must be considered in causality.

Accepted Answer

A) True 
 B)False

Question 12

Your client is interested in determining which of two Internet banner ads is more effective. Design a field experiment. Be sure to identify the independent and dependent variables.

Accepted Answer

The independent variable is whether the

Question 13

An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______.

Accepted Answer

A)  internal validity 
B)  extraneous validity 
C)  external validity 
D)  laboratory validity 
A)  internal validity 
B)  extraneous validity 
C)  external validity 
D)  laboratory validity

Question 14

Sony has spent millions developing a highly interactive digital tablet. They are preparing for launch, but they want to roll it out competitively so they have to select the right test market. What do you have to take into account before you recommend the target markets?

Accepted Answer

The factors for selecting a test market

Question 15

Test markets offer at least two important benefits to the firm conducting the test. First and foremost, the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.

Accepted Answer

A) True 
 B)False

Question 16

In an experiment, which of the following variables would probably not be the dependent variable?

Accepted Answer

A)  total sales 
B)  market share 
C)  advertising 
D)  percent increase in market penetration 
E)  All of the above would probably be dependent variables. 
A)  total sales 
B)  market share 
C)  advertising 
D)  percent increase in market penetration 
E)  All of the above would probably be dependent variables.

Question 17

Quasi-experiments are studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner.

Accepted Answer

A) True 
 B)False

Question 18

Test marketing sounds like a natural step in the progression of a product through the product development process. However, there are some risks associated with conducting test markets. Hence, what are the 4 factors that should be taken into account in determining whether or not to conduct a test market?

Accepted Answer

The factors that must be taken into acco

Question 19

Which of the following is the main disadvantage of laboratory experiments?

Accepted Answer

A)  Exploratory research is enhanced. 
B)  The laboratory setting may not be a good representation of the real-world setting. 
C)  Concomitant variation is not possible. 
D)  Elimination of causal factors is increased. 
E)  none of the above 
A)  Exploratory research is enhanced. 
B)  The laboratory setting may not be a good representation of the real-world setting. 
C)  Concomitant variation is not possible. 
D)  Elimination of causal factors is increased. 
E)  none of the above

Question 20

Under what conditions can the results of a test market be used to forecast sales for a region?

Accepted Answer

Test market results can be used to forec

If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.

It is easy to show causality between two variables.

Full commercialization of a new product is generally less expensive than conducting a test market.

The first step in any test market study must be to define the objective.

Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales. Which type of research will be most appropriate?

If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable, then the experiment can be said to be which of the following?

A statistical positive or inverse relationship between two variables is __________.

Selection bias generally is minimized by randomization of subjects to test groups.

Because laboratory experiments can control extraneous effects, the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.

Laboratory experiments tend to produce higher internal validity than field experiments.

Changes in competitive factors must be considered in causality.

Your client is interested in determining which of two Internet banner ads is more effective. Design a field experiment. Be sure to identify the independent and dependent variables.

An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______.

Sony has spent millions developing a highly interactive digital tablet. They are preparing for launch, but they want to roll it out competitively so they have to select the right test market. What do you have to take into account before you recommend the target markets?

Test markets offer at least two important benefits to the firm conducting the test. First and foremost, the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.

In an experiment, which of the following variables would probably not be the dependent variable?

Quasi-experiments are studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner.

Which of the following is the main disadvantage of laboratory experiments?

Under what conditions can the results of a test market be used to forecast sales for a region?

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 8: Primary Data Collection: Experimentation and Test Markets

If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.

It is easy to show causality between two variables.

Full commercialization of a new product is generally less expensive than conducting a test market.

The first step in any test market study must be to define the objective.

Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales. Which type of research will be most appropriate?

If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable, then the experiment can be said to be which of the following?

A statistical positive or inverse relationship between two variables is __________.

Selection bias generally is minimized by randomization of subjects to test groups.

Because laboratory experiments can control extraneous effects, the researcher's ability to infer that the independent variable is causing change in the dependent variable is enhanced.

Laboratory experiments tend to produce higher internal validity than field experiments.

Changes in competitive factors must be considered in causality.

Your client is interested in determining which of two Internet banner ads is more effective. Design a field experiment. Be sure to identify the independent and dependent variables.

An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______.

Sony has spent millions developing a highly interactive digital tablet. They are preparing for launch, but they want to roll it out competitively so they have to select the right test market. What do you have to take into account before you recommend the target markets?

Test markets offer at least two important benefits to the firm conducting the test. First and foremost, the test should identify weaknesses of the product and the proposed marketing strategy for the product and give management an opportunity to correct any weaknesses.

In an experiment, which of the following variables would probably not be the dependent variable?

Quasi-experiments are studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner.

Which of the following is the main disadvantage of laboratory experiments?

Under what conditions can the results of a test market be used to forecast sales for a region?

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters