Question 1

Two variables must be correlated to be causally related.

Accepted Answer

A) True 
 B)False

Question 2

When measures of recall and brand attitudes are only taken after an advertising campaign is implemented,this is an example of a:

Accepted Answer

A) one-shot case study design. 
B) one group pretest and posttest design. 
C) static group comparison design. 
D) Solomon four-group design. 
E) none of the above 
A) one-shot case study design. 
B) one group pretest and posttest design. 
C) static group comparison design. 
D) Solomon four-group design. 
E) none of the above

Question 3

The three types of control discussed when dealing with extraneous variables are:

Accepted Answer

A) Physical,Mental,Statistical 
B) Physical,Design,Statistical 
C) Design,Mental,Statistical 
D) Physical,Emotional,Design 
A) Physical,Mental,Statistical 
B) Physical,Design,Statistical 
C) Design,Mental,Statistical 
D) Physical,Emotional,Design

Question 4

Marketing Research firms often have exclusive rights to doing interviews in shopping malls they have contracts with.They also often maintain facilities within the mall.Such firms might set up an artificial store within the mall to test advertising or sales promotion associated with such a store.Discuss the type of experiment being conducted if the marketing research firm offers an incentive to persons in the mall,such as those participating in mall intercept interviews,who would be observed as they interact with the promotional materials in artificial store.

Accepted Answer

The marketing research firm is setting u

Question 5

In an experiment where the marketer is interested in finding out the impact of shelf position on a product's sales,the shelf position is considered the __________variable.

Accepted Answer

A) correlation 
B) dependent 
C) independent 
D) concomitant 
E) none of the above 
A) correlation 
B) dependent 
C) independent 
D) concomitant 
E) none of the above

Question 6

Which of the following is often the most important data produced by a test market?

Accepted Answer

A) purchase data 
B) awareness data 
C) competitive response 
D) source of sales 
E) none of the above 
A) purchase data 
B) awareness data 
C) competitive response 
D) source of sales 
E) none of the above

Question 7

Laboratory experiments are usually conducted in uncontrolled settings.

Accepted Answer

A) True 
 B)False

Question 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

When respondents drop out of an experiment before it is completed,this is
Referred to as ________________.

Accepted Answer

A) maturation 
B) history 
C) instrument variation 
D) mortality 
E) selection bias 
A) maturation 
B) history 
C) instrument variation 
D) mortality 
E) selection bias

Question 12

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 13

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.

Exam 9: A: Primary Data Collection: Experimentation and Test Markets

Two variables must be correlated to be causally related.

When measures of recall and brand attitudes are only taken after an advertising campaign is implemented,this is an example of a:

The three types of control discussed when dealing with extraneous variables are:

In an experiment where the marketer is interested in finding out the impact of shelf position on a product's sales,the shelf position is considered the __________variable.

Which of the following is often the most important data produced by a test market?

Laboratory experiments are usually conducted in uncontrolled settings.

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.

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

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.

When respondents drop out of an experiment before it is completed,this is Referred to as ________________.

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?

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

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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