Deck 9: Primary Data Collection: Experimentation and Test Markets

Question 1

Companies frequently attempt to measure the national market share of a new product based on its market share results in a test market study.

Answer 1

True

Question 2

How is the dependent variable measured in the following experimental design?
Experimental Group: (R)O₁ X O₂
Control Group: (R)O₃ O₄

A)O₂ - O₄
B)O₄ - O₃
C)(O₂ - O₁)─ (O₄ - O₃₎
D)O₂ - O₁
E)O₁ - O₃

Answer 2

C

Question 3

The fact that high school juniors who re-take the Scholastic Aptitude Test (SAT)in their senior year typically achieve scores the second time that are about 50 points higher than the first time they took this test as juniors is an example of which type of extraneous variable?

A)Selection bias
B)Testing effects
C)Mortality
D)Instrument variation
E)History

Answer 3

B

Question 4

A test market study is a type of:

A)laboratory experiment.
B)virtual shopping study.
C)maturation study.
D)field experiment.
E)descriptive study.

Question 5

The idea that an interviewer may change his behavior when interviewing respondents in the afternoon because of a fatigue effect is the basis of which extraneous experimental factor?

A)Instrument variation
B)Mortality
C)Testing effects
D)History
E)Regression to the Mean

Question 6

In an experiment,the variable that the researcher "manipulates" (i.e. ,changes)is called all of the following EXCEPT the ____________ variable.

A)independent
B)experimental
C)dependent
D)treatment
E)explanatory

Question 7

If real estate agents in St.Louis are offered the chance to attend a voluntary training session on Missouri State Law,the fact that agents who are having difficulty making enough sales to have sufficient income means that they are more likely to attend these training sessions is an example of which type of extraneous variable?

A)Maturation
B)Testing effects
C)Selection bias
D)History
E)Regression to the Mean

Question 8

The extent to which test market results can be used to estimate market share in states other than the ones in which the test market took place is the fundamental question in external validity.

Question 9

How is the dependent variable measured in an experiment with the following notation?
O₁ X O₂

A)O₂ - O₁
B)O₂ x O₁
C)O₂ / O₁
D)O₂ + O₁
E)O₂

Question 10

What type of experimental design is the following?
Experimental Group: (R)X O₁
Control Group: (R)O₂

A)Solomon 4 design
B)One-shot case study
C)Quasi-experiment
D)After-only with control group design
E)Pretest-Posttest Design

Question 11

Laboratory experiments have greater problems estimating external validity than test market studies.

Question 12

In an experiment,the variable that the researcher measures to determine the effect of the change in the independent variable can be any of the following EXCEPT the _________________ variable.

A)market share
B)profit
C)unit sales
D)price
E)brand loyalty

Question 13

When Wendy's tracks the profits of its "single hamburger" versus a test market result of a new product (a hot dog)to determine the impact on profits of adding the hot dog to the menu,Wendy's is testing for a(n):

A)quasi-effect.
B)contamination effect.
C)multiple time-series effect.
D)cannibalization rate.
E)one-shot effect.

Question 14

Which type of experimental design occurs when a Ford dealer offers two free domestic tickets on American Airlines to anyone who buys a new Ford from this dealer in January?

A)Before-after with control group design
B)Solomon 4 design
C)One-shot case study
D)After-only with control group design
E)One-group pretest-posttest design

Question 15

The independent variable that is "manipulated" by the experimenter is called the __________ variable.

A)contaminated
B)isolated
C)dependent
D)treatment
E)randomization

Question 16

The extent to which the findings of a test market study can be "generalized" to predict sales in the U.S.market is the basic concept underlying the concept of:

A)external validity.
B)internal validity.
C)the time-series effect.
D)the history effect.
E)the maturation effect.

Question 17

What type of experimental design occurs when the approval ratings of the President of the United States are tracked weekly for several weeks both before and after a major speech by the President on national television?

A)Pretest-Posttest experimental design
B)After-only with control group design
C)Time-series
D)Solomon 4 design
E)One-shot case study

Question 18

The key factor in making true experimental designs more valid than pre-experimental designs is randomization of the independent variable.

Question 19

In order for an experimenter to attempt to demonstrate causality in an experiment,she can hope to claim that A caused B only when A occurred after B on a time line.

Question 20

All of the following are possible threats to internal experimental validity EXCEPT:

A)mortality.
B)external validity.
C)history.
D)maturation.
E)testing effects.