Deck 7: Casual Research Design: Experimentation

Question 1

With experimental designs,it is possible to control for some of the other causal factors.

Answer 1

True

Question 2

Concomitant variation is the extent to which a cause,X,and an effect,Y,occur together or vary together in the way predicted by the hypothesis under consideration.

Answer 2

True

Question 3

The longer the time interval between observations,the greater the possibility that history will confound an experiment.

Answer 3

True

Question 4

Evidence pertaining to concomitant variation can only be obtained in a qualitative manner.

Question 5

Independent variables are variables or alternatives that are manipulated and whose effects are measured and compared.

Question 6

An experiment is formed when the researcher manipulates one or more dependent variables and measures their effect on one or more independent variables,while controlling for the effect of extraneous variables.

Question 7

In an after-the-fact examination of a situation,we can confidently rule out all other causal factors.

Question 8

Evidence of concomitant variation,time order of occurrence of variables,and elimination of other possible causal factors,when combined,demonstrate conclusively that a causal relationship exists.

Question 9

Extraneous variables are all variables other than the independent variables that affect the response of the test units.

Question 10

There is no problem developing experimental designs that have high levels of both internal and external validity.

Question 11

The conditions of concomitant variation,time order of occurrence of variables and elimination of other possible causal factors,are necessary but not sufficient to demonstrate causality.

Question 12

Extraneous variables are also called confounding variables because unless they are controlled for,they affect the independent variable and thus confound the results.

Question 13

The everyday meaning of causality is more appropriate to marketing research than is the scientific meaning.

Question 14

If the goal of the researcher is to make valid generalizations to a larger population of interest,then,the researcher is concerned with internal validity.

Question 15

Causality refers to when the occurrence of X causes the occurrence of Y.

Question 16

History (H)refers to the occurrence of events before the experiment.

Question 17

Price levels,package designs,and advertising themes are examples of independent variables manipulated by the researcher.

Question 18

To control for extraneous variables,a researcher may conduct an experiment in an artificial environment.This enhances external validity,but it may limit the generalizability of the results,thereby reducing internal validity.

Question 19

Independent variables are the variables that measure the effect of the dependent variables on the test units.

Question 20

Test units are individuals,organizations,or other entities whose response to independent variables or treatments is being studied.

Question 21

Unlike the randomized block design and the Latin square,factorial designs allow for interactions between variables.

Question 22

Quasi-experimental designs are useful because they can be used in cases when true experimentation cannot,and because they are quicker and less expensive.

Question 23

Time series design is a quasi-experimental design that involves periodic measurements on the dependent variable for a group of test units.

Question 24

Only causal designs are truly appropriate for inferring cause-and-effect relationships.

Question 25

Factorial design is a true experimental design that is used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables.

Question 26

The distinguishing feature of the true experimental designs,as compared to preexperimental designs,is lack of randomization.

Question 27

Also known as the after-only design,the one-shot case study may be symbolically represented as:
X O1.

Question 28

Full experimental control is available in quasi-experimental designs;therefore,the researcher does not need to take into account the specific variables that are not controlled.

Question 29

All of the types of experimental designs mentioned in the chapter on Causal Research Design (Latin Square,factorial,true experimental,and preexperimental designs for example)can be implemented on the Internet.

Question 30

Descriptive survey studies do not meet all conditions required for causality.

Question 31

Matching is a method of controlling extraneous variables that involve matching test units on a set of key background variables before assigning them to the treatment conditions.

Question 32

$$\begin{array} { l } \begin{array} { l l l l l l l l l } \mathrm{EG}: \mathrm{O}_{1} & \mathrm{O}_{2} & \mathrm{O}_{3} & \mathrm{O}_{4} & \mathrm{O}_{5} & X & \mathrm{O}_{6} & \mathrm{O}_{7} & \mathrm{O}_{8} & \mathrm{O}_{9}\\\mathrm{CG}: \mathrm{O}_{11} & \mathrm{O}_{12} & \mathrm{O}_{13} & \mathrm{O}_{14} & \mathrm{O}_{15} & X & \mathrm{O}_{16} & \mathrm{O}_{17} & \mathrm{O}_{18} & \mathrm{O}_{19}\end{array}\end{array}$$
The above design is an example of a multiple time series design.

Question 33

When more than one variable must be controlled,the researcher must use true experimental designs.

Question 34

A field environment is synonymous with actual market conditions.

Question 35

In practice,a control group is sometimes defined as the group that receives the current level of marketing activity,rather than a group that receives no treatment at all because it is difficult to reduce current marketing activities,such as advertising and personal selling,to zero.

Question 36

Field experiments have some advantages over laboratory experiments.The field experiment offers a high degree of control because it isolates the experiment in a carefully monitored environment.

Question 37

The Internet can provide a mechanism for controlled experimentation,although in a laboratory type of environment.

Question 38

Experimental designs may be classified as preexperimental,true experimental,quasi-experimental,or statistical.

Question 39

The main disadvantage of a factorial design is that the number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.

Question 40

A Latin square is conceptualized as a table,with the rows and the columns representing the blocks in the two external variables.

Question 41

In many countries,the marketing,economic,structural,information,and technological environments are not developed to the extent that they are in the United States.

Question 42

Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time,and the dependent variable was measured in the two groups simultaneously?

A) X O1 O2
X O1 O2
B) R X1 O1
O2 X2 O2
C) R X1 O1
R X1 O1
D) R X1 O1
R X2 O2

Question 43

The conditions that must be satisfied before making causal inferences include all of the following except ________.

A) concomitant variation
B) time order of occurrence of variables
C) role of evidence
D) elimination of other possible factors

Question 44

When considering ________,accumulated evidence from several investigations increases our confidence that a causal relationship exists.

A) concomitant variation
B) the time order of occurrence of variables
C) the role of evidence
D) the elimination of other possible factors

Question 45

Experimentation is becoming increasingly important in marketing research,but there are limitations of time,cost,and administration of an experiment.

Question 46

Using the set of symbols commonly used in marketing research to denote experimental designs,which symbol below represents the process of observation or measurement of the dependent variable on the test units or group of units?

A) T
B) X
C) R
D) O

Question 47

Which of the following statements is not true concerning the time order of occurrence of variables?

A) It is possible for each event in a relationship to be both a cause and an effect of the other event.
B) An effect cannot be produced by an event that occurs after the effect has taken place.
C) The causing event must occur either before or simultaneously with the effect;it cannot occur afterwards.
D) In an after-the-fact examination of the situation,we can never confidently rule out all other causal factors.

Question 48

________ means that the factor or variable being investigated should be the only possible causal explanation.

A) The absence of other possible causal factors
B) The time order of occurrence of variables
C) Concomitant variation
D) The role of evidence

Question 49

________ is the extent to which a cause,X,and an effect,Y,occur together or vary together in the way predicted by the hypothesis under consideration.

A) The elimination of other possible factors
B) The role of evidence
C) Concomitant variation
D) The time order of occurrence of variables

Question 50

The scientific concept of causality is complex."Causality" means something very different to the average person on the street than to a scientist.If the ordinary meaning of a statement is "X is the only cause of Y," its related scientific meaning is: ________.

A) X is only one of a number of possible causes of Y
B) we can never prove that X is a cause of Y.At best,we can infer that X is a cause of Y
C) the occurrence of X makes the occurrence of Y
D) None of the above is correct.

Question 51

In the New York coupon experiment mentioned in your text,the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption.Subjects were randomly assigned to 2 treatment groups.One group was offered 15-cent coupons and the other 50-cent coupons for four products.During the interviews,the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped.In the preceding experiment,the dependent variable that was ________.

A) brand usage
B) the likelihood of cashing the coupon
C) individual shoppers
D) the value of the coupon (15-cent versus 50-cent coupon)

Question 52

In the New York coupon experiment mentioned in your text,the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption.Subjects were randomly assigned to 2 treatment groups.One group was offered 15-cent coupons and the other 50-cent coupons for four products.During the interviews,the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped.In the preceding experiment,the test units were ________.

A) the value of the coupon (15-cent versus 50-cent coupon)
B) the likelihood of cashing the coupon
C) brand usage
D) individual shoppers

Question 53

The internal and external validity of field experiments conducted overseas is generally lower than in the United States.

Question 54

Using the set of symbols commonly used in marketing research to denote experimental designs,which symbol below represents the exposure of a group to an independent variable,treatment,or event the effects of which are to be determined?

A) O
B) X
C) R
D) T

Question 55

Using the set of symbols commonly used in marketing research to denote experimental designs,which symbol below represents the random assignment of test units or groups to separate treatments?

A) R
B) T
C) X
D) O

Question 56

Debriefing occurs after the experiment and entails informing test subjects what the experiment was about and how the experimental manipulations were performed

Question 57

The statement 'An effect cannot be produced by an event that occurs after the effect has taken place,' refers to ________.

A) the time order of occurrence of variables
B) the elimination of other possible factors
C) concomitant variation
D) the role of evidence

Question 58

Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following except ________.

A) specifying the plan for data analysis
B) specifying how to control the extraneous variables
C) specifying the independent variables
D) specifying the dependent variables

Question 59

In the New York coupon experiment mentioned in your text,the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption.Subjects were randomly assigned to 2 treatment groups.One group was offered 15-cent coupons and the other 50-cent coupons for four products.During the interviews,the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped.In the preceding experiment,the independent variable that was manipulated was ________.

A) individual shoppers
B) the likelihood of cashing the coupon
C) the value of the coupon (15-cent versus 50-cent coupon)
D) brand usage

Question 60

Standard text markets can cost as much as $1 million;simulated test markets cost less than 10 percent as much.

Question 61

________ is a determination of whether the cause-and-effect relationships found in the experiment can be generalized.Can the results be generalized beyond the experimental situation and if so,to what populations,settings,times,independent variables and dependent variables can the results be projected?

A) Extraneous validity
B) External validity
C) Internal validity
D) None of the above

Question 62

________ is a measure of accuracy of an experiment.It measures whether the manipulation of the independent variables,or treatments,actually caused the effects on the dependent variable(s).

A) Extraneous validity
B) External validity
C) Internal validity
D) None of the above

Question 63

The one-group pretest-posttest is a type of ________.These designs do not control for extraneous factors by randomization.

A) quasi-experimental design
B) true experimental design
C) preexperimental design
D) statistical design

Question 64

________ refers to an extraneous variable involving changes in the measuring instrument or in the observers or scores themselves.

A) Instrumentation
B) Selection bias
C) Statistical regression
D) None of the above

Question 65

________ refers to an extraneous variable attributable to changes in the test units themselves that occur with the passage of time.

A) Maturation
B) Interactive testing effect
C) Mortality
D) Main testing effect

Question 66

________ refers to an extraneous variable attributable to the loss of test units while the experiment is in progress.

A) Interactive testing effect
B) Mortality
C) Main testing effect
D) Maturation

Question 67

________ refers to an effect in which a prior measurement affects the test unit's response to the independent variable.

A) Maturation
B) Main testing effect
C) Interactive testing effect
D) Mortality

Question 68

Pretest-posttest control group and Solomon four-group designs are ________ distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups.

A) preexperimental designs
B) quasi-experimental designs
C) statistical designs
D) true experimental designs

Question 69

If the experimental design called for the respondents to be randomly assigned to one of three experimental groups and for one of three versions of a test commercial to be randomly administered to each group,this design would be using ________.

A) matching
B) statistical control
C) design control
D) randomization

Question 70

A ________ design to measure the effectiveness of a test commercial for Sears would be implemented as follows.Respondents are recruited to central theater locations in different test cities.At the central location,respondents are first administered a personal interview to measure,among other things,attitudes toward the store (O1).Then they watch a TV program,the respondents are again administered a personal interview to measure attitudes towards the store (O2).The effectiveness of the test commercial is measured as O2 - O1.

A) static group
B) pretest-posttest control group
C) one-group pretest-posttest
D) one-shot case study

Question 71

The one-group pretest-posttest design may be symbolized as O1 X2 O2.In this design,a group of test units is measured ________.

A) once
B) twice
C) not at all
D) none of the above

Question 72

All of the following statements are true about external validity except ________.

A) factors that threaten internal validity may also threaten external validity,the most serious of these being extraneous variables.
B) external validity is the basic minimum that must be present in an experiment before any conclusion about treatment effects can be made
C) threats to external validity arise when the specific experimental conditions do not realistically take into account the interactions of other relevant variables in the real world.
D) A and C are true

Question 73

Which of the following is true of the one-shot case study preexperimental design (X O1)?

A) It does not provide a basis of comparing the level of O1 to what would happen when X was absent.
B) There is no random assignment of test units.
C) Both A and B are correct.
D) In this design,a group of test units is measured twice.

Question 74

If in test marketing a new product,the researcher ensures that the product is positioned in the correct aisle in each store and obtains the right level of store acceptance and all commodity volume distribution,more than likely,the researcher used ________ to help control for extraneous variables.

A) design control
B) matching
C) randomization
D) statistical control

Question 75

________ refers to an extraneous variable that occurs when test units with extreme scores move closer to the average score during the course of the experiment.

A) Statistical regression
B) Instrumentation
C) Selection bias
D) None of the above

Question 76

________ result when the researcher is unable to achieve full manipulation of scheduling or allocation of treatments to test units but can still apply part of the apparatus of true experimentation.

A) Quasi-experimental designs
B) True experimental designs
C) Preexperimental designs
D) Statistical designs

Question 77

________ involves measuring the extraneous variables and adjusting for their effects through statistical analysis.

A) Randomization
B) Statistical control
C) Matching
D) Design control

Question 78

________ allow for the statistical control and analysis of external variables.

A) Statistical designs
B) Quasi-experimental designs
C) True experimental designs
D) Preexperimental designs

Question 79

________ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions.

A) Selection bias
B) Statistical regression
C) Instrumentation
D) None of the above

Question 80

________ refers to an effect of testing occurring when a prior observation affects a latter observation.

A) Main testing effect
B) Maturation
C) Mortality
D) Interactive testing effect