Marketing Final, Ch. 8

Which of the following is a potential use of test marketing?

(all of these) To test variations in the marketing mix for an existing P&G detergent To test the impact of a price increase on the perception of the product. To test the sales potential for a new Colgate toothpaste. To test the sales potential for a new offer by the local telephone company.

Causal research designs use ____ to establish possible causal relationships.

experiments

The three basic types of research are:

exploratory, descriptive, causal

A causal research design is typically concerned with

the determination of cause-and-effect relationships.

A descriptive research design might be concerned with which of the following?

the frequency with which something occurs.

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

An experiment

What type of research design should a researcher use if he/she wishes to determine conclusively the effect of a change in price on the sales of a particular brand of soap?

Causal

What type of research design should be used to obtain conclusive answers to questions such as why sales increase or decrease if we increase or decrease advertising, why one ad garners greater attention and recall than another, why $0.50 coupons make people buy the national brand versus the store brand?

Causal

What type of research should a manager use when she needs precise answers about the effects of various proposed marketing actions on important outcomes?

Causal

In an experiment, which type of outcome variable(s) does a researcher have NO control and NO ability to manipulate?

Dependent variables

A college conducts a study to provide them with information such as which states/countries their students are from, what their students' major career interests are, the average number of hours worked by their students, what new campus activities the students would most prefer, and so on. What type of research design would the college be using?

Descriptive

Which statement best describes the potential uses of descriptive research?

Descriptive research can be used to estimate proportions, describe characteristics, and make specific predictions.

Hershey Corporation wants to add additional chocolate kisses to each bag of its popular candy while keeping the current price constant. Hershey wonders if the additional candies would cause sales to increase enough to offset the higher costs. What type of primary data research should the company use to answer this question

Use experimental research.

Select the question that can best be answered through experimentation.

Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive?

General Mills has placed a new cake mix flavor in stores in Midland, TX. They are promoting the flavor with a coupon offer in the local newspaper. They would like to see how the flavor sells in Midland before putting it in stores across the US. This type of research is called

a test market

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)

controlled test market

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

dependent

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the

independent variable

Typically, ____ experiments have greater internal validity, and ____ experiments have greater external validity.

lab; field

The two types of experiments that can be distinguished are

laboratory and field