Mkt 444 unit 3 ch 9
t
T/F time between test market experiment and introduction to market could be a year+; the longer the lapse the less accurate the experiment
field
___ experiment: research projects involving experimental manipulation that are implemented in a natural environment
lab
___ experiment: researcher has more complete control over the research setting and extraneous variables
repeated
___ measures: experiments in which an individual subject is exposed to more than one level of a treatment
disadvant
___ of test market: expensive, timely, loss of secrecy
advant
___ of test marketing: real world setting and easily communicated to management
internal
___ validity: exists to the extent that an experimental variable is truly responsible for any variance in the dependent variable; best achieved in lab experiment because of control
between
___-subject design: each subject receives only one treatment combination; demand characteristics greatly decreased
within
___-subject design: involves repeated measures because with each treatment the same subject is measured
maturation
____ effect: a function of time and the natural occurring events that coincide with growth and experience
testing
____ effect: a nuisance effect occurring when the initial measurement/ test alerts or primes subjects in a way that affects their response to treatment
instrumentation
____ effect: nuisance that occurs when a change in the wording of questions, a change in interviewers, or a change in other procedures causes change in dependent variable
history
____ effect: occurs when some change other than the treatment occurs during the course of experiment thataffects the dependent variable (subject testing diet supplement also starts to work out during experiment)
mortality
____ effect: occurs when some subjects withdraw from experiments before completion (sample attrition)
cohort
____ effect: refers to change in dependent variable that occurs because members of one experimental group experience different historical situations than members of another
external
____ validity: the accuracy with which experimental results are possible in real world; best achieved through field experiements
blocking
____ variables: categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable
constancy
_____ of conditions is present when subjects in all experimental groups are exposed to identical conditions except for differing treatments
systematic
_____/non sampling error: occurs if sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable
covariate
a continuous variable included included in the statistical analysis as a way of statistically controlling for variance due to that variable
manipulation check
a validity test of an experiment to make sure that the manipulation does produce differences in the interdependent variable
counterbalancing
attempts to eliminate the confounding effects of order of presentation by requiring that 1/4 of subjects be exposed to treatment
characteristic
demand ____: experimental design element or procedure that unintentionally provides subjects with hints about research hypothesis
effect
demand ____: occurs when demand characteristic actually affect the dependent variable
tachistoscope
device that controls the amount of time a subject is exposed to a visual image
interaction effect
differences in dependent variable means due to a specific combo of independent variables
group
experimental ____ : group of subjects to whom an experimental treatment is administered
condition
experimental ____ : one of the possible levels of an experimental variable manipulation
treatment
experimental ____ : term referring to the way an experimental variable is manipulated (view this, take this, smell this)
main effect
experimental difference in dependent variable means between the different levels of any single experimental variable
subjects
sampling units for an experiment, usually human respondents who provide measures based on the experimental manipulation
control group
subjects to whom no experimental treatment is administered
sabotage
test market ____: intentional attempts to disrupt the results of a test market being conducted by another firm
test market
the most common field market experiment where firms try to forecast new product success, successful marketing mix, and weakness in product design or market strategies.
test units
the subjects or entities whose responses to the experimental treatment are measured or observed`
confound
there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable
placebo
false experimental treatment, control group
over attention
putting too much attention onto new product, making test market more successful than it will actually be in the real world
randomization
random assignment of subjects and treatments to groups; it is one device for equally distributing the effects of extraneous variable to all conditions
cell
refers to specific treatment combination associated with an experimental group