345 Chapter 9

Which of the following has the highest degree of external validity? a. field experiment b. laboratory experiment c. concomitant experiment d. none of these

a

Experiments are especially effective in showing causality because they are able to do what? a. show correlation b. demonstrate concomitant variation c. demonstrate an appropriate time order of occurrence d. eliminate other possible causal factors e. none of these

d

The "treatment" is also referred to as which of the following? a. increase in sales b. change in market share c. gross margin d. independent variable e. none of these

d

When respondents drop out of an experiment before it is completed, this is referred to as ________________. a. maturation b. history c. instrument variation d. mortality e. selection bias

d

5. Research that is designed to determine whether a change in one variable likely caused change in another variable is referred to as _______________. a. exploratory research b. causal research c. descriptive research d. none of these

B

In order to show that variable A causes variable B, A must occur: a. after B. b. before B. c. simultaneously with B. d. none of these

B

Concomitant variation occurs when 2 variables are _______. a. causally related b. experimentally related c. correlated d. none of these

C

A _____________ is a by-product of the research process itself. a. Testing Effect b. Research Effect c. Result d. Decision

a

An analysis of company financial records shows that in every year that the company increased its advertising expenditures, sales increased. What can you say about the relationship between the two factors/variables? a. Advertising expenditure and sales exhibited concomitant variation. b. Increasing advertising expenditures led to increased sales. c. Increased sales led to an increase in advertising expenditures. d. Advertising and sales are inversely related. e. none of these

a

If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors. a. randomization b. physical control c. design control d. statistical control e. none of these

a

If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable, then the experiment can be said to be which of the following? a. internally valid b. extraneously valid c. externally valid d. laboratory valid e. none of these

a

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? a. causal research b. exploratory research c. descriptive research d. qualitative research e. none of these

a

The effect of the treatment variable on the dependent variable is referred to as which of the following? a. experimental effect b. change effect c. independent effect d. dependent effect e. none of these

a

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

a

Which of the following is often the most important data produced by a test market? a. purchase data b. awareness data c. competitive response d. source of sales e. none of these

a

\Which of the following is not a precondition for causation? a. the effect variable b. correlation c. appropriate time order of occurrence d. elimination of other possible causal factors e. All of these are preconditions for causation

a

__________ refers to changes in subjects throughout the course of the experiment that are a function of time, such as getting older, tiring, etc. a. Maturation b. History c. Selection bias d. Mortality e. none of these

a

The three types of control discussed when dealing with extraneous variables are: a. Physical, Mental, Statistical b. Physical, Design, Statistical c. Design, Mental, Statistical d. Physical, Emotional, Design

b

To demonstrate that an increase in advertising causes a sales increase, one must be able to show that the increase in advertising occurred before the increase in sales. Which of the preconditions for causation is being illustrated? a. correlation b. appropriate time order of occurrence c. elimination of all possible causal factors d. elimination the effects of the independent variable e. none of these

b

Which of the following is not a benefit of test marketing? a. estimate of market potential b. exposure of the new product to the competition c. identification of weak areas of the marketing mix d. provide management with strategic information about product performance e. All of these are benefits of test marketing

b

Which of the following is the main disadvantage of laboratory experiments? a. Exploratory research is enhanced. b. The laboratory setting may not be a good representation of the real-world setting. c. Concomitant variation is not possible. d. Elimination of causal factors is increased. e. none of these

b

__________ refers to the intervention between the beginning and end of an experiment, involving outside variables or events that might change the dependent variable. a. Maturation b. History c. Selection bias d. Mortality e. none of these

b

An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______. a. internal validity b. extraneous validity c. external validity d. laboratory validity

c

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. a. correlation b. dependent c. independent d. concomitant e. none of these

c

Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner is which of the following? a. Pre-experimental designs b. True experimental design c. Quasi-Experiments d. Pre-existing Experiments

c

Suppose during an experiment, a researcher used several observers to record the results. The results of the experiment were perplexing to the researcher. In such a case one might expect ___________ to have occurred, distorting the results of the experiment. a. maturation b. history c. instrument variation d. mortality e. selection bias

c

Test markets are which of the following type of experiment? a. controlled experiment b. exploratory experiment c. field experiment d. laboratory experiment e. none of these

c

This true experimental design involves random assignment of subjects to experimental and control groups, but no pre-measurement of the dependent variable. a. Solomon four-group design b. before and after with control group c. after only with control group d. one group pretest and posttest design e. none of these

c

When designing a test market, the marketer is often interested in finding out whether a new product's sales will take away sales from existing products. What is this referred to as? a. controlled test marketing b. electronic test marketing c. cannibalization d. interrupted time series e. none of these

c

Which of the following is not an advantage of computer-simulated shopping environments for observations? a. A realistic level of complexity and variety b. Researchers can set up and alter the tests very quickly c. Production costs are low d. High degree of flexibility e. All of these are advantages

c

Which of the following types of research allows the researcher to show causation? a. survey b. observation c. experiment d. none of these

c

_____________ occur(s) when buyers from outside the test area come into the area to purchase the product being tested, thereby distorting the results of the experiment. a. Most accurate results b. Bias c. Contamination d. None of these

c