BUS 5113 Research Methods Chapter 5

Symbol for exposure of a group of subjects to an experimental treatment or a level of an independent variable: a. X b. O c. R

a. X

A randomly selected group of units in the experiment that does not receive a treatment and thus serves as a benchmark for comparing the effects of treatments is: a. control group b. internal validity c. external validity d. field experiments

a. control group

The geographical area, store or people whose responses are measured in determining the effect of the different treatments are: a. experimental unit b. experimental treatment c. experimental design d. control group

a. experimental unit

In ____________ research, the data collection is loosely structured. a. exploratory b. descriptive c. causal

a. exploratory

Which type of experiment usually costs more? a. field experiments b. laboratory experiments

a. field experiments

Which type of experiment may alert competition that something is going on? a. field experiments b. laboratory experiments

a. field experiments; because they're public

Has to do with whether the independent variables that were manipulated caused the changes in the dependent variable, or whether other factors involved also influenced the dependent variable: a. internal validity b. external validity c. field experiments d. laboratory experiments

a. internal validity

Statistical regression is a major threat to: a. internal validity b. external validity c. field experiments d. laboratory experiments

a. internal validity

One shot case studies, one-group pretest-posttest studies and static-group comparison are examples of: a. pre-experimental designs b. true experimental designs c. quasi experiments

a. pre-experimental designs

Experimental research designs that are weak in terms of their ability to control the various threats to internal validity. They fail to provide groups that are comparable: a. pre-experiments b. true experiments c. quasi experiments

a. pre-experiments

___________ is conducted in laboratory settings. a. simulated test market b. standard test market c. controlled store test market

a. simulated test market

A test market where the firm uses its own regular distribution channels and sales force to stock the product in selected test areas: a. standard test markets b. controlled store test markets c. simulated test markets

a. standard test markets

The threat to internal validity that changes within the subject due to the passage of time (a subject becomes hungry or tired); especially influential on long-term studies is: a. History b. Maturation c. Testing d. Instrumentation e. Selection f. Statistical regression g. Mortality

b. Maturation

True/False: In descriptive research, the data collection is controlled.

False

True/False: Longitudinal behavior should not be used to track brand loyalty

False

True/False: an independent variable is the variable being tested and measured in an experiment

False

True/False: exploratory research uses a probability sampling method.

False

True/False: field experiment is conducted in more realistic conditions and is higher on internal validity

False

True/False: in descriptive research, the data collection is loosely structured

False

True/False: in exploratory research, objectives are test variables for causal relationships

False

True/False: the major variety of validity is external validity

False

True/False: major threats to external validity include history, maturation, testing, instrumentation, selection, statistical regression and mortality.

False - these are major threats to INTERNAL validity

True/False: Concomitant variation is not a matter of degree and is absolute/perfect in the correlation of movement between cause and effect.

False: Concomitant variation IS a matter of degree and is NOT absolute/perfect in the correlation of movement between cause and effect.

True/False: longitudinal studies are like taking snapshots of a target population at a point in time

False: cross-sectional data are like taking snapshots, longitudinal studies are like filming videotapes of the respondents

True/False: The three things that must be done in a descriptive experiment are manipulate, measure and control

False: these must be done in a causal experiment

True/False: A.C. Nielsen data indicate that 75% of products that undergo test marketing fail, while 80% of products not tested succeed.

False; 75% of products that undergo test marketing SUCEED, while 80% of products not tested FAIL.

True/False: When the stakes are high and the costs of failure are very significant, test marketing may be the most unattractive options available.

False; it may be one of the best of the unattractive options available

Descriptive Research

Research that describes something. It is hightly structured and rigid in its approach to data collection and assumes prior knowledge of the research problem; test the hypothesis. 1. Describe characteristics of relevant groups 2. Determine the extent to which two or more variables co-vary 3. Estimate the proportion of a population who act or thinks a certain way 4. Make specific predictions

Causal Research

Research that determines if one variable (the independent variable) causes a change in another variable (the dependent variable); Highly structured and includes exercise of control over variables in order to test the cause-and-effect relationships between variables.

Exploratory/Qualitative Research

Research used when management problem is vague. Use literature review, focus groups, interviews, case studies, etc. Researchers are allowed to be flexible and unstructured. Generates the hypothesis.

True/False: A control group is selected randomly

True

True/False: An inverse cause-and-effect concomitant variation is when one increases while the other decreases

True

True/False: Any causal inference drawn from ex post facto research, while indicating a possible causal relationship, must be supplemented with true experimental or quasi-experimental studies before we can draw cause-effect conclusions.

True

True/False: Ex Post Facto means "after the fact"

True

True/False: In causal research, the data collection is controlled

True

True/False: In exploratory research, survey question can change over the course of the research

True

True/False: Standard test markets are subject to the problems associated with after-only experimental designs, are time consuming and expensive.

True

True/False: a dependent variable is the variable being tested and measured in an experiment

True

True/False: an independent variable is the variable the experimenter changes or controls

True

True/False: in descriptive research, survey questions are fixed and cannot be changed over the course of the research

True

True/False: major threats to external validity include subject selection and other factors

True

True/False: major threats to internal validity include history, maturation, testing, instrumentation, selection, statistical regression and mortality.

True

True/False: other factors that are threats to external validity include experimental settings, and how much the subject knows about the experiment.

True

True/False: the research design may involve one or more of the three categories of research: exploratory, descriptive, or causal.

True

True/False: the researcher should give careful consideration to the potential negative effects on those participating in an experiment

True

True/False: the two main types of descriptive research studies are cross-sectional and longitudinal

True

True/False; simulated test markets do not assume that attitudes and behaviors evidenced in simulation will be exactly duplicated in the market.

True

The threat to internal validity that occurs during the experiment that affect the relationship being studied is: a. History b. Maturation c. Testing d. Instrumentation e. Selection f. Statistical regression g. Mortality

a. History

Symbol for observation or measurement of the dependent variable in which the researcher is interested: a. X b. O c. R

b. O

A test market run by research firms who, for a fee, handle warehousing, distribution, product pricing, shelving and stocking. a. standard test markets b. controlled store test markets c. simulated test markets

b. controlled store test markets

Sample surveys are also known as ______________ research a. explanatory b. cross-sectional c. longitudinal d. exploratory

b. cross-sectional

The most frequently used descriptive design; research that involves a sampling of a population of interest at one point in time. Also referred to as a 'sample survey'. a. longitudinal study b. cross-sectional analysis c. experimental design

b. cross-sectional analysis

Effective in identifying covariation between variables: a. exploratory b. descriptive c. causal

b. descriptive

To describe a specific manner of manipulating an independent variable is: a. experimental unit b. experimental treatment c. experimental design d. control group

b. experimental treatment

Concerned with whether the results are generalizable to other subjects, stores or areas: a. internal validity b. external validity c. field experiments d. laboratory experiments

b. external validity

Subject selection is a major threat to a. internal validity b. external validity

b. external validity

Which type of experiment has higher internal validity? a. field experiments b. laboratory experiments

b. laboratory experiments; because there is more control over the experimental environment

Pretest-posttest control groups and posttest-only control groups are examples of: a. pre-experimental designs b. true experimental designs c. quasi experiments

b. true experimental designs

Experimental research that achieves comparability through the RANDOM assignment of subjects to groups and treatments to groups: a. pre-experiments b. true experiments c. quasi experiments

b. true experiments

Symbol for a random assignment of people to groups or groups of treatments. a. X b. O c. R

c. R

The experimental design symbol used to describe a random assignment of people to groups or groups of treatments. a. X b. A c. R d. O

c. R

The threat to internal validity where pretreatment and posttreatment measures are used, which can affect the results of the second study is: a. History b. Maturation c. Testing d. Instrumentation e. Selection f. Statistical regression g. Mortality

c. Testing

The specific process used to arrange independent variables into treatments and then assign treatment to units: a. experimental treatment b. experimental unit c. experimental design d. control group

c. experimental design

Experiments that are carried out in a natural setting with a minimum of artificial elements in the experiment: a. internal validity b. external validity c. field experiments d. laboratory experiments

c. field experiments

Compared to exploratory research, descriptive research is: a. highly structured and flexible b. highly unstructured and rigid c. highly structured and rigid d. highly unstructured and flexible

c. highly structured and rigid

True panels are also known as ______________ research a. explanatory b. cross-sectional c. longitudinal d. exploratory

c. longitudinal

Experimental research where comparable experimental and control groups cannot be established through random assignment and often the researcher cannot determine when or to whom to expose the experiment variable: a. pre-experiments b. true experiments c. quasi experiments

c. quasi experiments

non-equivalent control groups and separate sample pretest-posttest designs are examples of: a. pre-experimental designs b. true experimental designs c. quasi experiments

c. quasi experiments

A test market conducted in a laboratory setting: a. standard test markets b. controlled store test markets c. simulated test markets

c. simulated test markets

A set of experimental or quasi-experimental (field) studies that are intended to determine the rate of market acceptance for (usually) a new product: a. longitudinal study b. cross-sectional analysis c. test marketing d. ex post facto

c. test marketing

The threat to internal validity where there are changes in measuring instruments or observers (using different questions, observers or interviewers) is: a. History b. Maturation c. Testing d. Instrumentation e. Selection f. Statistical regression g. Mortality

d. Instrumentation

The threat to external validity where the population that the subjects were selected from are not the same as the target market is: a. History b. Maturation c. Testing d. Subject selection e. Selection f. Statistical regression g. Mortality

d. Subject selection

True/False: The three most widely accepted classifications of designs are: a. Pre-experiments b. True experiments c. Quasi experiments d. all of the above

d. all of the above

In ______________ research, the data collection is highly structured. a. explanatory b. exploratory c. causal d. descriptive

d. descriptive

Research that tries to discover a causal relationship without manipulation of the independent variable or control over respondent exposure to treatment conditions. Characterized by the observance of an outcome followed by attempts to find the causal factor that caused the observed outcome. a. longitudinal study b. cross-sectional analysis c. test marketing d. ex post facto

d. ex post facto

Some of the disadvantages of field experiments are: a. low cost, and high internal validity b. high cost, and high internal validity c. low cost, and low internal validity d. high cost, and low internal validity

d. high cost, and low internal validity

Experiments conducted under artificial conditions, such as testing television ads in a movie theater rather than in buyer's homes: a. internal validity b. external validity c. field experiments d. laboratory experiments

d. laboratory experiments

All of the following are true of cross-sectional analysis EXCEPT: a. most frequently used descriptive design b. involves a sampling of a population of interest at one point in time c. referred to as sample survey (probability sampling) d. monitors behavior over time e. ombibus panels: consist of hundreds of thousands of US households that have been selected to represent the US population.

d. monitors behavior over time

All of the following are true about longitudinal studies EXCEPT: a. record purchases immediately and therefore generate accurate purchase data b. track changes in purchase behavior and brand loyalty c. sometimes referred to as true panels d. more representative of the target population

d. more representative of the target population

Some of the major threats of external validity are: a. history, maturation, testing b. instrumentation, selection c. statistical regression, mortality and other factors d. subject selection and other factors

d. subject selection and other factors

The most important threat to internal validity is the selection of subjects to be included in experimental and/or control groups. The concern is over initial differences that exist between subjects (can be overcome through random selection) is: a. History b. Maturation c. Testing d. Subject selection e. Selection f. Statistical regression g. Mortality

e. Selection

The threat to internal validity of special concern when subjects have been selected on the basis of their extreme score is: a. History b. Maturation c. Testing d. Instrumentation e. Selection f. Statistical regression g. Mortality

f. Statistical regression

The threat to internal validity occurs when the composition of the study groups change during the experiment (people drop out) is: a. History b. Maturation c. Testing d. Subject selection e. Selection f. Statistical regression g. Mortality

g. Mortality