Chapter 9 - ( MARKET RESEARCH )

Disadvantages of "test-marketing"

- loss of secrecy - cost - time

Which is a key question in understanding how a firm provides value to its customers?

How does our brand touch consumers?

Subjects in all experimental groups are exposed to identical conditions except for the differing experimental treatments, we say that ____________________ has been achieved.

constancy of conditions

A continuous variable expected to show a statistical relationship with the dependent variables is called a(n) ____________________.

covariate

When the experimenter's comments influence the subjects' behavior so that they give answers that they think the experimenter wants to hear rather than their true feelings

experimenter bias

Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies. ( T or F )

false

Concept testing is a form of pricing research. ( T or F )

false; exploratory research

Marketing metrics involve qualitative ways of monitoring and measuring marketing performance. ( T or F )

false; quantitative

When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific method. ( T or F )

false; we have reached the hypothesis stage of scientific method

When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, an ____ effect has occurred.

history effect

In an experiment, the ____________________ variable is manipulated and its effect is measured on the ____________________ variable.

independent, dependent

A difference in means between the different levels of any single experimental variable

main effect

Used to determine the impact of different promotional approaches on sales and brand image.

test-marketing

A set of high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam due to what they experienced on the first exam. This is an example of a(n) ____.

testing effect

A(n) ____________________ effect is a nuisance effect occurring when the initial measurement or test alerts or primes subjects in a way that affects their response to the experimental treatments.

testing effect

Experimental research attempts to find causal relationships among variables. ( T or F )

true

The two types of marketing research based on the specificity of purpose are ____.

basic and applied

______________ subjects about the true purpose of a lab experiment following its conclusion is important for the ethical treatment of subjects.

debriefing

An experimental design element of procedure that unintentionally provides subjects with hints about the research hypothesis

demand characteristic