Chapter 6

45) The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables while controlling for the extraneous variables is called a(n) ________. A) experiment B) test unit C) hypothesis D) theory E) manipulation measurement

A

56) The ________ is not exposed to the independent variable manipulation but provides a point of comparison when examining the effects of these manipulations on the dependent variable. A) control group B) hypothetical group C) experimental group D) extraneous group E) caveat group

A

58) Which experimental design means that two groups of test units were randomly assigned to two different treatment groups at the same time, and the dependent variable was measured in the two groups simultaneously? A) R X1 O1 R X2 O2 B) R X1 O1 O2 X2 O3 C) X O1 O2 X O1 O2 D) R X1 O1 R X1 O1

A

59) ________ refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables. A) Internal validity B) Extraneous validity C) External validity D) Control validity E) Corollary group

A

62) Which of the following is a way of controlling extraneous variables? A) randomization B) personalization C) quality control D) extraneous control E) analysis

A

63) Which of the following is NOT one of the broad categories of experimental designs? A) concurrent design B) preexperimental design C) statistical design D) true experimental E) All are broad categories of experimental designs.

A

64) Designs that do not control for extraneous factors by randomization are called ________. A) true experimental designs B) quasi-experimental designs C) statistical designs D) preexperimental designs E) extraneous designs

A

71) A preexperimental design in which a single group of test units is exposed to a treatment X and then a single measurement on the dependent variable is taken is called the ________. A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) X-file

A

79) According to the text, which of the following is the most common statistical design? A) factorial design B) multiple time series design C) posttest-only control group design D) one-shot case study E) regular matrix design

A

42) Concomitant ________ occurs when the presumed cause and presumed effect are both present and both vary in a manner predicted by the researcher's hypothesis. A) variation B) probability C) reliability D) validity E) measurement

A) variation

46) According to the text, experiments can be described in terms of all of the following EXCEPT ________. A) independent variables B) interdependent variables C) dependent variables D) extraneous variables E) B and D

B

51) All of the following are good examples of test units EXCEPT ________. A) consumers B) price levels C) stores D) geographic areas E) households

B

53) All of the following are good examples of dependent variables EXCEPT ________. A) sales B) consumers C) profits D) market shares E) attitudes

B

61) An experiment was conducted to test the effects of coupon value on redemption. Personal interviews were conducted in New York with 280 shoppers who were entering a supermarket. These shoppers were given a coupon for one of four brands prior to entering the store. Two coupon values were used, one offering 15-cents off and the other 50-cents off. Shoppers were randomly assigned to these two coupon-value levels. Four brands - Tide detergent, Kellogg's corn flakes, Aim toothpaste, and Joy liquid dishwashing detergent - were used. These same shoppers were re-interviewed upon leaving the store and asked to report on any coupons used in the store. What is the dependent variable in this experiment?

B

65) ________ are distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups. A) Preexperimental designs B) True experimental designs C) Quasi-experimental designs D) Statistical designs E) Concurrent designs

B

72) The ________ is a preexperimental design in which a group of test units is measured before and after exposure to the treatment. A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) before-and-after study

B

74) True experimental designs include the ________ and ________. A) one-shot case study; the pretest-posttest control group design B) pretest-posttest control group design; the posttest-only control group design C) posttest-only control group design; the static group D) static group; the one-shot case study E) random study; the control study

B

80) A ________ is an artificial setting for experimentation in which the researcher constructs the desired conditions. A) statistical environment B) laboratory environment C) field environment D) virtual environment E) construct condition design

B

41) ________ implies that the occurrence of X increases the probability of the occurrence of Y. A) Probability B) Causality C) Reliability D) Validity E) True scores

B) Casuality

47) Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following EXCEPT specifying ________. A) independent variables B) dependent variables C) plan for data analysis D) how to control the extraneous variables E) test stimuli

C

50) Individuals, organizations, or other entities whose responses to independent variables or treatments being studied are called ________. A) hypotheses B) independent variables C) test units D) dependent variables E) corollaries

C

54) Variables other than the independent variables that influence the response of the test units are called ________. A) interdependent variables B) dependent variables C) extraneous variables D) concurrent variables E) influence variables

C

55) According to the text, a(n) ________ is the group exposed to the manipulated independent variable. A) control group B) hypothetical group C) experimental group D) extraneous group E) corollary group

C

57) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the exposure of a group to an independent variable, treatment, or event? A) T B) O C) X D) R

C

60) ________ refers to whether the cause-and-effect relationships found in the experiment remain the same when replicated in a larger population. A) Internal validity B) Extraneous validity C) External validity D) Control validity E) Population validity

C

67) Which of the following can be symbolized as: EG: R X O1 CG: R O2 Where, X = the exposure of a group to an independent variable, treatment, event, the effects of which are to be determined O = the process of observation or measurement of the dependent variable on the test units or group of units R = the random assignment of test units or groups to separate treatments CG = control group EG = experimental group A) one-shot case study B) one-group pretest-posttest design C) posttest-only control group design D) static group design E) Pretest-posttest control group design

C

70) Which of the following is NOT one of the three types of preexperimental designs? A) one-shot case study B) one-group pretest-posttest design C) random group D) static group E) All are preexperimental designs.

C

77) ________ allow for the statistical control and analysis of external variables. A) Quasi-experimental designs B) True experimental designs C) Statistical designs D) Preexperimental designs E) One-shot case studies

C

78) A(n) ________ is a statistical experimental design used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables. A) multiple time series design B) posttest-only control group design C) factorial design D) one-shot case study E) interaction design

C

81) Responses given because the respondents attempt to guess the purpose of the experiment and respond accordingly are called ________. A) nonresponse bias B) environmental constraints C) demand artifacts D) sample controls E) guessing bias

C

82) A ________ involves measurement of behavior, attitudes, or perceptions in the environment in which they occur. A) statistical environment B) laboratory environment C) field environment D) virtual environment E) perceptual environment

C

43) ________ is the extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration. A) The time order of occurrence of variables B) The role of evidence C) Concomitant variation D) The elimination of other possible factors

C) Concomitant Variation

48) ________ variables are variables that are manipulated by the researcher and whose effects are measured and compared. A) Dependent B) Interdependent C) Extraneous D) Independent E) Test unit

D

49) All of the following are good examples of independent variables EXCEPT ________. A) price levels B) package designs C) advertising themes D) sales E) gender

D

69) ________ allow for the statistical control and analysis of external variables. A) Preexperimental designs B) True experimental designs C) Quasi-experimental designs D) Statistical designs E) External variable designs

D

76) A design in which a single group of subjects is exposed to a treatment (X), and then a single measurement on the dependent variable is taken (O1) is called a(n) ________. A) factorial design B) multiple time series design C) posttest-only control group design D) one-shot case study E) alternative group design

D

44) Which of the conditions must be satisfied in order to justify the inference of a possible causal relationship between two variables? i. Concomitant variation ii. Time order of occurrence of variables iii. Absence of other possible causal factors iv. Sterile measurement environment A) (i) B) (i), (iii), and (iv) C) (ii) and (iii) D) (i) and (iv) E) (i), (ii), and (iii)

E

52) Variables that measure the effect of the independent variables on the test units are called ________. A) interdependent variables B) concurrent variables C) extraneous variables D) concomitant variables E) dependent variables

E

66) A random sample of respondents would be distributed randomly, half to the experimental group and half to the control group. A pretest questionnaire would be administered to the respondents in both groups to obtain a measurement on attitudes toward Pepsi advertising, brand, and celebrity; only the respondents in the experimental group would be exposed to the TV program containing the Pepsi commercial. Then, a questionnaire would be administered to respondents in both groups to obtain posttest measures on attitudes toward Pepsi advertising, brand, and celebrity. Which of the following experimental designs best represents the above scenario?

E

68) In a Pepsi project the researcher is interested in examining the effect of humor and the effect of various levels of brand information on advertising effectiveness. Three levels of humor (no humor, some humor, and high humor) are to be examined. Likewise, brand information is to be manipulated at three levels (low, medium, and high). The resulting table would be three rows (levels of information) by three columns (levels of humor), producing nine possible combinations or cells. The respondents would be randomly assigned to one of the nine cells. Respondents in each cell would receive a specific treatment combination. After exposure to a treatment combination, measures would be obtained on attitudes toward Pepsi advertising, brand, and the celebrity from respondents in each cell. To which category of design does this fall into? A) statistical regression design B) recombinant design C) static group design D) one-shot case study E) factorial design

E

73) The ________ is a two-group experimental design in which one of the groups acts as a control group, the subjects are not assigned randomly, and measurements are made on both groups following the treatment. A) one-shot case study B) one-group pretest-posttest design C) random group D) partial experimental design E) static group

E

75) An experimental design in which the test units are assigned randomly and the experimental group is exposed to the treatment but the control group is not, and no pretest measure is taken is called the ________. A) one-shot case study B) random group C) static group D) manipulated treatment study E) posttest-only control group design

E

83) Field experiments feature which of the following? A) realistic environment B) low control C) high external validity D) A and C E) A, B, and C

E

84) Limitations of experiments include which of the following? A) time B) cost C) administration of an experiment D) need for control E) all of the above

E

85) ________ is an application of a controlled experiment done in limited, but carefully selected, test markets. A) Random sampling B) Parallel sampling C) Experimentation D) Selective control sampling E) Test marketing

E