Chapter 8 Homework Questions

Which of the following is capable of providing more convincing evidence of causal relationships? An exploratory design An experiment Turnover analysis Cross-sectional analysis A descriptive design

An experiment

How can it be determined if an experiment is valid (both internally and externally)? The observed change in the dependent variable is in fact due to the experimental variable. The results of the experiment apply to the general population outside the experimental setting. The results do not account for the effects of extraneous variables. Both the observed change in the dependent variable is due to the experimental variable, and the results apply to the general population outside the experimental setting. All of these are correct.

Both the observed change in the dependent variable is due to the experimental variable, and the results apply to the general

What type of research should a manager use when he/she needs precise answers about the effects of various proposed marketing actions on important outcomes? Exploratory Causal Surveys Descriptive All of these are correct.

Causal

Which type of research is typically carried out by means of a survey? Descriptive Causal Exploratory Experimental Cause-and-effect

Descriptive

Which of the following is TRUE? External validity is concerned with the issue of whether or not the specific treatment in which the researchers are interested has actually brought about the effect they have observed. A consumer good purchase experiment conducted in a mock-up store is more externally valid than the same experiment in a real store setting. External validity deals with the problem of projecting one's results from the experimental setting to the real world. All of these are true. None of these are true.

External validity deals with the problem of projecting one's results from the experimental setting to the real world.

Which of the following is NOT one of the conditions that must be met to establish causality? There must be consistent variation between the cause and the effect. The time order of the cause and the effect must be correct. There must be multiple causes for each effect. Other explanations must be eliminated. All of these are correct.

There must be multiple causes for each effect.

A test market study is a form of causal research. True False

True

Hershey Corporation wants to add additional chocolate kisses to each bag of its popular candy while keeping the current price constant. Hershey wonders if the additional candies would cause sales to increase enough to offset the higher costs. What type of primary data research should the company use to answer this question? Conduct focus group interviews in a laboratory setting Use telephone interviews with current and potential customers Use observation research Use experimental research Use mail surveys with current customers

Use experimental research

Select the question that can best be answered through experimentation. Do children from upper classes drink more carbonated beverages than those from lower classes? Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive? Does the average male use cosmetics? Is the standard of living higher today than ten years ago? How often do Chevron's customers purchase gasoline?

Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive?

The outcome variable that is influenced by the manipulation of another variable(s) is called the ____ variable. causal independent descriptive dependent resultant

dependent

You would like to determine the demographic characteristics of owners of personal watercraft. The appropriate research strategy is analysis of insight-stimulating examples. exploratory research. descriptive research. field experiment. laboratory research.

descriptive research.

Laboratory experiments are primarily distinguished from field experiments by their manipulation of variables. cost. validity. control. environments.

environments.

The three basic types of research are experimental, descriptive, and causal. exploratory, demonstrative, and causal. exploratory, descriptive, and experimental. exploratory, descriptive, and causal. experimental, demonstrative, and cause-and-effect.

exploratory, descriptive, and experimental.

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the independent variable. effect variable. dependent variable. result variable. extraneous variable.

independent variable.

Typically, ____ experiments have greater internal validity, and ____ experiments have greater external validity. lab; field field; lab field; field lab; lab The internal and external validities are usually the same for both types of experiments.

lab; field