Chapter 9 - Conducting Marketing Experiments

___________ are intentional attempts to disrupt the results of a test-market being conducted by another firm.

Test-market sabotage

____________ is the most common field of marketing experiments.

Test-marketing

In comparison to within-subject designs, between-subject designs include the following benefits EXCEPT:

Apply multiple treatment combinations to one subject

The question "Have you ever had a fatal car crash while driving to work?" can be used in experimental research to make sure that participants are paying attention. What experimental quality control mechanism does the question exemplify?

Attention filter

Within marketing research, test-marketing has distinct broad primary uses which are listed below. Select the one statement that does not reflect a primary use of test-marketing.

Compute consumer lifetime value.

A(n) __________ means that there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable.

Confound

Even if a researcher carefully plans and administers an experimental design, what remains a key ethical dilemma within experimentation research?

Deception of subjects

Vicky is administering an experiment within a natural, online environment. What type of experiment is Vicky implementing?

Field experiment

To assess if the experimental variable is the only cause of change in the dependent variable, researcher examines ____________.

Internal validity

________ refers to the experimental difference in means between the different levels of any single experimental variable.

Main effect

A(n) _______ effect occurs when subjects stop participating in a research experiment before it is completed, which affects the findings of the research.

Mortality effect

Making sure that subjects in all experimental groups are exposed to identical conditions except for the different experimental treatments is called __________.

Constancy of condition

Which of the following statements is true about blocking variables and covariates?

Covariates are used for continuous variables while blocking variables are used for categorical variables.

The __________ the external validity, the _________ the representativeness of the results in the "real world."

Higher; higher

The primary goal of Sophia is to control every possible external influence in her experiment to minimize the impact of extraneous variables. Considering her research goal, Sophia should use what type of experimental design?

Lab experiment

Liz has been hired to test how consumers respond to the new flavor profile of the client's protein bar. The client would like to know how both flavor profiles compare and which flavor profile is more liked. Liz sets up an experiment including a taste test. When respondents enter the research lab, they either receive a new-flavor or an original-flavor protein bar. To make sure every flavor receives the same number of evaluations, Liz switches between flavors for each respondent. How is Liz assigning the protein bars?

Randomization

Common disadvantages associated with test-marketing include all of the following factors EXCEPT:

Real-world setting

What are some of the advantages associated with administering test-marketing in research projects?

Real-world setting, simple data analysis, accurate projections

Experimental designs include all of the following design elements EXCEPT:

Selection and measurement of independent variable.

A researcher is conducting an experimental study with 200 participants or sampling units. Another term for participants in experimental research is _____________.

Subjects

If a researcher unintentionally provides details that lets the subject figure out the purpose of the experiment, what issue did the researcher create by revealing what type of information?

Demand characteristic

What steps can a researcher take to reduce demand characteristics in experimental designs?

Do not inform the experimental administrator of the hypotheses tested in the experiment.

To determine what influence the predominant store color has on consumer satisfaction levels, LK Research Inc. has created two fictitious retail environments: one in predominantly blue and one in predominantly yellow. The color of the retail environment is referred to as __________?

Experimental condition

In an experiment, the group receiving the treatment being studied is referred to as ______ and the group not receiving the treatment being studies is called _________.

Experimental group; control group

Researchers often utilize experiments in causal research designs, because of the numerous benefits associated with experiments. Which of the following statements is NOT true about experiments?

Experiments involve the manipulation of one independent variable