Mkt 444 unit 3 ch 9

t

T/F time between test market experiment and introduction to market could be a year+; the longer the lapse the less accurate the experiment

field

___ experiment: research projects involving experimental manipulation that are implemented in a natural environment

lab

___ experiment: researcher has more complete control over the research setting and extraneous variables

repeated

___ measures: experiments in which an individual subject is exposed to more than one level of a treatment

disadvant

___ of test market: expensive, timely, loss of secrecy

advant

___ of test marketing: real world setting and easily communicated to management

internal

___ validity: exists to the extent that an experimental variable is truly responsible for any variance in the dependent variable; best achieved in lab experiment because of control

between

___-subject design: each subject receives only one treatment combination; demand characteristics greatly decreased

within

___-subject design: involves repeated measures because with each treatment the same subject is measured

maturation

____ effect: a function of time and the natural occurring events that coincide with growth and experience

testing

____ effect: a nuisance effect occurring when the initial measurement/ test alerts or primes subjects in a way that affects their response to treatment

instrumentation

____ effect: nuisance that occurs when a change in the wording of questions, a change in interviewers, or a change in other procedures causes change in dependent variable

history

____ effect: occurs when some change other than the treatment occurs during the course of experiment thataffects the dependent variable (subject testing diet supplement also starts to work out during experiment)

mortality

____ effect: occurs when some subjects withdraw from experiments before completion (sample attrition)

cohort

____ effect: refers to change in dependent variable that occurs because members of one experimental group experience different historical situations than members of another

external

____ validity: the accuracy with which experimental results are possible in real world; best achieved through field experiements

blocking

____ variables: categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable

constancy

_____ of conditions is present when subjects in all experimental groups are exposed to identical conditions except for differing treatments

systematic

_____/non sampling error: occurs if sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable

covariate

a continuous variable included included in the statistical analysis as a way of statistically controlling for variance due to that variable

manipulation check

a validity test of an experiment to make sure that the manipulation does produce differences in the interdependent variable

counterbalancing

attempts to eliminate the confounding effects of order of presentation by requiring that 1/4 of subjects be exposed to treatment

characteristic

demand ____: experimental design element or procedure that unintentionally provides subjects with hints about research hypothesis

effect

demand ____: occurs when demand characteristic actually affect the dependent variable

tachistoscope

device that controls the amount of time a subject is exposed to a visual image

interaction effect

differences in dependent variable means due to a specific combo of independent variables

group

experimental ____ : group of subjects to whom an experimental treatment is administered

condition

experimental ____ : one of the possible levels of an experimental variable manipulation

treatment

experimental ____ : term referring to the way an experimental variable is manipulated (view this, take this, smell this)

main effect

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

subjects

sampling units for an experiment, usually human respondents who provide measures based on the experimental manipulation

control group

subjects to whom no experimental treatment is administered

sabotage

test market ____: intentional attempts to disrupt the results of a test market being conducted by another firm

test market

the most common field market experiment where firms try to forecast new product success, successful marketing mix, and weakness in product design or market strategies.

test units

the subjects or entities whose responses to the experimental treatment are measured or observed`

confound

there is an alternative explanation beyond the experimental variables for any observed differences in the dependent variable

placebo

false experimental treatment, control group

over attention

putting too much attention onto new product, making test market more successful than it will actually be in the real world

randomization

random assignment of subjects and treatments to groups; it is one device for equally distributing the effects of extraneous variable to all conditions

cell

refers to specific treatment combination associated with an experimental group