MKT 6-7

2 55) According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

A Diff: 1 Page Ref: 193

3 64) Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

A Diff: 1 Page Ref: 199-200

3 67) ________ refers to an extraneous variable involving changes in the measuring instrument or in the observers or scores themselves. A) Instrumentation B) Statistical regression C) Selection bias D) None of the above

A Diff: 1 Page Ref: 224

1 37) Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil? A) traditional telephone B) in-home C) computer-assisted telephone interviewing (CATI) D) Internet

A Diff: 2 Page Ref: 180

1 46) The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________. A) flexibility of data collection B) sample control C) response rate D) control of data collection environment

A Diff: 2 Page Ref: 189

2 54) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria? A) traditional telephone interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews

A Diff: 2 Page Ref: 190 AACSB: Reflective Thinking

3 69) Which of the following marketing applications is not an example of trace analysis? A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S. magazine advertisements has changed over the past 10 years. B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. C) The age and condition of cars in a parking lot were used to assess the affluence of customers. D) The magazines people donated to charity were used to determine people's favorite magazines.

A Diff: 2 Page Ref: 203 AACSB: Analytic Skills

1 49) The statement 'An effect cannot be produced by an event that occurs after the effect has taken place,' refers to ________. A) the time order of occurrence of variables B) the role of evidence C) concomitant variation D) the elimination of other possible factors

A Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 50) Which of the following statements is not true concerning the time order of occurrence of variables? A) In an after-the-fact examination of the situation, we can never confidently rule out all other causal factors. B) The causing event must occur either before or simultaneously with the effect; it cannot occur afterwards. C) An effect cannot be produced by an event that occurs after the effect has taken place. D) It is possible for each event in a relationship to be both a cause and an effect of the other event.

A Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

2 63) ________ is a determination of whether the cause-and-effect relationships found in the experiment can be generalized. Can the results be generalized beyond the experimental situation and if so, to what populations, settings, times, independent variables and dependent variables can the results be projected? A) External validity B) Extraneous validity C) Internal validity D) None of the above

A Diff: 2 Page Ref: 222-223 AACSB: Reflective Thinking

4 82) The static group is a two-group experimental design. One group, called the ________, is exposed to the treatment, and the other, called the ________, is not. Measurements on both groups are made only after the treatment, and test units are not assigned at random. A) experimental group (EG); control group (CG) B) experimental group (EG); random group (RG) C) pretest group (PG); control group (CG) D) control group (CG); experimental group (EG)

A Diff: 2 Page Ref: 228 AACSB: Analytic Skills

4 76) ________ result when the researcher is unable to achieve full manipulation of scheduling or allocation of treatments to test units but can still apply part of the apparatus of true experimentation. A) Quasi-experimental designs B) True experimental designs C) Statistical designs D) Preexperimental designs

A Diff: 2 Page Ref: 230 AACSB: Analytic Skills

4 91) ________ is a statistical design in which the test units are blocked on the basis of an external variable to ensure that the various experimental and control groups are matched closely on that variable. A) Randomized block design B) Latin square design C) Factorial design D) Solomon four-group design

A Diff: 2 Page Ref: 233

2 49) Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions. Which two additional methods are also shown as high on the diversity of question criteria? A) in-home interviews; computer assisted personal interviews (CAPI) B) in-home interviews; computer assisted telephone interviews (CATI) C) Internet; computer assisted telephone interviews (CATI) D) computer assisted telephone interviews (CATI); mall-intercept interviews

A Diff: 3 Page Ref: 190 AACSB: Reflective Thinking

1 60) 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 O2 C) X O1 O2 X O1 O2 D) R X1 O1 R X1 O1

A Diff: 3 Page Ref: 222

3 70) ________ refers to an extraneous variable attributable to the loss of test units while the experiment is in progress. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

A Diff: 3 Page Ref: 225

3 73) If in test marketing a new product, the researcher ensures that the product is positioned in the correct aisle in each store and obtains the right level of store acceptance and all commodity volume distribution, more than likely, the researcher used ________ to help control for extraneous variables. A) design control B) statistical control C) randomization D) matching

A Diff: 3 Page Ref: 226

4 85) In the posttest-only control group design, the treatment effect (TE) is obtained by ________. A) TE= O1 - O2 B) TE= (O1 - O2) - (O3 - O4) C) TE= (O2 - O1) - (O4 - O3) D) TE= O1

A Diff: 3 Page Ref: 229 AACSB: Analytic Skills

2 51) The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________. A) flexibility of data collection B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment

B Diff: 1 Page Ref: 191

2 57) The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons? A) the speed with which the questionnaire can be created B) the speed with which the incentive is sent C) the speed with which the questionnaire is distributed to respondents D) the speed with which the data are returned

B Diff: 1 Page Ref: 194-195 AACSB: Reflective Thinking

3 72) ________ involves measuring the extraneous variables and adjusting for their effects through statistical analysis. A) Design control B) Statistical control C) Randomization D) Matching

B Diff: 1 Page Ref: 225-226

34) Questions that require respondents to choose from a set of predetermined answers are ________ questions. A) dual response B) fixed alternative C) open-ended D) none of the above

B Diff: 2 Page Ref: 179

1 36) Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text). A) in-home B) computer-assisted telephone interviews (CATI) C) both A and B are correct D) none of the above

B Diff: 2 Page Ref: 180

1 42) Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text). A) outgoing envelope B) cover letter C) questionnaire D) incentive

B Diff: 2 Page Ref: 185

2 48) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria? A) in-home interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews

B Diff: 2 Page Ref: 190 AACSB: Reflective Thinking

2 53) According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

B Diff: 2 Page Ref: 194

3 63) In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

B Diff: 2 Page Ref: 199 AACSB: Analytic Skills

5 74) The most serious disadvantage of observation is ________. A) if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. B) the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences. C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. D) observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities.

B Diff: 2 Page Ref: 205

1 47) The conditions that must be satisfied before making causal inferences include all of the following except ________. A) time order of occurrence of variables B) role of evidence C) concomitant variation D) elimination of other possible factors

B Diff: 2 Page Ref: 218 AACSB: Reflective Thinking

1 52) When considering ________, accumulated evidence from several investigations increases our confidence that a causal relationship exists. A) the time order of occurrence of variables B) the role of evidence C) concomitant variation D) the elimination of other possible factors

B Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 55) In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the independent variable that was manipulated was ________. A) brand usage B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the coupon D) individual shoppers

B Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills

1 59) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the process of observation or measurement of the dependent variable on the test units or group of units? A) T B) O C) R D) X

B Diff: 2 Page Ref: 222

4 79) The one-group pretest-posttest design may be symbolized as O1 X2 O2. In this design, a group of test units is measured ________. A) once B) twice C) not at all D) none of the above

B Diff: 2 Page Ref: 227 AACSB: Analytic Skills

4 75) Pretest-posttest control group and Solomon four-group designs 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) quasi-experimental designs B) true experimental designs C) statistical designs D) preexperimental designs

B Diff: 2 Page Ref: 228 AACSB: Analytic Skills

4 93) ________ is a statistical design that allows for the statistical control of two non-interacting external variables in addition to the manipulation of the independent variable. A) Randomized block design B) Latin square design C) Factorial design D) Solomon four-group design

B Diff: 2 Page Ref: 233

3 61) When Canon Cameras was losing market share in the United States to Minolta, Canon decided that its distributor, Bell & Howell, was not giving adequate support. Canon sent Tatehiro Tsuruta to the United States to look into the problem. On entering a camera store, he would act just like a customer. He would note how the cameras were displayed and how the clerks served customers. Canon utilized ________, ________ observation in a ________ setting. A) unstructured; disguised; contrived B) unstructured; disguised; natural C) structured; undisguised; natural D) structured; undisguised; contrived

B Diff: 3 Page Ref: 198 AACSB: Analytic Skills

4 71) Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis? A) because the variables are precisely defined B) because the phenomenon to be observed can be recorded continuously C) because the data are quantitative D) because statistical analysis is conducted

B Diff: 3 Page Ref: 204 AACSB: Reflective Thinking

3 68) ________ refers to an extraneous variable that occurs when test units with extreme scores move closer to the average score during the course of the experiment. A) Instrumentation B) Statistical regression C) Selection bias D) None of the above

B Diff: 3 Page Ref: 224

3 66) ________ refers to an effect in which a prior measurement affects the test unit's response to the independent variable. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

B Diff: 3 Page Ref: 224

4 83) In the pretest-posttest control group design shown above, selection bias is eliminated by ________. A) design control B) randomization C) matching D) statistical control

B Diff: 3 Page Ref: 228-229 AACSB: Analytic Skills

4 88) The major weakness of the time series design is the failure to control ________. A) mortality B) history C) selection bias D) instrumentation

B Diff: 3 Page Ref: 230

4 89) The effectiveness of a test commercial (X) may be examined by broadcasting the commercial a predetermined number of times and examining the data from a preexisting test panel. Although the marketer can control the scheduling of the test commercial, it is uncertain when or whether the panel members are exposed to it. The panel members' purchases before, during, and after the campaign are examined to determine whether the test commercial has a short-term effect, a long-term effect, or no effect. A ________ design was used in this research project. A) pretest-posttest control group B) time series C) one-group pretest-posttest design D) multiple time series design

B Diff: 3 Page Ref: 230-231 AACSB: Analytic Skills

1 35) Which of the following is a disadvantage of the survey method of data collection? A) The questionnaire is simple to administer. B) The data obtained are reliable because the responses are limited to the alternatives stated. C) Wording questions properly is not easy. D) Coding, analysis, and interpretation of data are relatively simple.

C Diff: 1 Page Ref: 179

1 38) ________ interviewing uses a computerized questionnaire administered to respondents over the telephone. A) Traditional telephone B) In-home C) Computer-assisted telephone interviews (CATI) D) Internet

C Diff: 1 Page Ref: 180

2 56) According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

C Diff: 1 Page Ref: 195

3 66) In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images. A) mechanical observation B) personal observation C) content analysis D) trace analysis

C Diff: 1 Page Ref: 201-202 AACSB: Analytic Skills

3 71) If the experimental design called for the respondents to be randomly assigned to one of three experimental groups and for one of three versions of a test commercial to be randomly administered to each group, this design would be using ________. A) design control B) statistical control C) randomization D) matching

C Diff: 1 Page Ref: 225 AACSB: Analytic Skills

1 39) Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. C) Multiple questions appear on the screen at one time. D) Interim and update reports on data collection or results can be provided almost instantaneously.

C Diff: 2 Page Ref: 180-181 AACSB: Reflective Thinking

1 41) Which personal interviewing method utilizes help screens and courteous error messages? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail

C Diff: 2 Page Ref: 184

3 59) ________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation

C Diff: 2 Page Ref: 198

3 62) Which statement is not true about natural observation? A) The observed phenomenon will more accurately reflect the true phenomenon. B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. C) A test kitchen set up in a shopping mall would be used in a natural observation. D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting.

C Diff: 2 Page Ref: 198 AACSB: Reflective Thinking

4 72) ________ is a method of last resort. A) The mail interview B) Content analysis C) Trace analysis D) The mall intercept interview

C Diff: 2 Page Ref: 204

5 75) Which of the following statements is true about ethnographic research? A) It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. B) Sometimes audio and visual recordings are obtained. C) Both A and B are correct. D) None are correct.

C Diff: 2 Page Ref: 206

1 48) ________ 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 Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 54) In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the dependent variable that was ________. A) brand usage B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the coupon D) individual shoppers

C Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills

1 58) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the random assignment of test units or groups to separate treatments? A) T B) O C) R D) X

C Diff: 2 Page Ref: 222

1 61) ________ is a measure of accuracy of an experiment. It measures whether the manipulation of the independent variables, or treatments, actually caused the effects on the dependent variable(s). A) External validity B) Extraneous validity C) Internal validity D) None of the above

C Diff: 2 Page Ref: 222-223

2 64) ________ refers to an extraneous variable attributable to changes in the test units themselves that occur with the passage of time. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

C Diff: 2 Page Ref: 223-224

3 69) ________ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions. A) Instrumentation B) Statistical regression C) Selection bias D) None of the above

C Diff: 2 Page Ref: 224-225

4 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

C Diff: 2 Page Ref: 231-232

4 95) ________ is a statistical experimental design that is used to measure the effects of two or more independent variables at various levels and to allow for interactions between variables. A) Randomized block design B) Latin square design C) Factorial design D) Solomon four-group design

C Diff: 2 Page Ref: 234-235

1 44) Limitations of e-mail surveys include all of the following except ________. A) Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization B) Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper C) There is inherent self-selection bias D) Some e-mail software products limit the length of the body of an e-mail message

C Diff: 3 Page Ref: 186-187 AACSB: Reflective Thinking

2 47) The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________. A) respondent control B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment

C Diff: 3 Page Ref: 194

3 70) Which statement is false concerning the different observation methods? A) Mechanical observation can vary widely from low to high structure depending upon on the methods used. B) The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors. C) Observation bias is high in the case of mechanical observation because a human observer is involved. D) The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred.

C Diff: 3 Page Ref: 204 AACSB: Reflective Thinking

4 73) Which of the following advantages is the greatest advantage of observation methods? A) If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. B) The data obtained are reliable because the responses are limited to the alternatives stated. C) Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. D) Coding, analysis, and interpretation of data are relatively simple.

C Diff: 3 Page Ref: 205

4 76) ________ involves trained observers posing as consumers and shopping at company or competitor-owned stores to collect data about customer-employee interaction and other marketing variables. (Choose the best answer.) A) Personal observation B) Structured observation C) Mystery shopping D) Contrived observation

C Diff: 3 Page Ref: 206

46) The scientific concept of causality is complex. "Causality" means something very different to the average person on the street than to a scientist. If the ordinary meaning of a statement is "X is the only cause of Y," its related scientific meaning is: ________. A) the occurrence of X makes the occurrence of Y B) we can never prove that X is a cause of Y. At best, we can infer that X is a cause of Y C) X is only one of a number of possible causes of Y D) None of the above is correct.

C Diff: 3 Page Ref: 218 AACSB: Reflective Thinking

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

C Diff: 3 Page Ref: 221

4 78) Which of the following is true of the one-shot case study preexperimental design (X O1)? A) It does not provide a basis of comparing the level of O1 to what would happen when X was absent. B) There is no random assignment of test units. C) Both A and B are correct. D) In this design, a group of test units is measured twice.

C Diff: 3 Page Ref: 227 AACSB: Analytic Skills

4 81) A ________ design to measure the effectiveness of a test commercial for Sears would be implemented as follows. Two groups of respondents would be recruited on the basis of convenience. Only the experimental group would be exposed to the TV program containing the test (Sears) commercial. Then attitudes toward the department store of both the experimental and control group respondents would be measured. The effectiveness of the test commercial is measured as O1 - O2. A) one-shot case study B) pretest-posttest control group C) static group D) one-group pretest-posttest

C Diff: 3 Page Ref: 228 AACSB: Analytic Skills

4 84) The true experimental design shown above is a ________ design. A) pretest-posttest control group B) one-shot case study C) post-test-only control group D) one-group pretest-posttest

C Diff: 3 Page Ref: 229

4 92) What is the main limitation of randomized block designs? A) They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. B) They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. C) The researcher can control for only one external variable. D) The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.

C Diff: 3 Page Ref: 233 AACSB: Reflective Thinking

4 97) Which statement is not true about laboratory experiments? A) The laboratory environment offers a high degree of control because it isolates the experiment in a carefully monitored environment. B) The artificiality of the environment may cause reactive error, in that the respondents react to the situation itself, rather than to the independent variable. C) Laboratory experiments are likely to have higher external validity than field experiments. D) Laboratory experiments allow for more complex designs than field experiments.

C Diff: 3 Page Ref: 235-236 AACSB: Reflective Thinking

2 50) The use of physical stimuli is not limited in ________. A) traditional telephone interviews B) CATI C) e-mail surveys D) mall-intercept interviews

D Diff: 1 Page Ref: 190

3 67) ________ is an approach in which data collection is based on physical traces, or evidence, of past behavior. A) Mechanical observation B) Personal observation C) Content analysis D) Trace analysis

D Diff: 1 Page Ref: 203

5 99) Which of the following is a reason why experiments may be hard to administer? A) It may be impossible to control for the effects of the extraneous variables. B) Competitors may deliberately contaminate the results of a field experiment. C) Both A and B are reasons why experiments may be hard to administer. D) Neither A nor B is a reason why experiments may be hard to administer.

D Diff: 1 Page Ref: 237

5 100) A ________ is a test market in which the product is sold through regular distribution channels. A) Simulated test market B) Partial test market C) Controlled test market D) Standard test market

D Diff: 1 Page Ref: 237-239

1 40) Which of the following is not a personal interview method? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail

D Diff: 2 Page Ref: 182

1 43) Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package? A) outgoing envelope B) cover letter C) questionnaire D) incentive

D Diff: 2 Page Ref: 185

1 45) Advantages of Web surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct.

D Diff: 2 Page Ref: 187 AACSB: Reflective Thinking

2 58) Observational methods may be ________ or ________. A) structured; unstructured B) direct; indirect C) conducted in a natural environment; conducted in a contrived environment D) all of the above

D Diff: 2 Page Ref: 198

3 60) ________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation

D Diff: 2 Page Ref: 198

3 68) In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

D Diff: 2 Page Ref: 203 AACSB: Analytic Skills

1 51) ________ means that the factor or variable being investigated should be the only possible causal explanation. A) The time order of occurrence of variables B) The role of evidence C) Concomitant variation D) The absence of other possible causal factors

D Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking

1 56) In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the test units were ________. A) brand usage B) the value of the coupon (15-cent versus 50-cent coupon) C) the likelihood of cashing the coupon D) individual shoppers

D Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills

1 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 the effects of which are to be determined? A) T B) O C) R D) X

D Diff: 2 Page Ref: 222

3 74) The one-group pretest-posttest is a type of ________. These designs do not control for extraneous factors by randomization. A) quasi-experimental design B) true experimental design C) statistical design D) preexperimental design

D Diff: 2 Page Ref: 227 AACSB: Analytic Skills

4 96) What is the main disadvantage of factorial designs? A) They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. B) They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. C) The researcher can control for only one external variable. D) The number of treatment combinations increases multiplicatively with an increase in the number of variables or levels.

D Diff: 2 Page Ref: 234-235 AACSB: Reflective Thinking

5 98) Which of the following statements is true when considering experimental versus non-experimental designs? A) It is difficult in descriptive studies to establish the prior equivalence of the respondent groups with respect to both the independent and dependent variables. However, experiments can establish this equivalence. B) Descriptive research offers little control over other possible causal factors. C) In descriptive research, it is also difficult to establish time order of occurrence of variables. However, in an experiment, the researcher controls the timing of the measurements and the introduction of the treatment. D) All of the above statements are correct.

D Diff: 2 Page Ref: 236 AACSB: Reflective Thinking

6 101) Which statement is not true concerning a standard test market? A) It is a one-shot case study. B) Test markets are selected and the product is sold through regular distribution channels. C) Where external validity is important, at least four test markets should be used. D) All statements are correct.

D Diff: 2 Page Ref: 237-239

6 102) Which statement is not true concerning a standard test market? A) One or more combinations of marketing mix variables (product, price, distribution, and promotional levels) are employed. B) While a firm's test marketing is in progress, competitors have an opportunity to beat it to the national market. C) Competitors often take actions such as increasing their promotional efforts to contaminate the test marketing program. D) All statements are correct.

D Diff: 2 Page Ref: 237-239

2 52) Which of the following statements about sample control is true? A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. B) It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. C) It can be difficult to prevent respondents from completing an Internet survey multiple times. D) All of the above statements are true.

D Diff: 3 Page Ref: 191 AACSB: Reflective Thinking

3 65) ________ includes observation as well as analysis. A) Trace analysis B) Mechanical observation C) Personal observation D) Content analysis

D Diff: 3 Page Ref: 201-202

2 62) All of the following statements are true about external validity except ________. A) threats to external validity arise when the specific experimental conditions do not realistically take into account the interactions of other relevant variables in the real world. B) external validity is the basic minimum that must be present in an experiment before any conclusion about treatment effects can be made C) factors that threaten internal validity may also threaten external validity, the most serious of these being extraneous variables. D) A and C are true

D Diff: 3 Page Ref: 222-223 AACSB: Reflective Thinking

3 65) ________ refers to an effect of testing occurring when a prior observation affects a latter observation. A) Mortality B) Interactive testing effect C) Maturation D) Main testing effect

D Diff: 3 Page Ref: 224

4 80) A ________ design to measure the effectiveness of a test commercial for Sears would be implemented as follows. Respondents are recruited to central theater locations in different test cities. At the central location, respondents are first administered a personal interview to measure, among other things, attitudes toward the store (O1). Then they watch a TV program, the respondents are again administered a personal interview to measure attitudes towards the store (O2). The effectiveness of the test commercial is measured as O2 - O1. A) one-shot case study B) pretest-posttest control group C) static group D) one-group pretest-posttest

D Diff: 3 Page Ref: 227 AACSB: Analytic Skills

4 87) O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10 The above design is an example of a ________. A) one group pretest-posttest design B) multiple time series design C) pretest-posttest control group design D) time series design

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4 86) Which of the following statements is true about the Solomon four-group design? A) The Solomon four-group design should be used to examine the changes in the attitudes of individual respondents. B) The Solomon four-group design explicitly controls for interactive testing effect. C) The Solomon four-group design is expensive and time consuming to implement. D) All of the above statements are true.

D Diff: 3 Page Ref: 230 AACSB: Analytic Skills

4 90) Which of the following statements is an advantage of statistical designs? A) The effects of more than one independent variable can be measured. B) Specific extraneous variables can be statistically controlled. C) Economical designs can be formulated when each test unit is measured more than once. D) All of the statements are advantages.

D Diff: 3 Page Ref: 232 AACSB: Reflective Thinking

4 94) Which of the following statements is a limitation of Latin square designs? A) They require an equal number of rows, columns, and treatment levels, which is sometimes problematic. B) They do not allow the researcher to examine interactions of the external variables with each other or with the independent variable. C) The researcher can control for only one external variable. D) Both A and B are correct.

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