42. Which type of experimental design allows for an investigation of the interaction of two or more
independent variables?
a.
basic experimental designs
b.
factorial experimental designs
c.
hierarchical experimental designs
d.
instrumental experimental designs
43. An experiment examining the interaction effects of the presence of police cars and the presence of
speeding cameras on the number of speeding tickets issued is an example of which type of
experimental design?
a.
basic experimental design
b.
legitimate experimental design
c.
obtuse experimental design
d.
factorial experimental design
44. In which type of experiment does the research have more complete control over the research setting
and extraneous variables?
a.
factorial
b.
controlled
c.
field
d.
laboratory
45. When an experiment is conducted on the premises of a marketing research organization, this is an
example of a _____.
a.
static group design
b.
laboratory experiment
c.
field experiment
d.
controlled store test
46. A device that controls the amount of time a subject is exposed to a visual image is called a _____.
a.
tachistoscope
b.
pupilometer
c.
focalscope
d.
rotoscope
47. A researcher is interested in the level of consumers’ understanding of product nutrition labels. He is
interested in how the amount of time spent looking at the label influences understanding, so he’s using
a device that controls the amount of time a subject is exposed to the label. This device is called a
_____.
a.
pupilometer
b.
psychgalvanometer
c.
tachistoscope
d.
rotoscope
48. Research projects involving experimental manipulations that are implemented in a natural environment
are called _____.
a.
laboratory experiments
b.
field experiments
c.
primary experiments
d.
secondary experiments
49. Which experimental research design involves repeated measures?
a.
within-subjects design
b.
between-subjects design
c.
squared-subjects design
d.
interdependent-subjects design
50. Karen is conducting an experiment examining how different flavors of toothpaste influence subjects’
perception of the taste of a juice her company sells. Each subject brushed his or her teeth with one
flavor, tasted the juice, indicated how the juice tasted based on several items on a survey, and then ate
a cracker. Then the subject brushed his or her teeth with another flavor of toothpaste and tasted the
juice, gave their response, and ate a cracker again. They did this with four different flavors of
toothpaste. This is an example of which type of experimental design?
a.
between-subjects
b.
within-subjects
c.
minimal-subjects
d.
intra-subjects
51. In which experimental research design does each subject receive only one treatment combination?
a.
within-subjects design
b.
between-subjects design
c.
squared-subjects design
d.
independent-subjects design
52. The question as to whether the independent variable was the sole cause of the change in the dependent
variable is the basic issue in _____.
a.
a repeated measures study
b.
internal validity
c.
a matching study
d.
external validity
53. When subjects in an experiment in which the they were exposed to varying price levels for a product
are asked how low they believe the price of the product to be so that the researcher can determine
whether or not the subjects perceived “high” and “low” conditions, this is an example of a _____.
a.
manipulation check
b.
reliability assessment
c.
factor analysis
d.
surrogate manipulation
54. Which type of effect occurs when a change other than the experimental treatment occurs during the
course of an experiment that affects the dependent variable?
a.
history effect
b.
interaction effect
c.
pseudo-effect
d.
placebo effect
55. When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing
study, this is an example of a _____.
a.
maturation effect
b.
testing effect
c.
history effect
d.
cohort effect
56. Which of the following is a special case of the history effect and refers to a change in the dependent
variable that occurs because members of one experimental group experienced different historical
situations than members of other experimental groups?
a.
cohort effect
b.
Hawthorne effect
c.
testing effect
d.
instrumentation effect
57. Which of the following is a function of time and the naturally occurring events that coincide with
growth and experience?
a.
history effect
b.
testing effect
c.
selection effect
d.
maturation effect
58. When salespeople are tested one year after a sales training program and perform better on the exam,
not because of the training program, but because they have gained one year’s experience in sales, this
is an example of a _____.
a.
selection effect
b.
maturation effect
c.
history effect
d.
cohort effect
59. When high school students who take the ACT in their junior year perform better on that exam during
their senior year because they know better how to take the exam because of what they experienced on
the first exam, this is an example of a _____.
a.
mortality effect
b.
testing effect
c.
history effect
d.
instrumentation effect
60. Which type of effect occurs when there is a change in the wording of questions, a change in
interviewers, or a change in other procedures that causes a change in the dependent variable?
a.
history effect
b.
mortality effect
c.
instrumentation effect
d.
testing effect
61. When different interviewers are used in a pretest from those used in the posttest and this produces
different results in the study, this is an example of a(n) _____.
a.
history effect
b.
mortality effect
c.
instrumentation effect
d.
cohort effect
62. Which of the following is a threat to the internal validity of an experiment using a repeated measures
design?
a.
instrumentation effect
b.
redundancy effect
c.
cohort effect
d.
attrition effect
63. When some subjects exit the experiment before it is completed and this effects the results of the study,
this is an example of a _____.
a.
mortality effect
b.
history effect
c.
instrumentation effect
d.
confounding effect
64. Which of the following is concerned with the accuracy with which experimental results can be
generalized beyond the experimental subjects?
a.
external validity
b.
internal validity
c.
reliability
d.
selective validity
65. When a researcher tries to say that the results of a test market in Indianapolis, Indiana will hold in a
national rollout of the new product, this researcher is concerned with _____.
a.
internal validity
b.
the repeated measures effect
c.
constant error
d.
external validity
66. A scientific procedure that allows a new product to be tested under realistic market conditions is called
a _____.
a.
test-market
b.
market segmentation study
c.
TQM
d.
simulated test
67. All of the following are broad uses of test-markets EXCEPT _____.
a.
forecasting the success of a newly developed product
b.
testing hypotheses about different options for marketing mix elements
c.
identifying weaknesses in product designs or marketing strategies
d.
determining the suppliers of raw materials used in the production of the product
68. Which element of the marketing mix can be examined with a test-market?
a.
product
b.
price
c.
promotion
d.
all of these choices
69. If salespeople in a test-market city spend an inordinate amount of time setting up and updating
point-of-sale displays in supermarkets, this creates which type of problem?
a.
overused test-markets
b.
media isolation
c.
overattention
d.
self-contained trading areas
70. If salespeople in a test-market city arrange for more shelf-facings than would normally be available to
the product under normal store conditions, the test-market has the problem of _____.
a.
media isolation
b.
unrealistic store conditions
c.
overuse
d.
self-contained trading area
71. _____ represents intentional attempts to disrupt the results of a test market being conducted by another
firm.
a.
Competitive intelligence
b.
Test-market sabotage
c.
Test-market subversion
d.
Guerilla marketing
72. Brad is a brand manager of a line of laundry detergent products in his company. His company’s sales
representative in Dayton, OH informed him that a competitor was conducting a test-market of a new
line of strongly-scented laundry products. Brad knew from consumer research that consumers do not
like overly strong scents, so he directed this sales representative to purchase all of the competitor’s
product in the stores in an attempt to make the product appear to sell well in the test-market so that the
company will falsely believe that the product was successful. Brad’s actions are called _____.
a.
cannibalization
b.
guerilla marketing
c.
test-market sabotage
d.
subversion
73. What is the key advantage of test-marketing?
a.
researchers can easily communicate results to management
b.
relative low cost
c.
they can be done quickly
d.
it is performed in a real-world setting
74. Which of the following is a disadvantage of test-marketing?
a.
cost
b.
time
c.
loss of secrecy
d.
all of these choices
75. Which of the following is critical when conducting experimental research because it allows researchers
to return subjects to normal?
a.
manipulation check
b.
cohort analysis
c.
debriefing
d.
deception
COMPLETION
1. In an experiment, the ______ variable is manipulated and its effect is measured on the ______
variable.
2. In an experiment, the change in the ______ variable is presumed to be the cause of the results.
3. People participating in experiments are referred to as _____.
4. Experimental difference in means between the different levels of any single experimental variable is
referred to as a(n) _____ effect.
5. Blocking variables are _____ variables like a subject’s gender or ethnicity.
6. An effect due to a specific combination of independent variables is called a(n) _____ effect.
7. In an experiment, the treatment is administered to the ______ group.
8. If there are two levels of both treatment variables in an experiment, then there will be _____ cells in
the experiment.
9. If subjects in the experimental group are administered the treatment in the afternoon while the subjects
in the control group participate in the experiment in the morning, the study is said to experience
______ error.
10. The random assignment of subjects and treatments to groups is called _____.
11. When the researcher unintentionally provides the subjects with hints about what he wants them to say
in the study, this is an example of a(n) _____ characteristic.
12. When the experimenter’s comments influence the subjects’ behavior so that they give answers that
they think the experimenter wants to hear rather than their true feelings, we say that ________ has
occurred.
13. An experimental deception that involves a false treatment is called a(n) ________ .
14. When subjects in all experimental groups are exposed to identical conditions except for the differing
experimental treatments, we say that _____ has occurred.
15. When a research organization conducts a taste test in its offices located in a shopping mall, this is an
example of a(n) ______ experiment.
16. When Procter & Gamble conducts a test market for a new shampoo in Kansas City and St. Louis, this
is an example of a(n) ______ experiment.
17. An experiment in which each subject receives only one treatment combination is called a(n) _____
design.
18. A _____ effect is a nuisance effect occurring when the initial measurement or test alerts or primes
subjects in a way that affects their response to the experimental treatments.
19. A scientific testing procedure that provides an opportunity to measure sales for a new product under
realistic market conditions is called a(n) ______ .
20. A salesperson who buys up a competitor’s product to disrupt the results of a test market is committing
an act called test-market _____.
ESSAY
1. Explain how experimental research differs from survey research.
2. Design an experiment that tests the effect of one of the marketing mix elements on consumers’
attitudes toward a product. Identify the independent and dependent variables and describe how you
would conduct the experiment and control for other factors.
3. Explain how systematic or nonsampling error occurs in experiments and discuss ways to minimize it.
4. Discuss what is meant by demand characteristics and why they are a concern for researchers. Discuss
four ways of reducing demand characteristics.
5. Explain the advantages of a between-subjects experimental design over a within-subjects design.
6. Compare and contrast internal validity and external validity and discuss which one is most important
in experimental research.
7. Discuss the problems of estimating national sales volume from test-markets.
8. List the advantages and disadvantages of test-marketing.