Q&A Hero

Marketing

Q: A researcher is examining the impact of pictures in advertisements and whether including instructions to imagine impact subjects' mental imagery. She manipulated three treatment levels of pictures: concrete picture, abstract picture, or no picture. Instructions to imagine were either present or not present. How many cells are there in this experiment? a. 2 b. 3 c. 5 d. 6
Q: Which of the following is the term used to refer to a treatment combination within an experiment? a. level b. link c. cell d. unit
Q: Kamal is assigned to a group in an experiment examining the effectiveness of zinc on diminishing the symptoms of a cold. He didn"t know it, but the capsule he received didn"t contain any zinc in it. In fact, it was just a sugar pill. The other group of subjects received the true zinc supplements, and researchers compared the number of days subjects felt cold symptoms. Kamal was assigned to which group in the experiment? a. primary b. experimental c. control d. blocking
Q: A group of subjects to whom no experimental treatment is administered is called a _____ group. a. control b. secondary c. blocking d. statistical
Q: Kim and Mary are both participating in an experiment examining the effect of adding graphic warning labels on cigarette packages to the written warning labels that are already required by law. Kim saw a package in which half of the package had a picture of diseased lungs included with the written warning label, whereas Mary only saw the written warning label without a picture on the package the researcher showed her. Kim was part of which group in the experiment? a. primary group b. covariate group c. experimental group d. control group
Q: The group receiving an experimental treatment is called the _____. a. primary group b. experimental group c. control group d. experimental unit
Q: The way an experimental variable is manipulated is referred to as an experimental _____. a. treatment b. cell c. confound d. dose
Q: If the level of advertising expenditures is compared to the number of units sold at the end of a four-month period, the independent variable is ______ while the dependent variable is ______. a. advertising expenditure level; units sold b. customer satisfaction; advertising expenditure level c. units sold; advertising expenditure level d. none of these choices
Q: All of the following are experimental design issues EXCEPT _____. a. selection and assignment of subjects to treatments b. control over extraneous variables c. manipulation of the independent variable d. manipulation of the dependent variable
Q: Experimental results that show that consumers purchased more when a store had a blue color with bright lights than they did when a store was orange with bright lights but no difference when the lighting was low is an example of which type of effect? a. main b. interaction c. confound d. synergistic
Q: Differences in dependent variable means due to a specific combination of independent variables are called _____ effects. a. main b. conditional c. interaction d. valid
Q: A company was interested in learning if training expenditures will enhance its salesforce productivity, so they hired a researcher to conduct an experiment in which one group of salespeople received training and the other didn"t. The average sales for salespeople who received training was significantly higher than for those who did not. This difference in means between the two groups is known as a(n) _____ effect. a. placebo b. main c. covariate d. interactive
Q: The experimental difference in means between the different levels of any single experimental variable is referred to as a(n) _____. a. interaction effect b. primary effect c. main effect d. confound
Q: What is the difference between a blocking variable and a covariate? a. Blocking variables result in main effects whereas covariates do not. b. Blocking variables are manipulated variables, but covariates are simply measured. c. Blocking variables are categorical variables and covariates are continuous variables. d. Blocking variables are used to statistically control for variance due to that variable, whereas covariates represent multiple independent variables and are the focus of the main effects in an experiment.
Q: A researcher manipulating the types of message a subject is exposed to in a Internet banner advertisement believes that a subject's age might show a statistical relationship with the dependent variable, so he includes ages in the statistical analysis. Age is an example of which type of variable? a. independent b. blocking c. covariate d. mediating
Q: Which type of variable is a continuous variable included in a statistical analysis as a way of statistically controlling for variance due to that variable? a. blocking b. independent c. main d. covariate
Q: Variables like a subject's gender or ethnicity that are included in an experimental analysis are known as which type of variable? a. blocking variables b. covariates c. main variables d. confounds
Q: Categorical variables included in the statistical analysis of experimental data as a way of statistically controlling or accounting for variance due to that variable are called _____ variables. a. independent b. dependent c. blocking d. covariate
Q: A marketing researcher is manipulating exposing subjects to one of two price levels--$1.99 or $2.49--for a tube of chapstick and measures behavioral intentions. The two price levels are known as experimental_____ in the study. a. confounds b. conditions c. cells d. covariates
Q: A(n) _____ refers to one of the possible values for each independent variable in an experiment. a. experimental condition b. experimental variable c. experimental block d. experimental subject
Q: A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. The participants in this experimental research are referred to as _____. a. respondents b. elements c. factorials d. subjects
Q: The sampling units in experiments are referred to as ____. a. conditions b. effects c. subjects d. parameters
Q: "Does package size affect consumption rates in snack products?" is a typical question in what type of research design? a. descriptive research b. time-series research c. experimental research d. phone surveys
Q: Experiments are widely used in which type of research designs? a. causal b. descriptive c. exploratory d. nonspurious
Q: As long as the researcher debriefs subjects, any experimental deception is acceptable.
Q: Competitors can sometimes benefit from another company's test market.
Q: As a rule of thumb, tests markets should run for at least six months.
Q: Test-marketing is one of the least expensive tools used in marketing research.
Q: One disadvantage of test-marketing is that the results are usually difficult to communicate to management.
Q: Intentional attempts to disrupt the results of a test-market being conducted by another firm is called test-market sabotage.
Q: When a new product fails in a test market, this means that the test market for this product was a failure.
Q: Test marketing allows an organization to conduct a "trial run" of the product in the marketplace.
Q: A test market study is the most common type of field experiment.
Q: Field experiments tend to have less external validity than laboratory experiments.
Q: A cohort effect in an experiment is a function of time and the naturally occurring events that coincide with growth and experience.
Q: The question as to whether the experimental treatment was the "sole cause" of the changes in the dependent variable is the basic issue in internal validity.
Q: Between-subjects designs involve repeated measures because with each treatment the same subject is measured.
Q: When a test market is conducted in five retail stores in Erie, Pennsylvania, this is an example of an external experiment.
Q: Factorial experimental designs are the least sophisticated type of experimental design.
Q: The people administering an experiment must be aware of the experimental hypotheses.
Q: A confound is an experimental deception involving a false treatment.
Q: One way to reduce demand characteristics is to tell subjects the purpose of the experiment so they will be more willing to participate honestly.
Q: John correctly guessed that the purpose of an experiment he was participating in was to examine the effect of including brands in television programming on his attitude and intention to purchase that brand, which creates a confound known as a bias effect.
Q: A confound in an experiment means that there is a spurious relationship between the independent and dependent variables.
Q: Experiments in which an individual subject is exposed to more than one level of an experimental treatment are referred to as multidimensional designs.
Q: Systematic error can occur in experiments.
Q: The most common procedure to try to ensure that experimental and control groups do not differ from each other in important ways at the beginning of a research study is random assignment of subjects to treatment and control groups.
Q: Products are the most common test units in most marketing experiments.
Q: Often, the term cell is used to refer to a treatment combination within an experiment.
Q: An experiment can have only one experimental variable.
Q: A control group is one in which an experimental treatment is administered.
Q: An experimental treatment is the term referring to the way an experimental variable is manipulated.
Q: In an experiment, collinearity is the characteristic of experiments that allow hypotheses to be tested.
Q: Covariates are categorical variables like a subject's gender or ethnicity.
Q: An experimental construct refers to one of the possible levels of an experimental variable manipulation.
Q: In experimental research, independent variables are simply measured.
Q: Participants in experimental research are typically referred to as respondents.
Q: In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent variable.
Q: Experimental research attempts to find causal relationships among variables.
Q: Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation? a. verbal behavior b. temporal patterns c. expressive behavior d. spatial relations
Q: Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation? a. pictorial records b. verbal behavior c. expressive behavior d. spatial relations
Q: Observing the movement of a shopper in a supermarket is an example of what type of observation? a. mall interception b. verbal behavior c. physical actions d. expressive behavior
Q: All of the following cannot be observed EXCEPT _____. a. intentions b. attitudes c. expressive behavior d. feelings
Q: Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine. Researchers are examining her brain wave activity as she encounters advertisements in the magazine. What type of phenomenon is being observed with this physiological device? a. verbal behavior b. temporal patterns c. spatial tensions d. neurological activities
Q: Observing traffic patterns at a busy intersection with cameras is an example of what type of observation? a. spatial relations and locations b. verbal records c. verbal behavior d. expressive behavior
Q: Observing a person's television viewing habits is an example of which type of observation? a. verbal records b. expressive behavior c. physical actions d. physical objects
Q: All of the following are observable phenomena EXCEPT _____. a. attitudes b. verbal behavior c. spatial relations and locations d. neurological activity
Q: Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using? a. survey b. assessment c. immersion d. observation
Q: _____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen. a. Observation b. Descriptive research c. Real-time research d. Interaction
Q: Physiological observation techniques, such as pupilometers, psychogalvanometers, and voice-pitch analysis, precisely measure levels of arousal.
Q: Users' smartphones can provide marketers with considerable information.
Q: Chatter represents a measure of the amount of Internet postings that involve a specific name or term, such as a company or brand name.
Q: The most refined measure of Web site traffic is click-through rate (CTR).
Q: Arbitron is the research company that estimates national television audiences.
Q: A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of camera surveillance.
Q: A beer bottle left at a sporting event is an example of an artifact.
Q: Researchers may observe physical phenomena as well as human behavior.
Q: Some might see contrived observation as unethical based on the notion of entrapment.
Q: Hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.
Q: When the investigator intervenes to create an artificial environment to test a hypothesis, this approach is called contrived observation.
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