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Marketing > Chapter 9 > Flashcards

Chapter 9 Flashcards

1
Q

Experimental research attempts to find causal relationships among variables.

A

True

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2
Q

In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent
variable.

A

False

The researcher manipulates the independent variable(s) and measures its effect on the dependent variable.

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3
Q

Participants in experimental research are typically referred to as respondents.

A

False

Participants in experimental research are referred to as subjects rather than respondents.

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4
Q

In experimental research, the independent variable is manipulated rather than simply measured.

A

True

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5
Q

An experimental construct refers to one of the possible levels of an experimental variable manipulation.

A

False

An experimental condition refers to one of the possible levels of an experimental variable manipulation

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6
Q

Covariates are categorical variables such as a subject’s gender or ethnicity

A

False

Categorical variables such as these are called blocking variables. Covariates are continuous variables.

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7
Q

In an experiment, effects are the characteristics of experiments that allow hypotheses to be tested

A

True

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8
Q

Experimental treatment refers to the way an experimental variable is manipulated.

A

True

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9
Q

Experimental treatments are administered to the control group

A

False

This is an experimental group. A control group is one in which no experimental treatment is administered

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10
Q

The term linkage refers to a specific treatment combination associated with an experimental group.

A

False

The term cell refers to a specific treatment combination associated with an experimental group

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11
Q

An experiment can have only one independent variable

A

False

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12
Q

People are the most common test units in most marketing experiments.

A

True

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13
Q

Random assignment of subjects to treatment and control groups helps ensure that experimental and control groups do
not differ from each other in important ways at the beginning of a research study.

A

True

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14
Q

Experiments in which an individual subject is exposed to more than one level of an experimental treatment are
referred to as repeated measures designs.

A

True

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15
Q

A confound in an experiment means that there is an alternative explanation beyond the experimental variables for any
observed differences in the dependent variable.

A

True

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16
Q

When subjects guess the purpose of an experiment, this creates a confound known as a bias effect.

A

False

When subjects guess the purpose of an experiment, this creates a confound known as a demand effect.

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17
Q

One way to reduce demand characteristics is to tell subjects the true purpose of the experiment so that they will be
more willing to participate honestly.

A

False

One way of reducing demand characteristics is to use an experimental disguise.

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18
Q

A confound is an experimental deception involving a false treatment.

A

False

A placebo is an experimental deception involving a false treatment.

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19
Q

The people administering an experiment must be aware of the experimental hypotheses.

A

False
One way to reduce demand characteristics is to use a “blind” experimental administrator who does not know the experimental hypotheses.

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20
Q

Factorial experimental designs are the least sophisticated type of experimental design.

A

False

Factorial experimental designs are more sophisticated than basic experimental designs.

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21
Q

When a test market is conducted in five retail stores in Erie, Pennsylvania, a laboratory experiment has been
performed.

A

False

This is an example of a field experiment.

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22
Q

Between-subjects designs involve repeated measures because with each treatment the same subject is measured again.

A

False

This describes a within-subjects design.

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23
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 external validity.

A

False

This is the basic issue in internal validity.

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24
Q

A maturation effect is a function of time and the naturally occurring events that coincide with growth and experience.

A

True

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25
Q

Test-market sabotage involves intentional attempts to disrupt the results of a test-market being conducted by another
firm.

A

True

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26
Q

A researcher is conducting an experiment in which one group of people is exposed to one advertisement and another
group is exposed to another advertisement. Specifically, 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

A

d

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27
Q

In experimental research, categorical variables like a subject’s gender or ethnicity are known as ____.

a. blocking variables
b. covariates
c. main variables
d. confounds

A

a

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28
Q

Experimental results that show that consumers purchased more when a store had bright blue lights than they did when
the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange
lights. This illustrates a(n) ____.
a. filter
b. interaction
c. confound
d. synergy

A

b

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29
Q

All of the following are experimental design elements EXCEPT for the ____.

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

A

d

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30
Q

The group receiving the treatment being studied is called the ____.

a. primary group
b. experimental group
c. control group
d. unit of analysis

A

b

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31
Q

Which term refers to a treatment combination within an experiment?

a. level
b. link
c. cell
d. unit

A

c

32
Q

If the sampling units in an experimental cell are somehow different than the units in another cell, and this difference
affects the dependent variable, ____ may occur.
a. systematic error
b. sampling error
c. experimenter bias
d. subject bias

A

a

33
Q 
A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using
\_\_\_\_.
a. confounding
b. split sampling
c. repeated measures
d. randomization
A

d

34
Q

Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in
which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design.
a. between-subjects
b. repeated measures
c. redundant manipulation
d. randomization

A

b

35
Q 
Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the
dependent variables?
a. confound
b. interaction
c. randomization
d. repeated measures
A

a

36
Q

When the person administering experimental procedures influences the subjects’ behavior or sways them to slant their
answers to cooperate with him or her, ____ has occurred.
a. experimenter bias
b. response bias
c. Type I error
d. Type II error

A

a

37
Q

Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these?

a. Use an experimental disguise,
b. Administer multiple experimental treatment levels to each subject.
c. Use a “blind” experimental administrator.
d. Isolate experimental subjects

A

b

38
Q

Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher
measures her perceived energy levels for several weeks. Although she doesn’t know it, the supplement she is given in the
study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she
attributes it to the herbal supplement. This effect is called a(n) ____.
a. maturation effect
b. false positive
c. counterbalancing effect
d. placebo effect

A

d

39
Q 
Which term means that subjects in all experimental groups are exposed to identical conditions except for the differing
experimental treatments?
a. the Hawthorne effect
b. confounding
c. constancy of conditions
d. compounding
A

c

40
Q

A food company tests a new product by having one group of subjects taste their own product first and then taste a
competitor’s product second, while a second group of experimental subjects tastes the competitor’s product first followed by the company’s own product. Which type of experimental design is being used?
a. counterbalanced
b. reversed
c. confounded
d. validated

A

a

41
Q 
Which experimental design involves manipulating a single independent variable to observe its effect on a single
dependent variable?
a. primary experimental design
b. basic experimental design
c. factorial experimental design
d. counterbalanced experimental design
A

b

42
Q 
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
A

b

43
Q

Which experimental research design involves repeated measures?

a. within-subjects design
b. between-subjects design
c. squared-subjects design
d. interdependent-subjects design

A

a

44
Q

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

A

b

45
Q 
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
A

b

46
Q

The test of an experimental manipulation to intended make sure that the manipulation does produce desired
differences in the independent variable is called a ____.
a. manipulation check
b. reliability assessment
c. factor analysis
d. surrogate manipulation

A

a

47
Q 
When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, a \_\_\_\_ effect
has occurred.
a. maturation
b. testing
c. history
d. cohort
A

c

48
Q

The change in the dependent variable that occurs because members of one experimental group experienced different
historical situations than members of other experimental groups is called a(n) ____.
a. cohort effect
b. Hawthorne effect
c. testing effect
d. instrumentation effect

A

a

49
Q 
Which type of effect 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
A

d

50
Q

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. Which type of effect has occurred?
a. selection effect
b. maturation effect
c. history effect
d. cohort effect

A

b

51
Q

A set of 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 due to what they experienced on the first exam. This is an example of
a(n) ____.
a. mortality effect
b. testing effect
c. history effect
d. instrumentation effect

A

b

52
Q

In a certain study, 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

A

c

53
Q

When a change in the wording of questions, a change in interviewers, or a change in other procedures causes a change
in the dependent variable, a(n) ____ effect has occurred.
a. instrumentation
b. redundancy
c. cohort
d. attrition

A

a

54
Q 
When some subjects stop participating in an experiment before it is completed, affecting the results of the study, a(n)
\_\_\_\_ effect has occurred.
a. mortality
b. history
c. instrumentation
d. confounding
A

a

55
Q

When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the
new product, this researcher is claiming ____.
a. internal validity
b. the repeated measures effect
c. constant error
d. external validity

A

d

56
Q

In an experiment, the ____________________ variable is manipulated and its effect is measured on the
____________________ variable.

A

independent; dependent

57
Q

In an experiment, change in the ____________________ variable is presumed to be the cause of the results.

A

independent

58
Q

A continuous variable that is expected to show a statistical relationship with the dependent variables is called a(n)
____________________.

A

covariate

59
Q

A difference in means between the different levels of any single experimental variable is referred to as a(n)
____________________.

A

main effect

60
Q

In an experiment, the ____________________ group does not receive the experimental treatment.

A

control

61
Q

When 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, it is likely to result in ____________________ error

A

systematic

nonsampling

62
Q

____________________ is intended to equally distribute the effects of extraneous variables to all conditions.

A

Randomization

Random assignment

63
Q

An experimental design element of procedure that unintentionally provides subjects with hints about the research
hypothesis a called a(n) ____________________.

A

demand characteristic

64
Q

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.

A

experimenter bias

65
Q

When the psychological impact that goes along with belier that a treatment has been administered affects the
dependent variable but, in reality, no treatment has been administered, the ____________________ effect has occurred.

A

placebo

66
Q

A(n) ____________________ is an experimental deception that involves a false treatment

A

placebo

67
Q

When subjects in all experimental groups are exposed to identical conditions except for the differing experimental
treatments, we say that ____________________ has been achieved.

A

constancy of conditions

68
Q

A research organization conducts a taste test in its offices located in a shopping mall. These taste tests are best termed
a(n) ____________________ experiment.

A

laboratory

69
Q

When Procter & Gamble test markets a new shampoo to consumers in Kansas City and St. Louis, the consumers are
participating in a(n) ____________________ experiment.

A

field

70
Q

A(n) ____________________ 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.

A

testing

71
Q

List the four important elements in experimental design.

A

Experimental designs involve no less than four important design elements:

(1) Manipulation of the independent variable
(2) Selection and measurement of the dependent variable
(3) Selection and assignment of experimental subjects
(4) Control over extraneous variables

72
Q

Explain how systematic or nonsampling error occurs in experiments and discuss ways to minimize it.

A

Systematic or nonsampling error may occur if the sampling units in an experimental cell
are somehow different than the units in another cell, and this difference affects the dependent
variable. Randomization, which is the random assignment of subject and treatments to
groups, is one device for equally distributing the effects of extraneous variables to all
conditions. The presence of nuisance variables will not be eliminated, but they will be
controlled because they are likely to exist to the same degree in every experimental cell.
Matching the respondents on the basis of pertinent background information is another
technique for controlling systematic error by assigning subjects in a way that their
characteristics are the same in each group.

73
Q

What are demand characteristics and why are they a concern for researchers? Discuss four ways of reducing demand
characteristics.

A

The term demand characteristic refers to an experimental design element that
unintentionally provides subjects with hints about the research hypothesis. Knowledge of the
experimental hypothesis creates a confound known as a demand effect. Demand
characteristics are aspects of an experiment that demand (encourage) that the subjects respond
in a particular way, hence being a source of systematic error. Ways of reducing demand
characteristics include the following:
(1) Use an experimental disguise.
(2) Isolate experimental subjects.
(3) Use a “blind” experimental administrator.
(4) Administer only one experimental treatment level to each subject.

74
Q

Explain the advantages of a between-subjects experimental design over a within-subjects design.

A

A within-subjects design involves repeated measures because with each treatment the same
subject is measured. In contrast, a between-subjects design measure each dependent variable
only once for each subject. Between-subjects designs are usually advantageous although they
are usually more costly. The validity of between-subjects designs is usually higher because by
applying only one treatment combination to one subject, demand characteristics are greatly
reduced. When a subject sees multiple conditions, he or she is more likely to guess what the
study is about. In addition, statistical analyses of between-subjects designs are simpler than
within-subjects designs. This also means the results are easier to report and explain to
management.

75
Q

Compare and contrast internal validity and external validity and discuss which one is most important in experimental
research.

A

Internal validity exists to the extent that an experimental variable is truly responsible for any
variance in the dependent variable. In other words, does the experimental manipulation truly
cause changes in the specific outcome of interest? Internal validity depends in large part on
successful manipulations. External validity is the accuracy with which experimental results
can be generalized beyond the experimental subjects. It is increased when the subjects
comprising the sample truly represent some population and when the results extend to market
segments or other groups of people. The higher the external validity, the more researchers and
managers can count on the fact that any results observed in an experiment will also be seen in
the “real world.”
Marketing researchers often must trade internal validity for external validity. Laboratory
experiments with many controlled factors usually are high in internal validity, while field
experiments generally have less internal validity, but greater external validity. Ideally, results
from lab experiments would be followed up with some type of field test.

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