Chap07 - for testing what you have studied in chapter 7 PDF

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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 7 Causal Research Design: Experimentation 1) Causality refers to when the occurrence of X causes the occurrence of Y. Answer: FALSE Diff: 1 Page Ref: 218 LO : 1 2) The everyday meaning of causality is more appropriate to marketing research than is the scientific meaning. Answer: FALSE Diff: 2 Page Ref: 218 LO : 1 3) The conditions of concomitant variation, time order of occurrence of variables and elimination of other possible causal factors, are necessary but not sufficient to demonstrate causality. Answer: TRUE Diff: 2 Page Ref: 218 AACSB: Reflective Thinking LO : 1 4) Concomitant variation 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. Answer: TRUE Diff: 2 Page Ref: 219 AACSB: Reflective Thinking LO : 1 5) Evidence pertaining to concomitant variation can only be obtained in a qualitative manner. Answer: FALSE Diff: 2 Page Ref: 219 LO : 1 6) In an after-the-fact examination of a situation, we can confidently rule out all other causal factors. Answer: FALSE Diff: 2 Page Ref: 220 AACSB: Reflective Thinking LO : 1 7) With experimental designs, it is possible to control for some of the other causal factors. Answer: TRUE Diff: 2 Page Ref: 220-221 AACSB: Reflective Thinking LO : 1

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8) Evidence of concomitant variation, time order of occurrence of variables, and elimination of other possible causal factors, when combined, demonstrate conclusively that a causal relationship exists. Answer: FALSE Diff: 3 Page Ref: 219-221 AACSB: Reflective Thinking LO : 1 9) Price levels, package designs, and advertising themes are examples of independent variables manipulated by the researcher. Answer: TRUE Diff: 1 Page Ref: 221 LO : 1 10) Independent variables are variables or alternatives that are manipulated and whose effects are measured and compared. Answer: TRUE Diff: 1 Page Ref: 221 LO : 1 11) Test units are individuals, organizations, or other entities whose response to independent variables or treatments is being studied. Answer: TRUE Diff: 1 Page Ref: 221 LO : 1 12) Independent variables are the variables that measure the effect of the dependent variables on the test units. Answer: FALSE Diff: 2 Page Ref: 221 LO : 1 13) Extraneous variables are all variables other than the independent variables that affect the response of the test units. Answer: TRUE Diff: 1 Page Ref: 221 LO : 1 14) An experiment is formed when the researcher manipulates one or more dependent variables and measures their effect on one or more independent variables, while controlling for the effect of extraneous variables. Answer: FALSE Diff: 1 Page Ref: 221 AACSB: Reflective Thinking LO : 1

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15) If the goal of the researcher is to make valid generalizations to a larger population of interest, then, the researcher is concerned with internal validity. Answer: FALSE Diff: 2 Page Ref: 222-223 LO : 2 16) There is no problem developing experimental designs that have high levels of both internal and external validity. Answer: FALSE Diff: 2 Page Ref: 222-223 LO : 2 17) To control for extraneous variables, a researcher may conduct an experiment in an artificial environment. This enhances external validity, but it may limit the generalizability of the results, thereby reducing internal validity. Answer: FALSE Diff: 2 Page Ref: 222-223 AACSB: Analytic Skills LO : 3 18) History (H) refers to the occurrence of events before the experiment. Answer: FALSE Diff: 2 Page Ref: 223 LO : 3 19) The longer the time interval between observations, the greater the possibility that history will confound an experiment. Answer: TRUE Diff: 1 Page Ref: 223 LO : 3 20) Extraneous variables are also called confounding variables because unless they are controlled for, they affect the independent variable and thus confound the results. Answer: FALSE Diff: 2 Page Ref: 221 AACSB: Analytic Skills LO : 3 21) Matching is a method of controlling extraneous variables that involve matching test units on a set of key background variables before assigning them to the treatment conditions. Answer: TRUE Diff: 1 Page Ref: 225 AACSB: Analytic Skills LO : 3

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22) Experimental designs may be classified as preexperimental, true experimental, quasiexperimental, or statistical. Answer: TRUE Diff: 2 Page Ref: 226 LO : 4 23) Also known as the after-only design, the one-shot case study may be symbolically represented as: X O1. Answer: TRUE Diff: 3 Page Ref: 227 LO : 4 24) In practice, a control group is sometimes defined as the group that receives the current level of marketing activity, rather than a group that receives no treatment at all because it is difficult to reduce current marketing activities, such as advertising and personal selling, to zero. Answer: TRUE Diff: 2 Page Ref: 228 AACSB: Analytic Skills LO : 4 25) The distinguishing feature of the true experimental designs, as compared to preexperimental designs, is lack of randomization. Answer: FALSE Diff: 2 Page Ref: 228 LO : 4 26) Quasi-experimental designs are useful because they can be used in cases when true experimentation cannot, and because they are quicker and less expensive. Answer: TRUE Diff: 2 Page Ref: 230 LO : 4 27) Full experimental control is available in quasi-experimental designs; therefore, the researcher does not need to take into account the specific variables that are not controlled. Answer: FALSE Diff: 2 Page Ref: 230 LO : 4 28) Time series design is a quasi-experimental design that involves periodic measurements on the dependent variable for a group of test units. Answer: TRUE Diff: 2 Page Ref: 230 LO : 4

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29)

The above design is an example of a multiple time series design. Answer: TRUE Diff: 2 Page Ref: 231 LO : 4 30) When more than one variable must be controlled, the researcher must use true experimental designs. Answer: FALSE Diff: 3 Page Ref: 232 LO : 4 31) A Latin square is conceptualized as a table, with the rows and the columns representing the blocks in the two external variables. Answer: TRUE Diff: 2 Page Ref: 233-234 LO : 4 32) Unlike the randomized block design and the Latin square, factorial designs allow for interactions between variables. Answer: TRUE Diff: 2 Page Ref: 233-234 LO : 4 33) Factorial design is a true 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. Answer: FALSE Diff: 2 Page Ref: 234-235 LO : 4 34) The main disadvantage of a factorial design is that the number of treatment combinations increases multiplicatively with an increase in the number of variables or levels. Answer: TRUE Diff: 3 Page Ref: 234-235 AACSB: Analytic Skills LO : 4 35) A field environment is synonymous with actual market conditions. Answer: TRUE Diff: 1 Page Ref: 235-236 LO : 5

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36) Field experiments have some advantages over laboratory experiments. The field experiment offers a high degree of control because it isolates the experiment in a carefully monitored environment. Answer: FALSE Diff: 1 Page Ref: 235-236 AACSB: Analytic Skills LO : 5 37) The Internet can provide a mechanism for controlled experimentation, although in a laboratory type of environment. Answer: TRUE Diff: 3 Page Ref: 236 LO : 5 38) All of the types of experimental designs mentioned in the chapter on Causal Research Design (Latin Square, factorial, true experimental, and preexperimental designs for example) can be implemented on the Internet. Answer: TRUE Diff: 3 Page Ref: 236 AACSB: Analytic Skills LO : 5 39) Only causal designs are truly appropriate for inferring cause-and-effect relationships. Answer: TRUE Diff: 2 Page Ref: 236 LO : 4 40) Descriptive survey studies do not meet all conditions required for causality. Answer: TRUE Diff: 2 Page Ref: 236 LO : 4 41) Experimentation is becoming increasingly important in marketing research, but there are limitations of time, cost, and administration of an experiment. Answer: TRUE Diff: 2 Page Ref: 236 LO : 4 42) Standard text markets can cost as much as $1 million; simulated test markets cost less than 10 percent as much. Answer: TRUE Diff: 2 Page Ref: 237-239 LO : 6

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43) In many countries, the marketing, economic, structural, information, and technological environments are not developed to the extent that they are in the United States. Answer: TRUE Diff: 2 Page Ref: 240 AACSB: Multicultural and Diversity LO : 7 44) The internal and external validity of field experiments conducted overseas is generally lower than in the United States. Answer: TRUE Diff: 1 Page Ref: 240 AACSB: Multicultural and Diversity LO : 7 45) Debriefing occurs after the experiment and entails informing test subjects what the experiment was about and how the experimental manipulations were performed Answer: TRUE Diff: 1 Page Ref: 240-241 AACSB: Ethical Reasoning LO : 8 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. Answer: C Diff: 3 Page Ref: 218 AACSB: Reflective Thinking LO : 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 Answer: B Diff: 2 Page Ref: 218 AACSB: Reflective Thinking LO : 1

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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 Answer: C Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking LO : 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 Answer: A Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking LO : 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. Answer: A Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking LO : 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 Answer: D Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking LO : 1

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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 Answer: B Diff: 2 Page Ref: 219-220 AACSB: Reflective Thinking LO : 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 Answer: C Diff: 3 Page Ref: 221 LO : 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 Answer: C Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills LO : 1

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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 Answer: B Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills LO : 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 Answer: D Diff: 2 Page Ref: 221-222 AACSB: Analytic Skills LO : 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 Answer: D Diff: 2 Page Ref: 222 LO : 1

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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 Answer: C Diff: 2 Page Ref: 222 LO : 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 Answer: B Diff: 2 Page Ref: 222 LO : 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 Answer: A Diff: 3 Page Ref: 222 LO : 1

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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 Answer: C Diff: 2 Page Ref: 222-223 LO : 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 Answer: D Diff: 3 Page Ref: 222-223 AACSB: Reflective Thinking LO : 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 Answer: A Diff: 2 Page Ref: 222-223 AACSB: Reflective Thinking LO : 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 Answer: C Diff: 2 Page Ref: 223-224 LO : 3

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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 Answer: D Diff: 3 Page Ref: 224 LO : 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 Answer: B Diff: 3 Page Ref: 224 LO : 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 Answer: A Diff: 1 Page Ref: 224 LO : 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 Answer: B Diff: 3 Page Ref: 224 LO : 3

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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 Answer: C Diff: 2 Page Ref: 224-225 LO : 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 Answer: A Diff: 3 Page Ref: 225 LO : 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 Answer: C Diff: 1 Page Ref: 225 AACSB: Analytic Skills LO : 3 72) ________ involves measuring t...