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Marketing Research: An Applied Orientation
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
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
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
22) Experimental designs may be classified as preexperimental, true experimental, quasi-experimental, 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
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
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
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
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
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
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 ______.