當代市場調研 （原第12版）測試題及答案 ch11

Chapter11 Testbank

Chapter11:PrimaryData:ExperimentationandTestMarkets

MultipleChoice

Inanexperiment,whichofthefollowingvariableswouldprobablynotbethedependentvariable?

a. Totalsales

b. Marketshare

c. Advertising

d. Percentincreaseinmarketpenetration

e. Allofthesewouldprobablybedependentvariables.

Answer:c

The“treatment”isalsoreferredtoaswhichofthefollowing?

a. Increaseinsales

b. Changeinmarketshare

c. Dependentvariable

d. Independentvariable

e. Noneofthese

Answer:d

Whichofthefollowingtypesofresearchallowstheresearchertoshowcausation?

a. Survey

b. Observation

c. Experiment

d. Allofthese

e. Noneofthese

Answer:c

Whichofthefollowingisnotapreconditionforcausation?

a. Alinearrelationship

b. Correlation

c. Appropriatetimeorderofoccurrence

d. Eliminationofotherpossiblecausalfactors

e. Allofthesearepreconditionsforcausation.

Answer:a

Researchthatisdesignedtodeterminewhetherachangeinonevariablelikelycausedchangeinanothervariableisreferredtoas_______________.

a. exploratoryresearch

b. causalresearch

c. descriptiveresearch

d. noneofthese

Answer:b

Concomitantvariationoccurswhen2variablesare_______.

a. causallyrelated

b. experimentallyrelated

c. correlated

d. noneofthese

Answer:c

InordertoshowthatvariableAcausesvariableB,Amustoccur:

a. afterB.

b. beforeB.

c. simultaneouslywithB.

d. noneofthese

Answer:b

Supposeamanufacturerwantstodeterminewhetherornotchangingthepackagingofhis/hermajorproductwillbringaboutachangeinsales.Whichtypeofresearchwillbemostappropriate?

a. Causalresearch

b. Exploratoryresearch

c. Descriptiveresearch

d. Qualitativeresearch

e. Noneofthese

Answer:a

Todemonstratethatanincreaseinadvertisingcausesasalesincrease,onemustbeabletoshowthattheincreaseinadvertisingoccurredbeforetheincreaseinsales.Whichofthepreconditionsforcausationisbeingillustrated?

a. Correlation

b. Appropriatetimeorderofoccurrence

c. Eliminationofallpossiblecausalfactors

d. Eliminationtheeffectsoftheindependentvariable

e. Noneofthese

Answer:b

Ananalysisofcompanyfinancialrecordsshowsthatineveryyearthatthecompanyincreaseditsadvertisingexpenditures,salesincreased.Whatcanyousayabouttherelationshipbetweenthetwofactors/variables?

a. Advertisingexpenditureandsalesexhibitedconcomitantvariation.

b. Increasingadvertisingexpendituresledtoincreasedsales.

c. Increasedsalesledtoanincreaseinadvertisingexpenditures.

d. Advertisingandsalesareinverselyrelated.

e. Noneofthese

Answer:a

Inanexperimentwherethemarketerisinterestedinfindingouttheimpactofshelfpositiononaproduct’ssales,theshelfpositionisconsideredthe__________variable.

a. correlation

b. dependent

c. independent

d. concomitant

e. noneofthese

Answer:c

Experimentsareespeciallyeffectiveinshowingcausalitybecausetheyareabletodowhat?

a. Showcorrelation

b. Demonstrateconcomitantvariation

c. Demonstrateanappropriatetimeorderofoccurrence

d. Eliminateotherpossiblecausalfactors

e. Noneofthese

Answer:d

Whichofthefollowingisthemaindisadvantageoflaboratoryexperiments?

a. Exploratoryresearchisenhanced.

b. Thelaboratorysettingmaynotbeagoodrepresentationofthereal-worldsetting.

c. Concomitantvariationisnotpossible.

d. Eliminationofcausalfactorsisincreased.

e. Noneofthese

Answer:b

Testmarketsarewhichofthefollowingtypeofexperiment?

a. controlledexperiment

b. exploratoryexperiment

c. fieldexperiment

d. laboratoryexperiment

e. noneofthese

Answer:c

Iftheresearchercanshowthattheexperimentalortreatmentvariableactuallyproducedthedifferencesobservedinthedependentvariable,thentheexperimentcanbesaidtobewhichofthefollowing?

a. Internallyvalid

b. Extraneouslyvalid

c. Externallyvalid

d. Laboratoryvalid

e. Noneofthese

Answer:a

Anexperimentisdesignedtotesthowconsumersgoaboutchoosinglifeinsurancepolicies.Ifthisexperimentusesasampleofcollegestudents,itwouldlikelynothave_______.

a. internalvalidity

b. extraneousvalidity

c. externalvalidity

d. laboratoryvalidity

e. constructvalidity

Answer:c

Whichofthefollowinghasthehighestdegreeofexternalvalidity?

a. Fieldexperiment

b. Laboratoryexperiment

c. Concomitantexperiment

d. Noneofthese

Answer:a

__________referstotheinterventionbetweenthebeginningandendofanexperiment,involvingoutsidevariablesoreventsthatmightchangethedependentvariable.

a. Maturation

b. History

c. Selectionbias

d. Mortality

e. Noneofthese

Answer:b

__________referstochangesinsubjectsthroughoutthecourseoftheexperimentthatareafunctionoftime,suchasgettingolder,tiring,etc.

a. Maturation

b. History

c. Selectionbias

d. Mortality

e. Noneofthese

Answer:a

Whenrespondentsdropoutofanexperimentbeforeitiscompleted,thisisreferredtoas________________.

a. maturation

b. history

c. instrumentvariation

d. mortality

e. selectionbias

Answer:d

Supposeduringanexperiment,aresearcherusedseveralobserverstorecordtheresults.Theresultsoftheexperimentwereperplexingtotheresearcher.Insuchacaseonemightexpect___________tohaveoccurred,distortingtheresultsoftheexperiment.

a. maturation

b. history

c. instrumentvariation

d. mortality

e. selectionbias

Answer:c

Ifextraneousfactorsinanexperimentcanbeidentifiedandmeasured,__________canbeusedtocontrolthesefactors.

a. randomization

b. physicalcontrol

c. designcontrol

d. statisticalcontrol

e. noneofthese

Answer:a

Whenmeasuresofrecallandbrandattitudesareonlytakenafteranadvertisingcampaignisimplemented,thisisanexampleofwhat?

a. One-shotcasestudydesign.

b. Onegrouppretestandposttestdesign.

c. Staticgroupcomparisondesign.

d. Solomonfour-groupdesign.

e. Noneofthese

Answer:a

Thistrueexperimentaldesigninvolvesrandomassignmentofsubjectstoexperimentalandcontrolgroups,butnopre-measurementofthedependentvariable.

a. Solomonfour-groupdesign

b. Beforeandafterwithcontrolgroup

c. Afteronlywithcontrolgroup

d. Onegrouppretestandposttestdesign

e. Noneofthese

Answer:c

Whendesigningatestmarket,themarketerisofteninterestedinfindingoutwhetheranewproduct’ssaleswilltakeawaysalesfromexistingproducts.Whatisthisreferredtoas?

a. Controlledtestmarketing

b. Virtualtestmarketing

c. Cannibalization

d. Interruptedtimeseries

e. Noneofthese

Answer:c

Whichofthefollowingisnotabenefitoftestmarketing?

a. Estimateofmarketpotential

b. Exposureofthenewproducttothecompetition

c. Identificationofweakareasofthemarketingmix

d. Providemanagementwithstrategicinformationaboutproductperformance

e. Allofthesearebenefitsoftestmarketing.

Answer:b

Whichofthefollowingisoftenthemostimportantdataproducedbyatestmarket?

a. Purchasedata

b. Awarenessdata

c. Competitiveresponse

d. Sourceofsales

e. Noneofthese

Answer:a

A_____________isaby-productoftheresearchprocessitself.

a. testingeffect

b. researcheffect

c. result

d. decision

e. correlation

Answer:a

Thethreetypesofcontroldiscussedwhendealingwithextraneousvariablesare:

a. Physical,Mental,Statistical

b. Physical,Design,Statistical

c. Design,Mental,Statistical

d. Physical,Emotional,Design

Answer:b

_____________occur(s)whenbuyersfromoutsidethetestareacomeintotheareatopurchasetheproductbeingtested,therebydistortingtheresultsoftheexperiment.

a. Mostaccurateresults

b. Bias

c. Contamination

d. Noneofthese

Answer:c

Studiesinwhichtheresearcherlackscompletecontrolovertheschedulingoftreatmentsormustassignrespondentstotreatmentsinanonrandommanneriswhichofthefollowing?

a. Pre-experimentaldesigns

b. Trueexperimentaldesign

c. Quasi-Experiments

d. Pre-existingExperiments

Answer:c

Theeffectofthetreatmentvariableonthedependentvariableisreferredtoaswhichofthefollowing?

a. Experimentaleffect

b. Changeeffect

c. Independenteffect

d. Dependenteffect

e. Noneofthese

Answer:a

Intervention,betweenthebeginningandendofanexperiment,ofoutsidevariablesoreventsthatmightchangethedependentvariable.

a. History

b. Maturation

c. Instrumentvariation

d. Selectionbias

e. Mortality

Answer:a

Changesinsubjectsoccurringduringtheexperimentthatarenotrelatedtotheexperimentbutthatmayaffectsubjects’responsetothetreatmentfactor.

a. History

b. Maturation

c. Instrumentvariation

d. Selectionbias

e. Mortality

Answer:b

Changesinmeasurementinstruments(e.g.,interviewersorobservers)thatmightaffectmeasurements.

a. History

b. Maturation

c. Instrumentvariation

d. Selectionbias

e. Mortality

Answer:c

Systematicdifferencesbetweenthetestgroupandthecontrolgroupduetoabiasedselectionprocess.

a. Testingeffect

b. Regressiontothemean

c. Regressiontothemaximum

d. Selectionbias

e. Mortality

Answer:d

Lossoftestunitsorsubjectsduringthecourseofanexperiment,whichmayresultinanonrepresentativeness.

a. Testingeffect

b. Regressiontothemean

c. Regressiontothemaximum

d. Selectionbias

e. Mortality

Answer:e

Effectthatisaby-productoftheresearchprocessitself.

a. Testingeffect

b. Regressiontothemean

c. Regressiontothemaximum

d. Selectionbias

e. Mortality

Answer:a

Tendencyofsubjectswithextremebehaviortomovetowardtheaverageforthatbehaviorduringthecourseofanexperiment.

a. Testingeffect

b. Regressiontothemean

c. Regressiontothemaximum

d. Selectionbias

e. Mortality

Answer:b

Causalfactorsthatthreatenvaliditymustbecontrolledinsomemannertoestablishaclearpictureoftheeffectofthemanipulatedvariableonthedependentvariable.Whichofthefollowingisnotacontrolmethod.

a. Randomization

b. Physicalcontrol

c. Designcontrol

d. Propersequencing

e. Statisticalcontrol

Answer:d

Randomassignmentofsubjectstotreatmentconditionstoensureequalrepresentationofsubjectcharacteristics.

a. Randomization

b. Physicalcontrol

c. Designcontrol

d. Propersequencing

e. Statisticalcontrol

Answer:a

Holdingconstantthevalueorlevelofextraneousvariablesthroughoutthecourseofanexperiment.

a. Randomization

b. Physicalcontrol

c. Designcontrol

d. Propersequencing

e. Statisticalcontrol

Answer:b

Useoftheexperimentaldesigntocontrolextraneouscausalfactors.

a. Randomization

b. Physicalcontrol

c. Designcontrol

d. Propersequencing

e. Statisticalcontrol

Answer:c

Adjustingfortheeffectsofconfoundedvariablesbystatisticallyadjustingthevalueofthedependentvariableforeachtreatmentcondition.

a. Randomization

b. Physicalcontrol

c. Designcontrol

d. Propersequencing

e. Statisticalcontrol

Answer:d

Therearefourgeneraltypesoftestmarkets.Whichofthefollowingisnotoneofthefour?

a. Traditional

b. Simulated

c. Virtual

d. Controlled

e. Online

Answer:e

Atestmarketwherethenewproductorstrategyisactuallyintroducedinoneormoreselectedortestmarkets.

a. Traditional

b. Simulated

c. Virtual

d. Controlled

e. Online

Answer:a

Inthesetestmarkets,amorelimitedamountofinformationisusedinconjunctionwithmathematicalmodelsthatincludeestimatesoftheeffectsofdifferentmarketingvariablesthatcanbeadjustedtofitthesituation.

a. Traditional

b. Simulated

c. Virtual

d. Controlled

e. Online

Answer:b

Inthistypeoftestmarketing,consumersarerecruited,basedontheircharacteristics–demographics,productusageandothersasappropriateforthetest–toshoponline.

a. Traditional

b. Simulated

c. Virtual

d. Controlled

e. Online

Answer:c

Thesetestmarketsareconductedinmarketswhereresearchfirmshavepanelsofconsumerswhotheycantrackregardingtheirpurchaseofvariousproducts.

a. Traditional

b. Simulated

c. Virtual

d. Controlled

e. Online

Answer:d

True/False

Experimentalresearchisoftenreferredtoascausalresearch.

Answer:True

Bothsurveysandexperimentscanshowcausationbetweentwovariables.

Answer:False

Twovariablesmustbecorrelatedtobecausallyrelated.

Answer:True

Laboratoryexperimentsareusuallyconductedinuncontrolledsettings.

Answer:False

Becauselaboratoryexperimentscancontrolextraneouseffects,theresearcher’sabilitytoinferthattheindependentvariableiscausingchangeinthedependentvariableisenhanced.

Answer:True

Fieldexperimentsinmarketingareconductedintheactualmarketplace.

Answer:True

Theextenttowhichtheresultsofanexperimentcanbegeneralizedtorepresentwhatwouldhappeninapopulationisreferredtoasinternalvalidity.

Answer:False

Selectionbiasgenerallyisminimizedbyrandomizationofsubjectstotestgroups.

Answer:True

Laboratoryexperimentstendtoproducehigherinternalvaliditythanfieldexperiments.

Answer:True

Theresultsofafieldexperimentareoftenimpactedbycompetitors’actions.

Answer:True

Salesareacommonindependentvariableinmarketingexperiments.

Answer:False

Atestmarketgenerallyoccursafteranationalrolloutofanewproduct.

Answer:False

Theextenttowhichanewproducttakesawayfromtheinnovativecompany’spresentbusinessisreferredtoascannibalization.

Answer:True

Fullcommercializationofanewproductisgenerallylessexpensivethanconductingatestmarket.

Answer:False

Thecostsofproducingaproductforatestmarketarecomparabletothecostassociatedwithanationallaunchofthenewproduct.

Answer:False

Pre-experimentaldesignsofferlittleornocontroloverextraneousfactors.

Answer:True

Quasi-experimentsarestudiesinwhichtheresearcherlackscompletecontrolovertheschedulingoftreatmentsormustassignrespondentstotreatmentsinanonrandommanner.

Answer:True

Testmarketsofferatleasttwoimportantbenefitstothefirmconductingthetest.Firstandforemost,thetestshouldidentifyweaknessesoftheproductandtheproposedmarketingstrategyfortheproductandgivemanagementanopportunitytocorrectanyweaknesses.

Answer:False

Thefirststepinatestmarketstudyistoselectabasicapproach.

Answer:False

Manipulationreferstoaprocessinwhichtheresearchersetsthelevelsoftheindependentvariabletotestaparticularcausalrelationship.

Answer:True

TheOne-ShotCaseStudyDesignisthedesignemployedmostfrequentlyfortestingchangesinestablishedproductsormarketingstrategies.

Answer:False

TheBeforeandAfterwithControlGroupDesigngenerallycontrolsforallbutmortalityandhistory.

Answer:True

AnInterruptedTime-SeriesDesignisanexampleofaquasi-experiment.

Answer:True

McDonald’sonceexperimentedwithpizza.

Answer:True

McDonald’soncesoldaburgerintendedonlyforadults.

Answer:True

McDonald’soncesoldaburgercontainingseaweed.

Answer:True

McDonald’soncesoldanAfricateamedburger.

Answer:True

EssayQuestions

Underwhatconditionscantheresultsofatestmarketbeusedtoforecastsalesforaregion?

Answer:Testmarketresultscanbeusedtoforecastsalesforlargerareas,suchasaregion,whenthecharacteristicsassociatedwiththebehaviorofinterestaresimilarinboththetestmarketandtheregion.

YourclientisinterestedindeterminingwhichoftwoInternetbanneradsismoreeffective.Designafieldexperiment.Besuretoidentifytheindependentanddependentvariables.

Answer:TheindependentvariableiswhethertherespondentseesadAoradB.Thedependentvariablewouldpossiblybetheclickthroughrateofeachad.Studentsshouldmentionthattheseadsshouldbeshownrandomlytosubjects,andwhicheveradhadahigherclickthroughwouldbedeemedmosteffective.

Howwouldyourespondtothefollowingstatement:“Advertisingandsalesarealmostperfectlycorrelated,aswhenmoreisspentonadvertising,salesgoup,andvice-versa.Surelyouradvertisingexpendituresare‘causing’salestorise.”

Answer:Eventhoughadvertisingandsalesexhibitcon-commitmentvariation,correlationisonlyoneofthreeconditionsnecessaryforcausation.Theothertwoareappropriatetimeorderofoccurrenceandeliminationofotherpossiblecausalfactors.

Marketingresearchfirmsoftenhaveexclusiverightstodoinginterviewsinshoppingmallstheyhavecontractswith.Theyalsooftenmaintainfacilitieswithinthemall.Suchfirmsmightsetupanartificialstorewithinthemalltotestadvertisingorsalespromotionassociatedwithsuchastore.Discussthetypeofexperimentbeingconductedifthemarketingresearchfirmoffersan