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Exam 9: Conducting Marketing Experiments

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Question 61

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In experimental research,independent variables are simply measured.

A) True
B) False

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Question 62

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What is the key advantage of test-marketing?

A) researchers can easily communicate results to management
B) relative low cost
C) they can be done quickly
D) it is performed in a real-world setting

E) A) and B)
F) A) and D)

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Question 63

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When a food company tests a new product by having one group of experimental subjects taste this product first and then taste a competitor's product second,while a second group of experimental subjects tastes these two products in the reverse order,the experimental design has been _____.

Explain how experimental research differs from survey research.

List the advantages and disadvantages of test-marketing.

When a test market is conducted in five retail stores in Erie,Pennsylvania,this is an example of an external experiment.

Demand characteristics,such as subjects' knowledge of the experimental hypotheses,create which type of effect?

A device that controls the amount of time a subject is exposed to a visual image is called a _____.

Experiments are widely used in which type of research designs?

A test market study is the most common type of field experiment.

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

Discuss what is meant by demand characteristics and why they are a concern for researchers.Discuss four ways of reducing demand characteristics.

Which of the following is critical when conducting experimental research because it allows researchers to return subjects to normal?

_____ are the subjects or entities whose responses to the experimental treatment are measured.

A _____ 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.

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

Often,the term cell is used to refer to a treatment combination within an experiment.

Which of the following is a way for a researcher to equally distribute the effects of extraneous variables to all conditions in an experiment?

People participating in experiments are referred to as _____.

All of the following are ways to reduce demand characteristics EXCEPT _____.