Essentials of Marketing Research A Hands-On Orientation 1st Edition Malhotra Test Bank 1

Essentials of Marketing Research A
Hands-On Orientation 1st Edition

Malhotra
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Essentials of Marketing Research (Malhotra)

Chapter 6 Experimentation and Causal Research
1) Validity takes place when the occurrence of X increases the probability of the occurrence of
Y.
Answer: FALSE
Diff: 2
AACSB: Application of knowledge
Objective: 3
2) Causality refers to when the occurrence of X causes the occurrence of Y.

Answer: FALSE
Diff: 2
Objective: 1
3) Concomitant variation occurs when the presumed cause and presumed effect are both present
and both vary in a manner predicted by the researcher's hypothesis.
Answer: TRUE
1
Copyright © 2015 Pearson Education, Inc.
Diff: 2
Objective: 2
4) The relevant cause/effect relationship is identified when both time order and concurrent
variation conditions are satisfied.
Answer: FALSE
Diff: 3
AACSB: Reflective thinking
Objective: 2
5) In an after-the-fact examination of a situation, we can confidently rule out all other causal
factors.
Answer: FALSE
Diff: 3
Objective: 2
6) The process of manipulating one or more independent variables and measuring their effect on
one or more dependent variables while controlling for the extraneous variables is called an
experiment.
Answer: TRUE
Diff: 2
Objective: 4
2
7) According to the text, experiments can be described in terms of interdependent variables.
Answer: FALSE
Diff: 2
Objective: 4
8) Dependent variables are variables that are manipulated by the researcher and whose effects are
measured and compared.
Answer: FALSE
Diff: 2
Objective: 4
9) Individuals, organizations, or other entities whose response to independent variables or

treatments is being studied are called test units.
Answer: TRUE
Diff: 2
Objective: 4
10) Variables that measure the effect of the independent variables on the test units are called
dependent variables.
Answer: TRUE
Diff: 2
Objective: 4
11) Consumers are good examples of dependent variables.

Answer: FALSE
Diff: 3
Objective: 4
12) Variables, other than the independent variables, that influence the response of the test units
are called extraneous variables.
Answer: TRUE
Diff: 2
Objective: 4
13) According to the text, an experimental group is the group exposed to the manipulated
independent variable.
Answer: TRUE
Diff: 2
Objective: 4
3
14) The control group is not exposed to the independent variable manipulation, but provides a
point of comparison when examining the effects of these manipulations on the dependent
variable.
Answer: TRUE
Diff: 2
Objective: 4
15) With experimental designs, it is possible to control for some of the extraneous variables.
Answer: TRUE
Diff: 2
Objective: 4
16) External validity refers to whether the manipulation of the independent variables or
treatments actually caused the observed effects on the dependent variables.
Answer: FALSE
Diff: 2
Objective: 3
17) Internal validity refers to whether the cause-and-effect relationships found in the experiment
remain the same when replicated in a larger population.
Answer: FALSE
Diff: 2
Objective: 3
18) Extraneous variables represent alternative explanations of experimental results.

Answer: TRUE
Diff: 1
Objective: 3
19) Randomization is the preferred method for controlling extraneous variables.

Answer: TRUE
Diff: 2
Objective: 3
20) Designs that do not control for extraneous factors by randomization are called true
experimental design.
Answer: FALSE
Diff: 2
Objective: 4
4
21) Preexperimental designs are distinguished by the fact that the researcher can randomly assign
test units to experimental groups and also randomly assign treatments to experimental groups.
Answer: FALSE
Diff: 2
Objective: 4
22) Statistical designs allow for the statistical control and analysis of external variables.
Answer: TRUE
Diff: 1
Objective: 4
23) A preexperimental design in which a single group of test units is exposed to a treatment X,
and then a single measurement on the dependent variable is taken, is called the one-shot case
study.
Answer: TRUE
Diff: 3
Objective: 4
24) The random group is a preexperimental design in which a group of test units is measured
before and after exposure to the treatment.
Answer: FALSE
Diff: 2
Objective: 4
25) The static group is a two-group experimental design in which one of the groups acts as a
control group, the subjects are not assigned randomly, and measurements are made on both
groups following the treatment.
Answer: TRUE
Diff: 2
Objective: 4
26) True experimental designs include the pretest-posttest control group design and the posttest-
only control group design.
Answer: TRUE
Diff: 3
Objective: 4
5
27) A static group involves a prior measurement of the test units.
Answer: FALSE
Diff: 2
Objective: 4
28) An experimental design in which there is randomization and the experimental group is
exposed to the treatment but the control group is not and no pretest measure is taken is called the
posttest-only control group design.
Answer: TRUE
Diff: 2
Objective: 4
29) The one-group pretest-posttest design is a design that involves randomization of the test
units.
Answer: FALSE
Diff: 2
Objective: 4
30) A factorial design is a statistical experimental design used to measure the effects of two or
more independent variables at various levels and to allow for interactions between variables.
Answer: TRUE
Diff: 2
Objective: 4
31) According to the text, factorial designs are the most common statistical designs.
Answer: TRUE
Diff: 2
Objective: 4
32) A field environment is an artificial setting for experimentation in which the researcher
constructs the desired conditions.
Answer: FALSE
Diff: 2
Objective: 5
33) Responses given because the respondents attempt to guess the purpose of the experiment and
respond accordingly are called demand artifacts.
Answer: TRUE
Diff: 2
Objective: 5
6
34) A laboratory environment involves measurement of behavior, attitudes, or perceptions in the
environment in which they occur.
Answer: FALSE
Diff: 2
Objective: 5
35) The internal and external validity of field experiments conducted overseas is generally higher
than in the United States.
Answer: FALSE
Diff: 2
AACSB: Diverse and multicultural work environments
Objective: 6
36) All of the experimental designs discussed in the book can be implemented within the context
of the virtual world but not the real social world.
Answer: FALSE
Diff: 1
AACSB: Information technology
Objective: 7
37) It is possible to give monetary incentive in the form of Linden dollars in Second Life but
nonmonetary incentives cannot be given.
Answer: FALSE
Diff: 3
Objective: 7
38) In the virtual world, it is more complex but much less costly to manipulate the independent
variable and control for mediating variables than it is in the real world.
Answer: FALSE
Diff: 3
Objective: 7
39) Opinions, tastes, and preferences in virtual worlds are the same as in a real setting.
Answer: FALSE
Diff: 1
Objective: 7
7
40) As compared to the field, experimentation in social media offers the advantages of ease of
implementation and lower cost.
Answer: TRUE
Diff: 2
Objective: 7
41) ________ implies that the occurrence of X increases the probability of the occurrence of Y.
A) Probability
B) Causality
C) Reliability
D) Validity
E) True scores
Answer: B
Diff: 3
Objective: 1
42) Concomitant ________ occurs when the presumed cause and presumed effect are both
present and both vary in a manner predicted by the researcher's hypothesis.
A) variation
B) probability
C) reliability
D) validity
E) measurement
Answer: A
Diff: 2
Objective: 2
43) ________ 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
Objective: 2
8
44) Which of the conditions must be satisfied in order to justify the inference of a possible causal
relationship between two variables?
i. Concomitant variation
ii. Time order of occurrence of variables
iii. Absence of other possible causal factors
iv. Sterile measurement environment
A) (i)
B) (i), (iii), and (iv)
C) (ii) and (iii)
D) (i) and (iv)
E) (i), (ii), and (iii)
Answer: E
Diff: 3
Objective: 2
45) The process of manipulating one or more independent variables and measuring their effect
on one or more dependent variables while controlling for the extraneous variables is called a(n)
________.
A) experiment
B) test unit
C) hypothesis
D) theory
E) manipulation measurement
Answer: A
Diff: 2
Objective: 4
46) According to the text, experiments can be described in terms of all of the following EXCEPT
________.
A) independent variables
B) interdependent variables
C) dependent variables
D) extraneous variables
E) B and D
Answer: B
Diff: 3
Objective: 4
9
47) Experimental design is the set of experimental procedures specifying the test units and
sampling procedures and all of the following EXCEPT specifying ________.
A) independent variables
B) dependent variables
C) plan for data analysis
D) how to control the extraneous variables
E) test stimuli
Answer: C
Diff: 2
Objective: 4
48) ________ variables are variables that are manipulated by the researcher and whose effects
are measured and compared.
A) Dependent
B) Interdependent
C) Extraneous
D) Independent
E) Test unit
Answer: D
Diff: 2
Objective: 4
49) All of the following are good examples of independent variables EXCEPT ________.
A) price levels
B) package designs
C) advertising themes
D) sales
E) gender
Answer: D
Diff: 2
Objective: 4
50) Individuals, organizations, or other entities whose responses to independent variables or

treatments being studied are called ________.
A) hypotheses
B) independent variables
C) test units
D) dependent variables
E) corollaries
Answer: C
Diff: 2
Objective: 4
10
51) All of the following are good examples of test units EXCEPT ________.
A) consumers
B) price levels
C) stores
D) geographic areas
E) households
Answer: B
Diff: 2
Objective: 4
52) Variables that measure the effect of the independent variables on the test units are called
________.
A) interdependent variables
B) concurrent variables
C) extraneous variables
D) concomitant variables
E) dependent variables
Answer: E
Diff: 2
Objective: 4
53) All of the following are good examples of dependent variables EXCEPT ________.
A) sales
B) consumers
C) profits
D) market shares
E) attitudes
Answer: B
Diff: 2
Objective: 4
54) Variables other than the independent variables that influence the response of the test units are
called ________.
A) interdependent variables
B) dependent variables
C) extraneous variables
D) concurrent variables
E) influence variables
Answer: C
Diff: 2
Objective: 4
11
55) According to the text, a(n) ________ is the group exposed to the manipulated independent
variable.
A) control group
B) hypothetical group
C) experimental group
D) extraneous group
E) corollary group
Answer: C
Diff: 2
Objective: 4
56) The ________ is not exposed to the independent variable manipulation but provides a point
of comparison when examining the effects of these manipulations on the dependent variable.
A) control group
B) hypothetical group
C) experimental group
D) extraneous group
E) caveat group
Answer: A
Diff: 2
Objective: 4
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?
A) T
B) O
C) X
D) R
Answer: C
Diff: 2
Objective: 4
12
58) 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 O3
C) X O1 O2
X O1 O2
D) R X1 O1
R X1 O1
Answer: A
Diff: 3
Objective: 4
59) ________ refers to whether the manipulation of the independent variables or treatments
actually caused the observed effects on the dependent variables.
A) Internal validity
B) Extraneous validity
C) External validity
D) Control validity
E) Corollary group
Answer: A
Diff: 2
Objective: 3
60) ________ refers to whether the cause-and-effect relationships found in the experiment
remain the same when replicated in a larger population.
A) Internal validity
B) Extraneous validity
C) External validity
D) Control validity
E) Population validity
Answer: C
Diff: 2
Objective: 3
13
61) An experiment was conducted to test the effects of coupon value on redemption. Personal
interviews were conducted in New York with 280 shoppers who were entering a supermarket.
These shoppers were given a coupon for one of four brands prior to entering the store. Two
coupon values were used, one offering 15-cents off and the other 50-cents off. Shoppers were
randomly assigned to these two coupon-value levels. Four brands — Tide detergent, Kellogg's
corn flakes, Aim toothpaste, and Joy liquid dishwashing detergent — were used. These same
shoppers were re-interviewed upon leaving the store and asked to report on any coupons used in
the store. What is the dependent variable in this experiment?
A) value of coupon
B) coupons used in the store
C) supermarket
D) the brand selected
E) all of the above
Answer: B
Diff: 3
Objective: 4
62) Which of the following is a way of controlling extraneous variables?

A) randomization
B) personalization
C) quality control
D) extraneous control
E) analysis
Answer: A
Diff: 2
Objective: 4
63) Which of the following is NOT one of the broad categories of experimental designs?
A) concurrent design
B) preexperimental design
C) statistical design
D) true experimental
E) All are broad categories of experimental designs.
Answer: A
Diff: 2
Objective: 4
14
64) Designs that do not control for extraneous factors by randomization are called ________.
A) true experimental designs
B) quasi-experimental designs
C) statistical designs
D) preexperimental designs
E) extraneous designs
Answer: D
Diff: 2
Objective: 4
65) ________ are distinguished by the fact that the researcher can randomly assign test units to
experimental groups and also randomly assign treatments to experimental groups.
A) Preexperimental designs
B) True experimental designs
C) Quasi-experimental designs
D) Statistical designs
E) Concurrent designs
Answer: B
Diff: 2
Objective: 4
66) A random sample of respondents would be distributed randomly, half to the experimental
group and half to the control group. A pretest questionnaire would be administered to the
respondents in both groups to obtain a measurement on attitudes toward Pepsi advertising, brand,
and celebrity; only the respondents in the experimental group would be exposed to the TV
program containing the Pepsi commercial. Then, a questionnaire would be administered to
respondents in both groups to obtain posttest measures on attitudes toward Pepsi advertising,
brand, and celebrity. Which of the following experimental designs best represents the above
scenario?
A) one-shot case study
B) one-group pretest-posttest design
C) posttest-only control group design
D) static group design
E) pretest-posttest control group design
Answer: E
Diff: 3
Objective: 4
15
67) Which of the following can be symbolized as:
EG: R X O1
CG: R O2
Where,
X = the exposure of a group to an independent variable, treatment, event, the effects of which are
to be determined
O = the process of observation or measurement of the dependent variable on the test units or
group of units
R = the random assignment of test units or groups to separate treatments
CG = control group EG = experimental group
D) static group design
E) Pretest-posttest control group design
Answer: C
Diff: 3
Objective: 4
68) In a Pepsi project the researcher is interested in examining the effect of humor and the effect
of various levels of brand information on advertising effectiveness. Three levels of humor (no
humor, some humor, and high humor) are to be examined. Likewise, brand information is to be
manipulated at three levels (low, medium, and high). The resulting table would be three rows
(levels of information) by three columns (levels of humor), producing nine possible
combinations or cells. The respondents would be randomly assigned to one of the nine cells.
Respondents in each cell would receive a specific treatment combination. After exposure to a
treatment combination, measures would be obtained on attitudes toward Pepsi advertising, brand,
and the celebrity from respondents in each cell. To which category of design does this fall into?
A) statistical regression design
B) recombinant design
C) static group design
D) one-shot case study
E) factorial design
Answer: E
Diff: 3
Objective: 4
16
69) ________ allow for the statistical control and analysis of external variables.
A) Preexperimental designs
C) Quasi-experimental designs
D) Statistical designs
E) External variable designs
Answer: D
Diff: 2
Objective: 4
70) Which of the following is NOT one of the three types of preexperimental designs?
C) random group
D) static group
E) All are preexperimental designs.
Answer: C
Diff: 2
Objective: 4
71) A preexperimental design in which a single group of test units is exposed to a treatment X
and then a single measurement on the dependent variable is taken is called the ________.
C) random group
D) static group
E) X-file
Answer: A
Diff: 2
Objective: 4
72) The ________ is a preexperimental design in which a group of test units is measured before
and after exposure to the treatment.
C) random group
D) static group
E) before-and-after study
Answer: B
Diff: 2
Objective: 4
17
73) The ________ is a two-group experimental design in which one of the groups acts as a
control group, the subjects are not assigned randomly, and measurements are made on both
groups following the treatment.
C) random group
D) partial experimental design
E) static group
Answer: E
Diff: 3
Objective: 4
74) True experimental designs include the ________ and ________.

A) one-shot case study; the pretest-posttest control group design
B) pretest-posttest control group design; the posttest-only control group design
C) posttest-only control group design; the static group
D) static group; the one-shot case study
E) random study; the control study
Answer: B
Diff: 3
Objective: 4
75) An experimental design in which the test units are assigned randomly and the experimental
group is exposed to the treatment but the control group is not, and no pretest measure is taken is
called the ________.
B) random group
C) static group
D) manipulated treatment study
E) posttest-only control group design
Answer: E
Diff: 2
Objective: 4
18
76) A design in which a single group of subjects is exposed to a treatment (X), and then a single
measurement on the dependent variable is taken (O1) is called a(n) ________.
A) factorial design
B) multiple time series design
E) alternative group design
Answer: D
Diff: 2
Objective: 4
77) ________ allow for the statistical control and analysis of external variables.
A) Quasi-experimental designs
C) Statistical designs
D) Preexperimental designs
E) One-shot case studies
Answer: C
Diff: 3
Objective: 4
78) A(n) ________ is a statistical experimental design used to measure the effects of two or more
independent variables at various levels and to allow for interactions between variables.
A) multiple time series design
B) posttest-only control group design
C) factorial design
E) interaction design
Answer: C
Diff: 2
Objective: 4
79) According to the text, which of the following is the most common statistical design?
A) factorial design
B) multiple time series design
E) regular matrix design
Answer: A
Diff: 2
Objective: 4
19
80) A ________ is an artificial setting for experimentation in which the researcher constructs the
desired conditions.
A) statistical environment
B) laboratory environment
C) field environment
D) virtual environment
E) construct condition design
Answer: B
Diff: 2
Objective: 5
81) Responses given because the respondents attempt to guess the purpose of the experiment and
respond accordingly are called ________.
A) nonresponse bias
B) environmental constraints
C) demand artifacts
D) sample controls
E) guessing bias
Answer: C
Diff: 2
Objective: 5
82) A ________ involves measurement of behavior, attitudes, or perceptions in the environment

in which they occur.
A) statistical environment
B) laboratory environment
C) field environment
D) virtual environment
E) perceptual environment
Answer: C
Diff: 2
Objective: 5
83) Field experiments feature which of the following?

A) realistic environment
B) low control
C) high external validity
D) A and C
E) A, B, and C
Answer: E
Diff: 3
Objective: 5
20
84) Limitations of experiments include which of the following?
A) time
B) cost
C) administration of an experiment
D) need for control
E) all of the above
Answer: E
Diff: 2
Objective: 4
85) ________ is an application of a controlled experiment done in limited, but carefully selected,
test markets.
A) Random sampling
B) Parallel sampling
C) Experimentation
D) Selective control sampling
E) Test marketing
Answer: E
Diff: 2
Objective: 5
86) Explain the concept of causality as defined in marketing research and distinguish between
the ordinary meaning and the scientific meaning of causality.
Answer: Experimentation is commonly used to infer causal relationships. The concept of
causality requires some explanation. The scientific concept of causality is complex. "Causality"
means something very different to the average person on the street than to a scientist. A
statement such as "X causes Y" will have different meanings to an ordinary person and to a
scientist. The scientific meaning of causality is more appropriate to marketing research than is
the everyday meaning. Marketing effects are caused by multiple variables, and the relationship
between cause and effect tends to be probabilistic. Moreover, we can never prove causality (i.e.,
demonstrate it conclusively); we can only infer a cause-and-effect relationship. In other words, it
is possible that the true causal relation, if one exists, may not have been identified.
Diff: 2
Objective: 1
21
87) In a short essay, define internal validity and external validity and discuss the difference
between each type of validity.
Answer:
a. Internal validity refers to whether the manipulation of the independent variables or
treatments actually caused the observed effects on the dependent variables. Internal validity is
threatened when the influences of extraneous variables are mixed with the independent variables.
Without proper control of the extraneous variables, the researcher is unable to isolate the effect
of the independent variable and thus cannot establish internal validity.
b. External validity refers to whether the cause-effect relationships found in the experiment
remain the same when replicated in a larger population. Threats to external validity arise when
the experiment is conducted in an unrealistic manner, limiting the ability to generalize. This
occurs when the experimental conditions do not account for factors likely to be encountered in
the real world.
Diff: 2
Objective: 3
88) In a short essay, describe the broad categories of experimental designs and discuss the
various applications of each design category.
Answer:
a. Preexperimental designs are designs that do not use randomization to control for extraneous
factors. Thus, they suffer from many threats to internal and external validity. However, with a
proper note of their limitations, they can add value when used in an exploratory fashion.
b. True experimental designs are designs in which the researcher can randomly assign subjects
and experimental groups. Therefore, these designs provide a larger degree of control over
extraneous variables. Included in this category are the pretest-posttest control group design and
the posttest-only control group design.
c. Statistical designs are a series of basic experiments that allow for statistical control and
analysis of external variables. Statistical designs are classified on the basis of their characteristics
and use. The important statistical designs include factorial designs.
Diff: 3
Objective: 4
22
89) In a short essay, list and discuss the three specific preexperimental designs.
Answer:
a. One-shot case study is a preexperimental design in which a single group of test units is
exposed to a treatment X, and then a single measurement on the dependent variable is taken. This
type of design is constructed using a nonrandom sampling process in which the subjects are self-
selected or selected arbitrarily by the researcher. Without randomization, the observed dependent
variables are subject to the influences of several extraneous variables.
b. One-group pretest-posttest design is a preexperimental design in which a group of test units
is measured before and after exposure to the treatment. Although this design is considered better
than a case study, the validity of conclusions is questionable since extraneous variables are
largely uncontrolled due to lack of randomization and a control group.
c. Static group is a two-group experimental design in which one of the groups acts as a control
group. Only one group, the experimental group, receives the experimental treatment. The
subjects are not assigned randomly, and measurements are made on both groups following the
treatment. The treatment effect would be measured as the difference between the control and
experimental group.
Diff: 2
Objective: 4
90) In a short essay, define randomization and list and discuss the two types of true experimental
design.
Answer: Randomization is one method of controlling extraneous variables that involves
randomly assigning test units to experimental groups by using random numbers. Treatment
conditions are also randomly assigned to experimental groups. Randomization is the preferred
procedure for ensuring the prior equality of experimental groups.
a. Pretest-posttest control group design is an experimental design in which the experimental
group is exposed to the treatment but the control group is not. Pretest and posttest measures are
taken on both groups. Test units are randomly assigned. The randomization of this design
controls for most extraneous variables. The extraneous effects are presumed to be equally
represented in both the control and experimental groups.
b. Posttest-only control group design is an experimental design in which the experimental
group is exposed to the treatment but the control group is not and no pretest measure is taken.
Test units are randomly assigned. One significant advantage of this design over the pretest-
posttest control is the elimination of the interactive testing effect that comes with pretesting.
Additionally, the simplicity of this design offers time, cost, and sample size advantages.
Diff: 2
Objective: 4
23
91) In a short essay, discuss the difference between laboratory and field experimentation.
Answer:
a. A laboratory environment is an artificial one, which affords the greatest amount of control
over the crucial factors involved in the study. Compared to field experiments, the artificial nature
of laboratory environments may cause reactive error in that the respondents react to the situation
itself rather than to the independent variable. On the positive side, laboratory experiments do
allow for more complex designs than field experiments.
b. A field experiment involves measurement of behavior, attitudes, or perceptions in the
environment in which they occur. The researcher has much less control over extraneous variables
that may affect internal validity. However, if internal validity can be maintained, the results may
generalize more easily than those obtained in a laboratory setting.
Diff: 3
Objective: 5
24

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Essentials of Marketing Research A

Hands-On Orientation 1st Edition

Test Bank: https://testbankpack.com/p/test-bank-for-essentials-of-

Solution Manual: https://testbankpack.com/p/solution-manual-for-

Essentials of Marketing Research (Malhotra)

2) Causality refers to when the occurrence of X causes the occurrence of Y.

9) Individuals, organizations, or other entities whose response to independent variables or

11) Consumers are good examples of dependent variables.

18) Extraneous variables represent alternative explanations of experimental results.

19) Randomization is the preferred method for controlling extraneous variables.

50) Individuals, organizations, or other entities whose responses to independent variables or

62) Which of the following is a way of controlling extraneous variables?

74) True experimental designs include the and .

82) A ________ involves measurement of behavior, attitudes, or perceptions in the environment

83) Field experiments feature which of the following?

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