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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Observation Techniques, Experiments, and Test Markets

Multiple Choice Quiz


1	The X-Cel Corporation is preparing to research the impact of a new package upon the sales of its product. The firm is most likely to employ:
		A)	test marketing.
		B)	personal interviews.
		C)	telephone interviews.
		D)	mall intercepts.
		E)	virtual research.


2	All of the following techniques focus upon gathering data by communicating with the consumer except:
		A)	mail surveys.
		B)	telephone surveys.
		C)	personal interviews.
		D)	mall intercepts.
		E)	observational techniques.


3	Observational techniques can “capture” all of the following types of information except:
		A)	physical actions.
		B)	expressive behaviors.
		C)	purchase motivations.
		D)	temporal behavior patterns.
		E)	spatial relationships and locations.


4	Observational techniques may be indicated when research objectives are concerned with behavior that is:
		A)	repetitive.
		B)	frequent.
		C)	relatively predictable.
		D)	carried out in public.
		E)	all of the above.


5	The A. C. Nielson Company routinely produces television viewer data drawn from electronic devices placed in consumer's homes. The firm is employing:
		A)	direct observation.
		B)	indirect observation.
		C)	virtual reality.
		D)	drop-off surveys.
		E)	personal interviews.


6	The X-Cel Corporation believes that consumers will alter their usual buying behavior—possibly even brand choices—if they know they are being watched. To overcome this problem, the firm is most likely to employ:
		A)	disguised observation.
		B)	virtual observation.
		C)	direct observation.
		D)	structured observation.
		E)	unstructured observation.


7	Many fast food chains base new restaurant locations largely upon traffic count data. These data are most likely to be collected through:
		A)	telephone research.
		B)	mechanical observation.
		C)	simulation.
		D)	test marketing.
		E)	human observation.


8	In an effort to ensure honesty, researchers often employ devices designed to monitor unconscious responses to stimuli generated by the autonomic nervous system. These devices include:
		A)	voice pitch analyzers.
		B)	pupliometers.
		C)	eye tracking monitors.
		D)	psychogalvanometers.
		E)	all of the above.


9	Which of the following is most likely to be employed in an attempt to assess whether a respondent had a positive or negative emotional reaction to a potential advertisement?
		A)	voice pitch analysis
		B)	psychogalvanometers
		C)	pupliometers
		D)	eye tracking monitors
		E)	human observers


10	Disguised observation techniques may be especially subject to _____________ concerns.
		A)	accuracy
		B)	cost
		C)	ethical
		D)	confounding
		E)	distraction


11	An observable and measurable systematic change in one variable as other variable changes defines a(n) _______________________ relationship.
		A)	functional
		B)	independent
		C)	dependent
		D)	covert
		E)	automatic


12	The X-Cel Corporation has launched a test market effort to determine the impact of price upon sales. Price, in this experiment, is the ___________________________ variable.
		A)	functional
		B)	extraneous
		C)	dependent
		D)	independent
		E)	control


13	The extent to which a causal relationship found in a study can be expected to be true for the entire target population is expressed by:
		A)	internal validity.
		B)	external validity.
		C)	construct validity.
		D)	extraneous validity.
		E)	operational validity.


14	Which of the following experimental research designs best allows the researcher to assess internal and external validity?
		A)	static group studies
		B)	pretest-posttest, control group
		C)	Solomon Four Group
		D)	posttest-only group
		E)	posttest-only, control group.


15	In an attempt to gain flexibility. reduce costs, and avoid “contamination” introduced by competitors, many firms are expected to move toward:
		A)	traditional test markets.
		B)	controlled test markets.
		C)	electronic test markets.
		D)	virtual test markets.
		E)	structured markets.

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