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1. Unless a researcher is facing a straightforward, recurring issue for which data are already built into the company's
decision support system, the odds are _______ that some form of _________ data is needed to provide solutions for
marketing problems?
a. low/primary
b. low/secondary
c. high/primary
d. high/secondary
e. None of these are correct.
ANSWER: c
RATIONALE: If the issue is not straightforward and recurring, the odds are high that some form of
primary data is needed to provide solutions. See 8-1: Three Approaches to Generating
New Data.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Understand
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 8.01 - Discuss the three general types of primary data research.
DATE CREATED: 7/26/2017 7:30 AM
DATE MODIFIED: 7/26/2017 7:33 AM
2. The three basic types of research are

a. experimental, descriptive, and causal.
b. exploratory, demonstrative, and causal.
c. exploratory, descriptive, and experimental.
d. exploratory, descriptive, and causal.
e. experimental, demonstrative, and cause-and-effect.
ANSWER: d
RATIONALE: The three basic types of research are exploratory, descriptive, and causal. See 8-1: Three
Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
3. Which of the following is capable of providing more convincing evidence of causal relationships?
a. An exploratory design
b. An experiment
c. Turnover analysis
d. Cross-sectional analysis
e. A descriptive design
Copyright Cengage Learning. Powered by Cognero. Page 1
ANSWER: b
RATIONALE: An experiment provides more convincing evidence of causal relationships. See 8-2: Causal
Research.
POINTS: 1
DIFFICULTY: Easy
4. Which type of research is typically carried out by means of a survey?

a. Descriptive
b. Causal
c. Exploratory
d. Experimental
e. Cause-and-effect
ANSWER: a
RATIONALE: Descriptive research typically uses surveys. See 8-1: Three Approaches to Generating New
Data.
POINTS: 1
DIFFICULTY: Easy
5. Which type of research is concerned with determining cause-and-effect relationships?

a. Descriptive
b. Causal
c. Exploratory
d. All of these are correct.
ANSWER: b
RATIONALE: Causal research is concerned with determining cause-and-effect relationships. See 8-1:
Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
DATE MODIFIED: 9/20/2017 2:17 PM
6. Which statement best describes the potential uses of descriptive research?

a. Descriptive research can be used to estimate proportions, describe characteristics, and make specific
predictions.
b. Descriptive research can be used to estimate proportions, generate beginning hypotheses, and describe
characteristics.
c. Descriptive research can be used to establish cause and effect, make specific predictions, and describe
characteristics.
d. Descriptive research can be used to describe characteristics, estimate proportions, and manipulate
independent variables.
e. Descriptive research can be used to generate beginning hypotheses, manipulate independent variables, and
make specific predictions.
ANSWER: a
RATIONALE: Descriptive research can be used to estimate proportions, describe characteristics, and
make specific predictions. See 8-1: Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
7. The descriptive study

a. usually takes the form of an experiment.
b. has its major emphasis on the discovery of insights and ideas.
c. can be characterized as rigid.
d. is concerned with the determination of a cause-and-effect relationship.
e. has as its main objective the establishment of priorities for future research.
ANSWER: c
RATIONALE: The descriptive study can be characterized as rigid. See 8-1: Three Approaches to
Generating New Data.
POINTS: 1
DIFFICULTY: Easy
8. A causal research design is typically concerned with

a. the frequency with which something occurs.
b. the discovery of ideas and insights.
c. how two variables vary together.
d. the determination of cause-and-effect relationships.
e. establishing priorities when studying competing explanations of phenomenon.
ANSWER: d
RATIONALE: Causal research is typically concerned with the determination of cause-and-effect
relationships. See 8-1: Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
9. A descriptive research design might be concerned with which of the following?

a. The frequency with which something occurs
b. The discovery of ideas and insights
c. Generating initial hypotheses
d. The determination of cause-and-effect relationships
e. Establishing priorities when studying competing explanations of phenomenon
ANSWER: a
RATIONALE: Descriptive research is concerned with the frequency with which something occurs. See 8-
1: Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
10. Which type of research should be conducted only when researchers know what the key issues are and what
questions need to be asked?
a. Exploratory
b. Experiments
c. Causal
d. Descriptive
e. Surveys
ANSWER: d
RATIONALE: Descriptive research should be conducted only when researchers know what the key
issues are and what questions need to be asked. See 8-1: Three Approaches to Generating
New Data.
POINTS: 1
DIFFICULTY: Easy
11. Descriptive research is NOT productively used

a. to develop a profile of the "average user".
b. to estimate the proportion of people in a specified population who behave in a certain way.
c. to clarify concepts.
d. to make specific predictions.
e. to determine whether certain variables are associated.
ANSWER: c
RATIONALE: Descriptive research is not used to clarify concepts. See 8-1: Three Approaches to
Generating New Data.
POINTS: 1
DIFFICULTY: Easy
12. Which of the following is TRUE?

a. Descriptive studies should be viewed as fact-gathering expeditions, and all information that appears to bear
on the problem should be collected so that an accurate description of the situation can be provided.
b. A good descriptive study presupposes much prior knowledge about the phenomenon studied.
c. A key characteristic of descriptive research is its flexibility.
d. Descriptive studies help the researcher determine the who, what, where, and when of the research.
e. All these statements are false.
ANSWER: b
RATIONALE: A good descriptive study presupposes much prior knowledge about the phenomenon
studied. See 8-1: Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
13. In a descriptive study, the researcher should delay data collection until
a. he has made clear judgments with respect to the questions of who, what, when, where, why, and how of
descriptive research.
b. he has made a clear determination of how the data items are to be analyzed.
c. he has specified the statistical tabulations and significance tests that will be used to uncover the
relationships which exist among the variables.
d. items a through c should all be determined before data collection begins.
e. data collection should not be delayed but should begin as soon as the hypothesis is stated so as to expedite
the research.
ANSWER: d
RATIONALE: Data collection should begin when the researcher has made clear judgments with respect
to the questions of who, what, when, where, why, and how of descriptive research; has
made a clear determination of how the data items are to be analyzed; and has specified
the statistical tabulations and significance tests that will be used to uncover the
relationships which exist among the variables. See 8-1: Three Approaches to Generating
New Data.
POINTS: 1
DIFFICULTY: Easy
14. You would like to determine the demographic characteristics of owners of personal watercraft. The appropriate
research strategy is
a. analysis of insight-stimulating examples.
b. exploratory research.
c. descriptive research.
d. field experiment.
e. laboratory research.
ANSWER: c
RATIONALE: Demographic statistics can be gathered with descriptive research. See 8-1: Three
Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
15. You have been called in as a consultant for the purpose of advising what sales volume quotas for Brand A
mouthwash should be established for each of ten sales districts that collectively cover the continental United States. The
quotas are to be set for the next calendar year. This is PRIMARILY a(n)
a. exploratory study.
b. descriptive study.
c. lab experiment.
d. field experiment.
e. turnover analysis.
ANSWER: b
RATIONALE: This would require a descriptive study. See 8-1: Three Approaches to Generating New
Data.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
16. You are a senior analyst in the marketing research department of a major steel producer. You have been requested
to make a forecast of domestic automobile production for the forthcoming calendar year in order to predict the total
tonnage of steel that will be used by the automobile manufacturers. This is PRIMARILY a(n)
a. exploratory study.
b. descriptive study.
c. field experiment.
d. simulation.
e. laboratory experiment.
ANSWER: b
RATIONALE: This would require a descriptive study. See 8-1: Three Approaches to Generating New
Data.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
17. What type of research should a manager use when he/she needs precise answers about the effects of various
proposed marketing actions on important outcomes?
a. Exploratory
b. Causal
c. Surveys
d. Descriptive

e. All of these are correct.
ANSWER: b
RATIONALE: Causal research should be used when a manager needs precise answers about the effects
of various proposed marketing actions on important outcomes. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
18. Which of the following statements about the concept of causality is TRUE?
a. Scientific methods allow researchers to prove that one thing causes another.
b. The general notion of causality embraces the idea that one thing leads to the occurrence of another.
c. A researcher can determine that all the other possible causes of an effect have been eliminated.
d. All of these are true.
e. None of these are true.
ANSWER: b
RATIONALE: The general notion of causality embraces the idea that one thing leads to the occurrence
of another. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
19. Which of the following is FALSE?

a. Experiments provide strong evidence of causal relationships because of the control they give investigators.
b. The variables being manipulated by a researcher in an experiment are referred to as independent variables.
c. A field experiment takes place when an investigator creates a situation with the desired conditions and then
manipulates some variables while controlling others.
e. All of these are false.
ANSWER: c
RATIONALE: All of these are true except that a field experiment takes place when an investigator
creates a situation with the desired conditions and then manipulates some variables while
controlling others. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
LEARNING OBJECTIVES: 8.02 - Clarify the difference between laboratory experiments and field experiments.
20. Indicate the CORRECT statement among the following.

a. The concept of causality is simplistic in nature.
b. If X causes Y, Y is certain to happen given that X occurs.
c. Given that X causes Y, it is possible that X may not be the sole cause of Y.
d. If X occurs before Y, then X is the sole cause of Y.
e. Causal designs are effective for generating initial hypotheses about relationships between variables.
ANSWER: c
RATIONALE: Given that X causes Y, it is possible that X may not be the sole cause of Y. See 8-2: Causal
Research.
POINTS: 1
DIFFICULTY: Easy
21. Causal research designs use ____ to establish possible causal relationships.
a. focus groups
b. interviews
c. experiments
d. surveys
e. simulations
ANSWER: c
RATIONALE: Causal research designs use experiments to establish possible causal relationships. See 8-
2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
22. The outcome variable that is influenced by the manipulation of another variable(s) is called the ____ variable.
a. causal
b. independent
c. descriptive
d. dependent
e. resultant
ANSWER: d
RATIONALE: A dependent variable is the outcome variable that is influenced by the manipulation of
another variable(s). See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
23. Which of the following is NOT one of the conditions that must be met to establish causality?
a. There must be consistent variation between the cause and the effect.
b. The time order of the cause and the effect must be correct.
c. There must be multiple causes for each effect.
d. Other explanations must be eliminated.
ANSWER: c
RATIONALE: All of these are one of the conditions that must be met to establish causality except that
there must be multiple causes for each effect. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
24. Hershey Corporation wants to add additional chocolate kisses to each bag of its popular candy while keeping the
current price constant. Hershey wonders if the additional candies would cause sales to increase enough to offset the
higher costs. What type of primary data research should the company use to answer this question?
a. Conduct focus group interviews in a laboratory setting
b. Use telephone interviews with current and potential customers
c. Use observation research
d. Use experimental research
e. Use mail surveys with current customers
ANSWER: d
RATIONALE: Experimental research should be used. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
25. Typically, ____ experiments have greater internal validity, and ____ experiments have greater external validity.
a. lab; field
b. field; lab
c. field; field
d. lab; lab
e. The internal and external validities are usually the same for both types of experiments.
ANSWER: a
RATIONALE: Typically, lab experiments have greater internal validity, and field experiments have
greater external validity. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
LEARNING OBJECTIVES: 8.03 - Explain which of the two types of experiments has greater internal validity
and which has greater external validity.
26. Which of the following is TRUE of experiments?

a. An experiment has greater ability to supply evidence of causality because it takes longer to complete than a
descriptive study.
b. Researchers have more control when performing experiments than they have when using exploratory or
descriptive designs.
c. External validity is more important to determine than internal validity.
d. An experimental design is a research design in which the investigator has direct control over at least one
independent variable and manipulates at least one dependent variable.
ANSWER: b
RATIONALE: Researchers have more control when performing experiments than they have when using
exploratory or descriptive designs. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy

27. The two types of experiments that can be distinguished are

a. laboratory and survey.
b. laboratory and field.
c. field and survey.
d. scientific and field.
e. cross-sectional and panel.
ANSWER: b
RATIONALE: The two types of experiments that can be distinguished are laboratory and field. See 8-2:
Causal Research.
POINTS: 1
DIFFICULTY: Easy
28. Select the question that can best be answered through experimentation.
a. Do children from upper classes drink more carbonated beverages than those from lower classes?
b. Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive?
c. Does the average male use cosmetics?
d. Is the standard of living higher today than ten years ago?
e. How often do Chevron's customers purchase gasoline?
ANSWER: b
RATIONALE: The question “Will Chevron gasoline with XYZ additive provide better mileage than
Chevron without the additive?” should be asked. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Medium
REFERENCES: Apply
29. Laboratory experiments are primarily distinguished from field experiments by their
a. manipulation of variables.
b. cost.
c. validity.
d. control.
e. environments.
ANSWER: e
RATIONALE: Environments primarily distinguish laboratory and field experiments. See 8-2: Causal
Research.
POINTS: 1
DIFFICULTY: Easy
30. Concerning a laboratory experiment, which statement is INCORRECT?

a. It is more internally valid than a field experiment.
b. It affords the researcher greater control than a field experiment.
c. It better eliminates confounding factors than a field experiment.
d. It involves less environmental control than a field experiment.
e. It has less external validity than a field experiment.
ANSWER: d
RATIONALE: All of these are true except that laboratory experiments involve less environmental
control than a field experiment. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
31. Which of the following is FALSE?

a. A laboratory experiment is conducted under artificial conditions while manipulating some marketing
variables and controlling others.
b. A field experiment is conducted in a natural or realistic setting in which one or more independent variables
are manipulated by the experimenter under as carefully controlled conditions as the situation will permit.
c. Laboratory experiments are distinguished from field experiments primarily in terms of the degree of control
over the variables (e.g., price, being manipulated).
d. The specially designed conditions of a laboratory experiment provide more control than a field experiment.
e. None of these statements are false; they are all true.
ANSWER: c
RATIONALE: All of these are true except that laboratory experiments are distinguished from field
experiments primarily in terms of the degree of control over the variables (e.g., price,
being manipulated). See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy

32. In regard to internal and external validity

a. you can't have one without the other.
b. procedures used to establish internal validity will also establish external validity.
c. they are matters of degree rather than all-or-nothing propositions.
d. neither is important in laboratory experiments.
e. internal validity is a much more important issue in marketing than external validity.
ANSWER: c
RATIONALE: They are matters of degree rather than all-or-nothing propositions. See 8-2: Causal
Research.
POINTS: 1
DIFFICULTY: Easy

a. External validity is concerned with the issue of whether or not the specific treatment in which the
researchers are interested has actually brought about the effect they have observed.
b. A consumer good purchase experiment conducted in a mock-up store is more externally valid than the same
experiment in a real store setting.
c. External validity deals with the problem of projecting one's results from the experimental setting to the real
world.
ANSWER: c
RATIONALE: External validity deals with the problem of projecting one's results from the experimental
setting to the real world. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy

a. A study lacking external validity may nevertheless have high internal validity.
b. Internal validity is a matter of degree, whereas external validity either exists or doesn't exist.
c. In most experiments we can obtain proof that the observed response is due to our experimental
manipulations.
ANSWER: a
RATIONALE: A study lacking external validity may nevertheless have high internal validity. See 8-2:
Causal Research.
POINTS: 1
DIFFICULTY: Easy
35. Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the
company hopes to answer with the test market project concerns distributor acceptance of this somewhat novel product.
Which method of test marketing would be most appropriate in this situation?
a. Controlled test marketing
b. Standard test marketing
c. Forced-distribution test marketing
d. Simulated test marketing
e. Electronic test marketing
ANSWER: b
RATIONALE: This would require standard test marketing. See 8-4: Field Experiments in Marketing:
Market Testing.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
LEARNING OBJECTIVES: 8.06 - Distinguish between a standard test market and a controlled test market.
36. Typical examples of control problems associated with test marketing are
a. the lack of cooperation of retailers.
b. over-attention to in-store conditions, such as always-stocked shelves.
c. attempts by competitors to sabotage test market results.
d. None of these are correct.

ANSWER: e
RATIONALE: All of these are typical examples of control problem associated with test marketing. See 8-
4: Field Experiments in Marketing: Market Testing.
POINTS: 1
DIFFICULTY: Easy
LEARNING OBJECTIVES: 8.05 - List the three major considerations in test marketing.
37. Apex Manufacturing has developed an ingenious "twist" on a widely available home cleaning product. Management
wishes to test market the new product, but they are hesitant to do so because other manufacturers of home cleaning
products could easily duplicate Apex's modification. Which type of test marketing would you recommend to Apex?
a. Controlled test marketing
b. Standard test marketing
c. Forced-distribution test marketing
d. Simulated test marketing
e. Electronic test marketing
ANSWER: d
RATIONALE: This would require simulated test marketing. See 8-4: Field Experiments in Marketing:
Market Testing.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
LEARNING OBJECTIVES: 8.07 - Discuss the advantages and disadvantages of simulated test marketing.
38. In a controlled test market all of the following are true, EXCEPT the
a. product is distributed through normal distribution channels.
b. test is conducted by a service agency external to the firm.
c. test market service pays retailers for shelf space.
d. test market service coordinates the trade promotion program.
e. product is guaranteed distribution.
ANSWER: a
RATIONALE: All of these are true about controlled test markets except that the product is distributed
through normal distribution channels. See 8-4: Field Experiments in Marketing: Market
Testing.
POINTS: 1
DIFFICULTY: Easy
39. Which of the following is TRUE of test markets?

a. Simulated test markets are not useful for eliminating weak products before they go to a standard test
market.
b. Electronic test markets, popular in the 1970s, are now a declining segment of the test market industry.
c. A prime advantage of simulated test markets is the protection from competitors that they provide.
d. In a standardized test market the entire test program is conducted by an outside service.
e. None of these statements are true; they are all false.
ANSWER: c
RATIONALE: A prime advantage of simulated test markets is the protection from competitors that they
provide. See 8-4: Field Experiments in Marketing: Market Testing.
POINTS: 1
DIFFICULTY: Easy
40. Disadvantages of standard test markets include all of the following EXCEPT
a. cost.
b. time.
c. security.
d. All of these are problems associated with standard test markets.
e. None of these represent problems with standard test markets.
ANSWER: d
RATIONALE: All of these represent problems associated with standard test markets. See 8-4: Field
Experiments in Marketing: Market Testing.
POINTS: 1
DIFFICULTY: Easy
41. Which of the following is FALSE regarding popular standard test market cities?
a. They are demographically representative of the larger market in which the product will be ultimately sold.
b. They should be geographically isolated from other cities.
c. They should be located centrally within the U.S.
d. They should be large enough that they have multiple media outlets of their own.
e. They should possess a sufficient number of the right kind of retail outlets.
ANSWER: c
RATIONALE: Popular standard test market cities should have all these attributes except being centrally
located. See 8-4: Field Experiments in Marketing: Market Testing.
POINTS: 1
DIFFICULTY: Easy
42. The standard test market plays a vital role when

a. a firm wishes to test its ability to actually sell to the trade and get distribution for the product.
b. the capital investment is large.
c. the firm is entering a new territory.
d. None of these are correct.
ANSWER: e
RATIONALE: All of these are situations when the standard test market plays a vital role. See 8-4: Field
Experiments in Marketing: Market Testing.
POINTS: 1
DIFFICULTY: Easy
43. What type of research design should be used to obtain conclusive answers to questions such as why sales increase or
decrease if we increase or decrease advertising, why one ad garners greater attention and recall than another, and why
$0.50 coupons make people buy the national brand versus the store brand?
a. Exploratory
b. Causal
c. Descriptive
d. Case Analysis
ANSWER: b
RATIONALE: This would require causal research. See 8-1: Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
44. A college conducts a study to provide them with information such as which states/countries their students are from,
what their students' major career interests are, the average number of hours worked by their students, what new
campus activities the students would most prefer, and so on. What type of research design would the college be using?
a. Exploratory
b. Basic
c. Descriptive
d. Causal
e. Laboratory experiment
ANSWER: c
RATIONALE: This would require descriptive research. See 8-1: Three Approaches to Generating New
Data.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
45. What type of research design should a researcher use if he/she wishes to determine conclusively the effect of a
change in price on the sales of a particular brand of soap?
a. Basic research
b. Longitudinal
c. Causal
d. Exploratory
e. Descriptive
ANSWER: c
RATIONALE: This would require causal research. See 8-1: Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
46. Which of the following is a potential use of test marketing?
a. To test the sales potential for a new Colgate toothpaste
b. To test variations in the marketing mix for an existing P&G detergent
c. To test the sales potential for a new offer by the local telephone company
d. To test the impact of a price increase on the perception of the product
ANSWER: e
RATIONALE: All of these are potential uses of test marketing. See 8-4: Field Experiments in Marketing:
Market Testing.
POINTS: 1
DIFFICULTY: Easy
47. How can it be determined if an experiment is valid (both internally and externally)?
a. The observed change in the dependent variable is in fact due to the experimental variable.
b. The results of the experiment apply to the general population outside the experimental setting.
c. The results do not account for the effects of extraneous variables.
d. Both the observed change in the dependent variable is due to the experimental variable, and the results
apply to the general population outside the experimental setting.
ANSWER: d
RATIONALE: An experiment can be determined valid (both internally and externally) if the observed
change in the dependent variable is in fact due to the experimental variable and the
results of the experiment apply to the general population outside the experimental
setting. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
48. In an experiment, which type of outcome variable(s) does a researcher have NO control and NO ability to
manipulate?
a. Dependent variables
b. Independent variables
c. Extraneous variables
d. Both the independent and dependent variables
ANSWER: a
RATIONALE: Researchers cannot control or manipulate dependent variables. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
49. Which is an independent variable in a study where Tractor Supply, a retailer of garden and farming equipment,
increases the price of its most popular lawn tractor by $5 every month for three months and sees its effect on market
share in the Dallas metropolitan area?
a. The variable being manipulated by the researcher to cause the change
b. A $5 increase in retail price every month for three months
c. The variable affected by the change
d. The variable being manipulated by the research to cause the change and a $5 increase in retail price every
month for three months
e. Changes on market share after 3 months
ANSWER: d
RATIONALE: Both the variable being manipulated and the $5 increase in retail price are independent
variables. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
50. S.C. Johnson has developed an ingenious "twist" on their widely available wood cleaner Pledge called "Pledge
wipes". The marketing manager wishes to test market the new product, but they are hesitant to do so because other
manufacturers of home cleaning products could easily duplicate S.C. Johnson's modification. Which type of test
marketing would you recommend where consumers are shown the new wipes and asked to rate its features?
a. Controlled test market
b. Standard test market
c. Simulated test market
d. Electronic test market
ANSWER: c
RATIONALE: This would require simulated test marketing. See 8-4: Field Experiments in Marketing:

Market Testing.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
51. Dell Corporation sent five different versions of their email to customers to determine which message was most
effective at getting customers to make online purchases. While online sales rose by nearly 20%, two of the versions
demonstrated higher than normal click-through rates. Such experimentation done in a realistic environment would be
called a
a. field experiment.
b. laboratory experiment.
c. survey experiment.
d. cross-sectional experiment.
e. longitudinal experiment.
ANSWER: a
RATIONALE: This would be called a field experiment. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
52. The Houston Aeros wanted to find out more about their fans and decided to gather information about their
demographics so as to generate summary statistics of it fans. Which of the following primary data collection techniques
would they most likely to use to conduct the descriptive research study?
a. Experiments
b. Sample surveys
c. Depth interviews
d. Focus groups
e. Case analysis
ANSWER: b
RATIONALE: This would require sample surveys. See 8-1: Three Approaches to Generating New Data.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
53. Typically, ____ experiments have greater internal validity, and ____ experiments have greater external validity.
a. laboratory; field
b. field; laboratory
c. longitudinal; cross-sectional
d. The internal and external validities are usually the same for both types of experiments.
e. Neither internal nor external validity is critical for experiments.
ANSWER: a
RATIONALE: Typically, laboratory experiments have greater internal validity and field experiments
have greater external validity. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
54. None of these are correct.Best Foods Corporation hired an outside marketing research firm for conducting a test
market for its new spaghetti sauce. The research firm guaranteed distribution of the sauce through several retail formats
(e.g., supermarkets, warehouse clubs, convenient stores, etc.) throughout the U.S. This type of test market is called a(n)
a. electronic test market.
b. controlled test market.
c. standard test market.
d. simulated test market.
ANSWER: b
RATIONALE: This type of test market is called a controlled test market. See 8-4: Field Experiments in
Marketing: Market Testing.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
55. General Mills has placed a new cake mix flavor in stores in Midland, TX. They are promoting the flavor with a coupon
offer in the local newspaper. They would like to see how the flavor sells in Midland before putting it in stores across the
U.S. This type of research is called
a. descriptive.
b. exploratory.
c. a test market.
d. a sample survey.
ANSWER: c
RATIONALE: This type of research is called a test market. See 8-4: Field Experiments in Marketing:
Market Testing.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
56. To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory
experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price
would be the
a. independent variable.
b. effect variable.
c. dependent variable.
d. result variable.
e. extraneous variable.
ANSWER: a
RATIONALE: Price would be the independent variable in this experiment. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
57. The Houston Astros want to determine whether varying the level of advertising on local TV stations and newspapers
has any effect on attendance. Which of the following is the dependent variable?
a. Attendance
b. Level of TV advertising
c. The number of channels on which ads are run
d. The number of repeat customers
e. Number of newspaper advertisements
ANSWER: a
RATIONALE: The level of TV Advertising would be the dependent variable. See 8-2: Causal Research.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
58. Some companies and researchers use exploratory techniques almost exclusively in gathering primary data.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
59. A test market study is a form of causal research.

a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
60. While exploratory studies are rigid in nature, descriptive studies are considered flexible.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy

61. Causal research is used to discover ideas and insights in the process of defining the decision problem.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
62. When it comes to establishing causality, a consistent pattern of variation or relationship between two variables is
enough to conclude that one caused the other.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
63. External validity refers to our ability to attribute the effect that was observed to the experimental variable and not to
the other factors.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy

64. The time required for an adequate market test is often minimal.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
65. Standard test markets are the most expensive, take the most time, and are likely to tip off the competitors
compared with other approaches.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
66. This external validity refers to our ability to attribute the effect that was observed to the experimental variable and
not to other factors.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
67. A test market in which the company sells the product through normal distribution channels is called a standard test
market.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
68. The condition for establishing causality that is the most difficult to meet is the elimination of other explanations.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
69. Test marketing is not restricted to testing sales potential of new products or communication efforts; it has been used
to examine the effectiveness of almost every element of the marketing mix.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
70. The three major considerations in test marketing are cost, time, and control.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy

71. Compare and contrast descriptive and causal research designs.

ANSWER: Descriptive research can be used to estimate proportions, describe characteristics, and
make specific predictions. Causal research can be used to determine cause-and-effect
relationships.
POINTS: 1
DIFFICULTY: Medium
QUESTION TYPE: Essay

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general ridicule for the failure of her imprecation. Before the merry-
meeting, however, was over, the sound of the “deaddrum,” beat by
the approaching rioters, fell upon their ears, and Porteous, as if
struck all at once with the certainty of death, exclaimed, “D——n the
wife! she is right yet!” Some of his friends suggested that it might be
the firedrum; but he would not give ear to such consolations, and
fairly abandoned all hope of life. Before another hour had passed, he
was in eternity.
Nicol Brown, a butcher, executed in 1753 for the murder of his
wife, was not the least remarkable tenant of the Tolbooth during the
last century. A singular story is told of this wretched man. One
evening, long before his death, as he was drinking with some other
butchers in a tavern somewhere about the Grassmarket, a dispute
arose about how long it might be allowable to keep flesh before it was
eaten. From less to more, the argument proceeded to bets; and
Brown offered to eat a pound of the oldest and “worst” flesh that
could be produced, under the penalty of a guinea. A regular bet was
taken, and a deputation of the company went away to fetch the stuff
which should put Nicol’s stomach to the test. It so happened that a
criminal—generally affirmed to have been the celebrated Nicol
Muschat—had been recently hung in chains at the Gallowlee, and it
entered into the heads of these monsters that they would apply in
that quarter for the required flesh. They accordingly provided
themselves with a ladder and other necessary articles, and, though it
was now near midnight, had the courage to go down that still and
solitary road which led towards the gallows, and violate the terrible
remains of the dead, by cutting a large collop from the culprit’s hip.
This they brought away, and presented to Brown, who was not a little
shocked to find himself so tasked. Nevertheless, getting the dreadful
“pound of flesh” roasted after the manner of a beefsteak, and
adopting a very strong and drunken resolution, he set himself down
to his horrid mess, which, it is said, he actually succeeded in
devouring. This story, not being very effectually concealed, was
recollected when he afterwards came to the same end with Nicol
Muschat. He lived in the Fleshmarket Close, as appears from the
evidence on his trial. He made away with his wife by burning her,
and said that she had caught fire by accident. But, as the door was
found locked by the neighbours who came on hearing her cries, and
he was notorious for abusing her, besides the circumstance of his not
appearing to have attempted to extinguish the flames, he was found
guilty and executed. He was also hung in chains at the Gallowlee,
where Muschat had hung thirty years before. He did not, however,
hang long. A few mornings after having been put up, it was found
that he had been taken away during the night. This was supposed to
have been done by the butchers of the Edinburgh market, who
considered that a general disgrace was thrown upon their fraternity
by his ignominious exhibition there. They were said to have thrown
his body into the Quarry Holes.
Chapter II.
The case of Katherine Nairne, in 1766, excited, in no small degree,
the attention of the Scottish public. This lady was allied, both by
blood and marriage, to some highly respectable families. Her crime
was the double one of poisoning her husband, and having an intrigue
with his brother, who was her associate in the murder. She was
brought from the north country into Leith harbour in an open boat,
and as fame had preceded her, thousands of people flocked to the
shore to see her. She has been described to us as standing erect in the
boat, dressed in a riding-habit, and having a switch in her hand, with
which she amused herself. Her whole bearing betrayed so much
levity, or was so different from what had been expected, that the mob
raised a general howl of indignation, and were on the point of
stoning her to death, when she was with some difficulty rescued from
their hands by the public authorities. In this case the Old Tolbooth
found itself, as usual, incapable of retaining a culprit of condition.
Sentence had been delayed by the judges, on account of her
pregnancy. The midwife employed at her accouchement (who, by-
the-by, continued to practise in Edinburgh so lately as the year 1805)
had the address to achieve a jail-delivery also. For three or four days
previous to that concerted for the escape, she pretended to be
afflicted with a prodigious toothache; went out and in with her head
enveloped in shawls and flannels; and groaned as it she had been
about to give up the ghost. At length, when all the janitory officials
were become so habituated to her appearance, as not to heed her
“exits and her entrances” very much, Katherine Nairne one evening
came down in her stead, with her head wrapped all round with the
shawls, uttering the usual groans, and holding down her face upon
her hands, as with agony, in the precise way customary with the
midwife. The inner door-keeper, not quite unconscious, it is
supposed, of the trick, gave her a hearty thump upon the back as she
passed out, calling her at the same time a howling old Jezebel and
wishing she would never come back to annoy his ears, and those of
the other inmates, in such an intolerable way. There are two reports
of the proceedings of Katherine Nairne after leaving the prison. One
bears that she immediately left the town in a coach, to which she was
handed by a friend stationed on purpose. The coachman, it is said,
had orders from her relations, in the event of a pursuit, to drive into
the sea and drown her—a fate which, however dreadful, was
considered preferable to the ignominy of a public execution. The
other story runs, that she went up the Lawnmarket to the Castlehill,
where lived a respectable advocate, from whom, as he was her
cousin, she expected to receive protection. Being ignorant of the
town, she mistook the proper house, and, what was certainly
remarkable, applied at that of the crown agent, who was assuredly
the last man in the world that could have done her any service. As
good luck would have it, she was not recognised by the servant, who
civilly directed her to her cousin’s house, where it is said she
remained concealed many weeks. In addition to these reports, we
may mention that we have seen an attic pointed out in St Mary’s
Wynd, as the place where Katherine Nairne found concealment
between the period of her leaving the jail and that of her going
abroad. Her future life, it has been reported, was virtuous and
fortunate. She was married to a French gentleman, was the mother of
a large and respectable family, and died at a good old age.
Meanwhile, Patrick Ogilvie, her associate in the dark crime which
threw a shade over her younger years, suffered in the Grassmarket.
This gentleman, who had been a lieutenant in the —— regiment, was
so much beloved by his fellow-soldiers, who happened to be
stationed at that time in Edinburgh Castle, that the public authorities
judged it necessary to shut them up in that fortress till the execution
was over, lest they might have attempted, what they had been heard
to threaten, a rescue.
The Old Tolbooth was the scene of the suicide of Mungo Campbell,
while under sentence of death for shooting the Earl of Eglintoune. In
the country where this memorable event took place, it is somewhat
remarkable that the fate of the murderer was more generally
lamented than that of the murdered person. Campbell, as we have
heard, though what was called “a graceless man,” and therefore not
much esteemed by the Auld Light people, who there abound, was
rather popular in his profession of exciseman, on account of his
rough, honourable spirit, and his lenity in the matter of smuggling.
Lord Eglintoune, on the contrary, was not liked, on account of the
inconvenience which he occasioned to many of his tenants by
newfangled improvements, and his introduction into the country of a
generally abhorred article, denominated rye-grass, which, for some
reason we are not farmer enough to explain, was fully as unpopular a
measure as the bringing in of Prelacy had been a century before.
Lord Eglintoune was in the habit of taking strange crotchets about
his farms—crotchets quite at variance with the old-established
prejudices of his tenantry. He sometimes tried to rouse the old stupid
farmers of Kyle from their negligence and supineness, by removing
them to other farms, or causing two to exchange their possessions, in
order, as he jocularly alleged, to prevent their furniture from getting
mouldy, by long standing in particular damp corners. Though his
lordship’s projects were all undertaken in the spirit of improvement,
and though these emigrations were doubtless salutary in a place
where the people were then involved in much sloth and nastiness,
still they were premature, and carried on with rather a harsh spirit.
They therefore excited feelings in the country people not at all
favourable to his character. These, joined to the natural eagerness of
the common people to exult over the fall of tyranny, and the
puritanical spirit of the district, which disposed them to regard his
lordship’s peccadilloes as downright libertinism, altogether
conspired against him, and tended to throw the glory and the pity of
the occasion upon his lordship’s slayer. Even Mungo’s poaching was
excused, as a more amiable failing than the excessive love of
preserving game, which had always been the unpopular mania of the
Eglintoune family. Mungo Campbell was a man respectably
connected, the son of a provost of Ayr; had been a dragoon in his
youth, was eccentric in his manner, a bachelor, and was considered
at Newmills, where he resided, as an austere and unsocial, but
honourable, and not immoral man. There can be no doubt that he
rose on his elbows and fired at his lordship, who had additionally
provoked him by bursting into a laugh at his awkward fall. The Old
Tolbooth was supposed by many, at the time, to have had her usual
failing in Mungo’s case. The Argyll interest was said to have been
employed in his favour, and the body, which was found suspended
over the door, instead of being his, was thought to be that of a dead
soldier from the castle, substituted in his place. His relations,
however, who are very respectable people in Ayrshire, all
acknowledge that he died by his own hand; and this was the general
idea of the mob of Edinburgh, who, getting the body into their hands,
trailed it down the street to the King’s Park, and inspired by different
sentiments from those of the Ayrshire people, were not satisfied till
they got it up to the top of Salisbury Crags, from which they
precipitated it down the “Cat Nick.” Aged people in Ayrshire still
remember the unwonted brilliancy of the aurora borealis on the
midnight of Lord Eglintoune’s death. Strange and awful whispers
then went through the country, in correspondence, as it were, with
the streamers in the sky, which were considered by the superstitious
as expressions on the face of heaven of satisfied wrath in the event.
One of the most remarkable criminals ever confined in the Old
Tolbooth was the celebrated William Brodie. As may be generally
known, this was a man of respectable connexions, and who had
moved in good society all his life, unsuspected of any criminal
pursuits. It is said that a habit of frequenting cock-pits was the first
symptom he exhibited of a defalcation from virtue. His ingenuity as a
joiner gave him a fatal facility in the burglarious pursuits to which he
afterwards addicted himself. It was then customary for the
shopkeepers of Edinburgh to hang their keys upon a nail at the back
of their doors, or at least to take no pains in concealing them during
the day. Brodie used to take impressions of them in putty or clay, a
piece of which he would carry in the palm of his hand. He kept a
blacksmith in his pay, of the name of Smith, who forged exact copies
of the keys he wanted, and with these it was his custom to open the
shops of his fellow-tradesmen during the night. He thus found
opportunities of securely stealing whatsoever he wished to possess.
He carried on his malpractices for many years. Upon one shop in
particular he made many severe exactions. This was the shop of a
company of jewellers, in the North Bridge Street, namely, that at the
south-east corner, where it joins the High Street. The unfortunate
tradesmen from time to time missed many articles, and paid off one
or two faithful shopmen, under the impression of their being guilty
of the theft. They were at length ruined. Brodie remained
unsuspected, till having committed a daring robbery upon the
Excise-office in Chessel’s Court, Canongate, some circumstances
transpired, which induced him to disappear from Edinburgh.
Suspicion then becoming strong, he was pursued to Holland, and
taken at Amsterdam, standing upright in a press or cupboard. At his
trial, Henry Erskine, his counsel, spoke very eloquently in his behalf,
representing in particular, to the jury, how strange and improbable a
circumstance it was, that a man whom they had themselves known
from infancy as a person of good repute, should have been guilty of
such practices as those with which he was charged. He was, however,
found guilty, and sentenced to death, along with his accomplice
Smith. At the trial he had appeared in a fine full-dress suit of black
clothes, the greater part of which was of silk, and his deportment
throughout the whole affair was completely that of a gentleman. He
continued during the period which intervened between his sentence
and execution to dress himself well and to keep up his spirits. A
gentleman of our acquaintance, calling upon him in the condemned
room, was astonished to find him singing the song from the Beggar’s
Opera, “’Tis woman seduces all mankind.” Having contrived to cut
out the figure of a draught-board on the stone floor of his dungeon,
he amused himself by playing with any one who would join him, and,
in default of such, with his right hand against his left. This diagram
remained in the room where it was so strangely out of place, till the
destruction of the jail. His dress and deportment at the gallows were
equally gay with those which he assumed at his trial. As the Earl of
Morton was the first man executed by the “Maiden,” so was Brodie
the first who proved the excellence of an improvement he had
formerly made on the apparatus of the gibbet. This was the
substitution of what was called the “drop,” for the ancient practice of
the double ladder. He inspected the thing with a professional air, and
seemed to view the result of his ingenuity with a smile of satisfaction.
When placed on that terrible and insecure pedestal, and while the
rope was adjusted round his neck by the executioner, his courage did
not forsake him. On the contrary, even there, he exhibited a sort of
joyful levity, which, though not exactly composure, seemed to the
spectators as more indicative of indifference; he shuffled about,
looked gaily around, and finally went out of the world with his hand
stuck carelessly into the open front of his vest.
The Tolbooth, in its old days, as its infirmities increased, showed
itself now and then incapable of retaining prisoners of very ordinary
rank. Within the recollection of many people yet alive, a youth
named Reid, the son of an innkeeper in the Grassmarket, while
under sentence of death for some felonious act, had the address to
make his escape. Every means was resorted to for recovering him, by
search throughout the town, vigilance at all the ports, and the offer of
a reward for his apprehension, yet he contrived fairly to cheat the
gallows. The whole story of his escape is exceedingly curious. He took
refuge in the great cylindrical mausoleum of Sir George Mackenzie,
in the Greyfriars churchyard of Edinburgh. This place, besides its
discomfort, was supposed to be haunted by the ghost of the
persecutor—a circumstance of which Reid, an Edinburgh boy, must
have been well aware. But he braved all these horrors for the sake of
his life. He had been brought up in the Hospital of George Heriot, in
the immediate neighbourhood of the churchyard, and had many
boyish acquaintances still residing in that munificent establishment.
Some of these he contrived to inform of his situation, enjoining them
to be secret, and beseeching them to assist him in his distress. The
Herioters of those days had a very clannish spirit, insomuch, that to
have neglected the interests or safety of any individual of the
community, however unworthy he might be of their friendship,
would have been looked upon by them as a sin of the deepest dye.
Reid’s confidants, therefore, considered themselves bound to assist
him by all means in their power against that general foe, the public.
They kept his secret most faithfully, spared from their own meals as
much food as supported him, and ran the risk of severe punishment,
as well as of seeing ghosts, by visiting him every night in his horrible
abode. They were his only confidants, his very parents, who lived not
far off, being ignorant of his place of concealment. About six weeks
after his escape from jail, when the hue and cry had in a great
measure subsided, he ventured to leave the tomb, and it was
afterwards known that he escaped abroad.
The subsequent history of the Old Tolbooth contains little that is
very remarkable. It has passed away with many other venerable
relics of the olden time, and we now look in vain for the many
antique associations which crowded round the spot it once occupied.
THE LOVER’S LAST VISIT.
By Professor Wilson.
The window of the lonely cottage of Hilltop was beaming far above
the highest birchwood, seeming to travellers at a distance in the long
valley below, who knew it not, to be a star in the sky. A bright fire
was in the kitchen of that small tenement; the floor was washed,
swept and sanded, and not a footstep had marked its perfect
neatness; a small table was covered, near the ingle, with a snow-
white cloth, on which was placed a frugal evening meal; and in happy
but pensive mood sat there all alone the woodcutter’s only daughter,
a comely and gentle creature, if not beautiful—such a one as diffuses
pleasure round her hay-field, and serenity over the seat in which she
sits attentively on the Sabbath, listening to the word of God, or
joining with mellow voice in His praise and worship. On this night
she expected a visit from her lover, that they might fix their
marriage-day; and her parents, satisfied and happy that their child
was about to be wedded to a respectable shepherd, had gone to pay a
visit to their nearest neighbour in the glen.
A feeble and hesitating knock was at the door, not like the glad and
joyful touch of a lover’s hand; and cautiously opening it, Mary
Robinson beheld a female figure wrapped up in a cloak, with her face
concealed in a black bonnet. The stranger, whoever she might be,
seemed wearied and worn out, and her feet bore witness to a long
day’s travel across the marshy mountains. Although she could
scarcely help considering her an unwelcome visitor at such an hour,
yet Mary had too much disposition—too much humanity,—not to
request her to step forward into the hut; for it seemed as if the
wearied woman had lost her way, and had come towards the shining
window to be put right upon her journey to the low country.
The stranger took off her bonnet on reaching the fire; and Mary
Robinson beheld the face of one whom, in youth, she had tenderly
loved; although for some years past, the distance at which they lived
from each other had kept them from meeting, and only a letter or
two, written in their simple way, had given them a few notices of
each other’s existence. And now Mary had opportunity, in the first
speechless gaze of recognition, to mark the altered face of her friend,
—and her heart was touched with an ignorant compassion. “For
mercy’s sake! sit down Sarah, and tell me what evil has befallen you;
for you are as white as a ghost. Fear not to confide anything to my
bosom: we have herded sheep together on the lonesome braes;—we
have stripped the bark together in the more lonesome woods;—we
have played, laughed, sung, danced together;—we have talked
merrily and gaily, but innocently enough surely, of sweethearts
together; and, Sarah, graver thoughts, too, have we shared, for when
your poor brother died away like a frosted flower, I wept as if I had
been his sister; nor can I ever be so happy in this world as to forget
him. Tell me, my friend, why are you here? and why is your sweet
face so ghastly?”
The heart of this unexpected visitor died within her at these kind
and affectionate inquiries; for she had come on an errand that was
likely to dash the joy from that happy countenance. Her heart
upbraided her with the meanness of the purpose for which she had
paid this visit; but that was only a passing thought; for was she,
innocent and free from sin, to submit, not only to desertion, but to
disgrace, and not trust herself and her wrongs, and her hopes of
redress, to her whom she loved as a sister, and whose generous
nature, she well knew, not even love, the changer of so many things,
could change utterly, though, indeed, it might render it colder than
of old to the anguish of a female friend?
“Oh! Mary, I must speak—yet must my words make you grieve, far
less for me than for yourself. Wretch that I am, I bring evil tidings
into the dwelling of my dearest friend! These ribbons, they are worn
for his sake—they become well, as he thinks, the auburn of your
bonny hair;—that blue gown is worn to-night because he likes it;—
but, Mary, will you curse me to my face, when I declare before the
God that made us, that that man is pledged unto me by all that is
sacred between mortal creatures; and that I have here in my bosom
written promises and oaths of love from him, who, I was this
morning told, is in a few days to be thy husband? Turn me out of the
hut now, if you choose, and let me, if you choose, die of hunger and
fatigue in the woods where we have so often walked together; for
such death would be mercy to me, in comparison with your marriage
with him who is mine for ever, if there be a God who heeds the oaths
of the creatures He has made.”
Mary Robinson had led a happy life, but a life of quiet thoughts,
tranquil hopes, and meek desires. Tenderly and truly did she love the
man to whom she was now betrothed; but it was because she had
thought him gentle, manly, upright, sincere, and one that feared
God. His character was unimpeached—to her his behaviour had
always been fond, affectionate, and respectful; that he was a fine-
looking man, and could show himself among the best of the country
round at church, and market, and fair-day, she saw and felt with
pleasure and with pride. But in the heart of this poor, humble,
contented, and pious girl, love was not a violent passion, but an
affection sweet and profound. She looked forward to her marriage
with a joyful sedateness, knowing that she would have to toil for her
family, if blest with children; but happy in the thought of keeping her
husband’s house clean, of preparing his frugal meals, and welcoming
him when wearied at night to her faithful, and affectionate, and
grateful bosom.
At first, perhaps, a slight flush of anger towards Sarah tinged her
cheek; then followed in quick succession, or all blended together in
one sickening pang, fear, disappointment, the sense of wrong, and
the cruel pain of disesteeming and despising one on whom her heart
had rested with all its best and purest affections. But though there
was a keen struggle between many feelings in her heart, her
resolution was formed during that very conflict, and she said within
herself, “If it be even so, neither will I be so unjust as to deprive poor
Sarah of the man who ought to marry her, nor will I be so mean and
low-spirited, poor as I am, and dear as he has been unto me, as to
become his wife.”
While these thoughts were calmly passing in the soul of this
magnanimous girl, all her former affection for Sarah revived; and, as
she sighed for herself, she wept aloud for her friend. “Be quiet, be
quiet, Sarah, and sob not so as if your heart were breaking. It need
not be thus with you. Oh, sob not so sair! You surely have not walked
in this one day from the heart of the parish of Montrath?”—“I have
indeed done so, and I am as weak as the wreathed snaw. God knows,
little matter if I should die away; for, after all, I fear he will never
think of me for his wife, and you, Mary, will lose a husband with
whom you would have been happy, I feel, after all, that I must appear
a mean wretch in your eyes.”
There was silence between them; and Mary Robinson, looking at
the clock, saw that it wanted only about a quarter of an hour from the
time of tryst. “Give me the oaths and promises you mentioned, out of
your bosom, Sarah, that I may show them to Gabriel when he comes.
And once more I promise, by all the sunny and all the snowy days we
have sat together in the same plaid on the hillside, or in the lonesome
charcoal plots and nests o’ green in the woods, that if my Gabriel—
did I say my Gabriel?—has forsaken you and deceived me thus, never
shall his lips touch mine again—never shall he put ring on my finger
—never shall this head lie in his bosom—no, never, never;
notwithstanding all the happy, too happy, hours and days I have
been with him, near or at a distance—on the corn-rig—among the
meadow hay, in the singing-school—at harvest-home—in this room,
and in God’s own house. So help me God, but I will keep this vow!”
Poor Sarah told, in a few hurried words, the story of her love and
desertion—how Gabriel, whose business as a shepherd often took
him into Montrath parish, had wooed her, and fixed everything
about their marriage, nearly a year ago. But that he had become
causelessly jealous of a young man whom she scarcely knew; had
accused her of want of virtue, and for many months had never once
come to see her. “This morning, for the first time, I heard for a
certainty, from one who knew Gabriel well and all his concerns, that
the banns had been proclaimed in the church between him and you;
and that in a day or two you were to be married. And though I felt
drowning, I determined to make a struggle for my life—for oh! Mary,
Mary, my heart is not like your heart; it wants your wisdom, your
meekness, your piety; and if I am to lose Gabriel, will I destroy my
miserable life, and face the wrath of God sitting in judgment upon
sinners.”
At this burst of passion Sarah hid her face with her hands, as if
sensible that she had committed blasphemy. Mary, seeing her
wearied, hungry, thirsty, and feverish, spoke to her in the most
soothing manner, led her into the little parlour called the spence,
then removed into it the table, with the oaten cakes, butter, and milk;
and telling her to take some refreshment, and then lie down in the
bed, but on no account to leave the room till called for, gave her a
sisterly kiss, and left her. In a few minutes the outer door opened,
and Gabriel entered.
The lover said, “How is my sweet Mary?” with a beaming
countenance; and gently drawing her to his bosom, he kissed her
cheek. Mary did not—could not—wished not—at once to release
herself from his enfolding arms. Gabriel had always treated her as
the woman who was to be his wife; and though, at this time, her
heart knew its own bitterness, yet she repelled not endearments that
were so lately delightful, and suffered him to take her almost in his
arms to their accustomed seat. He held her hand in his, and began to
speak in his usual kind and affectionate language. Kind and
affectionate it was, for though he ought not to have done so, he loved
her, as he thought, better than his life. Her heart could not, in one
small short hour, forget a whole year of bliss. She could not yet fling
away with her own hand what, only a few minutes ago, seemed to her
the hope of paradise. Her soul sickened within her, and she wished
that she were dead, or never had been born.
“O Gabriel! Gabriel! well indeed have I loved you; nor will I say,
after all that has passed between us, that you are not deserving, after
all, of a better love than mine. Vain were it to deny my love, either to
you or to my own soul. But look me in the face—be not wrathful—
think not to hide the truth either from yourself or me, for that now is
impossible—but tell me solemnly, as you shall answer to God at the
judgment-day, if you know any reason why I must not be your
wedded wife.” She kept her mild moist eyes fixed upon him; but he
hung down his head and uttered not a word, for he was guilty before
her, before his own soul, and before God.
“Gabriel, never could we have been happy; for you often, often told
me, that all the secrets of your heart were known unto me, yet never
did you tell me this. How could you desert the poor innocent creature
that loved you; and how could you use me so, who loved you perhaps
as well as she, but whose heart God will teach, not to forget you, for
that may I never do, but to think on you with that friendship and
affection which innocently I can bestow upon you, when you are
Sarah’s husband. For, Gabriel, I have this night sworn, not in anger
or passion—no, no—but in sorrow and pity for another’s wrongs—in
sorrow also, deny it will I not, for my own—to look on you from this
hour, as on one whose life is to be led apart from my life, and whose
love must never more meet with my love. Speak not unto me—look
not on me with beseeching eyes. Duty and religion forbid us ever to
be man and wife. But you know there is one, besides me, whom you
loved before you loved me, and, therefore, it may be better too; and
that she loves you, and is faithful, as if God had made you one, I say
without fear—I who have known her since she was a child, although,
fatally for the peace of us both, we have long lived apart. Sarah is in
the house; I will bring her unto you in tears, but not tears of
penitence, for she is as innocent of that sin as I am, who now speak.”
Mary went into the little parlour, and led Sarah forward in her
hand. Despairing as she had been, yet when she had heard from poor
Mary’s voice speaking so fervently, that Gabriel had come, and that
her friend was interceding in her behalf, the poor girl had arranged
her hair in a small looking-glass—tied it up with a ribbon which
Gabriel had given her, and put into the breast of her gown a little gilt
brooch, that contained locks of their blended hair. Pale but beautiful
—for Sarah Pringle was the fairest girl in all the country—she
advanced with a flush on that paleness of reviving hope, injured
pride, and love that was ready to forgive all and forget all, so that
once again she could be restored to the place in his heart that she had
lost. “What have I ever done, Gabriel, that you should fling me from
you? May my soul never live by the atonement of my Saviour, if I am
not innocent of that sin, yea, of all distant thought of that sin, with
which you, even you, have in your hard-heartedness charged me.
Look me in the face, Gabriel, and think of all I have been unto you,
and if you say that before God, and in your own soul, you believe me
guilty, then will I go away out into the dark night, and, long before
morning, my troubles will be at an end.”
Truth was not only in her fervent and simple words, but in the tone
of her voice, the colour of her face, and the light of her eyes. Gabriel
had long shut up his heart against her. At first, he had doubted her
virtue, and that doubt gradually weakened his affection. At last he
tried to believe her guilty, or to forget her altogether, when his heart
turned to Mary Robinson, and he thought of making her his wife. His
injustice—his wickedness—his baseness—which he had so long
concealed, in some measure, from himself, by a dim feeling of wrong
done him, and afterwards by the pleasure of a new love, now
appeared to him as they were, and without disguise. Mary took
Sarah’s hand and placed it within that of her contrite lover; for had
the tumult of conflicting passions allowed him to know his own soul,
such at that moment he surely was, saying with a voice as composed
as the eyes with which she looked upon them, “I restore you to each
other; and I already feel the comfort of being able to do my duty. I
will be bride’s-maid. And I now implore the blessing of God upon
your marriage. Gabriel, your betrothed will sleep this night in my
bosom. We will think of you, better, perhaps, than you deserve. It is
not for me to tell you what you have to repent of. Let us all three pray
for each other this night, and evermore, when we are on our knees
before our Maker. The old people will soon be at home. Goodnight,
Gabriel.” He kissed Sarah; and, giving Mary a look of shame,
humility, and reverence, he went home to meditation and
repentance.
It was now midsummer; and before the harvest had been gathered
in throughout the higher valleys, or the sheep brought from the
mountain-fold, Gabriel and Sarah were man and wife. Time passed
on, and a blooming family cheered their board and fireside. Nor did
Mary Robinson, the Flower of the Forest (for so the woodcutter’s
daughter was often called), pass her life in single blessedness. She,
too, became a wife and mother; and the two families, who lived at
last on adjacent farms, were remarkable for mutual affection
throughout all the parish, and more than one intermarriage took
place between them, at a time when the worthy parents had almost
forgotten the trying incident of their youth.
MARY QUEEN OF SCOTS AND CHATELAR;
OR, TWILIGHT MUSINGS IN HOLYROOD.
There are no mysteries into which we are so fond of prying as the

mysteries of the heart. The hero of the best novel in the world, if he
could not condescend to fall in love, might march through his three
volumes and excite no more sensation than his grandmother; and a
newspaper without a breach of promise of marriage is a thing not to
be endured.
It is not my intention to affect any singular exception from this
natural propensity, and I am ready to confess that the next best thing
to being in love oneself, is to speculate on the hopes, and fears, and
fates of others. How truly interesting are the little schemes and
subterfuges, the romancing and story-telling of our dove-eyed and
gentle-hearted playfellows! I have listened to a lame excuse for a
stolen ride in a tilbury, or a duet in the woods, with wonderful
sensibility; and have witnessed the ceremony of cross-questioning
with as much trepidation as I could have felt had I been the culprit
myself. It is not, however, to be maintained that the love adventures
of the present age can, in any way, compete with the enchantment of
days agone; when tender souls were won by tough exploits, and
Cupid’s dart was a twenty-foot lance, ordained only to reach the
lady’s heart through the ribs of the rival. This was the golden age of
love, albeit I am not one to lament it, thinking, as I do, that it is far
more sensible to aid and abet my neighbour in toasting the beauty of
his mistress, than to caper about with him in the lists, for
contradiction’s sake, to the imminent danger and discomfort of us
both. After this came the middle or dark ages of love, when it had
ceased to be a glory, but had lost nothing of its fervour as a passion.
If there is here less of romance than in the tilting days, there is
considerably more of interest, because there is more of mystery. In
the one, the test of true love was to make boast, in the other it was to
keep secret. Accordingly, for an immense space of time, we have
nothing but such fragments of adventures as could be gathered by
eavesdroppers, who leave us to put head and tail to them as best
suits our fancy; and the loves of Queen Elizabeth, who lived, as it
were, only yesterday, are less known than the loves of queen
Genevra, who perhaps never lived at all.
These amatory reflections occurred to me some little time ago,
during a twilight reverie in the long, gloomy banqueting-room of
Holyrood. It was the very land of love and mystery, for there was
scarcely one of the grim visages which glared upon the walls, but had
obtained his share of celebrity in lady’s bower, as well as in tented
field; and of scarcely one of whom any certain and defined
adventures have been handed down. I continued speculating through
this line of kings, blessing the mark and confounding the painter,
who has given us so little of their history in their faces, till I grew
quite warm upon the subject, and found myself uniting and
reasoning upon the few facts of which we are in possession, till I
fancied I could penetrate through two or three centuries at least, and
had a pretty shrewd idea as to who and who had been together.
Scotland has, I think, in spite of its sober, money-making
character, always excited a more romantic curiosity than England.
This, perhaps, is more owing to its peculiar misfortunes than to any
particular difference of disposition. English heroes have been as
brave, and no doubt as loving, but they do not walk under such a
halo of pity; and whilst we pry with eagerness into the secrets of the
gallant Jameses, we suffer those of their English contemporaries to
be “interred with their bones.” I have always felt this strongly, and at
the time of which I speak, I felt it stronger than ever. I was treading
upon the very boards which had bounded to their manly steps, and
was surrounded by the very walls which possessed the secret
whisperings of their hearts. From that identical window, perhaps,
had the first James gazed upon the moon, which I saw rising, and
fancied that he almost held commune with the eyes of his English
beauty. There, perhaps, had the royal poet entwined her name with
the choicest hopes of his bosom, and woven a tale of happiness which
concealed but too securely the assassin and the dagger behind it.
There, too, might the courteous and courageous victims of Flodden
Field and Solway Moss have planned the loves which characterised
their lives, and the wars which concluded them, almost at the same
moment. And there might the hapless Mary have first listened to the
poisonous passion of a Darnley, or a Bothwell, and afterwards shed
the tears of bitterness and self-reproach.
I paced this sad-looking room of rejoicing quite unconscious of the
hours that were passing; for I was alone, and in a train of thought
which nothing but a hearty shake could have interrupted. Mary, and
all her beauty, and talents, and acquirements, continued floating
before me. Her world of lovers and admirers, who, for the most part,
were sleeping in a bloody bed, seemed rising one by one to my view,
and I wandered with them through their hopes, and their fears, and
their sorrows, even to the scaffold, as though I had been the ghost of
one of them myself, and were possessed of secrets of which there is
no living record.
Many of these ill-fated hearts have, by their nobility, or their
exploits, or by the caprice of historians, received full meed of
applause and pity; many, no doubt, have sunk into oblivion; and
some, in addition to their misfortunes, have left their memories to
combat with the censure which has been thought due to their
presumption;—of these last I have always considered the unfortunate
Chatelar to have been the most hardly used, and in the course of my
musings I endeavoured to puzzle out something satisfactory to
myself upon his dark and distorted history.
The birth of Chatelar, if not noble, was in no common degree
honourable, for he was great-nephew to the celebrated Bayard, le
Chevalier sans peur et sans tache. It is said that he likewise bore a
strong resemblance to him in person, possessing a handsome face
and graceful figure; and equally in manly and elegant acquirements,
being an expert soldier and an accomplished courtier. In addition to
this, says Brantome, who knew him personally, he possessed a most
elegant mind, and spoke and wrote, both in prose and poetry, as well
as any man in France.
Dangerous indeed are these advantages; and Chatelar’s first
meeting with Mary was under circumstances calculated to render
them doubly dangerous. Alone, as she conceived herself, cast off
from the dearest ties of her heart, the land which she had learnt to
consider her native land fading fast from her eyes, and the billows
bearing her to the banishment of one with which, as it contained
none that she loved, she could feel no sympathy;—in this scene of
wailing and tears, the first tones of the poet were stealing upon her
ear with the spirit of kindred feelings and kindred pursuits. We are to
consider that Mary at this time had obtained but little experience,
and was probably not overstocked with prudence, having scarcely
attained the age of nineteen years. Not only, are we told, did she
listen with complacency and pleasure to Chatelar’s warm and
romantic praises of her beauty, but employed her poetic talent in
approving and replying to them; putting herself upon a level with her
gifted companion, a course which was morally certain to convert his
veneration into feelings more nearly allied to his nature. Had he not
been blamed for his presumption, it is probable that he would have
been condemned for his stoicism; and his luckless passion is by no
means a singular proof that where hearts are cast in kindred moulds,
it is difficult to recognise extrinsic disparities. Chatelar saw the
woman, and forgot the queen; Mary felt the satisfaction, and was
blind to the consequences.
It is much to be lamented by the lovers of truth, that none of the
poetical pieces which are said to have passed between Mary and
Chatelar have been handed down to us. One song would have been a
more valuable document in the elucidation of their history than all
the annals we possess, and would have taught us at once the degree
of encouragement and intimacy which was permitted. Whatever it
was, it was such as to rivet the chains which had been so readily and
unadvisedly put on; and from the period of their first meeting, we
may consider him the most enthusiastic of her lovers.
How long he continued the admiration and the favourite of
Holyrood does not, I believe, appear. It could not, however, be any
considerable time ere he was compelled to return with his friend and
patron, Damville, to France, with full reason to lament his voyage to
Scotland, and with, probably, a firm determination to revisit it
whenever opportunity should permit. This opportunity his evil stars
were not long in bringing about. The projected war of faith between
Damville’s party and the Huguenots afforded him a fair pretext for
soliciting a dispensation of his services. Of the first he was a servant,
of the last he was a disciple. It was therefore contrary to his honour
and inclinations to fight against either of them, and, accordingly, in
about fifteen months, we find him again at Holyrood.
Mary, it may reasonably be inferred, from her extreme love of
France, and unwillingness to leave it, was not very speedily to be
reconciled to her change of scene and society; a face, therefore, from
the adopted land of her affections, and a tongue capable of gratifying
them with the minutest accounts of the beloved objects it contained,
must, at this time, have been acquisitions of no small interest.
Chatelar, too, had already worked a welcome on his own account.
Few of my readers need be reminded how insensibly and certainly
the tongue which speaks of that which is dear to our hearts is stored
up with it in the same treasury. The tale and the teller of it,—the leaf
and the wave it falls upon,—arrive at the same time at the same
destination. Histories, for the most part, insinuate that Mary’s
carriage towards Chatelar was merely that of kindness and courtesy;
but this, I think, is an inference not warranted by the various facts
which they have been unable to repress, and not even the silence of
the inveterate John Knox upon this head can convince me that
Chatelar had not reason to believe himself beloved.
Let us then imagine, if we can, what was likely to be the
intoxication produced in the brain as well as the bosom of a man of
an enthusiastic temperament by a free and daily intercourse, during
three months, with the fascinations of a creature like Mary. What
tales could that old misshapen boudoir—famous only, in common
estimation, for the murder of Rizzio and the boot of Darnley—tell of
smiles and tears over the fortunes of dear and distant companions of
childhood, as narrated by the voice of one to whom, perhaps, they
were equally dear! What tales could it tell of mingling music, and
mingling poetry, and mingling looks, and vain regrets, and fearful
anticipations! Here had the day been passed in listening to the
praises of each other, from lips in which praise was a talent and a
profession; and here had the twilight stolen upon them when none
were by, and none could know how deeply the truth of those praises
was acknowledged. Let us imagine all this, and, likewise, how
Chatelar was likely to be wrought upon by the utter hopelessness of
his case.
Had the object of his passion been upon anything like a level with
him,—had there been the most remote possibility of a chance of its

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2. The three basic types of research are

4. Which type of research is typically carried out by means of a survey?

5. Which type of research is concerned with determining cause-and-effect relationships?

6. Which statement best describes the potential uses of descriptive research?

7. The descriptive study

8. A causal research design is typically concerned with

9. A descriptive research design might be concerned with which of the following?

11. Descriptive research is NOT productively used

12. Which of the following is TRUE?

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19. Which of the following is FALSE?

20. Indicate the CORRECT statement among the following.

26. Which of the following is TRUE of experiments?

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27. The two types of experiments that can be distinguished are

30. Concerning a laboratory experiment, which statement is INCORRECT?

31. Which of the following is FALSE?

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32. In regard to internal and external validity

33. Which of the following is TRUE?

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39. Which of the following is TRUE of test markets?

42. The standard test market plays a vital role when

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59. A test market study is a form of causal research.

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71. Compare and contrast descriptive and causal research designs.

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There are no mysteries into which we are so fond of prying as the

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