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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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Startled by the idea, as by a spectre, Gaspar insisted on Isa’s at
once retiring to seek the rest which she needed. She lingered, from
the feeling that she might not be able to rise in the morning; that the
languor and pain which she felt might be signs that the fatal fever
was already in her veins. Isa could not leave Gaspar without one
more appeal to the tempted one, whom—a secret foreboding voice
seemed to whisper—she was now for the last time addressing. Isa
returned back from the door to the spot where her brother was
seated, softly laid her hand on his shoulder, pressed her feverish lips
on his brow, and then murmured, “O Gaspar, fly not from duty!
Whither can we go without having God and our conscience still
beside us?” After uttering this last warning, she hastily quitted the
room.
CHAPTER XXII.
THE NIGHT.
“O my Lord, do Thou direct and bless us. I cast all my cares upon
Thee.” It was with this prayer in her heart that Isa laid her aching
head on her pillow on that night. Cares had thickened around her:
the danger of disease, disfigurement, perhaps an early death, was
looming before her, yet Isa was not unhappy. Though scarcely able
to frame a connected prayer, never had the maiden approached the
mercy-seat with more childlike confidence than she did now. As the
Christian goes from strength to strength, Isa’s late victory over
malice, resentment, and self-will, had left a sweet sense of repose in
the love and the wisdom of God. Isa had risked her happiness for the
sake of conscience; or rather, she had placed her happiness in the
hands of her Lord, where she felt it to be safer than in her own. He
would guard her from sickness, suffering, and sorrow, or bless her in
the midst of them all. God had given her—of this Isa now felt a sweet
assurance—the heart of one whose affection to her outweighed the
world. Even if it were God’s will that she should not again on earth
meet her Henry, the union of those who are one in Christ is not for
this life alone. Isa, and him whom she loved, had alike given
themselves unreservedly to their Lord: in life or in death they were
His, and no really good thing would their heavenly Father withhold
from His children. Isa’s faith had greatly ripened during the last few
days. She felt the sunshine on her soul—she felt the refreshing dew
of God’s grace; and a mellowed sweetness was the result—while
peace mantled her soul like the soft down on the peach, from whose
surface the drops from the bursting thunder-cloud trickle harmlessly
away.
Very different was it with the unhappy Gaspar. Little rest was to be
his during that night. He was in an agony of irresolution: Isa’s words
had not been without their effect. Sometimes he resolved to meet
Cora with an open confession, and throw himself on her generosity
to shield his character from reproach, while he made all the
reparation in his power for the injury which he had done her. Then
stronger than ever came the impulse to fly the country. He had
enough of property on the premises to enable him to live in comfort
in some part of Europe where his antecedents would be unknown. If
he could not keep his plunder in England from the grasp of the law,
he would bear it thence, beyond reach of loss or of shame. But
would he be beyond the avenging arm of Divine Justice? Might not
that arm be raised at that very moment to smite him in the person of
his sister; to make her—the pure, the innocent, the generous—a
victim for the crime of her brother?
The sound of footsteps in the sick-room above him made Gaspar
restless and uneasy: prognostications of evil disturbed him. When he
fell at length into a state of slumber, through his dreams sounded the
measured toll of the death-bell: a funeral seemed moving slowly
before him, the black plumes of the hearse nodding over the white-
bordered pall. Gaspar awoke with a start of terror, raised himself on
his elbow, and gazed around him. To his disordered fancy, it seemed
as if the light, which was always kept in his chamber at night, were
burning blue; the shadows which it cast on ceiling and wall took
strange shapes, which appalled him, he knew not why. The dimly-
seen portrait of his father above the mantelpiece seemed to Gaspar
to look on him with stern and threatening eyes: as he gazed, he
could fancy that they moved, and, wild as he knew the fancy to be,
the idea made him strangely shiver.
Hark! was there not a moving of bolts and bars in the study
adjoining, and a stealthy footstep heard on the creaking floor? Had
Gaspar’s secret been betrayed? Attracted by rich hoards of plunder,
were robbers entering the house? Mr. Gritton strained his ear and
listened; till at length, unable longer to endure uncertainty, he started
up from his couch and opened the door which divided his sleeping-
room from the study. All there was perfectly dark, perfectly still: if
there had been any sound, it must have been but caused by the
night wind shaking the shutters or moaning under the door. Gaspar
could not, however, return to his bed: he dressed, and, as he did so,
marvelled to find his fingers trembling as if from palsied age.
Taking his candle to light him, Gaspar then proceeded to the vault
which contained his treasure. He had perhaps no very definite
purpose in visiting it, except that of removing a small sum required
for household expenses; yet there was a floating idea in his mind of
ascertaining how large a sum in gold he could convey away packed
in so small a space as not to excite suspicion. Lottie’s accidental
discovery of the vault had made her master more than usually on his
guard against betraying his secret to others. He therefore carefully
closed the trap-door behind him before descending the ladder, and
as carefully closed the door which divided the outer vault from the
inner, when he had entered the latter, the treasure-cave of his
wealth.
GASPAR AMONGST HIS TREASURES.
There stood the miser, in the midst of his hoards of silver and gold
—a lonely, miserable man. Those bags heavy with coin, won at the
price of conscience and honour, had no more power to give peace to
his soul than their hard, cold contents could afford nourishment to his
frame. The place felt damp, the air oppressive. A deathly chill came
over Gaspar Gritton. He had strange difficulty in unfastening the
string round one of his canvas bags. His fingers shook violently as
he did so: he overthrew the heavy bag, and had a dull perception
that money was clinking and falling and rolling around him in every
direction. Gaspar stooped with a vague intention of picking it up, but
was utterly unable to find or even to see the coin; and equally
impossible was it for him to regain his former standing posture. A
strange numbness came over the unhappy man: thought and feeling
were alike suspended, and he lay for hours in a senseless state on
the damp, brick-paved floor, besprinkled with gold.
Some degree of consciousness returned at last; but it was that
strange consciousness which may exist in a trance of catalepsy,
such as that which now enchained the faculties of Gaspar Gritton.
He lay as one dead, in the position in which he had fallen, unable to
stir a muscle or to utter a sound—unable to give the smallest
outward sign of life. And yet the mind was awake, alive to the horrors
of his situation. Gaspar was buried in the midst of his treasures, in
the living grave which he had so carefully prepared, so jealously
concealed. Men would search for him, and never find him. But would
they even search? Gaspar recalled with anguish the intention of
sudden flight which he had expressed to his sister. She who cared
for him—she who loved him—she who, under other circumstances,
would never have rested until she had found him—would naturally
conclude from his own words that he had fled from fear of exposure,
and would not even make an attempt to discover the place of his
retreat. It would never be discovered till perhaps ages hence, when
the edifice above had crumbled away—the foundations might be dug
up, and a nameless skeleton found surrounded by heaps of money
and treasures of silver plate. Gaspar had meditated flying from duty,
and stern judgment had arrested him on the threshold. In the
gloomy, silent vault the sinner was left alone with God and his
conscience. The candle which Gaspar had brought with him burned
down, flickered in the socket, went out. All was darkness, all silence,
all horror! It was as if the fearful sentence had already been passed
upon him who had been enslaved by the love of money,—Your gold
and silver is cankered, and the rust of them shall be a witness
against you, and shall eat your flesh as it were fire; ye have heaped
treasure together for the last days.
CHAPTER XXIII.
A SISTER’S VOICE.
Lottie had not been alarmed by not hearing from her mother, well
knowing that, though Mrs. Stone was able to read, she had never
penned a letter in the course of her life. Lottie talked cheerfully and
hopefully to Steady on the evening following that on which the last
meeting had been held, as they sat together by the little window after
the work of the day was over.
“Now that Mr. Arthur has come back, it do seem as if everything
were a-brightening,” said she. “He’s getting over his sickness
wonderful, and I don’t believe as father’s was ever half so bad.
Father will be a-coming home too; and Mr. Arthur will speak a word
for him—I’m sure that he will—and get him work at the factory again,
or maybe at the Castle. Mother won’t need to work so hard, and we’ll
have a nice little cottage of our own, and not have to live in a lodging
over a shop.”
Brightly glowed the reflection of the setting sun on the windows of
the opposite side of the street; and Lottie’s black eyes, as she gazed
on it, seemed to have caught the cheerful gleam. But even as she
looked, the sun sank below the western horizon, the ruddy light
gradually faded away, and the gray hue of twilight succeeded.
“There be mother!” suddenly exclaimed young Stone, rising
quickly from his seat, as with weary step a lonely woman turned the
corner of the street, bending as if under a heavy burden of years or
sorrow, and never once lifting her drooping eyes towards her home
as she approached it.
“Mother—alone! Oh, where—where has she left father?”
exclaimed Lottie, starting up and running to meet her.
Deborah found the door open, and Lottie there with a look of eager
inquiry on her face. But no word was uttered; for the sight of her
mother’s countenance, and the scraps of shabby mourning which
she wore, took from the young, warm-hearted girl all power of
speech. She followed Deborah upstairs, thankful that Mrs. Green
chanced to be at the moment out of the way.
“How’s father?” asked the son, who had met his mother on the
staircase.
Deborah made no reply, but entered the room, sank wearily on a
chair, and buried her face in her hands. She was a woman who
seldom wept; but now her whole frame shook with convulsive sobs.
Lottie knelt down beside her, looking up with anxious grief and fear
into her mother’s face. She could with difficulty catch the meaning of
Mrs. Stone’s scarcely articulate words:
THE MOTHER’S RETURN.
“Thank God, at least I was in time to see him, to be with him, at

the last!”
Then the widow raised her head, stretched out her arms, and drew
sobbing to her heart her two fatherless children.
Yes, the long-cherished dream of hope was over; the erring
husband—forgiven, loved, and watched for—had returned to his
native shore to die. Stone had seen his injured wife, and breathed
his last sigh in her arms. Had he died a penitent? Deborah fondly
clung to the hope; and when she had a little regained her
composure, repeated to her children again and again every faintly-
breathed sentence from the lips of the dying man that could possibly
be deemed an expression of penitence or an utterance of prayer.
Who could have borne to have quenched her hope, or who would
dare to say that the daily supplication of wife and children for a
wandering sinner had not been answered at last?
As Deborah had hardly had one hour’s uninterrupted sleep during
the preceding week, she was almost overpowered by physical
weariness as well as by mental distress; and Lottie had little difficulty
in persuading her to go to bed at once. This was the poor widow’s
only place of refuge from the intrusion of her neighbours; for no
sooner was it noised through Axe that Mrs. Stone had returned
home after attending the death-bed of her husband, than some
impelled by sympathy, some by mere curiosity, visited her humble
lodging, tormenting the weeping Lottie with questions, or well-meant
attempts at offering consolation. She was thankful to close the door
at last upon all, and with a very heavy heart prepare to go herself to
rest.
“Shall we have just a bit of a prayer together, Steady, as we
always have?” said the poor girl, with a faltering voice. It had been
the habit of the brother and sister thus to pray, from the time when
they had knelt as children together in their cottage home at
Wildwaste, perhaps to be startled from their knees by the noisy
entrance of a parent reeling home from the ale-house. Steady was
very quiet, almost stolid; he had had no outburst of sorrow on
hearing of the death of his father; perhaps those miserable days at
Wildwaste had left deeper memories on a mind more slow to receive
or to part with impressions; he had certainly never been buoyed up
with the same joyous hopes as his sister had been, and was
therefore less sensitive to disappointment. The lad knelt down
without reply, leaving, as usual, to Lottie the uttering of the simple
prayer, to which he was wont to add the closing Amen.
“Pray God bless and keep dear—;” Lottie could go no further. Alas!
who has not felt how the first omission of a dear familiar name in
prayer brings vividly to the soul of the mourner the reality of that
separation, which, as regards this world, is softened by no hope.
Lottie could only sob, while her brother, slowly and very briefly,
concluded the little prayer.
Lottie rose on the morrow with the feeling that there was a great
blank in her life; and yet it was not in the nature of things that she
should sorrow as long and as deeply for such a parent as Abner had
been, as for one who had faithfully fulfilled the duties of husband and
father. She resolved to devote herself more than ever to her mother;
and was almost glad, for her sake, that she herself had been obliged
to leave Wildwaste. The return of Arthur and Lina Madden from
Palestine had diverted the attention of gossips from the subject of
Lottie’s mysterious sovereigns, and as it was widely known that she
had been seen on the box of a carriage in which not only Arthur but
Mr. Eardley had been seated, slander itself was forced to own that
“the gentlefolk, anyways, seemed to know as how Lottie had come
honestly by that money; though ’twas a pity, it was, that she made
such a mystery about it.”
In the afternoon the unwelcome step of Mrs. Green was heard on
the stair. It was her third visit on that day to the widow’s little room,
as she had twice before bustled up “just to see if she could do
nothing for the poor soul,” as she said, but in reality to pick up scraps
of gossip to retail to the baker’s sisters and the linen-draper’s wife.
This time, however, Mrs. Green came up eager to impart news rather
than to hear it. Unceremoniously seating herself in the darkened
room of sorrow in which were the newly-made widow and her
fatherless girl, she said to Lottie, who was preparing the simple
afternoon meal, “I say, Lottie Stone, I think that there new house at
Wildwaste is somehow bewitched! Here’s you a-running away from
it, you can’t or you won’t say why; and now there’s its own master
suddenly disappeared, and no one knows what’s become of him.”
“Disappeared!” echoed Lottie, in surprise.
“Ay; no one’s seen nothing of him since last night, and all
Wildwaste’s in a commotion. He’d been to bed, too, that was clear;
and no one saw him leave the house in the morning; and Hannah
says that she could take her oath that the chain was up on the
house-door when she went to it at seven. But Mr. Gritton’s not in the
Lodge; it’s been searched from top to bottom.”
“He’s been lost in the bog—like that miserable Dan Ford,” said
Deborah, gloomily.
“No, not that,” replied Mrs. Green; “the bog’s not in a dangerous
state just now; we’ve had so much hot sunshine, that you might ride
a horse across the common from one end to the other.”
“Is my dear lady much frightened about her brother?” asked Lottie,
who had been listening with breathless interest.
“Not half so much frightened as one might expect, Hannah says;
nor half so much surprised at his disappearing. It seems as if she’d a
notion where he has gone, though she does not choose to tell what
she knows. But Miss Gritton ain’t very well, they says; depend on’t,
she’s in for the fever. There’s nothing in the world so catching as
small-pox.”
Lottie’s heart sank within her.
“Mrs. Bolder thinks,” continued Mrs. Green, “that Mr. Gritton has
just gone off to Lunnon to be out of the way of infection; but it’s odd
enough that he should have gone away without his hat, for that’s
hanging up in the hall; and its odder still that he should have been
pulling about the furniture like a madman. Hannah told Mrs. Bolder,
though she did not say a word of it to trouble Miss Gritton, that she
found the study in strange disorder—the table pulled out of its place,
the very drugget rolled up!”
Lottie was hardly able to stifle the sudden exclamation which rose
to her lips.
Having unburdened herself of her news, Mrs. Green suddenly
remembered that her kettle would be boiling over, and bustled out of
the room. Lottie waited impatiently for a few seconds, till she was
certain that the landlady was out of hearing, and then with energy
exclaimed, “Mother, mother, I must be off to Wildwaste; I’m sure and
certain I’m wanted.”
“I’m sorry you ever left your good place there, Lottie; maybe they
would not take you back now,” said Deborah sadly. As Lottie had had
the small-pox in her childhood, her mother did not fear her catching
the complaint.
“Whether they will take me back or not, mother, I must go,” said
Lottie emphatically; “master’s lost—maybe I’ll find him!” and
hurriedly, as if every moment were precious, she took down from
their peg her straw-bonnet and cloak.
“It’s getting on in the day, my child, and a walk to Wildwaste is a
deal too long for you now. To-morrow I’ll get the baker to take you in
his cart—at least a good bit of the way.”
Lottie clasped her hands with a look of anxious entreaty. “Don’t
stay me, mother, don’t stay me. If Wildwaste were twice as far off, I’d
walk all the same. I can’t stop till to-morrow; I should not close an
eye all the night!”
Deborah had never before known her young daughter’s mind so
resolutely bent upon any course; she saw that some very urgent
motive indeed was drawing Lottie towards Wildwaste. She believed
this motive to be affection towards her young mistress, and gave up
opposing the wishes of her child; only insisting on her taking with her
a small bundle of clothes, and refreshing herself by a cup of tea
before she started. In less than a quarter of an hour Lottie was
hastening on her way towards Wildwaste.
“It’s all clear to me,” murmured the girl to herself, as she rapidly
walked along the street; “master has gone down into that dismal
place to look after his money, and somehow he has locked himself in
and cannot get out; and no one thinks of looking for him there; and
so he’ll be starved to death, or maybe go right mad in that horrible
vault. Hannah is hard of hearing—if he called ever so loud she’d
never hear him in the kitchen; and my lady is upstairs, so his voice
would never reach her. It makes one’s blood cold to think of his
trying to get help, and shouting and calling, and never a soul going
near him! I must go and tell those who are searching where to look.”
Lottie had been walking very fast, but she slackened her pace as a
difficulty occurred to her mind. “But I must not tell any one of that
vault—no, not even Miss Isa; have I not solemnly promised to keep
the secret? I must go down myself all alone to that gloomy place. But
what if master should be hiding there on purpose; or if some one
should come on a sudden and find me down there amongst all the
silver and gold, might I not be taken for a thief? I have suffered so
much already, I could not abide any more of these cruel suspicions;
and maybe I’d be sent to prison this time, and that would break
mother’s heart altogether.” The simple girl was so much startled by
the images of terror called up by her excited fancy, that for a moment
she felt inclined to turn back. “Suppose I tell Miss Isa—only Miss Isa;
that would keep my character clear; and it cannot do harm for her to
know where her own brother hoards all his money. But that promise
—that fatal promise! What would the Lord have me to do? It is so
miserable to be able to ask advice of no one, not even of my own
dear mother! I seem going right into the darkness—but then, as Mr.
Eardley would say, I’ve the trumpet of conscience, and the light of
the Word, and the Lord Himself will guide me, and make me triumph
over all difficulties, if I put my firm trust in Him. It seems so wonderful
that the glorious King of Heaven should think of or care for a poor
ignorant child like me!”
The shades of evening were gathering around her before the
weary Lottie trod the well-known path over the common that led to
Wildwaste Lodge. She looked up anxiously at the windows as she
approached the house; she was uneasy regarding the health of her
dear young mistress. When Hannah, after tedious delay, answered
Lottie’s timid ring at the door-bell, her first anxious question was,
“Oh, tell me, how is Miss Isa?” Lottie had to repeat it, for the old
servant seemed more deaf, as well as more ill-tempered than usual.
“She has a headache—natural enough, turning herself into a sick-
nurse for a stranger as gives more trouble than thanks. And she’s a
worritting after master, who has disappeared, no one knows how. But
what brings you back, like a bad halfpenny, Lottie?” added the
peevish old woman; “you chose to take yourself off without warning,
leaving all the work of the house on my hands, and now you may just
keep away—there’s no one as wants you here!” and Hannah almost
shut the door in the face of the girl.
“Let me in—for just this night—oh, let me in. I’ve walked all the six
miles from Axe; I can’t go back in the dark all alone!” pleaded Lottie,
whose brow and lip were moist with toil-drops, and who felt the
absolute necessity of searching the vault without the delay of
another hour. “Hannah, I’ll work like a slave; I’ll do anything that you
bid me; just speak a word for me to my mistress, pray her to let me
stop, at least—at least till the morning.”
“How can I be worritting Miss Isa, with asking any-think for the like
of you,” said Hannah ungraciously, opening the door, however, a little
wider, so as to give admittance to Lottie. “You may go there into the
kitchen—everything there wants cleaning and looking arter, for not a
minute have I had to myself this blessed day, what with the fetching
and carrying upstairs, downstairs, and all the stir about master,
which has turned the house upside down. There—you get water
from the pump, and fill the kettle, and wash up the plates, while I go
up with the medicine; there’s Miss Madden’s bell ringing like mad!”
Lottie retired to the kitchen, but neither to rest nor to work. After
listening for a few moments to the slow step of the old servant as
she mounted the stairs, grumbling at every step, the girl seized her
opportunity, and darted into the study. The table had not been drawn
back to its place, the brown drugget lay as Gaspar had left it; but
though Lottie knew the situation of the trap-door in the floor, she
could not at once discover it, either owing to the opening being so
well concealed, or from her own nervous haste causing confusion in
her mind. Having at last, rather by feeling than by sight, found the
portion of the planks that could be moved, Lottie lifted the trap-door
and again timidly gazed down into the darkness below. Before she
ventured to descend she paused and listened, to make certain that
Hannah was still upstairs. She heard the woman’s heavy step in the
room above, and then, feeling that every minute was precious, Lottie
hastily descended the ladder. Not having brought a light with her,
and the vault being utterly dark, the girl had to grope to find the
handle of that inner door which Gaspar had closed, but not locked,
behind him. Lottie pressed against the door, but felt that something
within resisted her efforts to push it open. She used more strength,
pressing with knee and shoulder; the resisting body, whatever it
might be, yielded a little under her efforts. There was an opening
sufficiently wide to admit the girl’s hand. Lottie sank on her knees,
and put down her hand in order to feel what was the nature of the
obstruction which the darkness prevented her from seeing, and
uttered a shriek of horror upon touching a clammy human face! A
frightful conviction flashed on her mind that her master had been
murdered for his money, and that it was his corpse which lay within
the vault.
“Oh, they’ve killed him!” she exclaimed aloud in accents of terror,
starting to her feet, as she uttered the exclamation of fear.
“Killed whom?—in mercy speak!” cried the agonized voice of Isa
from above. Miss Gritton had chanced to enter the study in search of
some papers, and was with astonishment bending over the open
trap-door, when she caught the sound of the terrible words from
below. Isa could scarcely see the top rounds of the ladder, so
obscure had the twilight become; she knew not whither it might lead,
or what horrors might lie at the bottom, yet she hesitated not for one
instant, and almost before the sound of her terrified question had
died away, she was at the side of Lottie in the utter darkness of the
vault.
“Master has been murdered!” gasped the young maid. Gaspar
could hear her exclamation distinctly, but was unable to speak a
word in reply.
“Gaspar—O my brother!” cried Isa, in a tone of piercing distress.
That cry from the lips of a sister broke the spell of the strange
trance with which Gaspar Gritton had been bound. During all the
long hours of his terrible imprisonment he had been unable to stir or
to make the least sound; and though he was conscious of Lottie’s
presence when she touched him, and could hear her voice, he had
still remained as it were dead, helpless as a corpse in his living
grave. But to Isa’s call, to his inexpressible relief, Gaspar was able to
answer; the hitherto paralyzed limbs stirred with life, and with a
murmured “God be praised!” he awoke from what appeared to him
like a dream of unutterable horror.
FOUND IN THE VAULT.
But Gaspar’s powers were in a very feeble state; he was unable at

first even to move far enough from the door which divided him from
his sister for it to be opened sufficiently wide to admit of her passing
through.
“Oh, for a light!” exclaimed Isa; then hearing Hannah’s step in the
study above, she called out loudly, “Bring light—help—quick, quick—
your master’s dying down here in the vault!”
Some minutes of terrible anxiety followed; Isa dreaded to see what
light might reveal, for the idea of murder, first suggested by Lottie,
was uppermost in her mind. Hannah had rushed towards the hamlet
to summon aid; Isa sent Lottie up the ladder for a light; the girl had
hardly procured it when the hall of the Lodge was filled with a party
of workmen, whom Hannah’s loud call for assistance had brought to
the house.
By the help of the men’s strong arms, Mr. Gritton was carried up
from his gloomy prison-vault, and laid on his bed. Thankful indeed
was Isa to find that her brother was unwounded, and apparently
unhurt, though in a very weak and nervous condition. She neither
questioned him, nor suffered him to be questioned, but she marked
the glances of surprise and suspicion exchanged between the
workmen, who had seen what they were never designed to see, and
learned what they were never intended to know. Gaspar’s secret was
a secret no longer, except as regarded his way of acquiring the
hoards of treasure, of which an exaggerated account spread through
all the hamlet before the morning.
Having thanked, rewarded, and dismissed the workmen, Isa sat
for hours watching by her brother, and listening to a confession from
his lips which filled her heart with mingled grief, shame,
thankfulness, and hope.
There are some men whom judgments only harden—a thunderbolt
might shatter, but it never would melt them—Gaspar’s nature
resembled not such. He felt on that solemn night much as Dives
might have felt had his tortured spirit received a reprieve, and been
permitted once more to dwell upon earth. He had been given a
glimpse, as if by the lurid light of the devouring flame, of the utter
worthlessness of all for which man would exchange his immortal
soul. The impression might become weakened by time, but upon that
night it was strong. Gaspar unburdened his soul to his sister; he told
her all, even to Lottie’s discovery of the treasure, and besought Isa’s
counsel in the difficult strait into which his covetousness had brought
him.
Confession—reparation! From these Gaspar shrank, as the patient
from the knife of the surgeon. Could no milder remedy be found,
could there be no compromise with conscience? Isa dared suggest
none, though she would have given all that she possessed on earth
to save her brother from the bitter humiliation of acknowledging to

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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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THE MOTHER’S RETURN.

“Thank God, at least I was in time to see him, to be with him, at

FOUND IN THE VAULT.

But Gaspar’s powers were in a very feeble state; he was unable at

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