Download Basic Marketing Research 9th Edition Brown Test Bank all chapters

Basic Marketing Research 9th Edition
Brown Test Bank

Go to download the full and correct content document:
https://testbankfan.com/product/basic-marketing-research-9th-edition-brown-test-ban
k/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...
Basic Marketing Research 8th Edition Brown Test Bank
https://testbankfan.com/product/basic-marketing-research-8th-
edition-brown-test-bank/
Basic Marketing Research 4th Edition Malhotra Test Bank
https://testbankfan.com/product/basic-marketing-research-4th-
edition-malhotra-test-bank/
Marketing Research Essentials 9th Edition McDaniel Test

Bank
https://testbankfan.com/product/marketing-research-
essentials-9th-edition-mcdaniel-test-bank/
Basic Marketing Research Pearson New International

Edition 4th Edition Malhotra Test Bank
https://testbankfan.com/product/basic-marketing-research-pearson-
new-international-edition-4th-edition-malhotra-test-bank/
Basic Marketing Research Using Microsoft Excel Data
Analysis 3rd Edition Burns Test Bank
https://testbankfan.com/product/basic-marketing-research-using-
microsoft-excel-data-analysis-3rd-edition-burns-test-bank/
Marketing Research Essentials 9th Edition McDaniel

Solutions Manual
https://testbankfan.com/product/marketing-research-
essentials-9th-edition-mcdaniel-solutions-manual/

Analysis Canadian 1st Edition Burns Test Bank
microsoft-excel-data-analysis-canadian-1st-edition-burns-test-
bank/

Analysis 3rd Edition Burns Solutions Manual
microsoft-excel-data-analysis-3rd-edition-burns-solutions-manual/
Marketing Research 7th Edition Burns Test Bank
https://testbankfan.com/product/marketing-research-7th-edition-
burns-test-bank/
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.
e. None 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
LEARNING OBJECTIVES: 8.07 - Discuss the advantages and disadvantages of simulated test marketing.
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
LEARNING OBJECTIVES: 8.05 - List the three major considerations in test marketing.
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
Another random document with
no related content on Scribd:
PLEASE READ THIS BEFORE YOU DISTRIBUTE OR USE THIS WORK
To protect the Project Gutenberg™ mission of promoting the free

distribution of electronic works, by using or distributing this work (or
any other work associated in any way with the phrase “Project
Gutenberg”), you agree to comply with all the terms of the Full
Project Gutenberg™ License available with this file or online at
www.gutenberg.org/license.
Section 1. General Terms of Use and

Redistributing Project Gutenberg™
electronic works
1.A. By reading or using any part of this Project Gutenberg™
electronic work, you indicate that you have read, understand, agree
to and accept all the terms of this license and intellectual property
(trademark/copyright) agreement. If you do not agree to abide by all
the terms of this agreement, you must cease using and return or
destroy all copies of Project Gutenberg™ electronic works in your
possession. If you paid a fee for obtaining a copy of or access to a
Project Gutenberg™ electronic work and you do not agree to be
bound by the terms of this agreement, you may obtain a refund from
the person or entity to whom you paid the fee as set forth in
paragraph 1.E.8.
1.B. “Project Gutenberg” is a registered trademark. It may only be

used on or associated in any way with an electronic work by people
who agree to be bound by the terms of this agreement. There are a
few things that you can do with most Project Gutenberg™ electronic
works even without complying with the full terms of this agreement.
See paragraph 1.C below. There are a lot of things you can do with
Project Gutenberg™ electronic works if you follow the terms of this
agreement and help preserve free future access to Project
Gutenberg™ electronic works. See paragraph 1.E below.
1.C. The Project Gutenberg Literary Archive Foundation (“the
Foundation” or PGLAF), owns a compilation copyright in the
collection of Project Gutenberg™ electronic works. Nearly all the
individual works in the collection are in the public domain in the
United States. If an individual work is unprotected by copyright law in
the United States and you are located in the United States, we do
not claim a right to prevent you from copying, distributing,
performing, displaying or creating derivative works based on the
work as long as all references to Project Gutenberg are removed. Of
course, we hope that you will support the Project Gutenberg™
mission of promoting free access to electronic works by freely
sharing Project Gutenberg™ works in compliance with the terms of
this agreement for keeping the Project Gutenberg™ name
associated with the work. You can easily comply with the terms of
this agreement by keeping this work in the same format with its
attached full Project Gutenberg™ License when you share it without
charge with others.
1.D. The copyright laws of the place where you are located also
govern what you can do with this work. Copyright laws in most
countries are in a constant state of change. If you are outside the
United States, check the laws of your country in addition to the terms
of this agreement before downloading, copying, displaying,
performing, distributing or creating derivative works based on this
work or any other Project Gutenberg™ work. The Foundation makes
no representations concerning the copyright status of any work in
any country other than the United States.
1.E. Unless you have removed all references to Project Gutenberg:
1.E.1. The following sentence, with active links to, or other

immediate access to, the full Project Gutenberg™ License must
appear prominently whenever any copy of a Project Gutenberg™
work (any work on which the phrase “Project Gutenberg” appears, or
with which the phrase “Project Gutenberg” is associated) is
accessed, displayed, performed, viewed, copied or distributed:
This eBook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
or re-use it under the terms of the Project Gutenberg License
included with this eBook or online at www.gutenberg.org. If you
are not located in the United States, you will have to check the
laws of the country where you are located before using this
eBook.
1.E.2. If an individual Project Gutenberg™ electronic work is derived

from texts not protected by U.S. copyright law (does not contain a
notice indicating that it is posted with permission of the copyright
holder), the work can be copied and distributed to anyone in the
United States without paying any fees or charges. If you are
redistributing or providing access to a work with the phrase “Project
Gutenberg” associated with or appearing on the work, you must
comply either with the requirements of paragraphs 1.E.1 through
1.E.7 or obtain permission for the use of the work and the Project
Gutenberg™ trademark as set forth in paragraphs 1.E.8 or 1.E.9.
1.E.3. If an individual Project Gutenberg™ electronic work is posted

with the permission of the copyright holder, your use and distribution
must comply with both paragraphs 1.E.1 through 1.E.7 and any
additional terms imposed by the copyright holder. Additional terms
will be linked to the Project Gutenberg™ License for all works posted
with the permission of the copyright holder found at the beginning of
this work.
1.E.4. Do not unlink or detach or remove the full Project

Gutenberg™ License terms from this work, or any files containing a
part of this work or any other work associated with Project
Gutenberg™.
1.E.5. Do not copy, display, perform, distribute or redistribute this

electronic work, or any part of this electronic work, without
prominently displaying the sentence set forth in paragraph 1.E.1 with
active links or immediate access to the full terms of the Project
Gutenberg™ License.
1.E.6. You may convert to and distribute this work in any binary,
compressed, marked up, nonproprietary or proprietary form,
including any word processing or hypertext form. However, if you
provide access to or distribute copies of a Project Gutenberg™ work
in a format other than “Plain Vanilla ASCII” or other format used in
the official version posted on the official Project Gutenberg™ website
(www.gutenberg.org), you must, at no additional cost, fee or expense
to the user, provide a copy, a means of exporting a copy, or a means
of obtaining a copy upon request, of the work in its original “Plain
Vanilla ASCII” or other form. Any alternate format must include the
full Project Gutenberg™ License as specified in paragraph 1.E.1.
1.E.7. Do not charge a fee for access to, viewing, displaying,

performing, copying or distributing any Project Gutenberg™ works
unless you comply with paragraph 1.E.8 or 1.E.9.
1.E.8. You may charge a reasonable fee for copies of or providing

access to or distributing Project Gutenberg™ electronic works
provided that:
• You pay a royalty fee of 20% of the gross profits you derive from
the use of Project Gutenberg™ works calculated using the
method you already use to calculate your applicable taxes. The
fee is owed to the owner of the Project Gutenberg™ trademark,
but he has agreed to donate royalties under this paragraph to
the Project Gutenberg Literary Archive Foundation. Royalty
payments must be paid within 60 days following each date on
which you prepare (or are legally required to prepare) your
periodic tax returns. Royalty payments should be clearly marked
as such and sent to the Project Gutenberg Literary Archive
Foundation at the address specified in Section 4, “Information
about donations to the Project Gutenberg Literary Archive
Foundation.”
• You provide a full refund of any money paid by a user who

notifies you in writing (or by e-mail) within 30 days of receipt that
s/he does not agree to the terms of the full Project Gutenberg™
License. You must require such a user to return or destroy all
copies of the works possessed in a physical medium and
discontinue all use of and all access to other copies of Project
Gutenberg™ works.
• You provide, in accordance with paragraph 1.F.3, a full refund of

any money paid for a work or a replacement copy, if a defect in
the electronic work is discovered and reported to you within 90
days of receipt of the work.
• You comply with all other terms of this agreement for free
distribution of Project Gutenberg™ works.
1.E.9. If you wish to charge a fee or distribute a Project Gutenberg™

electronic work or group of works on different terms than are set
forth in this agreement, you must obtain permission in writing from
the Project Gutenberg Literary Archive Foundation, the manager of
the Project Gutenberg™ trademark. Contact the Foundation as set
forth in Section 3 below.
1.F.
1.F.1. Project Gutenberg volunteers and employees expend

considerable effort to identify, do copyright research on, transcribe
and proofread works not protected by U.S. copyright law in creating
the Project Gutenberg™ collection. Despite these efforts, Project
Gutenberg™ electronic works, and the medium on which they may
be stored, may contain “Defects,” such as, but not limited to,
incomplete, inaccurate or corrupt data, transcription errors, a
copyright or other intellectual property infringement, a defective or
damaged disk or other medium, a computer virus, or computer
codes that damage or cannot be read by your equipment.
1.F.2. LIMITED WARRANTY, DISCLAIMER OF DAMAGES - Except

for the “Right of Replacement or Refund” described in paragraph
1.F.3, the Project Gutenberg Literary Archive Foundation, the owner
of the Project Gutenberg™ trademark, and any other party
distributing a Project Gutenberg™ electronic work under this
agreement, disclaim all liability to you for damages, costs and
expenses, including legal fees. YOU AGREE THAT YOU HAVE NO
REMEDIES FOR NEGLIGENCE, STRICT LIABILITY, BREACH OF
WARRANTY OR BREACH OF CONTRACT EXCEPT THOSE
PROVIDED IN PARAGRAPH 1.F.3. YOU AGREE THAT THE
FOUNDATION, THE TRADEMARK OWNER, AND ANY
DISTRIBUTOR UNDER THIS AGREEMENT WILL NOT BE LIABLE
TO YOU FOR ACTUAL, DIRECT, INDIRECT, CONSEQUENTIAL,
PUNITIVE OR INCIDENTAL DAMAGES EVEN IF YOU GIVE
NOTICE OF THE POSSIBILITY OF SUCH DAMAGE.
1.F.3. LIMITED RIGHT OF REPLACEMENT OR REFUND - If you

discover a defect in this electronic work within 90 days of receiving it,
you can receive a refund of the money (if any) you paid for it by
sending a written explanation to the person you received the work
from. If you received the work on a physical medium, you must
return the medium with your written explanation. The person or entity
that provided you with the defective work may elect to provide a
replacement copy in lieu of a refund. If you received the work
electronically, the person or entity providing it to you may choose to
give you a second opportunity to receive the work electronically in
lieu of a refund. If the second copy is also defective, you may
demand a refund in writing without further opportunities to fix the
problem.
1.F.4. Except for the limited right of replacement or refund set forth in
paragraph 1.F.3, this work is provided to you ‘AS-IS’, WITH NO
OTHER WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED,
INCLUDING BUT NOT LIMITED TO WARRANTIES OF
MERCHANTABILITY OR FITNESS FOR ANY PURPOSE.
1.F.5. Some states do not allow disclaimers of certain implied

warranties or the exclusion or limitation of certain types of damages.
If any disclaimer or limitation set forth in this agreement violates the
law of the state applicable to this agreement, the agreement shall be
interpreted to make the maximum disclaimer or limitation permitted
by the applicable state law. The invalidity or unenforceability of any
provision of this agreement shall not void the remaining provisions.
1.F.6. INDEMNITY - You agree to indemnify and hold the

Foundation, the trademark owner, any agent or employee of the
Foundation, anyone providing copies of Project Gutenberg™
electronic works in accordance with this agreement, and any
volunteers associated with the production, promotion and distribution
of Project Gutenberg™ electronic works, harmless from all liability,
costs and expenses, including legal fees, that arise directly or
indirectly from any of the following which you do or cause to occur:
(a) distribution of this or any Project Gutenberg™ work, (b)
alteration, modification, or additions or deletions to any Project
Gutenberg™ work, and (c) any Defect you cause.
Section 2. Information about the Mission of

Project Gutenberg™
Project Gutenberg™ is synonymous with the free distribution of
electronic works in formats readable by the widest variety of
computers including obsolete, old, middle-aged and new computers.
It exists because of the efforts of hundreds of volunteers and
donations from people in all walks of life.
Volunteers and financial support to provide volunteers with the

assistance they need are critical to reaching Project Gutenberg™’s
goals and ensuring that the Project Gutenberg™ collection will
remain freely available for generations to come. In 2001, the Project
Gutenberg Literary Archive Foundation was created to provide a
secure and permanent future for Project Gutenberg™ and future
generations. To learn more about the Project Gutenberg Literary
Archive Foundation and how your efforts and donations can help,
see Sections 3 and 4 and the Foundation information page at
www.gutenberg.org.
Section 3. Information about the Project
Gutenberg Literary Archive Foundation
The Project Gutenberg Literary Archive Foundation is a non-profit
501(c)(3) educational corporation organized under the laws of the
state of Mississippi and granted tax exempt status by the Internal
Revenue Service. The Foundation’s EIN or federal tax identification
number is 64-6221541. Contributions to the Project Gutenberg
Literary Archive Foundation are tax deductible to the full extent
permitted by U.S. federal laws and your state’s laws.
The Foundation’s business office is located at 809 North 1500 West,

Salt Lake City, UT 84116, (801) 596-1887. Email contact links and up
to date contact information can be found at the Foundation’s website
and official page at www.gutenberg.org/contact
Section 4. Information about Donations to

the Project Gutenberg Literary Archive
Foundation
Project Gutenberg™ depends upon and cannot survive without
widespread public support and donations to carry out its mission of
increasing the number of public domain and licensed works that can
be freely distributed in machine-readable form accessible by the
widest array of equipment including outdated equipment. Many small
donations ($1 to $5,000) are particularly important to maintaining tax
exempt status with the IRS.
The Foundation is committed to complying with the laws regulating

charities and charitable donations in all 50 states of the United
States. Compliance requirements are not uniform and it takes a
considerable effort, much paperwork and many fees to meet and
keep up with these requirements. We do not solicit donations in
locations where we have not received written confirmation of
compliance. To SEND DONATIONS or determine the status of
compliance for any particular state visit www.gutenberg.org/donate.
While we cannot and do not solicit contributions from states where

we have not met the solicitation requirements, we know of no
prohibition against accepting unsolicited donations from donors in
such states who approach us with offers to donate.
International donations are gratefully accepted, but we cannot make

any statements concerning tax treatment of donations received from
outside the United States. U.S. laws alone swamp our small staff.
Please check the Project Gutenberg web pages for current donation
methods and addresses. Donations are accepted in a number of
other ways including checks, online payments and credit card
donations. To donate, please visit: www.gutenberg.org/donate.
Section 5. General Information About Project

Gutenberg™ electronic works
Professor Michael S. Hart was the originator of the Project
Gutenberg™ concept of a library of electronic works that could be
freely shared with anyone. For forty years, he produced and
distributed Project Gutenberg™ eBooks with only a loose network of
volunteer support.
Project Gutenberg™ eBooks are often created from several printed

editions, all of which are confirmed as not protected by copyright in
the U.S. unless a copyright notice is included. Thus, we do not
necessarily keep eBooks in compliance with any particular paper
edition.
Most people start at our website which has the main PG search
facility: www.gutenberg.org.
This website includes information about Project Gutenberg™,

including how to make donations to the Project Gutenberg Literary
Archive Foundation, how to help produce our new eBooks, and how
to subscribe to our email newsletter to hear about new eBooks.

Download Basic Marketing Research 9th Edition Brown Test Bank all chapters

Uploaded by

Copyright:

Available Formats

You might also like

Download Basic Marketing Research 9th Edition Brown Test Bank all chapters

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Download Basic Marketing Research 9th Edition Brown Test Bank all chapters

Uploaded by

Copyright:

Available Formats

Basic Marketing Research 9th Edition

Brown Test Bank

Basic Marketing Research 8th Edition Brown Test Bank

Basic Marketing Research 4th Edition Malhotra Test Bank

Marketing Research Essentials 9th Edition McDaniel Test

Basic Marketing Research Pearson New International

Marketing Research Essentials 9th Edition McDaniel

Basic Marketing Research Using Microsoft Excel Data

Basic Marketing Research Using Microsoft Excel Data

Marketing Research 7th Edition Burns Test Bank

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?

Copyright Cengage Learning. Powered by Cognero. Page 7

19. Which of the following is FALSE?

20. Indicate the CORRECT statement among the following.

26. Which of the following is TRUE of experiments?

Copyright Cengage Learning. Powered by Cognero. Page 11

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?

Copyright Cengage Learning. Powered by Cognero. Page 13

32. In regard to internal and external validity

33. Which of the following is TRUE?

Copyright Cengage Learning. Powered by Cognero. Page 14

Copyright Cengage Learning. Powered by Cognero. Page 15

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

42. The standard test market plays a vital role when

To protect the Project Gutenberg™ mission of promoting the free

Section 1. General Terms of Use and

1.B. “Project Gutenberg” is a registered trademark. It may only be

1.E. Unless you have removed all references to Project Gutenberg:

1.E.1. The following sentence, with active links to, or other

1.E.2. If an individual Project Gutenberg™ electronic work is derived

1.E.3. If an individual Project Gutenberg™ electronic work is posted

1.E.4. Do not unlink or detach or remove the full Project

1.E.5. Do not copy, display, perform, distribute or redistribute this

1.E.7. Do not charge a fee for access to, viewing, displaying,

1.E.8. You may charge a reasonable fee for copies of or providing

• You provide a full refund of any money paid by a user who

• You provide, in accordance with paragraph 1.F.3, a full refund of

1.E.9. If you wish to charge a fee or distribute a Project Gutenberg™

1.F.1. Project Gutenberg volunteers and employees expend

1.F.2. LIMITED WARRANTY, DISCLAIMER OF DAMAGES - Except

1.F.3. LIMITED RIGHT OF REPLACEMENT OR REFUND - If you

1.F.5. Some states do not allow disclaimers of certain implied

1.F.6. INDEMNITY - You agree to indemnify and hold the

Section 2. Information about the Mission of

Volunteers and financial support to provide volunteers with the

The Foundation’s business office is located at 809 North 1500 West,

Section 4. Information about Donations to

The Foundation is committed to complying with the laws regulating

While we cannot and do not solicit contributions from states where