Which statement is not true concerning a standard test market?
A) It is a one-shot case study.
B) Test markets are selected and the product is sold through regular distribution channels.
C) Where external validity is important, at least four test markets should be used.
D) All statements are correct.
Answer: D) All statements are correct.
Learn More :
Market Research
- ______ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems.
- A ________ is a question that gives the respondent a clue as to what answer is desired or leads the respondent to answer in a certain way.
- Which of the following is not a type of structured question?
- ______ refer to open-ended questions that respondents answer in their own words.
- _____ that measure familiarity, product use, and past experience should be asked before questions about the topics themselves.
- "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.
- The first step in the questionnaire design process is ________.
- Which of the following is not an objective of a questionnaire?
- ______ is the extent to which a scale produces consistent results if repeated measurements are made on the characteristic.
- The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct.
- The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct.
- In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale.
- In marketing research, attitudinal data obtained from rating scales are often treated as ________ data.
- _____ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
- The rankings of teams in a tournament constitute a ________ scale.
- When used for classification purposes, the ________ scaled numbers serve as labels for classes or categories.
- A ________ is a test marketing program conducted by an outside research company in field experimentation. The research company guarantees distribution of the product in retail outlets that represent a pre-determined percentage of the market.
- Which statement is not true about simulated test markets?
- A ________ is a test market in which the product is sold through regular distribution channels.
- Which statement is not true about laboratory experiments?
- _____ result when the researcher is unable to achieve full manipulation of scheduling or allocation of treatments to test units but can still apply part of the apparatus of true experimentation.
- If the experimental design called for the respondents to be randomly assigned to one of three experimental groups and for one of three versions of a test commercial to be randomly administered to each group, this design would be using ________.
- In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the test units were ________.
- In the New York coupon experiment mentioned in your text, the experiment was conducted to test the effects of the face value of coupons on the likelihood of coupon redemption. Subjects were randomly assigned to 2 treatment groups. One group was offered 15-cent coupons and the other 50-cent coupons for four products. During the interviews, the respondents answered questions about which brands they used and how likely they were to cash coupons of the given face value the next time they shopped. In the preceding experiment, the independent variable that was manipulated was ________.