Experimental research and test marketing Flashcards
(22 cards)
What is the purpose of selecting and implementing an experimental design?
To conduct effective research and address ethical issues in experimentation.
What symbol represents exposure of a group to an experimental treatment?
X
What does the symbol ‘O’ signify in experimental design?
Observation/measurement of the dependent variable.
What does ‘R’ represent in the context of experimental design?
Random assignment of test subjects to different treatment groups.
What are EG and CG in experimental research?
EG: Experimental group of test subjects; CG: Control group of test subjects.
True or False: A quasi-experimental design can be classified as a true experiment.
False
What distinguishes true experimental designs from quasi-experimental designs?
True experimental designs randomize subject assignment.
What is a time series design in experimental research?
An experimental design used over long periods to distinguish between temporary and permanent changes in dependent variables.
What is a main effect in experimental design?
No main effect occurs when mean purchase probability is the same across conditions.
What is an interaction effect in experimental design?
An interaction effect occurs when the ad message score differs at different values of a variable.
What is the primary ethical consideration in experimentation?
A subject’s right to be informed.
What is debriefing in the context of experimentation?
The process of disclosing the nature and purpose of the experiment after it has been completed.
What does test marketing provide an opportunity to do?
Test a new product or marketing plan under realistic market conditions.
Fill-in-the-blank: Test marketing is a _______ experimental procedure.
[controlled]
What are the key functions of test marketing?
- Estimate outcomes of alternative courses of action
- Investigate impact on other items within product line
- Identify and correct weaknesses before national launch
- Evaluate the proposed marketing mix.
What are the two main types of test marketing methods?
- Standard method
- Control method
What is the purpose of electronic test markets?
To measure results based on scanner data combined with ad distribution systems.
What is a simulated test market?
A research laboratory where the traditional shopping process is compressed.
What is the recommended duration for a test market?
Long enough for consumers to become aware and try the product more than once.
What should be estimated during test market results projection?
- Consumer surveys
- Straight trend projections
- Ratio of test product sales to total company sales
- Market share for repeat purchase products.
What is the main takeaway regarding test marketing?
It is a controlled (field) experimental procedure under reliable market conditions to measure sales or profit potential
Which experimental design is represented by the symbols: (EG) O1 X O2 (CG) O3 O4?
Pretest-posttest control group design.
