Pretend that a retail store wa

Pretend that a retail store wants to do testing regardingatmospheric elements (e.g., displays, lighting, etc.) to test whatwill keep people in the store the longest. What test marketapproach is preferred: laboratory or field experiment? 1. You wanta rough, directional idea of the best combination of atmosphericelements (as opposed to trying to statistically estimate everypossible effect with precision) 2. You want to simulate theconditions that a shopper would typically face in a store 3. Youwant to determine the effect of each element on how long customersspend in the store For the following four scenarios where you wantto conduct a study on a group of respondents, would you recommend across-sectional or longitudinal design? 4. You want to do a studythat tracks changes in consumer behavior over a two-year period 5.You want to ensure that your results are based off of arepresentative sample 6. You want to estimate the percentage ofhouseholds that view TV shows through non-traditional channels(i.e., tablets, phones, website, Hulu, etc.) 7. You want tohand-select (as opposed to randomly selecting) participants for thestudy You want to do a study for a local gym where email offerswill be sent out; you will determine how successful the emailcampaign is based on the response rate. Please read the followingstatement and determine which conditions for an experiment arebeing referenced: control, randomization, or replication. 8. Youhave to assign participants into different test groups that areroughly equal 9. You need some point of comparison/reference pointthat you can compare your test group(s) to 10. The moreparticipants involved in the study, the more reliable theexperiment results are


Q1 : 1. You want a rough, directional idea of the bestcombination of atmospheric elements (as opposed to trying tostatistically estimate every possible effect with precision) -Field experiment as the requirement is to get a rough, directionalidea that indicates further course of analysis and not precisemeasurements.

2. You want to simulate the conditions that a shopper wouldtypically face in a store – Field experiment as exact simulation ofconditions that a shopper would face in a store is required.

3. You want to determine the effect of each element on how longcustomers spend in the store – Laboratory as one can simulate andtweak the required number of variables while holding the othersconstant so that effect of each variable or variables can beaccurately studied.

4. You want to do a study that tracks changes in consumerbehavior over a two-year period – Longitudinal the changes inconsumer behavior can only be studied if the same consumers areselected over the length of the survey.

5. You want to ensure that your results are based off of arepresentative sample – Cross-sectional the study needs to becarried out on a representative sample and hence you need notselect the same participants.

6. You want to estimate the percentage of households that viewTV shows through non-traditional channels (i.e., tablets, phones,website, Hulu, etc.) – Cross-sectional as the participants mustcorrectly portray a sample of the population

7. You want to hand-select (as opposed to randomly selecting)participants for the study – Longitudinal you do not want randomselection and want people based on a certain characteristics

8. You have to assign participants into different test groupsthat are roughly equal – Randomization as with this we will assignrandom participants to random groups and thus the groups will beroughly equal.

9. You need some point of comparison/reference point that youcan compare your test group(s) to – Control as this will provide areference point against whom the results of the test can becompared

10. The more participants involved in the study, the morereliable the experiment results are – Replication as moreparticipants means that we will have higher confidence in theresults and thus we can replicate the results with a higher degreeof confidence

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