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  4. Quiz 18: Measuring the Effectiveness of the Promotional Program

Disadvantages Associated with Laboratory Tests Include

Question 38
Multiple Choice

Disadvantages associated with laboratory tests include A)lack of control of environmental variables. B)lack of realism leading to a testing bias. C)the expense associated with collecting feedback information. D)a loss of specificity. E)the elimination of competitive intelligence gathering opportunities.

Related questions
Q 39
One major disadvantage of laboratory tests is the lack of realism, and perhaps the greatest effect of this lack of realism is A)high costs. B)a testing bias. C)limited control. D)distraction due to noise. E)perceptual propensity.
Q 40
The primary difference between a laboratory test and a field test to measure advertising effectiveness is that in a field test, a researcher A)is unable to isolate causes of viewers' evaluations. B)has the ability to achieve greater internal validity. C)has control of all independent variables. D)can eliminate bias. E)can create an illusion of reality.
Q 41
_____ tests are tests of an ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home. A)Concept B)Readability C)Rough D)Field E)Portfolio
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