Assessment of Skills and Knowledge(ASK) in Fundamental Marketing Concepts Practice Test

Which of the following is an example of an experimental study?

1. Reviewing customer diaries

2. Test marketing a product

3. Conducting a focus group

4. Analyzing computer cookies

The correct answer is: Test marketing a product

An experimental study is characterized by the manipulation of one or more independent variables to observe the effect on a dependent variable, often in a controlled environment. Test marketing a product falls under this category because it involves introducing a product to a specific market segment to measure its performance and customer response in real-time. This process allows marketers to experiment with different variables, such as pricing, promotional methods, or distribution strategies, and assess their impact on sales and consumer behavior. In contrast, reviewing customer diaries gathers insights from consumers' documented experiences but does not involve manipulation or conditions set by the researcher. Conducting a focus group aims to gather qualitative data through discussion rather than an experiment controlling variables. Analyzing computer cookies provides information on consumer behavior online but it is observational rather than experimental as it involves analyzing existing data without direct manipulation. Thus, test marketing a product is the only choice that exemplifies the core elements of an experimental study.