Question 1

The observation method of data collection has the general advantages of versatility, speed and cost.

Accepted Answer

A) True 
 B)False

Question 2

Unstructured observation is used for studies in which hypotheses are to be tested.

Accepted Answer

A) True 
 B)False

Question 3

When a "mystery shopper" is used by Taco Bell Corporate to report employees' level of customer assistance and courtesy, which type of observation is being used?

Accepted Answer

A)  Undisguised 
B)  Disguised 
C)  Physical traces 
D)  Experiment 
E)  Archives 
A)  Undisguised 
B)  Disguised 
C)  Physical traces 
D)  Experiment 
E)  Archives

Question 4

Electronic devices, which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching, are called

Accepted Answer

A)  Audiometers. 
B)  People meters. 
C)  Optical scanners. 
D)  Eye cameras. 
E)  Galvanometers. 
A)  Audiometers. 
B)  People meters. 
C)  Optical scanners. 
D)  Eye cameras. 
E)  Galvanometers.

Question 5

A researcher needs to determine how many boxes of a particular brand of cereal were sold in a given region in a typical week. Which of the following is probably the best method?

Accepted Answer

A)  Arrange for a pantry audit. 
B)  Put a researcher with a clipboard next to the cereal display. 
C)  Collect supermarket scanner data. 
D)  Conduct a survey of shoppers. 
E)  Employ a mystery shopper. 
A)  Arrange for a pantry audit. 
B)  Put a researcher with a clipboard next to the cereal display. 
C)  Collect supermarket scanner data. 
D)  Conduct a survey of shoppers. 
E)  Employ a mystery shopper.

Question 6

A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of each entrance. This exhibits a measure of the most popular entrance to the store. What type of measurement situation is she using?

Accepted Answer

A)  Survey 
B)  Observation 
C)  Thematic Apperception Tests (TAT) 
D)  People meter 
E)  Experiment 
A)  Survey 
B)  Observation 
C)  Thematic Apperception Tests (TAT) 
D)  People meter 
E)  Experiment

Question 7

Which of the following is an example of the communication method of obtaining data?

Accepted Answer

A)  The researcher classifies people into social class strata by personally rating the furniture in their homes via on- site visits. 
B)  A researcher infers people's reactions to a product display by noting how long they stand in front of it. 
C)  A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit. 
D)  A researcher measures consumer attitudes by means of subjects' responses to a questionnaire. 
E)  A researcher notes the gender and race of each person making a purchase during a special sale. 
A)  The researcher classifies people into social class strata by personally rating the furniture in their homes via on- site visits. 
B)  A researcher infers people's reactions to a product display by noting how long they stand in front of it. 
C)  A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit. 
D)  A researcher measures consumer attitudes by means of subjects' responses to a questionnaire. 
E)  A researcher notes the gender and race of each person making a purchase during a special sale.

Question 8

It is possible to track how visitors to a website navigate its pages, which pages they look at and which pages they exit from.

Accepted Answer

A) True 
 B)False

Question 9

Observation research doesn't have to be sophisticated to be effective.

Accepted Answer

A) True 
 B)False

Question 10

Observational data have the advantage over communication data in which of the following categories?

Accepted Answer

A)  Objectivity, cost, and speed 
B)  Objectivity and accuracy 
C)  Objectivity and speed 
D)  Speed and versatility 
E)  Cost and versatility 
A)  Objectivity, cost, and speed 
B)  Objectivity and accuracy 
C)  Objectivity and speed 
D)  Speed and versatility 
E)  Cost and versatility

Question 11

The observation method

Accepted Answer

A)  Cannot measure all consumer characteristics precisely but can give very good estimates for awareness, intentions, motivations, and past behavior. 
B)  Is limited in that only behaviors can be observed. 
C)  Is considered to be more objective than the communication method. 
D)  Is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared, and observers can quickly record many observations. 
E)  Requires development of sophisticated procedures to be effective. 
A)  Cannot measure all consumer characteristics precisely but can give very good estimates for awareness, intentions, motivations, and past behavior. 
B)  Is limited in that only behaviors can be observed. 
C)  Is considered to be more objective than the communication method. 
D)  Is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared, and observers can quickly record many observations. 
E)  Requires development of sophisticated procedures to be effective.

Question 12

In indirect observation, the researcher is observing:

Accepted Answer

A)  Behavior. 
B)  Intentions. 
C)  Results of behavior. 
D)  Consumers, without their knowing it. 
E)  Attitudes. 
A)  Behavior. 
B)  Intentions. 
C)  Results of behavior. 
D)  Consumers, without their knowing it. 
E)  Attitudes.

Question 13

Observers in a supermarket are watching customers selecting apples. They have been given a check list and told to check all the behaviors that apply for each consumer. This method of data collection is a(n)

Accepted Answer

A)  Unstructured-disguised observation. 
B)  Unstructured-undisguised observation. 
C)  Contrived setting observation. 
D)  Structured observation. 
E)  Laboratory observation. 
A)  Unstructured-disguised observation. 
B)  Unstructured-undisguised observation. 
C)  Contrived setting observation. 
D)  Structured observation. 
E)  Laboratory observation.

Question 14

The communications approach to gathering primary data can be used for collecting information about all seven categories of primary data from individuals.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements about mechanical recording devices is FALSE?

Accepted Answer

A)  The people meter provides the researcher information about which television shows have been watched on a particular television. 
B)  The galvanometer is used to assess the emotional arousal induced by exposure to specific advertising copy. 
C)  Response latency measures the amount of time a respondent deliberates before answering a question. 
D)  Voice-pitch analysis examines changes in the relative vibration frequency of the human voice that accompanies emotional arousal. 
E)  Optical scanners measure the subject's eye movement over a stimulus. 
A)  The people meter provides the researcher information about which television shows have been watched on a particular television. 
B)  The galvanometer is used to assess the emotional arousal induced by exposure to specific advertising copy. 
C)  Response latency measures the amount of time a respondent deliberates before answering a question. 
D)  Voice-pitch analysis examines changes in the relative vibration frequency of the human voice that accompanies emotional arousal. 
E)  Optical scanners measure the subject's eye movement over a stimulus.

Question 16

Which of the following is NOT an example of data collected by communication?

Accepted Answer

A)  Supermarket scanner data 
B)  Telephone interview data 
C)  Confidential survey questionnaire data 
D)  National Purchase Diary data 
E)  Omnibus panel data 
A)  Supermarket scanner data 
B)  Telephone interview data 
C)  Confidential survey questionnaire data 
D)  National Purchase Diary data 
E)  Omnibus panel data

Question 17

Which of the following is NOT true with respect to structured observation?

Accepted Answer

A)  Increases potential observer bias. 
B)  Increases reliability of observations. 
C)  Often results in a loss of validity. 
D)  Used when hypotheses are known. 
E)  Used for descriptive and causal research. 
A)  Increases potential observer bias. 
B)  Increases reliability of observations. 
C)  Often results in a loss of validity. 
D)  Used when hypotheses are known. 
E)  Used for descriptive and causal research.

Question 18

Having the employee watch the salad bar usage is actually a(n)______________research design.

Accepted Answer

A)  Observational 
B)  Survey 
C)  Experiment 
D)  Causal study 
E)  None of the above. 
A)  Observational 
B)  Survey 
C)  Experiment 
D)  Causal study 
E)  None of the above.

Question 19

Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites. This is an example of

Accepted Answer

A)  Direct observation. 
B)  Archives. 
C)  Indirect observation. 
D)  Experiment. 
E)  None of the above. 
A)  Direct observation. 
B)  Archives. 
C)  Indirect observation. 
D)  Experiment. 
E)  None of the above.

Question 20

Which of the following is an example of the observation method of collecting primary data?

Accepted Answer

A)  Administering a questionnaire to shoppers in a supermarket. 
B)  Recording the amount of time a shopper stops in front of a point-of-purchase display. 
C)  Asking shoppers which brand they noticed first in a shelf display. 
D)  Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children. 
E)  Using a tape recorder to gather shopper impressions of a new store layout design. 
A)  Administering a questionnaire to shoppers in a supermarket. 
B)  Recording the amount of time a shopper stops in front of a point-of-purchase display. 
C)  Asking shoppers which brand they noticed first in a shelf display. 
D)  Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children. 
E)  Using a tape recorder to gather shopper impressions of a new store layout design.

The observation method of data collection has the general advantages of versatility, speed and cost.

Unstructured observation is used for studies in which hypotheses are to be tested.

When a "mystery shopper" is used by Taco Bell Corporate to report employees' level of customer assistance and courtesy, which type of observation is being used?

Electronic devices, which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching, are called

A researcher needs to determine how many boxes of a particular brand of cereal were sold in a given region in a typical week. Which of the following is probably the best method?

A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of each entrance. This exhibits a measure of the most popular entrance to the store. What type of measurement situation is she using?

Which of the following is an example of the communication method of obtaining data?

It is possible to track how visitors to a website navigate its pages, which pages they look at and which pages they exit from.

Observation research doesn't have to be sophisticated to be effective.

Observational data have the advantage over communication data in which of the following categories?

The observation method

In indirect observation, the researcher is observing:

Observers in a supermarket are watching customers selecting apples. They have been given a check list and told to check all the behaviors that apply for each consumer. This method of data collection is a(n)

The communications approach to gathering primary data can be used for collecting information about all seven categories of primary data from individuals.

Which of the following statements about mechanical recording devices is FALSE?

Which of the following is NOT an example of data collected by communication?

Which of the following is NOT true with respect to structured observation?

Having the employee watch the salad bar usage is actually a(n)______________research design.

Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites. This is an example of

Which of the following is an example of the observation method of collecting primary data?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 10: Collecting Data by Observation

The observation method of data collection has the general advantages of versatility, speed and cost.

Unstructured observation is used for studies in which hypotheses are to be tested.

When a "mystery shopper" is used by Taco Bell Corporate to report employees' level of customer assistance and courtesy, which type of observation is being used?

Electronic devices, which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching, are called

A researcher needs to determine how many boxes of a particular brand of cereal were sold in a given region in a typical week. Which of the following is probably the best method?

A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of each entrance. This exhibits a measure of the most popular entrance to the store. What type of measurement situation is she using?

Which of the following is an example of the communication method of obtaining data?

It is possible to track how visitors to a website navigate its pages, which pages they look at and which pages they exit from.

Observation research doesn't have to be sophisticated to be effective.

Observational data have the advantage over communication data in which of the following categories?

The observation method

In indirect observation, the researcher is observing:

Observers in a supermarket are watching customers selecting apples. They have been given a check list and told to check all the behaviors that apply for each consumer. This method of data collection is a(n)

The communications approach to gathering primary data can be used for collecting information about all seven categories of primary data from individuals.

Which of the following statements about mechanical recording devices is FALSE?

Which of the following is NOT an example of data collected by communication?

Which of the following is NOT true with respect to structured observation?

Having the employee watch the salad bar usage is actually a(n)______________research design.

Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites. This is an example of

Which of the following is an example of the observation method of collecting primary data?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters