Exam 8: Observation

When a researcher analyzes commercials appearing during Saturday morning cartoons,the researcher is engaging in ____.

It is possible to directly observe ____.

Attitudes cannot be directly observed but can be inferred from other measures.

When a researcher counts the number of African Americans who have appeared on the cover of Newsweek during the past decade,the researcher is engaging in ____.

Name and define the techniques for measuring physiological reactions.

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.

Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements,newspaper articles,blogs,and the like?

A mechanical device that measures the electrical resistance of the skin is called a(n)____________________.

The manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from.This is an example of ____ observation.

Explain the observation of physical objects and message content.

If the observer or the mechanical device used to record is obvious to subjects,the observation is said to be ____.

Nielson Media Research estimates national television audiences using ____________________.

MRI allows one to measure what portions of the brain are active at a given time.

Using a stopwatch to determine how long customers wait at a drive-through location at McDonald's is an example of what type of observation?

In observation research,a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called selectivity bias.

All of the following measure physiological reactions EXCEPT ____.

"Conversation volume" is a measure of the amount of Internet postings that involve a specific name or term.

Which statement about scanner data is FALSE,as compared to standard mail diary panel data?

Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research.

Researchers can observe people or events with human observers or with machines.