Exam 8: Observation

One measure for monitoring Web site traffic is click-through rate (CTR).

The distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer is referred to as ____________________ bias.

Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?

Scanner data can be used to monitor supermarket sales in response to a local newspaper ad promotion.

The time it takes a subject to make a choice between the appeal of two advertisements is a type of ____________________.

A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n)____________________.

Physiological observation techniques,such as pupilometers,psychogalvanometers,and voice-pitch analysis,precisely measure levels of arousal.

The systematic study of the words used in a magazine ad is an example of ____________________.

Discuss the ethical issues particular to research using observation.What should a researcher consider when collecting observational data?

A mechanical device can identify where a subject looks during television commercials is called a(n)____________________ monitor.

Which device measures involuntary changes in the electrical resistance of the skin?

When the subject is unaware of being observed in a shopping mall,the observation is said to be ____.

Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site?

An airline passenger who is really an employee of the airline complains loudly about not being served a vegetarian meal so that he can note the responses of the flight attendant.This is an example of ____ observation.

The systematic process of recording the behaviors of people as they occur is called ____________________.