Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

When an employee who works at McDonald's headquarters outside Chicago travels around the U.S.and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service,cleanliness,and quality of food,this observer is acting as a(n):

Accepted Answer

A) mystery shopper 
B) indirect observer 
C) mechanical observer 
D) scanner-based consumer panel 
A) mystery shopper 
B) indirect observer 
C) mechanical observer 
D) scanner-based consumer panel

Question 3

All of the following cannot be observed EXCEPT:

Accepted Answer

A) intentions 
B) attitudes 
C) expressive behavior 
D) feelings 
A) intentions 
B) attitudes 
C) expressive behavior 
D) feelings

Question 4

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St.Louis Art Museum is an example of what type of observation?

Accepted Answer

A) verbal behavior 
B) temporal patterns 
C) expressive behavior 
D) spatial relations 
A) verbal behavior 
B) temporal patterns 
C) expressive behavior 
D) spatial relations

Question 5

When a researcher analyzes the content of advertisements appearing in cartoons on a Saturday morning in terms of the types of characters that appear in the ads,this is an example of what type of observation?

Accepted Answer

A) contrived analysis 
B) content analysis 
C) indirect analysis 
D) entrapment 
A) contrived analysis 
B) content analysis 
C) indirect analysis 
D) entrapment

Question 6

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other.The recorded choice time is referred to as:

Accepted Answer

A) response lag 
B) response interval 
C) response latency 
D) response bias 
A) response lag 
B) response interval 
C) response latency 
D) response bias

Question 7

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

Accepted Answer

A) eye-tracking monitor 
B) psychogalvanometer 
C) pupilometer 
D) voice-pitch analysis 
A) eye-tracking monitor 
B) psychogalvanometer 
C) pupilometer 
D) voice-pitch analysis

Question 8

All of the following are improvements of scanner data over standard mail diary panel data EXCEPT:

Accepted Answer

A) scanner data measure observed (actual)purchase behavior rather than reported behavior 
B) scanner measures are obtrusive 
C) more extensive purchase data can be collected with scanner data 
D) scanner data are collected mechanically,resulting in improved accuracy over mail diary panel data 
A) scanner data measure observed (actual)purchase behavior rather than reported behavior 
B) scanner measures are obtrusive 
C) more extensive purchase data can be collected with scanner data 
D) scanner data are collected mechanically,resulting in improved accuracy over mail diary panel data

Question 9

Hidden,unobtrusive observation maximizes respondent error.

Accepted Answer

A) True 
 B)False

Question 10

The results of observation studies can provide complementary evidence,along with other measures,for a respondent's "true" feelings.

Accepted Answer

A) True 
 B)False

Question 11

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade,this is an example of what type of observation?

Accepted Answer

A) contrived analysis 
B) ethnic analysis 
C) indirect analysis 
D) content analysis 
A) contrived analysis 
B) ethnic analysis 
C) indirect analysis 
D) content analysis

Question 12

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

Accepted Answer

The answer of The systematic analysis of the words used...

Question 13

Which of the following obtains data by observing and analyzing the contents of advertisements,newspaper articles,television programs,Web sties,and the like?

Accepted Answer

A) contrived analysis 
B) content analysis 
C) indirect analysis 
D) response latency analysis 
A) contrived analysis 
B) content analysis 
C) indirect analysis 
D) response latency analysis

Question 14

A situation in which an observer's presence,or the mechanical device doing the recording,is easily known to the subject involves:

Accepted Answer

A) obtrusive observation 
B) visible observation 
C) primary observation 
D) first-order observation 
A) obtrusive observation 
B) visible observation 
C) primary observation 
D) first-order observation

Question 15

Which of the following companies use a television monitoring system for estimating national television audiences?

Accepted Answer

A) ACNielsen 
B) Mediamark 
C) Infoscan 
D) TVtrack 
A) ACNielsen 
B) Mediamark 
C) Infoscan 
D) TVtrack

Question 16

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?

Accepted Answer

A) pictorial records 
B) verbal behavior 
C) expressive behavior 
D) spatial relations 
A) pictorial records 
B) verbal behavior 
C) expressive behavior 
D) spatial relations

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

Observation methods introduce a number o

Question 19

All of the following measure physiological reactions EXCEPT:

Accepted Answer

A) eye-tracking monitor 
B) pupilometer 
C) at-home scanning systems 
D) voce-pitch analysis 
A) eye-tracking monitor 
B) pupilometer 
C) at-home scanning systems 
D) voce-pitch analysis

Question 20

Marketing research companies can compute market shares through observation of inventories in retail audits.

Accepted Answer

A) True 
 B)False

Exam 10: Observation

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

When an employee who works at McDonald's headquarters outside Chicago travels around the U.S.and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service,cleanliness,and quality of food,this observer is acting as a(n):

All of the following cannot be observed EXCEPT:

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St.Louis Art Museum is an example of what type of observation?

When a researcher analyzes the content of advertisements appearing in cartoons on a Saturday morning in terms of the types of characters that appear in the ads,this is an example of what type of observation?

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other.The recorded choice time is referred to as:

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

All of the following are improvements of scanner data over standard mail diary panel data EXCEPT:

Hidden,unobtrusive observation maximizes respondent error.

The results of observation studies can provide complementary evidence,along with other measures,for a respondent's "true" feelings.

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade,this is an example of what type of observation?

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

Which of the following obtains data by observing and analyzing the contents of advertisements,newspaper articles,television programs,Web sties,and the like?

A situation in which an observer's presence,or the mechanical device doing the recording,is easily known to the subject involves:

Which of the following companies use a television monitoring system for estimating national television audiences?

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?

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

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

All of the following measure physiological reactions EXCEPT:

Marketing research companies can compute market shares through observation of inventories in retail audits.

The Role of Marketing Research

Information Systems and Knowledge Management

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Problem Definition: Jump-Starting the Research Process

Qualitative Research Tools

Secondary Data Research in a Digital Age

Survey Research: an Overview

Survey Research: Basic Methods of Communication With Respondents

Experimental Research: An Overview

Test Markets and Experimental Design

Measurement

Attitude Measurement

Questionnaire Design

Sampling Designs and Sampling Procedures

Determination of Sample Size: A Review of Statistical Theory

Fieldwork

Editing and Coding: Transforming Raw Data Into Information

Basic Data Analysis: Descriptive Statistics

Univariate Statistical Analysis

Bivariate Statistical Analysis: Differences Between Two Variables

Bivariate Statistical Analysis: Measures of Association

Introducing Multivariate Statistical Analysis

Communicating Research Results: Research Report, oral Presentation, and Research Follow-Up

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