Question 1

The major problem of human behavior observation is the observer.

Accepted Answer

A) True 
 B)False  True

Question 2

In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.

Accepted Answer

A) True 
 B)False  True

Question 3

Unstructured observation is used

Accepted Answer

A) for studies in which hypotheses are to be tested. 
B) for studies in which flexibility is allowed in terms of what is noted and recorded. 
C) for studies in which the categories that will be used to analyze the situation have been specified beforehand. 
D) only for disguised studies. 
E) only for undisguised studies. 
A) for studies in which hypotheses are to be tested. 
B) for studies in which flexibility is allowed in terms of what is noted and recorded. 
C) for studies in which the categories that will be used to analyze the situation have been specified beforehand. 
D) only for disguised studies. 
E) only for undisguised studies. B

Question 4

The decision to use observation methods of data collection requires that the researcher specify

Accepted Answer

A) who is to be observed. 
B) what aspects of the behavior should be reported. 
C) when the observation is to be made. 
D) where the observation is to be made. 
E) All of the above. 
A) who is to be observed. 
B) what aspects of the behavior should be reported. 
C) when the observation is to be made. 
D) where the observation is to be made. 
E) All of the above.

Question 5

Dial soap's brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention.They set up prototypes of the three displays in three supermarkets in a large metropolitan area and visit each to observe consumers body language,time spent at each display,etc.Which technique are the managers using?

Accepted Answer

A) Direct observation 
B) Past records 
C) Archives 
D) Survey 
E) Indirect observation 
A) Direct observation 
B) Past records 
C) Archives 
D) Survey 
E) Indirect observation

Question 6

In terms of observational studies,ethical dilemmas are most likely to arise when observation is

Accepted Answer

A) structured. 
B) disguised. 
C) performed by mechanical means. 
D) undisguised. 
E) unstructured. 
A) structured. 
B) disguised. 
C) performed by mechanical means. 
D) undisguised. 
E) unstructured.

Question 7

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

Accepted Answer

A) Focus groups 
B) Surveys 
C) Disguised observation 
D) Natural setting 
E) Both c and d. 
A) Focus groups 
B) Surveys 
C) Disguised observation 
D) Natural setting 
E) Both c and d.

Question 8

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

Accepted Answer

A) Galvanometer 
B) People meter 
C) Voice-pitch analysis 
D) Response latency 
E) Eye camera 
A) Galvanometer 
B) People meter 
C) Voice-pitch analysis 
D) Response latency 
E) Eye camera

Question 9

An automotive garage provides taxi rides to people who are having their cars repaired.To determine the quality of their service,the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage.This is an example of

Accepted Answer

A) a focus group. 
B) depth interviewing. 
C) direct observation. 
D) undisguised observation. 
E) disguised observation. 
A) a focus group. 
B) depth interviewing. 
C) direct observation. 
D) undisguised observation. 
E) disguised observation.

Question 10

Which of the following is TRUE?

Accepted Answer

A) The psychogalvanometer is used to measure pupil dilation whereas the eye camera is used to record movements of the eye. 
B) Response latency is the amount of time a respondent deliberates before answering a question. 
C) Response latency when used to measure brand preference rests on the premise that the degree of latency is directly proportional to the strength of the preference. 
D) Voice pitch analysis attempts to assess the loudness with which people answer specific questions. 
E) They are all false. 
A) The psychogalvanometer is used to measure pupil dilation whereas the eye camera is used to record movements of the eye. 
B) Response latency is the amount of time a respondent deliberates before answering a question. 
C) Response latency when used to measure brand preference rests on the premise that the degree of latency is directly proportional to the strength of the preference. 
D) Voice pitch analysis attempts to assess the loudness with which people answer specific questions. 
E) They are all false.

Question 11

Voice pitch analysis attempts to assess the loudness with which people answer specific questions.

Accepted Answer

A) True 
 B)False

Question 12

The MAJOR problem of human behavior observation is the

Accepted Answer

A) number of approaches possible. 
B) degree of structure to be used. 
C) degree of participation of the observer. 
D) degree of disguise that is needed. 
E) observer. 
A) number of approaches possible. 
B) degree of structure to be used. 
C) degree of participation of the observer. 
D) degree of disguise that is needed. 
E) observer.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

A researcher wants to find out which part of a particular magazine ad is noticed first by the viewer.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

Accepted Answer

A) Eye camera 
B) Optical scanner 
C) Galvanometer 
D) People meter 
E) Visual analyzer 
A) Eye camera 
B) Optical scanner 
C) Galvanometer 
D) People meter 
E) Visual analyzer

Question 15

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

Accepted Answer

A) The people meter provides the researcher timing control over a visual stimulus. 
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 timing control over a visual stimulus. 
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

A primary disadvantage of disguised research is that

Accepted Answer

A) there is a large potential for bias. 
B) the structured approach cannot be used. 
C) it will be hard to undisguise the data. 
D) people will change their behavior. 
E) background data is difficult or impossible to collect. 
A) there is a large potential for bias. 
B) the structured approach cannot be used. 
C) it will be hard to undisguise the data. 
D) people will change their behavior. 
E) background data is difficult or impossible to collect.

Question 17

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 18

The time that elapses between asking a question and receiving the answer is called

Accepted Answer

A) response latency. 
B) base time. 
C) lag time. 
D) tachistostic. 
E) awareness response. 
A) response latency. 
B) base time. 
C) lag time. 
D) tachistostic. 
E) awareness response.

Question 19

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

Accepted Answer

A) a galvanometer. 
B) an eye camera. 
C) an opthalomograph. 
D) an audiometer. 
E) None of the above 
A) a galvanometer. 
B) an eye camera. 
C) an opthalomograph. 
D) an audiometer. 
E) None of the above

Question 20

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.

The major problem of human behavior observation is the observer.

In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.

Unstructured observation is used

The decision to use observation methods of data collection requires that the researcher specify

In terms of observational studies,ethical dilemmas are most likely to arise when observation is

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

An automotive garage provides taxi rides to people who are having their cars repaired.To determine the quality of their service,the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage.This is an example of

Which of the following is TRUE?

Voice pitch analysis attempts to assess the loudness with which people answer specific questions.

The MAJOR problem of human behavior observation is the

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

A researcher wants to find out which part of a particular magazine ad is noticed first by the viewer.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

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

A primary disadvantage of disguised research is that

In indirect observation,the researcher is observing

The time that elapses between asking a question and receiving the answer is called

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

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 Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

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Exam 11: Collecting Information by Observation

The major problem of human behavior observation is the observer.

In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.

Unstructured observation is used

The decision to use observation methods of data collection requires that the researcher specify

In terms of observational studies,ethical dilemmas are most likely to arise when observation is

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

An automotive garage provides taxi rides to people who are having their cars repaired.To determine the quality of their service,the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage.This is an example of

Which of the following is TRUE?

Voice pitch analysis attempts to assess the loudness with which people answer specific questions.

The MAJOR problem of human behavior observation is the

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

A researcher wants to find out which part of a particular magazine ad is noticed first by the viewer.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

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

A primary disadvantage of disguised research is that

In indirect observation,the researcher is observing

The time that elapses between asking a question and receiving the answer is called

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

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 Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters