Question 1

Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?

Accepted Answer

A) Measures the direction of the subject's feeling. 
B) Relatively less time consuming to use. 
C) Requires sophisticated computer equipment. 
D) Relatively less expensive to use. 
E) Does not require physical connection to the subject. 
A) Measures the direction of the subject's feeling. 
B) Relatively less time consuming to use. 
C) Requires sophisticated computer equipment. 
D) Relatively less expensive to use. 
E) Does not require physical connection to the subject.

Question 2

Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal is called ____________________.

Accepted Answer

voice-pitc

Question 3

A requirement for the use of structured reporting in observational studies is

Accepted Answer

A) specific hypotheses about the behaviors to be observed. 
B) a laboratory setting for the research project. 
C) a disguised observation method. 
D) a natural setting for the research project. 
E) an undisguised observation method. 
A) specific hypotheses about the behaviors to be observed. 
B) a laboratory setting for the research project. 
C) a disguised observation method. 
D) a natural setting for the research project. 
E) an undisguised observation method.

Question 4

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 5

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 6

In a(n)____________________ setting,subjects are observed in the environment where the behavior normally takes place.

Accepted Answer

The answer of In a(n)____________________ setting,subjects are observed in the...

Question 7

Which of the following are disadvantages of observation in a contrived setting?

Accepted Answer

A) Speeds data collection. 
B) Produces lower-cost research. 
C) Allows more objective measurements. 
D) External validity is threatened. 
E) Internal validity is threatened. 
A) Speeds data collection. 
B) Produces lower-cost research. 
C) Allows more objective measurements. 
D) External validity is threatened. 
E) Internal validity is threatened.

Question 8

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 9

A contrived observational setting,as compared to a natural setting

Accepted Answer

A) usually speeds the data collection process. 
B) has greater external validity. 
C) results in higher cost research. 
D) limits the use of electrical or mechanical equipment. 
E) involves waiting for the phenomenon of interest to occur. 
A) usually speeds the data collection process. 
B) has greater external validity. 
C) results in higher cost research. 
D) limits the use of electrical or mechanical equipment. 
E) involves waiting for the phenomenon of interest to occur.

Question 10

The relationship that justifies the use of response latency measures in marketing research designed to assess the strength of a subject's preference when choosing among alternatives is response latency is related to

Accepted Answer

A) emotional intensity. 
B) uncertainty. 
C) the degree of structure in the observational method. 
D) the amount of information stored in memory. 
E) the degree of disguise in the observational method. 
A) emotional intensity. 
B) uncertainty. 
C) the degree of structure in the observational method. 
D) the amount of information stored in memory. 
E) the degree of disguise in the observational method.

Question 11

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

Accepted Answer

The answer of The electrical resistance of the skin associated...

Question 12

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display.This is an example of

Accepted Answer

A) indirect,disguised observation. 
B) indirect,structured observation. 
C) direct,disguised observation. 
D) direct,unstructured observation. 
E) direct,undisguised observation. 
A) indirect,disguised observation. 
B) indirect,structured observation. 
C) direct,disguised observation. 
D) direct,unstructured observation. 
E) direct,undisguised observation.

Question 13

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 14

____________________ observation is used for studies in which flexibility is allowed in terms of what is noted and recorded.

Accepted Answer

The answer of ____________________ observation is used for studies in...

Question 15

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad.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 16

Similar to a "lie detector" machine,a(n)____ records the changes in the electrical resistance of the skin associated with sweating.

Accepted Answer

A) people meter 
B) galvanometer 
C) eye camera 
D) optical scanner 
E) audiometer 
A) people meter 
B) galvanometer 
C) eye camera 
D) optical scanner 
E) audiometer

Question 17

The amount of time a respondent deliberates before answering a question is called ____________________.

Accepted Answer

The answer of The amount of time a respondent deliberates...

Question 18

In indirect observation,the researcher is observing attitudes.

Accepted Answer

A) True 
 B)False

Question 19

Use of the eye camera in marketing research is based on which one of the following physiological findings?

Accepted Answer

A) Pupils tend to dilate when people are interested in a stimulus. 
B) People tend to blink faster when they are emotionally aroused. 
C) Pupils tend to contract when people are uninterested in a stimulus. 
D) Emotional intensity is proportional to the amount of secretions from tear glands. 
E) Peoples' eyes do not move smoothly along lines of type as they read. 
A) Pupils tend to dilate when people are interested in a stimulus. 
B) People tend to blink faster when they are emotionally aroused. 
C) Pupils tend to contract when people are uninterested in a stimulus. 
D) Emotional intensity is proportional to the amount of secretions from tear glands. 
E) Peoples' eyes do not move smoothly along lines of type as they read.

Question 20

Which of the following statements about optical scanners is FALSE?

Accepted Answer

A) Scanners rely on imprinted Universal Product Codes that are 11-digit numbers. 
B) When scanning the product,the scanner picks both the Universal Product Code number and the price off the package. 
C) Scanner data are not subject to the interview and recording biases that are present with mail diaries. 
D) Scanners allow firms to study the effectiveness of marketing mix changes like price and number of facings on market share. 
E) All of the above are true. 
A) Scanners rely on imprinted Universal Product Codes that are 11-digit numbers. 
B) When scanning the product,the scanner picks both the Universal Product Code number and the price off the package. 
C) Scanner data are not subject to the interview and recording biases that are present with mail diaries. 
D) Scanners allow firms to study the effectiveness of marketing mix changes like price and number of facings on market share. 
E) All of the above are true.

Exam 11: Collecting Information by Observation

Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?

Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal is called ____________________.

A requirement for the use of structured reporting in observational studies is

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

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

In a(n)____________________ setting,subjects are observed in the environment where the behavior normally takes place.

Which of the following are disadvantages of observation in a contrived setting?

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

A contrived observational setting,as compared to a natural setting

The relationship that justifies the use of response latency measures in marketing research designed to assess the strength of a subject's preference when choosing among alternatives is response latency is related to

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

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display.This is an example of

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?

____________________ observation is used for studies in which flexibility is allowed in terms of what is noted and recorded.

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

Similar to a "lie detector" machine,a(n)____ records the changes in the electrical resistance of the skin associated with sweating.

The amount of time a respondent deliberates before answering a question is called ____________________.

In indirect observation,the researcher is observing attitudes.

Use of the eye camera in marketing research is based on which one of the following physiological findings?

Which of the following statements about optical scanners is FALSE?

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