Question 1

When a researcher creates an artificial situation in order to observe the reactions of a subject in that type of situation,the researcher is engaging in ____________________ observation.

Accepted Answer

contrived

Question 2

It is typical in observation studies for the observer to ask questions of the person who is being observed.

Accepted Answer

A) True 
 B)False  False

Question 3

Hidden,unobtrusive observation maximizes respondent error.

Accepted Answer

A) True 
 B)False  False

Question 4

A Web site designer is interested in how people look at a Web site.Specifically,she would like to know where they look first when a page comes up.Which mechanical device would be appropriate for determining?

Accepted Answer

A)  pupilometer
B)  MRI
C)  eye-tracking monitor
D)  psychogalvanometer

Question 5

Television monitoring is a form of computerized mechanical observation.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Compare and contrast direct observation and contrived observation.

Accepted Answer

The answer of Compare and contrast direct observation and contrived...

Question 8

Hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.

Accepted Answer

A) True 
 B)False

Question 9

All of the following are directly observable phenomena EXCEPT ____.

Accepted Answer

A)  attitudes
B)  verbal behavior
C)  spatial relations and locations
D)  neurological activity

Question 10

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.John is measuring response ____.

Accepted Answer

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

Question 11

Discuss the role of observation as a marketing research method and list the types of observable phenomena,giving an example of each.

Accepted Answer

The answer of Discuss the role of observation as a...

Question 12

Observing a person's television viewing habits is an example of which type of observation?

Accepted Answer

A)  verbal records
B)  expressive behavior
C)  physical actions
D)  physical objects

Question 13

Clara is a market researcher who records shoppers' movement through a grocery store.What method of research is Clara using?

Accepted Answer

A)  survey
B)  assessment
C)  immersion
D)  observation

Question 14

Using click-through rate as a measure of the amount of interest or attention a Web site is receiving can have disadvantages.Which of the following is NOT a flaw of this method?

Accepted Answer

A)  It measures clicks rather than unique visitors
B)  It likely makes some hits by mistake.
C)  It does not always convey the meaning behind the number of clicks.
D)  It does not adequately measure the number of times an ad is clicked on.

Question 15

A consumer uses a special ID card whenever he purchases items from the supermarket,allowing purchase behavior to be linked to household demographics.The consumer is participating in a(n)____________________ panel.

Accepted Answer

The answer of A consumer uses a special ID card...

Question 16

A(n)____________________ is the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to the company's Web site.

Accepted Answer

The answer of A(n)____________________ is the percentage of people who...

Question 17

Observing the movement of a shopper in a supermarket is an example of what type of observation?

Accepted Answer

A)  mall interception
B)  verbal behavior
C)  physical actions
D)  expressive behavior

Question 18

Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.

Accepted Answer

A) True 
 B)False

Question 19

Interpretation of observations data can be a source of error.

Accepted Answer

A) True 
 B)False

Question 20

When a subject is unaware that he is being observed,the observation is said to be ____________________.

Accepted Answer

The answer of When a subject is unaware that he...

Exam 8: Observation

When a researcher creates an artificial situation in order to observe the reactions of a subject in that type of situation,the researcher is engaging in ____________________ observation.

It is typical in observation studies for the observer to ask questions of the person who is being observed.

Hidden,unobtrusive observation maximizes respondent error.

A Web site designer is interested in how people look at a Web site.Specifically,she would like to know where they look first when a page comes up.Which mechanical device would be appropriate for determining?

Television monitoring is a form of computerized mechanical observation.

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

Compare and contrast direct observation and contrived observation.

Hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.

All of the following are directly observable phenomena EXCEPT ____.

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.John is measuring response ____.

Discuss the role of observation as a marketing research method and list the types of observable phenomena,giving an example of each.

Observing a person's television viewing habits is an example of which type of observation?

Clara is a market researcher who records shoppers' movement through a grocery store.What method of research is Clara using?

Using click-through rate as a measure of the amount of interest or attention a Web site is receiving can have disadvantages.Which of the following is NOT a flaw of this method?

A consumer uses a special ID card whenever he purchases items from the supermarket,allowing purchase behavior to be linked to household demographics.The consumer is participating in a(n)____________________ panel.

A(n)____________________ is the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to the company's Web site.

Observing the movement of a shopper in a supermarket is an example of what type of observation?

Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.

Interpretation of observations data can be a source of error.

When a subject is unaware that he is being observed,the observation is said to be ____________________.