Question 1

A panel of consumers using a special ID card whenever they purchase items from their local supermarket so that purchase behavior is matched with the demographic dimensions of each household is participating in a(n)____________________ panel.

Accepted Answer

The answer of A panel of consumers using a special...

Question 2

Name and define the techniques for measuring physiological reactions.

Accepted Answer

The answer of Name and define the techniques for measuring...

Question 3

A researcher gave Jaunita and her husband a bar-coded card,like a frequent-shopper card,that they give to the checkout clerk at the grocery store.Their code number is coupled with the purchase information recorded by the scanner.This family is participating is a(n):

Accepted Answer

A) scanner-based consumer panel 
B) obtrusive observation study 
C) phenomenological study 
D) ethnographic study

Question 4

Some might see contrived observation as unethical based on the notion of entrapment.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Researchers may observe physical phenomena as well as human behavior.

Accepted Answer

A) True 
 B)False

Question 7

A consumer panel in which household members scan the bar codes of the products they have purchased with a special wand to record their purchase behavior is an example of a(n)____________________.

Accepted Answer

The answer of A consumer panel in which household members...

Question 8

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 9

When the presence of an observer is known to the subject,this is called ____________________ observation.

Accepted Answer

The answer of When the presence of an observer is...

Question 10

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

Accepted Answer

The answer of The systematic process of recording the behaviors...

Question 11

A Web site designer is interested in how people look at a Web site.He wants to know where they look first when a page comes up.Which mechanical device would be appropriate for finding this out?

Accepted Answer

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

Question 12

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

Accepted Answer

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

Question 13

All of the following are errors associated with direct observation EXCEPT:

Accepted Answer

A) subjectively 
B) entrapment 
C) accuracy 
D) interpretation

Question 14

Response latency is the amount of time it takes to make a choice between two alternatives.

Accepted Answer

A) True 
 B)False

Question 15

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 16

Which of the following is a problem with physiological reaction measures?

Accepted Answer

A) subjects are usually placed in artificial settings 
B) calibration of measuring devices 
C) devices are expensive 
D) all of the above

Question 17

Explain the observation of physical objects and message content.

Accepted Answer

The answer of Explain the observation of physical objects and...

Question 18

In observation studies,it is normally not necessary to ask a person who is being observed to state his or her gender,since that characteristic can be observed.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

The answer of The time it takes a subject to...

Question 20

In observation research,a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called selectivity bias.

Accepted Answer

A) True 
 B)False

Exam 10: Observation

A panel of consumers using a special ID card whenever they purchase items from their local supermarket so that purchase behavior is matched with the demographic dimensions of each household is participating in a(n)____________________ panel.

Name and define the techniques for measuring physiological reactions.

A researcher gave Jaunita and her husband a bar-coded card,like a frequent-shopper card,that they give to the checkout clerk at the grocery store.Their code number is coupled with the purchase information recorded by the scanner.This family is participating is a(n) :

Some might see contrived observation as unethical based on the notion of entrapment.

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

Researchers may observe physical phenomena as well as human behavior.

A consumer panel in which household members scan the bar codes of the products they have purchased with a special wand to record their purchase behavior is an example of a(n)____________________.

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

When the presence of an observer is known to the subject,this is called ____________________ observation.

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

A Web site designer is interested in how people look at a Web site.He wants to know where they look first when a page comes up.Which mechanical device would be appropriate for finding this out?

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

All of the following are errors associated with direct observation EXCEPT:

Response latency is the amount of time it takes to make a choice between two alternatives.

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

Which of the following is a problem with physiological reaction measures?

Explain the observation of physical objects and message content.

In observation studies,it is normally not necessary to ask a person who is being observed to state his or her gender,since that characteristic can be observed.

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

In observation research,a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called selectivity bias.