Deck 9: Observation Research: Biometrics

Question 1

With regard to eye tracking data,________ identifies the visual element that attracts the greatest amount of initial attention.

A)first fixation
B)most fixation
C)total gaze time
D)individual gaze time

Answer 1

A

Question 2

The search results at the bottom of the search page (beneath Google's Golden Triangle)were viewed by ________% of viewers.

A)20
B)50
C)90
D)100

Answer 2

A

Question 3

Biometric observation is able to collect ________ physiological responses.

A)only voluntary
B)only involuntary
C)both voluntary and involuntary

Answer 3

C

Question 4

Eye tracking data uses a stop motion camera to record a respondent's gaze ________.

A)once per second
B)10 times per second
C)50 times per second
D)100 times per second
E)continuously throughout the test

Question 5

With regard to eye tracking data,________ identifies the visual element(s)that maintain attention.

A)first fixation
B)most fixation
C)total gaze time
D)individual gaze time

Question 6

Eye tracking can help advertisers make more informed decisions with regard to media selection and ad placement within a specific medium.

Question 7

The areas of viewing within Google's Golden Triangle most resemble the letter ________.

A)B
B)T
C)F
D)C
E)K

Question 8

The eye tracking research that named "Google's Golden Triangle" identified the areas of Google search results most likely to be ________.

A)viewed
B)ignored
C)found confusing
D)from brand name products
E)in full color

Question 9

Current approaches to eye tracking are unobtrusive and allow the respondent to act in a natural manner.

Question 10

The search results at the top of Google's Golden Triangle were viewed by ________ % of viewers.

A)20
B)50
C)90
D)100

Question 11

With regard to eyetracking reporting,a(n)________ uses colors to represent the amount of time spent viewing specific areas of the visual stimulus.

A)gaze path
B)heatmap
C)opacity chart

Question 12

With regard to eye tracking data,________ is the amount of time spent looking at each specific element.

A)first fixation
B)most fixation
C)total gaze time
D)individual gaze time

Question 13

The collection of eye tracking data ________.

A)is fully under human control
B)is a combination of automation and human control
C)is fully automated

Question 14

Eye tracking is the ________ controversial form of biometric research.

A)most
B)least

Question 15

With regard to eye tracking data,________ is the sum of all gaze times and reflects how engaged an individual is with the stimulus overall.

A)first fixation
B)most fixation
C)total gaze time
D)individual gaze time

Question 16

With regard to eyetracking reporting,a(n)________ uses "openings" to represent the amount of time viewing specific areas of the visual stimulus.

A)gaze path
B)heatmap
C)opacity chart

Question 17

With regard to eye tracking reporting,a(n)________ shows each individual search path through a visual stimulus.

A)gaze path
B)heatmap
C)opacity chart

Question 18

Eye tracking records where an individual looks,for how long,and the order in which items are looked at.

Question 19

After an advertising-related eye tracking study,an advertiser is only able to identify the elements of the ad which are looked at.Elements which were ignored cannot be identified.

Question 20

________ research can be defined as the monitoring and analysis of physiological responses to advertising or other visual/verbal stimuli.

A)Biometric
B)Biological
C)Biodemographic
D)Biotic
E)Bionic

Question 21

The fMRI is the only approach to monitoring brain activity during advertising exposure.

Question 22

In the original "Magic Face" ad,the last thing looked at was the ________

A)model's face and body
B)headline
C)brand name
D)product image
E)tagline

Question 23

Bartels presents the idea of an Action Review Interview where eye tracking and a personal interview both take place.Bartels suggests that the personal interview be conducted ________.

A)before the eye tracking data is collected.
B)at the same time the eye tracking data is being collected.
C)after the eye tracking data has been collected.

Question 24

Brain researchers have been able to demonstrate the sequence of brain activity that precedes a decision to buy (or not buy)a product.

Question 25

Think about the paid search results on the right hand side of the Google results page.The top ad was viewed by ________% of participants while the ad in the sixth position was viewed by ________% of participants.

A)20,10
B)50,10
C)100,20
D)100,50

Question 26

The rationale for neuromarketing is that consumer buying decisions are made in split seconds in the ________ part of the brain.

A)conscious rather than subconscious
B)subconscious rather than conscious
C)inhibited rather than uninhibited
D)uninhibited rather than inhibited

Question 27

Neuromarketers using fMRI assume that activation of the brain area known for "reward" would be a ________ outcome of advertising exposure.

A)positive
B)negative
C)unanticipated
D)low priority

Question 28

Consider the two statements below regarding EEG.
I.An EEG uses magnetic resonance scanners to produce sets of cross-sections
Of the brain during exposure to an ad or other stimulus.
II.An EEG measures and records the brain's electrical activity during exposure
To an ad or other stimulus.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are true
D)Neither I nor II are true

Question 29

The "Magic Face" case study discussed in the text used two important measures.One was "time to first fixation" while the second was ________.

A)time to initial gaze
B)time to final fixation
C)average gaze time
D)average time between fixations

Question 30

________ is the label given to the use of brain observation for marketing purposes.

A)Neurotracking
B)Mental tracking
C)Mind mapping
D)Neuroadvertising
E)Neuromarketing

Question 31

Consider the two statements below with regard to neuromarketing.
I.Neuromarketing is no longer considered a "fringe" research technique.
II.Mainstream companies such as Google are now exploring
Neuromarketing applications.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are true
D)Neither I nor II are true

Question 32

Consider the two statements below regarding fMRI.
I.An fMRI uses magnetic resonance scanners to produce sets of cross-sections
Of the brain during exposure to an ad or other stimulus.
II.An fMRI measures and records the brain's electrical activity during exposure
To an ad or other stimulus.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are true
D)Neither I nor II are true

Question 33

The two principal techniques for measuring brain wave patterns are ________.

A)fMRI and EKG
B)FMRI and EEG
C)fMPRand EEG
D)fMPR and EKG

Question 34

The revised ad in the "Magic Face" case study was stronger than the original because more time was spent looking at the ________.

A)model's eyes
B)model's face
C)brand name
D)tagline

Question 35

Eyetracking research is well suited to determining an ad's strengths and weaknesses and for providing direction for revision.

Question 36

Which brain monitoring technique can pinpoint the specific areas being activated during exposure to an ad or other stimulus?

A)EEG
B)fMRI

Question 37

Facial ________ records the degree of emotional response generated by a stimulus as reflected in the use and movement of facial muscles.

A)recognition
B)coding
C)implant
D)referencing
E)modeling

Question 38

With regard to neuromarketing,there is widespread agreement that the EEG is a superior approach to brain monitoring versus fMRI.

Question 39

With regard to eye tracking and facial coding,researchers believe that ________.

A)when both techniques are used,only one technique should be used at a time
B)if eye tracking is used,then facial coding is unnecessary
C)important insights can be obtained when eye tracking and facial coding are used simultaneously

Question 40

Eye tracking used in the "Magic Face" case study showed that consumers spent very little time looking at either the product image or ________.

A)model's eyes
B)model's face
C)brand name
D)headline

Question 41

Briefly discuss the three objections raised in opposition to neuromarketing.

Question 42

There are six important measures used in eye tracking research.Name and briefly describe two of these measures.

Question 43

You conduct an eye tracking evaluation of a print ad.The ad has five key components.The key components and the time to first fixation is shown in the chart below.
Ad Component Time to First Fixation (seconds)
Model Face and Body 4.3
Headline 1.38
Brand Name .36
Product Image 1.10
Tagline 6.14
What recommendation(s)for revision would you make based on this data?

Question 44

One of the major criticisms of neuromarketing is its lack of ________ validity.

A)external
B)internal
C)logical
D)spontaneous
E)physical

Question 45

MindSign is a company that re-edits advertising to reflect ________ test results.

A)EEG
B)eye tracking
C)fMRI
D)facial coding
E)survey

Question 46

You want to determine consumers' subconscious reactions to,and processing of,a trailer to a new film.Would you recommend eye tracking or fMRI for data collection.

Question 47

The research conducted by One to One Insight showed a direct relationship between engagement (as measured by a range of physiological plus brain measurements)and brand ________.

A)sales
B)purchase intent
C)recall
D)perceptions
E)social media presence

Question 48

The overall goal of EEG brain monitoring is an estimate of overall brain engagement.

Question 49

There is ________ consensus that neuromarketing is an ethical approach to the use of technology for advertising and marketing purposes.

A)extensive
B)limited
C)unknown

Question 50

Briefly explain the importance of Google's Golden Triangle for advertising planning.

Question 51

Research has shown that the addition of physiological measures (such as heart rate)to EEG data provides ________ important additional insights.

A)few,if any
B)a significant number of
C)only limited
D)unanticipated but not

Question 52

Sands Research is an example of a company that uses ________ plus physiological measures in its approach to neuromarketing data collection.

A)survey questionnaire
B)eye tracking
C)fMRI
D)EEG