Deck 8: Observation

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research.

Question 5

Hidden, unobtrusive observation maximizes respondent error.

Question 6

Internet, cellular, social networking and near-field technologies have fueled big data analytics.

Question 7

If the researcher obtains permission to observe someone, the subject may not act naturally

Question 8

In a phenomenological approach, the researcher does not interact with those he or she is observing.

Question 9

Television monitoring is a form of computerized mechanical observation.

Question 10

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

Question 11

Visual observation is observation in which the subject is unaware that observation is taking place.

Question 12

A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of camera surveillance.

Question 13

When the investigator intervenes to create an artificial environment to test a hypothesis, the investigator is engaging in artificial observation.

Question 14

Direct observation is a straightforward attempt to observe and record what naturally occurs.

Question 15

"Conversation volume" is a measure of the amount of Internet postings that involve a specific name or term.

Question 16

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

Question 17

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.

Question 18

Attitudes cannot be directly observed but can be inferred from other measures.

Question 19

MRI allows one to measure what portions of the brain are active at a given time.

Question 20

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

Question 21

If the observer or the mechanical device used to record is obvious to subjects, the observation is said to be ____

A) obtrusive
B) visible
C) primary
D) first-order

Question 22

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 ____

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

Question 23

The most refined measure of Web site traffic is click-through rate (CTR).

Question 24

All of the following are examples of nonverbal behavior EXCEPT ____

A) smiling
B) nodding
C) raised eyebrows
D) talking

Question 25

Using a stopwatch to determine how long customers wait at a drive-through location at McDonald's is an example of what type of observation?

A) verbal behavior
B) temporal pattern
C) physical action
D) physical objects

Question 26

Physiological observation techniques, such as pupilometers, psychogalvanometers, and voice-pitch analysis, precisely measure levels of arousal.

Question 27

Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?

A) spatial relations and locations
B) verbal records
C) verbal behavior
D) expressive behavior

Question 28

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

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

Question 29

It is possible to directly observe ____

A) intentions
B) attitudes
C) expressive behavior
D) inner emotions

Question 30

Computer technology makes gathering detailed data about online behavior easy and inexpensive.

Question 31

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St.Louis Art Museum is an example of what type of observation?

A) verbal behavior
B) temporal patterns
C) expressive behavior
D) spatial relations

Question 32

Observing the facial expressions made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?

A) pictorial records
B) verbal behavior
C) expressive behavior
D) spatial relations

Question 33

Which of the following is an example of directly observable phenomena?

A) attitudes
B) assessment
C) verbal behavior
D) feelings

Question 34

All of the following are directly observable phenomena EXCEPT ____

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

Question 35

Brain activity in response to a consumer experiencing joy or disgust while reading advertising copy is an example of __________________

A) Neurological Activities
B) Internet Activities
C) Temporal Patterns
D) Spatial Tensions and Locations

Question 36

Scanner data can be used to monitor supermarket sales in response to a local newspaper ad promotion.

Question 37

Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____

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

Question 38

Text messages, browsing, and phone calls rarely leave behind some kind a record.

Question 39

When the subject is unaware of being observed in a shopping mall, the observation is said to be ____

A) contrived
B) indirect
C) participatory
D) unobtrusive

Question 40

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

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

Question 41

What is a question that a researcher can ask to be more comfortable collecting observational data?

A) Has the person been seen repeating behaviors?
B) Has the person been adequately notified that their behavior is being observed?
C) Has the person been paid to be observed?
D) Is the person attempting to hide their behavior?

Question 42

When Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, what type of observation is being used?

A) contrived observation
B) mechanical observation
C) human observation
D) content analysis

Question 43

When the Chicago Museum of Science and Industry measures the popularity of its children's exhibits by the frequency of tile replacement in front of exhibits, it is using what type of observation?

A) content analysis
B) response latency analysis
C) physical-trace analysis
D) contrived analysis

Question 44

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) 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 45

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

Question 46

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

Question 47

Observation that involves watching and recording what naturally occurs, without creating an artificial situation, is called ____________________ observation.

Question 48

When a researcher counts the number of African Americans who have appeared on the cover of Newsweek during the past decade, the researcher is engaging in ____

A) contrived analysis
B) ethnic analysis
C) indirect analysis
D) content analysis

Question 49

Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site?

A) conversion transaction rate (CTR)
B) page views
C) cost per click (CPC)
D) click-through rate (CTR)

Question 50

An airline passenger who is really an employee of the airline complains loudly about not being served a vegetarian meal so that he can note the responses of the flight attendant.This is an example of ____ observation.

A) content
B) indirect
C) contrived
D) response

Question 51

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

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

Question 52

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.

A) Trace elements
B) Artifacts
C) Inventories
D) Physiological responses

Question 53

Observations from smartphones might reveal all of the following EXCEPT

A) when the customer may be unhappy with their smartphone service provider.
B) what types of websites a person likes.
C) camera surveillance.
D) when people are happy based on their message content

Question 54

Which device measures involuntary changes in the electrical resistance of the skin?

A) eye-tracking monitor
B) psychogalvanometer
C) pupilometer
D) voice-pitch analysis

Question 55

When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____

A) contrived analysis
B) content analysis
C) indirect analysis
D) entrapment

Question 56

All of the following measure physiological reactions EXCEPT ____

A) eye-tracking monitors
B) pupilometers
C) at-home scanning systems
D) voice-pitch analysis

Question 57

All of the following are online advertising metrics EXCEPT?

A) Positive mentions (PM)
B) content analysis rate (CAR)
C) cost per click (CPC)
D) click-through rate (CTR)

Question 58

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

Question 59

When the presence of an observer is known to the subject, the observation is said to be ____________________

Question 60

A researcher gave Juanita a bar-coded card that she gives to the checkout clerk at the grocery store.The code number is linked to purchase information recorded by the scanner.Juanita is participating in a(n)____

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

Question 61

Discuss way of monitoring web traffic and which measures are more meaningful.

Question 62

A mechanical device can identify where a subject looks during television commercials is called a(n)____________________ monitor.

Question 63

Nielson Media Research estimates national television audiences using ____________________

Question 64

Discuss the ethical issues particular to research using observation.What should a researcher consider when collecting observational data?

Question 65

Compare and contrast direct observation and contrived observation.

Question 66

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.

Question 67

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

Question 68

The physical distance between individuals is called ____________________

Question 69

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.

Question 70

Name and define the techniques for measuring physiological reactions.

Question 71

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.

Question 72

________________ can reveal how much thought takes place and what types of feelings a person is probably experiencing

Question 73

__________________________ is a measure of the amount of Internet postings that involve a specific name or term.

Question 74

A mechanical device that measures the electrical resistance of the skin is called a(n)____________________

Question 75

The distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer is referred to as ____________________ bias.

Question 76

Explain the observation of physical objects and message content.