Deck 8: Observation

Question 1

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

Answer 1

True

Question 2

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.

Answer 2

True

Question 3

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

Answer 3

False
No questioning or communication with people is needed in observation.

Question 4

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

Question 5

Researchers can observe people or events with human observers or with machines.

Question 6

Interpretation of observations data can be a source of error.

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

Television monitoring is a form of computerized mechanical observation.

Question 17

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 18

Hidden,unobtrusive observation maximizes respondent error.

Question 19

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

Question 20

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

Question 21

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 22

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 23

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

Question 24

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 25

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

Question 26

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 27

All of the following are examples of nonverbal behavior EXCEPT ____.

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

Question 28

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 29

Pupilometers measure unconscious eye movement and are useful for determining which components of an ad (or other stimuli)were seen and which were overlooked.

Question 30

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

Question 31

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 32

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 33

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 34

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 35

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

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

Question 36

Observing the comments 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 37

It is possible to directly observe ____.

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

Question 38

All of the following are directly observable phenomena EXCEPT ____.

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

Question 39

One measure for monitoring Web site traffic is click-through rate (CTR).

Question 40

The manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from.This is an example of ____ observation.

A)direct
B)indirect
C)contrived
D)mechanical

Question 41

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

Question 42

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?

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

Question 43

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

Question 44

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

Question 45

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 46

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 47

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 48

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 49

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 50

All of the following measure physiological reactions EXCEPT ____.

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

Question 51

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 52

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 53

Which statement about scanner data is FALSE,as compared to standard mail diary panel data?

A)Scanner data measures (actual)purchase behavior rather than reported behavior.
B)Scanner data measures are considered to be extremely obtrusive.
C)Scanner data collects more extensive purchase data.
D)Scanner data are collected mechanically, resulting in improved accuracy.

Question 54

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

Question 55

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 56

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

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

Question 57

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

Question 58

_____ 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 59

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 60

Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements,newspaper articles,blogs,and the like?

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

Question 61

The systematic study of the words used in a magazine ad is an example of ____________________.

Question 62

Name and define the techniques for measuring physiological reactions.

Question 63

Explain the observation of physical objects and message content.

Question 64

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 65

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 66

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

Question 67

Compare and contrast direct observation and contrived observation.

Question 68

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 69

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

Question 70

Nielson Media Research estimates national television audiences using ____________________.

Question 71

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

Question 72

A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n)____________________.

Question 73

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

Question 74

A relatively new physiological measurement technique that gauges emotional reactions as reflected in physiological changes in a person's voice is ____________________ analysis.

Question 75

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