Deck 7: Primary Data Collection: Observation

Question 1

Which of the following is not a primary advantage of observation research?

A) information gathered more quickly than with a survey
B) doesn't depend on willingness of the respondent
C) ability to predict future behavior
D) not subject to biases that plague survey research
E) none of the above

Answer 1

C

Question 2

The customer service department of a large department store recently received a complaint about a store associate. The store associate's manager has been unable to detect any problems with the associate's performance. Then the service department received another complaint concerning the same associate. Which of the following would be the best approach to investigate the situation?

A) depth interview with associate
B) mystery shoppers
C) depth interview with customers
D) close observation by the department manager
E) one-way mirror observations

Answer 2

B

Question 3

Observing consumers' behavior through a one-way mirror is a common type of _______.

A) open observation
B) disguised observation
C) structured observation
D) unstructured observation

Answer 3

B

Question 4

The process of monitoring people who know they are being watched is__________.

A) open observation
B) disguised observation
C) contrived observation
D) forced observation
E) none of the above

Question 5

Observational research is most effective if the observed behavior occurs _______.

A) intermittently
B) infrequently
C) rationally
D) frequently
E) none of the above

Question 6

Ethnographic research is derived from which field?

A) mathematics
B) anthropology
C) sociology
D) garbology
E) none of the above

Question 7

A contrived observational environment would not:

A) allow the researcher to collect data faster.
B) allow for more control over things that might distort the behavior being studied.
C) result in lower project costs.
D) provide a more realistic environment in which to observe the behavior in question.
E) none of the above

Question 8

Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?

A) contrived
B) natural
C) disguised
D) none of the above

Question 9

Target Stores is evaluating several locations for locating a new Super-Target Super-Center. To do this, a traffic counting machine records the number of cars passing each location every day of the week for a 3-month period. This is an example of which kind of observation situation?

A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena
E) none of the above

Question 10

Starbuck's offers customers a gold charge card that tracks their purchases, the types of drinks purchased, and the time of day when purchased. They use the sales history to provide coupons and promotional opportunities. What type of observational situation is this?

A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena

Question 11

Which of the following is not a condition conducive to observation?

A) The behavior of interest lasts over a long period of time.
B) The behavior must not be repetitive.
C) The behavior needs to be observable or inferable.
D) (a) and (b)
E) all of the above

Question 12

Which type of research is most closely associated with human observation?

A) qualitative
B) quantitative
C) ethnographic
D) none of the above

Question 13

All of the following are advantages of ethnographic research except_____________.

A) It is reality based, it show how consumers live with a product.
B) It can reveal unexpressed wants and needs.
C) It can discover unexploited consumer benefits.
D) It can reveal product problems.
E) These are all advantages

Question 14

Recruiting people to do their shopping in a simulated supermarket so they can be observed is a ____________________.

A) contrived
B) natural
C) disguised
D) none of the above

Question 15

Wal-Mart has a highly sophisticated system of recording data and being able to view results. For instance, Wal-Mart managers know from their scanner data that five pair of Wrangler Blue Jeans were sold from 10:00 a.m. to 11:00 a.m. on a certain day, and by what size. If the sales were made via credit card, Wal-Mart also knows "who," and has developed histories of what combinations of products its customers buy. The preceding is an observational situation involving which of the following?

A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena
E) All of the above are observation situations.

Question 16

Satellite companies such as DirectTV and Dish Network track how many shows are DVR'd and when they are watched is ____________________.

A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena

Question 17

Which of the following are not observation situations?

A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena
E) All of the above are observation situations.

Question 18

Which of the following is not a "natural" situation for observation?

A) getting people to participate in a simulated store situation so that their behavior can be observed
B) when the observed has no knowledge that they are being observed
C) observer plays no part in the behavior of interest
D) (a) and (c)
E) all of the above

Question 19

A machine at the front of a store tracks the number of people entering and leaving at all points during the day in order to provide hi-traffic data to management.

A) people watching people
B) people watching phenomena
C) machines watching people
D) machines watching phenomena
E) none of the above

Question 20

Which of the following is an example of machine observation?

A) mystery shoppers
B) one-way observation mirrors
C) people meters
D) none of the above

Question 21

Clients who observe through a one-way mirror can note consumer reaction, actions, and more.

Question 22

Which company provides scanner based data to its clients?

A) Predictive Networks
B) Virgin Entertainment
C) IRI
D) MRA
E) none of the above

Question 23

Which of the following types of research would be least likely to use physiological measurement devices?

A) response to advertising
B) attitude toward products
C) opinion of specific celebrity endorsers
D) customer satisfaction research

Question 24

The most common type of machine observation is a traffic counter.

Question 25

Which of the following is the type of data that mystery shopping firms attain?

A) Facility conditions
B) Guest experience
C) Dress code compliance
D) Parking lot condition
E) All of the above

Question 26

Which of the following is not a physiological measurement device for observational research?

A) pupilometer
B) EEG
C) voice pitch analysis
D) GSR
E) people meter

Question 27

Mystery Shoppers have been used to evaluate the service employees are providing customers.

Question 28

Ethnography research can be conducted online.

Question 29

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

A) pupilometer
B) EEG
C) Voice-pitch analysis
D) GSR
E) none of the above

Question 30

If the type of behavior in question occurs infrequently, observation would be preferable to survey research.

Question 31

_______________ are used to measure vehicular flow over a particular stretch of roadway.

A) Traffic signals
B) Traffic cops
C) Traffic stands
D) Traffic counters

Question 32

__________________ is/are used to measure magazine or newspaper reading habits.

A) RAMS
B) Peoplemeters
C) MOBILTRAK
D) People Reader
E) none of the above

Question 33

If a lot is already known about the behavior of interest, a structured observation approach will work best.

Question 34

Consumers' physiological reactions to stimuli can be measured if the researcher has the proper equipment.

Question 35

One of the advantages of observation research is its ability to predict future behavior.

Question 36

______________ is a device that measures a person's alertness level, especially with regard to reactions to advertisements.

A) RAMS
B) Peoplemeters
C) Electroencephalograph (EEG)
D) People Reader
E) none of the above

Question 37

Which of the following best describes a Level 2 mystery shopper?

A) shopper investigates communication skills as visit involves a home loan or auto purchase
B) shopper makes quick purchase and evaluates transaction and image of the facility
C) interaction might involve the possible purchase of a cell phone
D) interaction might involve only a telephone call
E) none of the above

Question 38

Ethnographic research is based on the field of anthropology.

Question 39

Much eye tracking research has been done to determine the best placement for ads on a website.

Question 40

The primary objective of a mystery shopper is to measure employee training.

Question 41

How is online tracking a type of observation research? How can it be of value to the marketing researcher?

Question 42

If a researcher wants to know why an individual purchased a new Toyota automobile rather than a Ford automobile, observation research will give the answer.

Question 43

A consumer's level of arousal while watching an ad can be measured with observational research.

Question 44

Natural situations are always preferred over contrived.

Question 45

What is Ethnographic research and list at least 5 advantages of it in marketing research?

Question 46

Disguised observation is generally not done from behind a one-way mirror.

Question 47

The use of tracking data to determine website visits and monitor their browsing and purchasing habits is a form of machine observation.

Question 48

IRI is the founder of scanner-based research.

Question 49

Advances in computer technology have not enable researchers to simulate an actual retail store environment on a computer screen.

Question 50

Describe the mystery shopper and how they are used by marketing researchers.

Question 51

Compare several of the key advantages and disadvantages of observation and survey research.

Question 52

Observation researchers learn about consumer motives, attitudes, and intentions.

Question 53

A People Reader measures eye reactions and responses to reading material.

Question 54

Clickstreams are the most basic way to measure online marketing programs.

Question 55

Facial Action Coding Service (FACS) is especially valuable when the client wants to evaluate rationally based advertising.

Question 56

Describe the different levels of mystery shoppers and why clients would need to maintain varying levels of these types of shoppers.

Question 57

In Scraping, the researchers selects the terms, much like a search engine, and then the tool crawls in the Web in search of UGC (user-generated content) relating to these search terms.

Question 58

Internet tracking is fundamentally another form of observation research.

Question 59

A manufacturer of a new product is conducting a test market. Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process. How would you collect data to support those two objectives?

Question 60

Laser scanners can produce instantaneous information on sales.

Question 61

Describe how ethnography works online.