Question 1

In terms of observational studies, ethical dilemmas are most likely to arise when observation is:
A) Structured.
B) Disguised.
C) Performed by mechanical means.
D) Undisguised.
E) Unstructured.

Accepted Answer

Disguised observation involves observing individuals without their knowledge, raising ethical concerns about consent and privacy.

Question 2

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display. This is an example of
A) Indirect, disguised observation.
B) Indirect, structured observation.
C) Direct, disguised observation.
D) Direct, unstructured observation.
E) Direct, undisguised observation.

Accepted Answer

The researcher is directly observing the children without their knowledge, making it a direct, disguised observation.

Question 3

A contrived observational setting, as compared to a natural setting
A) Usually speeds the data collection process.
B) Has greater external validity.
C) Results in higher cost research.
D) Limits the use of electrical or mechanical equipment.
E) Involves waiting for the phenomenon of interest to occur.

Accepted Answer

A contrived observational setting is designed to facilitate the observation of specific behaviors or phenomena, often making the data collection process more efficient and faster compared to waiting for occurrences in a natural setting.

Question 4

The time that elapses between asking a question and receiving the answer is called
A) Response latency.
B) Base time.
C) Lag time.
D) Tachistostic.
E) Awareness response.

Accepted Answer

Response latency refers to the time delay between when a question is asked and when an answer is given.

Question 5

Electronic devices, which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching, are called
A) Audiometers.
B) People meters.
C) Optical scanners.
D) Eye cameras.
E) Galvanometers.

Accepted Answer

People meters are electronic devices used to measure television viewing habits, including who is watching and what channel is being viewed.

Question 6

Observation in a laboratory (as opposed to natural) setting has the advantage of
A) Behavior is less restricted.
B) Fewer tabulation and analysis problems.
C) Better control of extraneous influences.
D) Greater external validity.
E) A laboratory setting possesses no advantages over a natural setting.

Accepted Answer

In a laboratory setting, researchers can control extraneous variables more effectively, allowing for more precise manipulation and measurement of the variables of interest.

Question 7

A researcher wants to determine which part of a particular magazine ad is noticed first by the viewer. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
A) Eye camera
B) Optical scanner
C) Galvanometer
D) People meter
E) Visual analyzer

Accepted Answer

An eye camera tracks and records where a person looks first and how their gaze moves across an advertisement, making it suitable for determining which part of an ad is noticed first.

Question 8

Researchers invite a group of homemakers to a specially designed model home where they are observed by other researchers posing as homemakers, who record their conversations with concealed tape recorders. This observation would be characterized as
A) Highly structured, contrived setting.
B) Unstructured, contrived setting.
C) Unstructured, uncontrived setting.
D) Structured, uncontrived setting.
E) Unstructured, undisguised setting.

Accepted Answer

The setting is contrived because it is a specially designed model home, and the observation is unstructured as the conversations are recorded without a predefined format or structure.

Question 9

Which of the following research scenarios are examples of the observation method?
A) A car dealer checking which radio stations cars are tuned to when they're brought in for service, to know which stations to advertise on.
B) Recording license plate information in a shopping mall parking lot to learn where shoppers are coming from.
C) The use of different colored promotional flyers mailed to different zip codes to identify which trading area a retailer is serving.
D) Studying scuff marks on tiles at a museum as a means of measuring the popularity of a display.
E) All of the above are examples of observational research methods.

Accepted Answer

The answer of Which of the following research scenarios are...

Question 10

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
A) Eye camera
B) Optical scanner
C) Galvanometer
D) People meter
E) Visual analyzer

Accepted Answer

An eye camera is used to track and measure where and how long a person looks at different parts of a visual stimulus, making it suitable for this investigation.

Question 11

Response latency is related to
A) The use of eye cameras.
B) Uncertainty.
C) The degree of structure in the observational method.
D) The amount of information stored in memory.
E) The degree of disguise in the observational method.

Accepted Answer

The answer of Response latency is related to
A) The use...

Question 12

Similar to a "lie detector" machine, a(n)______________records the changes in the electrical resistance of the skin associated with sweating.
A) People meter
B) Galvanometer
C) Eye camera
D) Optical scanner
E) Audiometer

Accepted Answer

A galvanometer measures changes in the electrical resistance of the skin, which can be associated with sweating, similar to a lie detector.

Question 13

In indirect observation, the researcher is observing:
A) Behavior.
B) Intentions.
C) Results of behavior.
D) Consumers, without their knowing it.
E) Attitudes.

Accepted Answer

In indirect observation, researchers observe the results or traces of behavior rather than the behavior itself.

Question 14

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)
A) A galvanometer.
B) An eye camera.
C) An opthalomograph.
D) An audiometer.
E) None of the above

Accepted Answer

A galvanometer is a device that measures small electrical currents. It is used to measure the electrical resistance of the skin, which is associated with sweating that accompanies emotional arousal.

Question 15

Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?
A) Measures the direction of the subject's feeling.
B) Relatively less time consuming to use.
C) Requires sophisticated computer equipment.
D) Relatively less expensive to use.
E) Does not require physical connection to the subject.

Accepted Answer

Voice-pitch analysis requiring sophisticated computer equipment is a disadvantage, not an advantage, compared to other physiological measurement techniques.

Question 16

Which of the following are disadvantages of observation in a contrived setting?
A) Speeds data collection.
B) Produces lower-cost research.
C) Allows more objective measurements.
D) External validity is threatened.
E) Internal validity is threatened.

Accepted Answer

In a contrived setting, the artificial environment can affect participants' behavior, thus threatening external validity as the results may not generalize to real-world settings.

Question 17

When disguise has involved an active deception of consumers, it is necessary to:
A) Tell them that they have been misled.
B) Explain why the deception was necessary.
C) Provide a general overview of the purpose of the project.
D) All of the above.
E) A and B only.

Accepted Answer

When disguise has involved an active deception of consumers, it is necessary to tell them that they have been misled, explain why the deception was necessary, and provide a general overview of the purpose of the project.

Question 18

A "garbologist" - a researcher who studies the contents of residential trash - is employing which type of research method?
A) Direct communication
B) Indirect observation
C) Indirect communication
D) Direct observation
E) Undisguised communication.

Accepted Answer

Garbologists study trash without interacting with the subjects, making it an indirect observation method.

Question 19

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?
A) Galvanometer
B) People meter
C) Voice-pitch analysis
D) Response latency
E) Eye camera

Accepted Answer

Voice-pitch analysis is used to assess emotional intensity by measuring the frequency of vibrations in a subject's voice.

Question 20

An automotive garage provides taxi rides to people who are having their cars repaired. To determine the quality of their service, the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage. This is an example of
A) A focus group.
B) Depth interviewing.
C) Direct observation.
D) Undisguised observation.
E) Disguised observation.

Accepted Answer

The garage uses employees to observe and record customer complaints without the customers knowing they are being observed for this purpose, which is an example of disguised observation.

Quiz 10: Collecting Data by Observation

In terms of observational studies, ethical dilemmas are most likely to arise when observation is:

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display. This is an example of

A contrived observational setting, as compared to a natural setting

The time that elapses between asking a question and receiving the answer is called

Electronic devices, which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching, are called

Observation in a laboratory (as opposed to natural) setting has the advantage of

A researcher wants to determine which part of a particular magazine ad is noticed first by the viewer. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

Researchers invite a group of homemakers to a specially designed model home where they are observed by other researchers posing as homemakers, who record their conversations with concealed tape recorders. This observation would be characterized as

Which of the following research scenarios are examples of the observation method?

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

Response latency is related to

Similar to a "lie detector" machine, a(n) ______________records the changes in the electrical resistance of the skin associated with sweating.

In indirect observation, the researcher is observing:

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?

Which of the following are disadvantages of observation in a contrived setting?

When disguise has involved an active deception of consumers, it is necessary to:

A "garbologist" - a researcher who studies the contents of residential trash - is employing which type of research method?

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

An automotive garage provides taxi rides to people who are having their cars repaired. To determine the quality of their service, the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage. This is an example of