Question 1

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?

Accepted Answer

This observation involves measuring the time customers wait in line, which is a type of temporal pattern observation. Verbal behavior would involve observing and recording spoken language, physical action would involve observing and recording physical movements, and physical objects would involve observing and recording the presence or characteristics of physical items.

Question 2

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

Accepted Answer

Observers would be recording the physical objects (brand names of items) found in the kitchen pantries.

Question 3

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

Accepted Answer

A more refined count is the number of unique visitors to a Web site,which counts the initial access to the site but not multiple hits on the site by the same visitor during the same day or week.

Question 4

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

Accepted Answer

Clara is using the method of observation by recording shoppers' movement through a grocery store.

Question 5

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

Accepted Answer

Scanner data includes information about the products sold, their prices, and the quantity sold, among other details. By analyzing scanner data, supermarket managers can determine the effectiveness of different promotional strategies, including local newspaper ads. They can track changes in sales before and after the promotion, identify which products were most popular, and adjust their marketing plans accordingly. Therefore, scanner data can be a valuable tool for monitoring supermarket sales in response to local newspaper ad promotions.

Question 6

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 ____.

Accepted Answer

Latency refers to the amount of time it takes for someone to respond to a stimulus or task. In this case, John is measuring the amount of time it takes for people to make a choice, which is a measure of response latency. Response lag refers to a delay in responding, response interval refers to the time between responses, and response bias refers to a systematic error in how someone responds.

Question 7

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

Accepted Answer

Nonverbal behavior refers to communication without spoken words, so talking is not an example of nonverbal behavior. Smiling, nodding, and raised eyebrows are all examples of nonverbal behavior.

Question 8

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?

Accepted Answer

Measuring the distance visitors stand from a painting involves observing their spatial relations.

Question 9

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

Accepted Answer

Eye-tracking monitoring does this.A pupilometer observes and records changes in the diameter of a subject's pupils,which are interpreted as changes in cognitive activity that result from the stimulus.

Question 10

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

Accepted Answer

While these devices identify arousal,they cannot precisely measure levels of arousal.

Question 11

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

Accepted Answer

Observing traffic patterns at an intersection with cameras involves spatial relations and locations, as the focus is on the physical positioning and movement of objects (cars) in the observed space. Verbal records, verbal behavior, and expressive behavior all involve language or communication, and are not applicable to this type of observation.

Question 12

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

Accepted Answer

The answer of If the observer or the mechanical device...

Question 13

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

Accepted Answer

Observing the movement of a shopper in a supermarket involves paying attention to their physical actions, such as walking, reaching for items, and selecting products. This is a form of nonverbal behavior observation.

Question 14

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

Accepted Answer

Unobtrusive observation refers to observing people's behavior or activities without their knowledge, and in this case, the subject is unaware of being observed in the shopping mall. Contrived observation involves setting up a situation or scenario to observe behavior, indirect observation involves observing behavior through secondary sources such as documents or recordings, and participatory observation involves becoming part of the group being observed.

Question 15

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

Accepted Answer

Observing a person's television viewing habits is an example of physical actions observation. This type of observation involves watching a person's movements or actions, without relying on any verbal or written records.

Question 16

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?

Accepted Answer

Observing comments made by travelers waiting in a check-in line involves the use of language or verbal behavior, which is the focus of this type of observation. Pictorial records refer to observations that are made through visual or photographic means, expressive behavior involves nonverbal cues like facial expressions, and spatial relations involve observing the relationships between people and objects in a physical space.

Question 17

It is possible to directly observe ____.

Accepted Answer

Expressive behavior, which includes facial expressions, body language, and tone of voice, can be directly observed by others. Intentions, attitudes, and inner emotions are all internal states that cannot be directly observed and must be inferred through other means such as self-report or context.

Question 18

All of the following are directly observable phenomena EXCEPT ____.

Accepted Answer

Attitudes are internal states and cannot be directly observed. They can only be inferred from observable behavior or verbal statements.

Question 19

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

Accepted Answer

Click-through rate (CTR) is indeed a measure used to monitor Web site traffic. It is expressed as a percentage of the total number of clicks on a specific link or advertisement divided by the number of impressions it received. It provides insight into how well a particular campaign or offer is performing and can help businesses to optimize their online marketing efforts.

Question 20

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.

Accepted Answer

This is an example of direct observation as the mall manager is directly observing and recording the license plates on the cars in the parking lot. Indirect observation would involve collecting data about behavior or events without directly observing them, contrived observation would involve creating a specific scenario for the purpose of observation, and mechanical observation would involve using instruments or technology to collect data.

Quiz 8: Observation