Question 1

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

Accepted Answer

The observation of travelers making comments in a check-in line is an example of verbal behavior, as it involves the use of language and communication. Pictorial records would involve the use of images or visual materials, while expressive behavior refers to nonverbal communication such as gestures and facial expressions. Spatial relations involve observing the physical layout and arrangement of objects or individuals.

Question 2

Which of the following is a term referring to the study of human movements within an environment?
A) tracking
B) stalking
C) meandering
D) way-finding

Accepted Answer

Way-finding refers to the study of how people navigate and move through an environment. Tracking refers to following the footprints or trail left by someone or something. Stalking refers to the act of stealthily following or pursuing someone. Meandering refers to wandering aimlessly or taking a winding course.

Question 3

All of the following are observable phenomena EXCEPT _____.
A) attitudes
B) verbal behavior
C) spatial relations and locations
D) neurological activity

Accepted Answer

Attitudes are not directly observable, as they are internal mental states that can only be inferred through external behavior or self-report. The other options (verbal behavior, spatial relations and locations, neurological activity) are all directly observable through external means.

Question 4

Chatter represents a measure of the amount of Internet postings that involve a specific name or term,such as a company or brand name.

Accepted Answer

This is referred to as conversation volume.

Question 5

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

Accepted Answer

Clara is using observation method of research where she is recording shoppers' movement through a grocery store. She is observing their behavior and actions in a naturalistic setting without any intervention.

Question 6

Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine.Researchers are examining her brain wave activity as she encounters advertisements in the magazine.What type of phenomenon is being observed with this physiological device?
A) verbal behavior
B) temporal patterns
C) spatial tensions
D) neurological activities

Accepted Answer

The physiological device in this scenario is electrodes connected to Angie's head to observe her brain wave activity, indicating that the phenomenon being observed is neurological activities.

Question 7

Using a stopwatch to determine the average waiting time for a customer 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

Accepted Answer

Timing the waiting time with a stopwatch involves observing the temporal pattern of the customers' experience at the drive-through location. It does not involve observing verbal behavior, physical action, or physical objects.

Question 8

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?
A) physical actions
B) verbal behavior
C) physical objects
D) pictorial records

Accepted Answer

This is an example of recording physical objects, specifically the brand names of items found in a kitchen pantry. The observation is focused on the items themselves rather than the actions or language of the participants.

Question 9

Users' smartphones can provide marketers with considerable information.

Accepted Answer

Smartphones can provide marketers with a vast amount of information, including location data, search history, app usage, and more. This information can be used to target personalized ads and improve the overall effectiveness of marketing campaigns.

Question 10

Arbitron is the research company that estimates national television audiences.

Accepted Answer

Nielsen Media Research estimates national television audiences.

Question 11

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

Accepted Answer

Measuring the distance visitors stand from a painting involves spatial relations, as it is an observation of the physical distance between an object (the painting) and the observer. Verbal behavior refers to speech or language, temporal patterns refer to the measurement of time-related behaviors, and expressive behavior refers to nonverbal behaviors such as facial expressions or gestures.

Question 12

Customers going through the drive-thru at Starbucks were being watched to see how long they look at the menu before ordering.They are unaware that they are being observed.This type of observation is referred to as _____ observation.
A) unobtrusive
B) visible
C) invisible
D) indirect

Accepted Answer

Unobtrusive observation is a type of research where the observer does not interfere or disrupt the natural environment or behavior of the subjects being observed. In this case, the customers at Starbucks are not aware that they are being observed, making it an example of unobtrusive observation.

Question 13

All of the following cannot be observed EXCEPT _____.
A) intentions
B) attitudes
C) expressive behavior
D) feelings

Accepted Answer

The answer of All of the following cannot be observed...

Question 14

When the subject is unaware that he is being observed,this represents what type of observation?
A) contrived
B) indirect
C) content analysis
D) unobtrusive

Accepted Answer

Unobtrusive observation is when the subject is unaware that they are being observed. This method is often used to reduce bias and increase natural behavior.

Question 15

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.CTR does not differentiate between a lot of activity by a few visitors and a little activity by many visitors.

Question 16

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 17

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

Accepted Answer

Observing a person's television viewing habits involves observing their physical actions.

Question 18

_____ is the systematic process of recording actual behavioral patterns of people,objects,and events as they happen.
A) Observation
B) Descriptive research
C) Real-time research
D) Interaction

Accepted Answer

Observation involves systematically recording actual behavioral patterns of people, objects, and events as they happen. Descriptive research refers to studies that aim to describe the characteristics of a population or phenomenon, but may not necessarily involve direct observation. Real-time research is not a commonly used term in research methods, and interaction does not accurately describe the systematic process of recording observations.

Question 19

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

Accepted Answer

Observing traffic patterns at a busy intersection with cameras involves recording spatial relations and locations, such as the movement of vehicles and pedestrians throughout the intersection.

Question 20

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

Accepted Answer

Observing the physical actions of a shopper in a supermarket would involve watching their movements, gestures, and behaviors as they navigate the store and select items to purchase. This type of observation focuses on nonverbal cues and actions rather than words or vocalizations, making it an example of physical actions observation.

Quiz 8: Observation

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?

Which of the following is a term referring to the study of human movements within an environment?

All of the following are observable phenomena EXCEPT _____.

Chatter represents a measure of the amount of Internet postings that involve a specific name or term,such as a company or brand name.

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

Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine.Researchers are examining her brain wave activity as she encounters advertisements in the magazine.What type of phenomenon is being observed with this physiological device?

Using a stopwatch to determine the average waiting time for a customer at a drive-through location at McDonald's is an example of what type of observation?

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

Users' smartphones can provide marketers with considerable information.

Arbitron is the research company that estimates national television audiences.

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?

Customers going through the drive-thru at Starbucks were being watched to see how long they look at the menu before ordering.They are unaware that they are being observed.This type of observation is referred to as _____ observation.

All of the following cannot be observed EXCEPT _____.

When the subject is unaware that he is being observed,this represents what type of observation?

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

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

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

_____ is the systematic process of recording actual behavioral patterns of people,objects,and events as they happen.

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

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