Question 1

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, the researcher is not directly observing behavior or intentions, but rather the results or outcomes of behavior. For example, a researcher might observe sales data to indirectly infer consumer behavior and preferences.

Question 2

The decision to use observation methods of data collection requires that the researcher specify
A)who is to be observed.
B)what aspects of the behavior should be reported.
C)when the observation is to be made.
D)where the observation is to be made.
E)All of the above.

Accepted Answer

All of the above options need to be specified when deciding to use observation methods of data collection. The researcher needs to determine who will be observed, what behaviors will be reported, when the observation will be conducted, and where the observation will take place. Without specifying these details, the observation may not be systematic and may not provide reliable data.

Question 3

A primary disadvantage of disguised research is that
A)there is a large potential for bias.
B)the structured approach cannot be used.
C)it will be hard to undisguise the data.
D)people will change their behavior.
E)background data is difficult or impossible to collect.

Accepted Answer

E

Question 4

Use of the eye camera in marketing research is based on which one of the following physiological findings?
A)Pupils tend to dilate when people are interested in a stimulus.
B)People tend to blink faster when they are emotionally aroused.
C)Pupils tend to contract when people are uninterested in a stimulus.
D)Emotional intensity is proportional to the amount of secretions from tear glands.
E)Peoples' eyes do not move smoothly along lines of type as they read.

Accepted Answer

The answer of Use of the eye camera in marketing...

Question 5

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 in real-time and the observation is disguised because the children are unaware they are being observed.

Question 6

Which of the following is NOT true with respect to structured observation?
A)Increases potential observer bias.
B)Increases reliability of observations.
C)Often results in a loss of validity.
D)Used when hypotheses are known.
E)Used for descriptive and causal research.

Accepted Answer

Structured observation is designed to reduce observer bias through standardized protocols and training, so it does not increase potential observer bias. The other options are true statements about structured observation.

Question 7

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 intentionally set up to observe a specific phenomenon, which can often lead to more efficient data collection, as opposed to waiting for a certain event to occur in a natural setting. However, this setting may have lower external validity as it is not occurring naturally.

Question 8

Observers in a supermarket are watching customers selecting apples.They have been given a check list and told to check all the behaviors that apply for each consumer.This method of data collection is a(n)
A)unstructured-disguised observation.
B)unstructured-undisguised observation.
C)contrived setting observation.
D)structured observation.
E)laboratory observation.

Accepted Answer

This is a structured observation because the observers were given a specific checklist to follow.

Question 9

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

This is an unstructured, contrived setting because the researchers have not provided a specific script or set of tasks for the homemakers to complete, but they have contrived the situation by designing a model home and inviting the homemakers to attend. The presence of concealed tape recorders also adds an element of contrivance to the observation.

Question 10

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 have greater control over extraneous influences (such as noise, distractions, and competing stimuli) that could affect participants' behavior. This allows for more accurate assessment of the variables being studied and reduces the chance of confounding variables.

Question 11

A requirement for the use of structured reporting in observational studies is
A)specific hypotheses about the behaviors to be observed.
B)a laboratory setting for the research project.
C)a disguised observation method.
D)a natural setting for the research project.
E)an undisguised observation method.

Accepted Answer

Structured reporting in observational studies often requires specific hypotheses about the behaviors to be observed to ensure that the data collected is relevant and can be systematically analyzed.

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

The machine that records changes in the electrical resistance of the skin associated with sweating is called a galvanometer. It is commonly known as a "lie detector" machine that measures the physiological responses of a person when they are asked questions.

Question 13

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

The electronic devices that indicate when a television is being used and by whom in a household are called people meters. The other options listed do not accurately describe this type of device.

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

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a galvanometer, which is a device that measures the electrical conductance of the skin.

Question 15

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 can track eye movements and duration of fixation on specific areas of an ad, which can help determine the amount of time people must spend looking at the ad before becoming aware of its intended point. The other tools listed are not relevant to measuring attention to an ad.

Question 16

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

This is an example of disguised observation where the employees of garage act as taxi drivers and observe the customer's feedback without disclosing their true identity to the customer.

Question 17

The MAJOR problem of human behavior observation is the
A)number of approaches possible.
B)degree of structure to be used.
C)degree of participation of the observer.
D)degree of disguise that is needed.
E)observer.

Accepted Answer

The answer of The MAJOR problem of human behavior observation...

Question 18

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

The answer of Which of the following are disadvantages of...

Question 19

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

When observation is disguised, there is a risk of violating the privacy of individuals and potentially deceiving them. It is important for researchers to obtain informed consent from participants and to consider the potential harms and benefits of disguised observation.

Question 20

Unstructured observation is used
A)for studies in which hypotheses are to be tested.
B)for studies in which flexibility is allowed in terms of what is noted and recorded.
C)for studies in which the categories that will be used to analyze the situation have been specified beforehand.
D)only for disguised studies.
E)only for undisguised studies.

Accepted Answer

Unstructured observation allows for flexibility in what is noted and recorded, making it appropriate for studies where the researcher may not have predetermined categories or hypotheses to test.

Quiz 11: Collecting Information by Observation

In indirect observation,the researcher is observing

The decision to use observation methods of data collection requires that the researcher specify

A primary disadvantage of disguised research is that

Use of the eye camera in marketing research is based on which one of the following physiological findings?

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

Which of the following is NOT true with respect to structured observation?

A contrived observational setting,as compared to a natural setting

Observers in a supermarket are watching customers selecting apples.They have been given a check list and told to check all the behaviors that apply for each consumer.This method of data collection is a(n)

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

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

A requirement for the use of structured reporting in observational studies is

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

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

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

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?

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

The MAJOR problem of human behavior observation is the

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

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

Unstructured observation is used