Deck 6: Observation

Question 1

Human observation is most conducive to observing types of behaviour that are routine and repetitive.

Answer 1

False

Question 2

Respondent error is minimised when the researcher approaches the subject before the survey to ask for consent to be observed.

Answer 2

False

Question 3

Contrived observation can lead to a reduction in the frequency of occurrence of certain behaviour patterns.

Answer 3

False

Question 4

In observation research, the observer typically plays an active role in the research process.

Question 5

Observation is the systemic process of recording the behavioural patterns of people, objects and occurrences as they are witnessed.

Question 6

Physical-trace analysis is useful in situations in which the subject cannot recall events accurately.

Question 7

In marketing research, observation is the random process of recording the behavioural patterns of people, objects and occurrences as they are witnessed.

Question 8

Observation in which the observer presence is known to the subject is called visible observation.

Question 9

Human observation best suits a situation or behaviour that is not easily predictable in advance of the research.

Question 10

Typically, the longer it takes a decision-maker to choose between two alternatives, the more the two alternatives differ in terms of preference.

Question 11

It is more accurate use a survey to ask shoppers how much time they have spent in a store than it is to use observation.

Question 12

Observer bias refers to the choice time recorded as a measure of the strength of the preference between alternatives.

Question 13

Observation research can provide researchers with an explanation of intended actions.

Question 14

In direct observation, because no interaction with the subject occurs, the observer is able to record events objectively.

Question 15

With the direct observation method, the data consist of records events that are likely to occur.

Question 16

The results of observation studies can provide complementary evidence concerning individuals' true feelings.

Question 17

Observation studies are free from response biases relating to social desirability.

Question 18

Research studies that use a combination of observation and interviews to study human behaviour are known as ethnographic research.

Question 19

A distortion of measurement resulting from the cognitive behaviour or actions of the witnessing observer is called contrived bias.

Question 20

Observation requires the researcher to record events as they occur, rather than compile records of past events.

Question 21

Observing customers' facial expressions and time spent while waiting to be served by a bank teller is an example of which type of observable phenomenon?

A) Spatial relations and locations
B) Physical and verbal behaviours
C) Expressive behaviour and temporal patterns
D) Verbal behaviours and temporal patterns

Question 22

Observations from smartphone might reveal the person's political opinion.

Question 23

Human observation is more useful than a mechanical device when recording subjects' physiological reactions.

Question 24

When a researcher records a list of purchased items and their brands from a consumer's pantry, it is an example of which type of observable phenomena?

A) Spatial relations and locations
B) Physical objects
C) Pictorial records
D) Temporal patterns

Question 25

Observing how close customers stand next to each other in a check-out line is an example of which type of observable phenomena?

A) Spatial relations
B) Expressive behaviour
C) Physical action
D) Physical objects

Question 26

A major source of error in observation studies is the interpretation of the meaning of the observation data.

Question 27

Observing the interactions between airline travellers while they wait in a check-in line at an airport is an example of which type of observation?

A) Temporal patterns
B) Expressive behaviour
C) Physical action
D) Spatial relations

Question 28

The accuracy of respondents' memories is a major problem for the researcher conducting a pantry audit.

Question 29

Neuroscience approaches can be used to measure emotional and cognitive reactions to advertisements.

Question 30

Which of the following statements is true?

A) Observation research is not subject to validity and reliability controls.
B) Only interesting curiosities should be recorded during observation,
C) Observation research can provide an explanation of why a behaviour occurred.
D) Observing behaviour patterns over a period of time can be costly and difficult.

Question 31

A mechanical device use to record changes in the diameter of a subject's pupil is called eye-tracking monitor.

Question 32

A researcher is interested in finding out about people's attitudes towards smoking. Which of the following research methods would be the least useful?

A) Focus group
B) Survey
C) Depth interview
D) Observation

Question 33

Observation in which the researcher creates an artificial environment in order to test a hypothesis is called constrained observation.

Question 34

Scanner data is ineffective in recording consumer responses to price promotions.

Question 35

When a researcher records how a shopper browses through the aisles at Coles, it is an example of which type of observable phenomena?

A) Temporal patterns
B) Expressive behaviour
C) Physical action
D) Spatial relations

Question 36

Observation of behavioural pattern can be part of:

A) Exploratory design only
B) Causal design only
C) Descriptive and causal designs
D) Exploratory, causal, and descriptive designs.

Question 37

Many types of data can be obtained more accurately through questioning than direct observation.

Question 38

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

A) Spatial relations
B) Temporal patterns
C) Physical action
D) Physical objects

Question 39

All of the following phenomenon can be observed, except:

A) behavioural intention.
B) physical action.
C) verbal behaviour.
D) expressive behaviour.

Question 40

Measuring visits to a website can be used to evaluate the message exposure of a brand.

Question 41

When the Australian Football League analyse the television broadcast of the Grand Final to examine how much of the footage is live-action play and how much is replay or crowd shots, what type of method are they using?

A) Direct observation
B) An eye-tracking monitor
C) Visibility observation
D) Content analysis

Question 42

When a researcher observes the amount of time spent choosing between different toothpaste brands on a supermarket shelf, what type of observation measure is the researcher using?

A) Physiological reactions
B) Response latency
C) Relative popularity
D) Content analysis

Question 43

Woolworths is planning to redesign the store layout of their supermarkets to maximise customer flow and the exposure of impulse goods. Which of the following research methods would be most useful to help Woolworths gather the data required for decision-making?

A) Experiment
B) Survey
C) Observation
D) Depth interview

Question 44

The most common mechanism for developing new ideas in innovative companies is:

A) social media monitoring.
B) direct observation.
C) traditional market research.
D) projective techniques.

Question 45

When a researcher counts the percentage of women who have appeared on the cover of Time magazine during the past decade, it is an example of which type of observation?

A) Contrived analysis
B) Mystery analysis
C) Indirect analysis
D) Content analysis

Question 46

When monitoring website activity, clicks are used to measure:

A) site exposure.
B) what visitors do on the site.
C) communality with other sites (shared users).
D) the most popular paths to the site.

Question 47

Response latency:

A) is related to the concept of psychological distance between alternatives, as measured by the decision time taken to make a choice between the alternatives.
B) refers to latent error existing in mechanical observation techniques.
C) is a computer-based statistical procedure based on a latency matrix.
D) is a measure of the observer's reaction time in recording the occurred behaviour.

Question 48

Which of the following devices can be used to measure subjects' emotional reactions to an advertisement?

A) A pupilometer
B) An eye-tracking monitor
C) A psychogalvanometer
D) A voice pitch analyser

Question 49

Which of the following statements concerning pantry audit studies is false?

A) The accuracy of respondents' memories is not a problem.
B) The brand in the pantry reflects accurately the brand purchased most often.
C) Respondents' untruthfulness and issues relating to response bias are avoided.
D) It is difficult to gain permission to access consumers' pantries.

Question 50

Human observation best suits a situation or behaviour that is:

A) programmatic.
B) repetitive.
C) unpredictable.
D) routine.

Question 51

When a researcher pretends to be a customer in the cosmetics section of a department store in order to observe the product knowledge of a salesperson, he or she is employing a type of:

A) mechanical observation.
B) hidden observation.
C) indirect observation.
D) visible observation.

Question 52

Facial recognition tool is best used for:

A) Verbal and pictorial records
B) Physical movements
C) Internet activities.
D) Neurological activities.

Question 53

The manager of a retail store wants to investigate the level of service quality and competency provided by his sales staff. Which of the following research methods is most appropriate?

A) Telephone interview
B) Mail survey
C) Internet survey
D) Mystery shopper

Question 54

When measuring internet activity, which metric can be used to evaluate message exposure?

A) Clicks
B) Path analysis
C) Visits
D) Average time per unique visitor

Question 55

Which of the following statements about observation research is false?

A) Observation research cannot provide an explanation of why a behaviour occurred.
B) Observation research can provide an explanation of what actions were intended.
C) Observation research designs that might use deception often raise ethical concerns about subjects' right to privacy and right to be informed.
D) Observation research has the most validity when the actual observations are performed unobtrusively.

Question 56

Which of the following devices can be used to measure how a subject reads the content of a website?

A) A pupilometer
B) An eye-tracking monitor
C) A psychogalvanometer
D) A voice pitch analyser

Question 57

When monitoring internet activity, the measure of stickiness can be used to evaluate:

A) message exposure.
B) advertising appeals.
C) co-marketing patterns.
D) site navigation.

Question 58

Suppose that a marketing research company sends observers into the homes of panel study members to record the brands stored in their kitchen pantries. Which type of analysis does this represent?

A) Physical-trace analysis
B) Contrived analysis
C) Response latency analysis
D) Indirect analysis

Question 59

Which of the following devices used in observation research measures pupil size?

A) Eye-tracking monitor
B) Pupilometer
C) Voice pitch analyser
D) Psychogalvanometer

Question 60

A distortion of measurement resulting from cognitive behavior or actions of a witnessing observer is called:

A) Content bias
B) Observer bias
C) Contrived bias
D) Response latency

Question 61

Which of the following metric is used for the review and change content?

A) Stickiness
B) Path analysis
C) Observed profiling
D) Clicks

Question 62

Which of the following metric is used to improve co-marketing programs?

A) Stickiness
B) Path analysis
C) Observed profiling
D) Clicks

Question 63

Which of the following metric is used for the evaluation of advertising appeal?

A) Stickiness
B) Path analysis
C) Observed profiling
D) Clicks