Question 1

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Accepted Answer

Voice pitch analysis does measure emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Question 2

A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.

Accepted Answer

The answer of A limitation is that online surveys conducted...

Question 3

An example of structured observation would be an auditor performing inventory analysis in a store.

Accepted Answer

Structured observation involves the systematic collection of data through pre-determined categories or criteria, such as an auditor performing inventory analysis in a store.

Question 4

Generally,the pantry audit is conducted in conjunction with one of the survey methods.

Accepted Answer

The pantry audit is often conducted alongside other survey methods as it provides a more comprehensive understanding of food availability and accessibility in a household.

Question 5

The pantry audit is a type of audit where the researcher inventories the brands,quantities,and package sizes of products in a consumer's home.

Accepted Answer

The statement is true.

Question 6

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

Accepted Answer

The method described is the traditional telephone interview method, where the interviewer uses a paper questionnaire and records responses with a pencil. In-home interviews involve the interviewer physically visiting the respondent's home, CATI involves the use of a computer program to record responses, and internet interviews are conducted through online surveys.

Question 7

Analysis of the comments,photos,videos,audio,and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors.An analysis of these constitutes a form of observation known as trace analysis.

Accepted Answer

The statement is true.

Question 8

Which of the following is a disadvantage of the survey method of data collection?

Accepted Answer

Wording questions properly is not easy in survey method of data collection. This is because the wording can influence the respondent's understanding of the question and therefore influence their answer. This can lead to inaccurate or biased data.

Question 9

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

Accepted Answer

The text states that telephone interviews may be further classified as traditional telephone interviews or computer-assisted telephone interviews (CATI). Therefore, the correct answer is B. A is incorrect because in-home interviews are a different type of interview method, and C is incorrect because it includes both A and B as options.

Question 10

Content analysis could be profitably employed in the analysis of structured questions.

Accepted Answer

Content analysis is most effectively used for analyzing unstructured data, such as interviews, open-ended survey responses, and media content, rather than structured questions which typically have predefined answers.

Question 11

Unstructured observation is most appropriate for conclusive research.

Accepted Answer

Unstructured observation is most appropriate for exploratory research, where the goal is to explore and develop hypotheses, rather than test them conclusively. In conclusive research, structured observation or experimental methods are more appropriate.

Question 12

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Accepted Answer

The answer of Computer assisted personal interviews tend to be...

Question 13

Observing children playing with new toys is an example of unstructured observation.

Accepted Answer

Unstructured observation involves observing individuals in their natural settings without any specific guidelines or structure. When children are playing with new toys, they are in their natural setting and are not being directed or guided in any particular way, therefore it is an example of unstructured observation.

Question 14

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Accepted Answer

Counting the number of times a Web page is visited is a common method of observation using the Internet.

Question 15

Questions that require respondents to choose from a set of predetermined answers are ________ questions.

Accepted Answer

Fixed alternative questions require respondents to choose from a predetermined set of answers, which can be useful for gathering quantitative data and making comparisons between groups. Dual response questions provide two options for respondents to choose from, while open-ended questions allow for free-form responses that may provide more in-depth insights.

Question 16

The collection of survey data through social media sites can be automated,but does not allow the researcher to customize reach to various segments of consumers.

Accepted Answer

Automated survey data collection through social media sites can be customized using various tools and algorithms to target specific segments of consumers based on demographics, interests, and online behavior.

Question 17

Response latency is used as a measure of the relative preference for various alternatives.

Accepted Answer

Response latency refers to the time taken by an individual to make a decision or respond to a stimulus. It can be used as a measure of the relative preference for various alternatives as people tend to respond more quickly to options they prefer over others.

Question 18

It is best to view observation as a complement to survey methods,rather than as being in competition with them.

Accepted Answer

Observation and survey methods can both provide valuable insights, but they have different strengths and limitations. Observation is particularly useful for studying behaviors and interactions in natural settings, while surveys are better for measuring attitudes, opinions, and preferences. Using both methods together can help researchers gain a more comprehensive understanding of a phenomenon. Therefore, observation can be seen as a complement to survey methods, rather than a competitor.

Question 19

In unstructured observation,potential for observer bias is high.For this reason,the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Accepted Answer

Unstructured observation is not standardized and the observer may interpret and record the data in a biased manner. Therefore, the findings should not be considered as conclusive and should be tested further.

Question 20

The various data-collection modes are mutually exclusive.

Accepted Answer

The data-collection modes are not mutually exclusive and can be used in combination to gather information. For example, a survey may use a combination of online, phone, and in-person interviews to reach a diverse and representative sample.

Quiz 6: Descriptive Research Design: Survey and Observation