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

Quizplus · Accepted Answer

The researcher is using response latency as they are measuring the amount of time it takes for someone to make a decision about which toothpaste to choose. Physiological reactions would involve measuring bodily responses such as heart rate or perspiration, which is not mentioned in the scenario. Relative popularity and content analysis involve different measures such as sales data or analyzing the marketing materials of toothpaste brands, which is also not mentioned in the scenario.

When a Researcher Observes the Amount of Time Spent Choosing