Question 1

The galvanometer is used to study eye movements while a respondent reads advertising copy.

Accepted Answer

A galvanometer is an instrument used for detecting and measuring electric current, not for studying eye movements. Eye movements are typically studied using eye-tracking technology.

Question 2

Voice pitch analysis attempts to assess the loudness with which people answer specific questions.

Accepted Answer

Voice pitch analysis attempts to assess the pitch or frequency of someone's voice, not necessarily the loudness.

Question 3

In indirect observation,the researcher is observing attitudes.

Accepted Answer

In indirect observation, the researcher typically observes behaviors rather than attitudes, as attitudes are internal states that are inferred from behaviors rather than directly observed.

Question 4

A mystery shopper could be used to perform which of the following research tasks?

Accepted Answer

Mystery shoppers are employed to anonymously evaluate various aspects of businesses, including service quality, product quality, and compliance with regulations. Recording the cleanliness of bathrooms, negotiating prices to assess sales practices, ensuring age-appropriate sales of products, and evaluating product quality such as the evenness of jelly in a doughnut, are all tasks within the scope of what a mystery shopper might be asked to do.

Question 5

The major problem of human behavior observation is the observer.

Accepted Answer

Human behavior observation can be influenced by the observer's biases, beliefs, and interpretations. This can lead to subjective or inaccurate observations. Therefore, the observer can be a major problem in human behavior observation.

Question 6

Unstructured observation is used for studies in which hypotheses are to be tested.

Accepted Answer

Unstructured observation is used for exploratory studies in which hypotheses are not yet developed. It is a method of collecting data in a natural setting without a pre-determined set of categories or codes. This allows for the observer to capture unexpected behaviors or patterns that may lead to the development of new hypotheses for further study. In contrast, structured observation is used when hypotheses have already been developed and a specific set of categories or behaviors are being observed and recorded.

Question 7

Sometimes disguised observation is accomplished by having observers become part of the shopping scene.

Accepted Answer

Disguised observation can involve having observers blend in with the environment or be an active participant in the observed behavior.

Question 8

Having the employee watch the salad bar usage is actually a(n)____ research design.

Accepted Answer

Observational research involves observing and recording behavior without any intervention or manipulation by the researcher. In this case, the employee is simply observing and recording the usage of the salad bar, which is an example of observational research.

Question 9

A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of each entrance.This exhibits a measure of the most popular entrance to the store.What type of measurement situation is she using?

Accepted Answer

The manager is using observation to collect data on how often floor tiles have been replaced in front of each entrance.

Question 10

Which of the following is TRUE?

Accepted Answer

Response latency refers to the time taken by a respondent to answer a question after it has been presented to them.

Question 11

Dial soap's brand managers want to know which of three proposed end-aisle displays works the best in terms of catching consumers' attention.They set up prototypes of the three displays in three supermarkets in a large metropolitan area and visit each to observe consumers body language,time spent at each display,etc.Which technique are the managers using?

Accepted Answer

The managers are using direct observation by physically visiting the supermarkets and observing consumers' behavior at each display.

Question 12

It is possible to track how visitors to a website navigate its pages,which pages they look at,and which pages they exit from.

Accepted Answer

This is possible with the use of website analytics tools such as Google Analytics. These tools provide detailed information on user behavior on a website, including page views and exit pages.

Question 13

When a "mystery shopper" is used by Taco Bell Corporate to report employees' level of customer assistance and courtesy,which type of observation is being used?

Accepted Answer

A mystery shopper is a disguised observation method where the observer pretends to be a regular customer and reports their findings.

Question 14

The communications approach to gathering primary data can be used for collecting information about all seven categories of primary data from individuals.

Accepted Answer

The communications approach, such as surveys or interviews, can be used to gather all types of primary data from individuals, including attitudes, opinions, behaviors, demographics, etc. Therefore, the statement is true.

Question 15

The observation method of data collection has the general advantages of versatility,speed,and cost.

Accepted Answer

The answer of The observation method of data collection has...

Question 16

Levis Strauss sent one of its employees',who is fluent in Japanese,to stay at the home of a traditional Japanese family with teenage daughters.The employee disguised himself as an exchange student but was actually in Japan spying on the family and their friends to better understand how Levi jeans are used and worn by teenagers in Japan.This illustrates that

Accepted Answer

The scenario raises ethical questions about the use of observation in research, particularly when it involves spying on individuals without their knowledge or consent. The use of observation as a research technique can be valid and valuable, but it must be done ethically and with the appropriate consent and transparency.

Question 17

Which of the following statements about mechanical recording devices is FALSE?

Accepted Answer

The answer of Which of the following statements about mechanical...

Question 18

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

Accepted Answer

Constructing see-through mirrors in a retail store to record consumers' actions without their knowledge is an example of disguised observation because the participants are unaware they are being observed. This takes place in a natural setting—the retail store—where the consumers' behavior is observed in their natural shopping environment, without any artificial influence or intervention.

Question 19

Observation research doesn't have to be sophisticated to be effective.

Accepted Answer

Observation research can be as simple as observing and recording behavior in a notebook or using a camera. The key is to have a clear research question and a systematic approach to recording and analyzing data. More sophisticated methods, such as using specialized software or equipment, may lead to more detailed or nuanced findings, but they are not always necessary for effective observation research.

Question 20

Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites.This is an example of

Accepted Answer

Using the length of grass as a way of estimating socioeconomic characteristics is not a direct observation, as it does not involve directly observing the socioeconomic characteristics themselves. It is also not an archive, as it does not involve looking at historical records. Rather, it is an indirect observation, as it involves looking at a proxy variable (grass length) that is believed to be correlated with the variable of interest (socioeconomic characteristics). This is a common technique in social science research.

Quiz 10: Collecting Data by Observation