Question 1

In the voice-pitch analysis method of observation, the more the voice pitch differs from the respondent's normal pitch the greater is the emotional intensity of the consumer's reaction to an advertisement.

Accepted Answer

The statement is true. Voice pitch analysis is based on the premise that emotional intensity is reflected in changes in pitch, with higher pitch indicating greater emotional arousal. Therefore, the more the voice pitch differs from the respondent's normal pitch, the greater the emotional intensity of the consumer's reaction to an advertisement.

Question 2

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Accepted Answer

The answer of The ability of a data collection technique...

Question 3

The use of supermarket scanners to find out which particular brand of baseball bats is bought by individuals in a particular age category can be termed as an instance of collecting information by ____________________.

Accepted Answer

The answer of The use of supermarket scanners to find...

Question 4

Recognition is primarily a test of memory wherein a respondent is asked to remember all ads or brands that he has seen for products belonging to a particular product category.

Accepted Answer

Recognition involves identifying previously encountered information, not recalling all ads or brands from memory.

Question 5

____________________ observation applies when the research problem has been defined precisely enough so that one can specify the behaviors to be observed as well as the categories used to record and analyze the situation.

Accepted Answer

The answer of ____________________ observation applies when the research problem...

Question 6

Consumers are said to have retained more knowledge from the ad when they can state the brand in an unaided recall test compared to a test where they have been given hints.

Accepted Answer

Unaided recall test measures the consumer's ability to remember the brand without any hints, so if they can state the brand correctly, it indicates better retention of knowledge from the ad.

Question 7

____________________ refers to an individual's overall evaluation of something.

Accepted Answer

The answer of ____________________ refers to an individual's overall evaluation...

Question 8

Observational research is often considered the best method of generating valid data as this method is completely error free.

Accepted Answer

Observational research, like any other research method, is not completely error-free. There is always a possibility of observer bias, selection bias, or measurement error. However, observational research can provide valuable insights into a particular phenomenon and is often considered a reliable and valid method if conducted properly.

Question 9

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called ____________________.

Accepted Answer

The answer of A method of data collection in which...

Question 10

Scanner data are probably the most common type of ____________________ data.

Accepted Answer

The answer of Scanner data are probably the most common...

Question 11

Memory measures are used by marketers to understand what consumers believe about different brands and companies.

Accepted Answer

Memory measures such as brand recall and recognition are commonly used by marketers to gain insight into the beliefs and perceptions that consumers have about different brands and companies.

Question 12

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Accepted Answer

The answer of A person's ____________________ refer to the individual's...

Question 13

Disguised observation is a more accurate way of recording consumer behavior than undisguised observation.

Accepted Answer

In disguised observation, the observer is hidden, allowing consumers to behave naturally without feeling observed or studied. This leads to more accurate and authentic results. In undisguised observation, consumers may change their behavior because they know they are being observed.

Question 14

____________________ observation is more likely to be used in exploratory research than in descriptive or causal research.

Accepted Answer

The answer of ____________________ observation is more likely to be...

Question 15

The amount of time the respondent deliberates before answering a question is called ____________________.

Accepted Answer

The answer of The amount of time the respondent deliberates...

Question 16

The best predictor of future behavior is usually ____________________.

Accepted Answer

The answer of The best predictor of future behavior is...

Question 17

Attitudes and opinions are best determined by observation.

Accepted Answer

Attitudes and opinions are internal states that cannot be directly observed. While behavior and communication can be indicators of attitudes and opinions, they are not always accurate or reliable indicators. Attitudes and opinions are often inferred through indirect methods, such as surveys or interviews, rather than direct observation.

Question 18

One of the advantages of the observation technique is that, unlike the communication technique, it captures the past and the future intentions of the consumer.

Accepted Answer

Observation techniques capture current behavior and actions, not past or future intentions, which are better assessed through communication techniques like surveys or interviews.

Question 19

Surveying viewers or even having them keep detailed diaries is far more reliable at measuring viewing behavior compared with people meters.

Accepted Answer

People meters are generally considered more reliable for measuring viewing behavior as they automatically record data, reducing human error and bias associated with self-reporting methods like surveys or diaries.

Question 20

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Accepted Answer

The answer of Demographic and socioeconomic characteristics correlate highly with...

Quiz 5: Collecting Primary Data by Observation