Question 1

A "garbologist" - a researcher who studies the contents of residential trash - is employing which type of research method?

Accepted Answer

A)  Direct communication 
B)  Indirect observation 
C)  Indirect communication 
D)  Direct observation 
E)  Undisguised communication. 
A)  Direct communication 
B)  Indirect observation 
C)  Indirect communication 
D)  Direct observation 
E)  Undisguised communication. B

Question 2

When disguise has involved an active deception of consumers, it is necessary to:

Accepted Answer

A)  Tell them that they have been misled. 
B)  Explain why the deception was necessary. 
C)  Provide a general overview of the purpose of the project. 
D)  All of the above. 
E)  A and B only. 
A)  Tell them that they have been misled. 
B)  Explain why the deception was necessary. 
C)  Provide a general overview of the purpose of the project. 
D)  All of the above. 
E)  A and B only. D

Question 3

Which of the following is TRUE?

Accepted Answer

A)  The psychogalvanometer is used to measure pupil dilation whereas the eye camera is used to record movements of the eye. 
B)  Response latency is the amount of time a respondent deliberates before answering a question. 
C)  Response latency when used to measure brand preference rests on the premise that the degree of latency is directly proportional to the size of an advertisement. 
D)  Voice pitch analysis attempts to assess the loudness with which people answer specific questions. 
E)  They are all false. 
A)  The psychogalvanometer is used to measure pupil dilation whereas the eye camera is used to record movements of the eye. 
B)  Response latency is the amount of time a respondent deliberates before answering a question. 
C)  Response latency when used to measure brand preference rests on the premise that the degree of latency is directly proportional to the size of an advertisement. 
D)  Voice pitch analysis attempts to assess the loudness with which people answer specific questions. 
E)  They are all false. B

Question 4

The amount of time a respondent deliberates before answering a question is called______________.

Accepted Answer

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

Question 5

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Accepted Answer

A)  Versatility 
B)  Speed 
C)  Cost savings 
D)  Objectivity 
E)  None of the above. 
A)  Versatility 
B)  Speed 
C)  Cost savings 
D)  Objectivity 
E)  None of the above.

Question 6

Which of the following research scenarios are examples of the observation method?

Accepted Answer

A)  A car dealer checking which radio stations cars are tuned to when they're brought in for service, to know which stations to advertise on. 
B)  Recording license plate information in a shopping mall parking lot to learn where shoppers are coming from. 
C)  The use of different colored promotional flyers mailed to different zip codes to identify which trading area a retailer is serving. 
D)  Studying scuff marks on tiles at a museum as a means of measuring the popularity of a display. 
E)  All of the above are examples of observational research methods. 
A)  A car dealer checking which radio stations cars are tuned to when they're brought in for service, to know which stations to advertise on. 
B)  Recording license plate information in a shopping mall parking lot to learn where shoppers are coming from. 
C)  The use of different colored promotional flyers mailed to different zip codes to identify which trading area a retailer is serving. 
D)  Studying scuff marks on tiles at a museum as a means of measuring the popularity of a display. 
E)  All of the above are examples of observational research methods.

Question 7

In a(n)______________setting, subjects are observed in the environment where the behavior normally takes place.

Accepted Answer

The answer of In a(n)______________setting, subjects are observed in the...

Question 8

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

A)  Direct observation 
B)  Past records 
C)  Archives 
D)  Survey 
E)  Indirect observation 
A)  Direct observation 
B)  Past records 
C)  Archives 
D)  Survey 
E)  Indirect observation

Question 9

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

Accepted Answer

A)  A galvanometer. 
B)  An eye camera. 
C)  An opthalomograph. 
D)  An audiometer. 
E)  None of the above 
A)  A galvanometer. 
B)  An eye camera. 
C)  An opthalomograph. 
D)  An audiometer. 
E)  None of the above

Question 10

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

Accepted Answer

A)  Galvanometer 
B)  People meter 
C)  Voice-pitch analysis 
D)  Response latency 
E)  Eye camera 
A)  Galvanometer 
B)  People meter 
C)  Voice-pitch analysis 
D)  Response latency 
E)  Eye camera

Question 11

An automotive garage provides taxi rides to people who are having their cars repaired. To determine the quality of their service, the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage. This is an example of

Accepted Answer

A)  A focus group. 
B)  Depth interviewing. 
C)  Direct observation. 
D)  Undisguised observation. 
E)  Disguised observation. 
A)  A focus group. 
B)  Depth interviewing. 
C)  Direct observation. 
D)  Undisguised observation. 
E)  Disguised observation.

Question 12

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n) _.

Accepted Answer

The answer of The electrical resistance of the skin associated...

Question 13

Which of the following are limitations of the observation method of collecting data?

Accepted Answer

A)  The willingness of a respondent to provide data. 
B)  The memory of a respondent to accurately report data. 
C)  The honesty of a respondent when providing data. 
D)  All of the above are limitations of the observation method of collecting data. 
E)  None of the above are limitations of the observation method of collecting data. 
A)  The willingness of a respondent to provide data. 
B)  The memory of a respondent to accurately report data. 
C)  The honesty of a respondent when providing data. 
D)  All of the above are limitations of the observation method of collecting data. 
E)  None of the above are limitations of the observation method of collecting data.

Question 14

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display. This is an example of

Accepted Answer

A)  Indirect, disguised observation. 
B)  Indirect, structured observation. 
C)  Direct, disguised observation. 
D)  Direct, unstructured observation. 
E)  Direct, undisguised observation. 
A)  Indirect, disguised observation. 
B)  Indirect, structured observation. 
C)  Direct, disguised observation. 
D)  Direct, unstructured observation. 
E)  Direct, undisguised observation.

Question 15

Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.

Accepted Answer

Observation data are

Question 16

In terms of observational studies, ethical dilemmas are most likely to arise when observation is:

Accepted Answer

A)  Structured. 
B)  Disguised. 
C)  Performed by mechanical means. 
D)  Undisguised. 
E)  Unstructured. 
A)  Structured. 
B)  Disguised. 
C)  Performed by mechanical means. 
D)  Undisguised. 
E)  Unstructured.

Question 17

Which of the following types of primary data can be measured by observation?

Accepted Answer

A)  Attitudes and opinions 
B)  Motivations and present behavior 
C)  Gender and current behavior 
D)  Social class and gender 
E)  Motivations and intentions 
A)  Attitudes and opinions 
B)  Motivations and present behavior 
C)  Gender and current behavior 
D)  Social class and gender 
E)  Motivations and intentions

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

A contrived observational setting, as compared to a natural setting

Accepted Answer

A)  Usually speeds the data collection process. 
B)  Has greater external validity. 
C)  Results in higher cost research. 
D)  Limits the use of electrical or mechanical equipment. 
E)  Involves waiting for the phenomenon of interest to occur. 
A)  Usually speeds the data collection process. 
B)  Has greater external validity. 
C)  Results in higher cost research. 
D)  Limits the use of electrical or mechanical equipment. 
E)  Involves waiting for the phenomenon of interest to occur.

Question 20

The time that elapses between asking a question and receiving the answer is called

Accepted Answer

A)  Response latency. 
B)  Base time. 
C)  Lag time. 
D)  Tachistostic. 
E)  Awareness response. 
A)  Response latency. 
B)  Base time. 
C)  Lag time. 
D)  Tachistostic. 
E)  Awareness response.

A "garbologist" - a researcher who studies the contents of residential trash - is employing which type of research method?

When disguise has involved an active deception of consumers, it is necessary to:

Which of the following is TRUE?

The amount of time a respondent deliberates before answering a question is called______________.

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Which of the following research scenarios are examples of the observation method?

In a(n)______________setting, subjects are observed in the environment where the behavior normally takes place.

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

An automotive garage provides taxi rides to people who are having their cars repaired. To determine the quality of their service, the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage. This is an example of

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n) _.

Which of the following are limitations of the observation method of collecting data?

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display. This is an example of

Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.

In terms of observational studies, ethical dilemmas are most likely to arise when observation is:

Which of the following types of primary data can be measured by observation?

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

A contrived observational setting, as compared to a natural setting

The time that elapses between asking a question and receiving the answer is called

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 10: Collecting Data by Observation

A "garbologist" - a researcher who studies the contents of residential trash - is employing which type of research method?

When disguise has involved an active deception of consumers, it is necessary to:

Which of the following is TRUE?

The amount of time a respondent deliberates before answering a question is called______________.

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Which of the following research scenarios are examples of the observation method?

In a(n)______________setting, subjects are observed in the environment where the behavior normally takes place.

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

An automotive garage provides taxi rides to people who are having their cars repaired. To determine the quality of their service, the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage. This is an example of

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n) _.

Which of the following are limitations of the observation method of collecting data?

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display. This is an example of

Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.

In terms of observational studies, ethical dilemmas are most likely to arise when observation is:

Which of the following types of primary data can be measured by observation?

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

A contrived observational setting, as compared to a natural setting

The time that elapses between asking a question and receiving the answer is called

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters