Question 1

Similar to a "lie detector" machine,a(n)____ records the changes in the electrical resistance of the skin associated with sweating.

Accepted Answer

A) people meter 
B) galvanometer 
C) eye camera 
D) optical scanner 
E) audiometer 
A) people meter 
B) galvanometer 
C) eye camera 
D) optical scanner 
E) audiometer

Question 2

Response latency is related to

Accepted Answer

A) the use of eye cameras. 
B) uncertainty. 
C) the degree of structure in the observational method. 
D) the amount of information stored in memory. 
E) the degree of disguise in the observational method. 
A) the use of eye cameras. 
B) uncertainty. 
C) the degree of structure in the observational method. 
D) the amount of information stored in memory. 
E) the degree of disguise in the observational method.

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) None of these statements are true. 
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) None of these statements are true.

Question 4

Direct observation studies the outcome of the behavior observed rather than the behavior itself.

Accepted Answer

A) True 
 B)False

Question 5

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

A) Survey 
B) Observation 
C) Thematic Apperception Test (TAT) 
D) People meter 
E) Experiment 
A) Survey 
B) Observation 
C) Thematic Apperception Test (TAT) 
D) People meter 
E) Experiment

Question 6

In indirect observation,the researcher is observing

Accepted Answer

A) behavior. 
B) intentions. 
C) results of behavior. 
D) consumers without their knowing it. 
E) attitudes. 
A) behavior. 
B) intentions. 
C) results of behavior. 
D) consumers without their knowing it. 
E) attitudes.

Question 7

In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) breadth of scope. 
B) cost efficiency. 
C) communicability. 
D) versatility. 
E) objectivity. 
A) breadth of scope. 
B) cost efficiency. 
C) communicability. 
D) versatility. 
E) objectivity.

Question 9

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

Accepted Answer

A) The people meter provides the researcher information about which television shows have been watched on a particular television. 
B) The galvanometer is used to assess the emotional arousal induced by exposure to specific advertising copy. 
C) Response latency measures the amount of time a respondent deliberates before answering a question. 
D) Voice-pitch analysis examines changes in the relative vibration frequency of the human voice that accompanies emotional arousal. 
E) Optical scanners measure the subject's eye movement over a stimulus. 
A) The people meter provides the researcher information about which television shows have been watched on a particular television. 
B) The galvanometer is used to assess the emotional arousal induced by exposure to specific advertising copy. 
C) Response latency measures the amount of time a respondent deliberates before answering a question. 
D) Voice-pitch analysis examines changes in the relative vibration frequency of the human voice that accompanies emotional arousal. 
E) Optical scanners measure the subject's eye movement over a stimulus.

Question 10

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

Accepted Answer

A) Eye camera 
B) Optical scanner 
C) Galvanometer 
D) People meter 
E) Visual analyzer 
A) Eye camera 
B) Optical scanner 
C) Galvanometer 
D) People meter 
E) Visual analyzer

Question 11

The amount of time a respondent deliberates before answering a question is called response latency.

Accepted Answer

A) True 
 B)False

Question 12

Researchers invite a group of homemakers to a specially designed model home where they are observed by other researchers posing as homemakers who record their conversations with concealed tape recorders.This observation would be characterized as

Accepted Answer

A) highly structured,contrived setting. 
B) unstructured,contrived setting. 
C) unstructured,uncontrived setting. 
D) structured,uncontrived setting. 
E) unstructured,undisguised setting. 
A) highly structured,contrived setting. 
B) unstructured,contrived setting. 
C) unstructured,uncontrived setting. 
D) structured,uncontrived setting. 
E) unstructured,undisguised setting.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

A primary disadvantage of disguised research is that

Accepted Answer

A) there is a large potential for bias. 
B) the structured approach cannot be used. 
C) it will be hard to un-disguise the data. 
D) people will change their behavior. 
E) background data is difficult or impossible to collect. 
A) there is a large potential for bias. 
B) the structured approach cannot be used. 
C) it will be hard to un-disguise the data. 
D) people will change their behavior. 
E) background data is difficult or impossible to collect.

Question 15

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 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

A requirement for the use of structured reporting in observational studies is

Accepted Answer

A) specific hypotheses about the behaviors to be observed. 
B) a laboratory setting for the research project. 
C) a disguised observation method. 
D) a natural setting for the research project. 
E) an undisguised observation method. 
A) specific hypotheses about the behaviors to be observed. 
B) a laboratory setting for the research project. 
C) a disguised observation method. 
D) a natural setting for the research project. 
E) an undisguised observation method.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Which of the following are disadvantages of observation in a contrived setting?

Accepted Answer

A) Speeds data collection 
B) Produces lower-cost research 
C) Allows more objective measurements 
D) External validity is threatened. 
E) Internal validity is threatened. 
A) Speeds data collection 
B) Produces lower-cost research 
C) Allows more objective measurements 
D) External validity is threatened. 
E) Internal validity is threatened.

Question 20

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Accepted Answer

A) Accuracy 
B) Cost 
C) Speed 
D) Versatility 
E) They are all advantages of the communication method 
A) Accuracy 
B) Cost 
C) Speed 
D) Versatility 
E) They are all advantages of the communication method

Similar to a "lie detector" machine,a(n)____ records the changes in the electrical resistance of the skin associated with sweating.

Response latency is related to

Which of the following is TRUE?

Direct observation studies the outcome of the behavior observed rather than the behavior itself.

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?

In indirect observation,the researcher is observing

In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.

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

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

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

The amount of time a respondent deliberates before answering a question is called response latency.

Researchers invite a group of homemakers to a specially designed model home where they are observed by other researchers posing as homemakers who record their conversations with concealed tape recorders.This observation would be characterized as

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

A primary disadvantage of disguised research is that

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

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

A requirement for the use of structured reporting in observational studies is

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

Which of the following are disadvantages of observation in a contrived setting?

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

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 for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

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

Similar to a "lie detector" machine,a(n)____ records the changes in the electrical resistance of the skin associated with sweating.

Response latency is related to

Which of the following is TRUE?

Direct observation studies the outcome of the behavior observed rather than the behavior itself.

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?

In indirect observation,the researcher is observing

In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.

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

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

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

The amount of time a respondent deliberates before answering a question is called response latency.

Researchers invite a group of homemakers to a specially designed model home where they are observed by other researchers posing as homemakers who record their conversations with concealed tape recorders.This observation would be characterized as

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

A primary disadvantage of disguised research is that

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

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

A requirement for the use of structured reporting in observational studies is

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

Which of the following are disadvantages of observation in a contrived setting?

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

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 for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

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