Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

The observation method

Accepted Answer

A) cannot measure all consumer characteristics precisely but can give very good estimates for awareness,intentions,motivations,and past behavior. 
B) is limited in that only behaviors can be observed. 
C) is considered to be more objective than the communication method. 
D) is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared,and observers can quickly record many observations. 
E) requires development of sophisticated procedures to be effective. 
A) cannot measure all consumer characteristics precisely but can give very good estimates for awareness,intentions,motivations,and past behavior. 
B) is limited in that only behaviors can be observed. 
C) is considered to be more objective than the communication method. 
D) is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared,and observers can quickly record many observations. 
E) requires development of sophisticated procedures to be effective.

Question 3

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

A) direct observation. 
B) archives. 
C) indirect observation. 
D) experiment. 
E) None of these are correct. 
A) direct observation. 
B) archives. 
C) indirect observation. 
D) experiment. 
E) None of these are correct.

Question 4

In indirect observation,the researcher is observing attitudes.

Accepted Answer

A) True 
 B)False

Question 5

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 6

In a laboratory setting,subjects are observed in the environment where the behavior normally takes place.

Accepted Answer

A) True 
 B)False

Question 7

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

A) all good observations should be disguised. 
B) observation raises ethical questions. 
C) observation is not a good research technique. 
D) structured observation is legal. 
E) None of these are correct. 
A) all good observations should be disguised. 
B) observation raises ethical questions. 
C) observation is not a good research technique. 
D) structured observation is legal. 
E) None of these are correct.

Question 8

Unstructured observation is used

Accepted Answer

A) for studies in which hypotheses are to be tested. 
B) for studies in which flexibility is allowed in terms of what is noted and recorded. 
C) for studies in which the categories that will be used to analyze the situation have been specified beforehand. 
D) only for disguised studies. 
E) only for undisguised studies. 
A) for studies in which hypotheses are to be tested. 
B) for studies in which flexibility is allowed in terms of what is noted and recorded. 
C) for studies in which the categories that will be used to analyze the situation have been specified beforehand. 
D) only for disguised studies. 
E) only for undisguised studies.

Question 9

Electronic devices,which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching,are called

Accepted Answer

A) audiometers. 
B) people meters. 
C) optical scanners. 
D) eye cameras 
E) galvanometers. 
A) audiometers. 
B) people meters. 
C) optical scanners. 
D) eye cameras 
E) galvanometers.

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

The observation method

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

In indirect observation,the researcher is observing attitudes.

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?

In a laboratory setting,subjects are observed in the environment where the behavior normally takes place.

Unstructured observation is used

Electronic devices,which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching,are called

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

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

The observation method

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

In indirect observation,the researcher is observing attitudes.

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?

In a laboratory setting,subjects are observed in the environment where the behavior normally takes place.

Unstructured observation is used

Electronic devices,which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching,are called

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