Question 1

Observational research is most effective if the observed behavior occurs _______.

Accepted Answer

A) intermittently 
B) infrequently 
C) rationally 
D) frequently 
E) none of these 
A) intermittently 
B) infrequently 
C) rationally 
D) frequently 
E) none of these

Question 2

Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?

Accepted Answer

A) contrived 
B) natural 
C) disguised 
D) conceived 
A) contrived 
B) natural 
C) disguised 
D) conceived

Question 3

Target Stores is evaluating several locations for locating a new Super-Target Super-Center.To do this,a traffic counting machine records the number of cars passing each location every day of the week for a 3-month period.This is an example of which kind of observation situation?

Accepted Answer

A) people watching people 
B) people watching phenomena 
C) machines watching people 
D) machines watching phenomena 
A) people watching people 
B) people watching phenomena 
C) machines watching people 
D) machines watching phenomena

Question 4

Brain patterns are typically measured by an electroencephalograph (EEG).

Accepted Answer

A) True 
 B)False

Question 5

Which type of research is most closely associated with human observation?

Accepted Answer

A) qualitative 
B) quantitative 
C) ethnographic 
D) mixed methods 
A) qualitative 
B) quantitative 
C) ethnographic 
D) mixed methods

Question 6

Consumers' physiological reactions to stimuli can be measured if the researcher has the proper equipment.

Accepted Answer

A) True 
 B)False

Question 7

_______________ are used to measure vehicular flow over a particular stretch of roadway.

Accepted Answer

A) Traffic signals 
B) Traffic cops 
C) Traffic stands 
D) Traffic counters 
A) Traffic signals 
B) Traffic cops 
C) Traffic stands 
D) Traffic counters

Question 8

A consumer's level of arousal while watching an ad can be measured with observational research.

Accepted Answer

A) True 
 B)False

Question 9

Compare several of the key advantages and disadvantages of observation and survey research.

Accepted Answer

Observation research does away with inte

Question 10

Internet tracking is fundamentally another form of observation research.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is not a condition conducive to observation?

Accepted Answer

A) The behavior of interest lasts over a long period of time. 
B) The behavior must not be repetitive. 
C) The behavior needs to be observable or inferable. 
D) The behavior lasts over a long period of time and must not be repetitive 
E) all of these 
A) The behavior of interest lasts over a long period of time. 
B) The behavior must not be repetitive. 
C) The behavior needs to be observable or inferable. 
D) The behavior lasts over a long period of time and must not be repetitive 
E) all of these

Question 12

Which of the following is the type of data that mystery shopping firms attain?

Accepted Answer

A) Facility conditions 
B) Guest experience 
C) Dress code compliance 
D) Parking lot condition 
E) All of these 
A) Facility conditions 
B) Guest experience 
C) Dress code compliance 
D) Parking lot condition 
E) All of these

Question 13

Ethnographic research is derived from which field?

Accepted Answer

A) mathematics 
B) anthropology 
C) sociology 
D) garbology 
E) none of these 
A) mathematics 
B) anthropology 
C) sociology 
D) garbology 
E) none of these

Question 14

Triangulation,the process of checking findings against what other people say and against similar research already conducted,is a way to verify the accuracy of collected data.

Accepted Answer

A) True 
 B)False

Question 15

When users frequently switch between a desktop and mobile device,they are referred to as digitally agnostic.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following types of research would be least likely to use physiological measurement devices?

Accepted Answer

A) response to advertising 
B) attitude toward products 
C) opinion of specific celebrity endorsers 
D) customer satisfaction research 
A) response to advertising 
B) attitude toward products 
C) opinion of specific celebrity endorsers 
D) customer satisfaction research

Question 17

One of the advantages of observation research is its ability to predict future behavior.

Accepted Answer

A) True 
 B)False

Question 18

A piece of text stored by a user's web browser to assist with tracking is referred to as which of the following?

Accepted Answer

A) terabyte 
B) cookie 
C) the "cloud" 
D) software reader 
E) software cloud 
A) terabyte 
B) cookie 
C) the "cloud" 
D) software reader 
E) software cloud

Question 19

Mystery Shoppers have been used to evaluate the service employees are providing customers.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is not a "natural" situation for observation?

Accepted Answer

A) getting people to participate in a simulated store situation so that their
Behavior can be observed 
B) when the observed has no knowledge that they are being observed 
C) observer plays no part in the behavior of interest 
D) all of these 
E) none of these 
A) getting people to participate in a simulated store situation so that their
Behavior can be observed 
B) when the observed has no knowledge that they are being observed 
C) observer plays no part in the behavior of interest 
D) all of these 
E) none of these

Observational research is most effective if the observed behavior occurs _______.

Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?

Target Stores is evaluating several locations for locating a new Super-Target Super-Center.To do this,a traffic counting machine records the number of cars passing each location every day of the week for a 3-month period.This is an example of which kind of observation situation?

Brain patterns are typically measured by an electroencephalograph (EEG).

Which type of research is most closely associated with human observation?

Consumers' physiological reactions to stimuli can be measured if the researcher has the proper equipment.

_______________ are used to measure vehicular flow over a particular stretch of roadway.

A consumer's level of arousal while watching an ad can be measured with observational research.

Compare several of the key advantages and disadvantages of observation and survey research.

Internet tracking is fundamentally another form of observation research.

Which of the following is not a condition conducive to observation?

Which of the following is the type of data that mystery shopping firms attain?

Ethnographic research is derived from which field?

Triangulation,the process of checking findings against what other people say and against similar research already conducted,is a way to verify the accuracy of collected data.

When users frequently switch between a desktop and mobile device,they are referred to as digitally agnostic.

Which of the following types of research would be least likely to use physiological measurement devices?

One of the advantages of observation research is its ability to predict future behavior.

A piece of text stored by a user's web browser to assist with tracking is referred to as which of the following?

Mystery Shoppers have been used to evaluate the service employees are providing customers.

Which of the following is not a "natural" situation for observation?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 8: Primary Data Collection: Observation

Observational research is most effective if the observed behavior occurs _______.

Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?

Target Stores is evaluating several locations for locating a new Super-Target Super-Center.To do this,a traffic counting machine records the number of cars passing each location every day of the week for a 3-month period.This is an example of which kind of observation situation?

Brain patterns are typically measured by an electroencephalograph (EEG).

Which type of research is most closely associated with human observation?

Consumers' physiological reactions to stimuli can be measured if the researcher has the proper equipment.

_______________ are used to measure vehicular flow over a particular stretch of roadway.

A consumer's level of arousal while watching an ad can be measured with observational research.

Compare several of the key advantages and disadvantages of observation and survey research.

Internet tracking is fundamentally another form of observation research.

Which of the following is not a condition conducive to observation?

Which of the following is the type of data that mystery shopping firms attain?

Ethnographic research is derived from which field?

Triangulation,the process of checking findings against what other people say and against similar research already conducted,is a way to verify the accuracy of collected data.

When users frequently switch between a desktop and mobile device,they are referred to as digitally agnostic.

Which of the following types of research would be least likely to use physiological measurement devices?

One of the advantages of observation research is its ability to predict future behavior.

A piece of text stored by a user's web browser to assist with tracking is referred to as which of the following?

Mystery Shoppers have been used to evaluate the service employees are providing customers.

Which of the following is not a "natural" situation for observation?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters