Question 1

Which of the following is not a primary advantage of observation research?

Accepted Answer

A) information gathered more quickly than with a survey 
B) doesn't depend on willingness of the respondent 
C) ability to predict future behavior 
D) not subject to biases that plague survey research 
A) information gathered more quickly than with a survey 
B) doesn't depend on willingness of the respondent 
C) ability to predict future behavior 
D) not subject to biases that plague survey research

Question 2

Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?

Accepted Answer

A) Neuromarketing 
B) Consumer Neuroscience 
C) Ethnography 
D) Human observation 
E) Nocturnal observation 
A) Neuromarketing 
B) Consumer Neuroscience 
C) Ethnography 
D) Human observation 
E) Nocturnal observation

Question 3

A conversion is an action that a person takes based on an advertiser's website such as checking out,registering,adding an item to the shopping cart,or viewing a particular page.

Accepted Answer

A) True 
 B)False

Question 4

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

Accepted Answer

A) pupilometer 
B) EEG 
C) Voice-pitch analysis 
D) GSR 
A) pupilometer 
B) EEG 
C) Voice-pitch analysis 
D) GSR

Question 5

Describe the mystery shopper and how they are used by marketing researchers.

Accepted Answer

Mystery shoppers pose as consumers and s

Question 6

Which of the following is not a machine observation?

Accepted Answer

A) Facial Action Coding Services (FACS) 
B) Gender and Age Recognition Systems 
C) In-Store Tracking 
D) Television Audience Measurement 
E) Mystery Shopper 
A) Facial Action Coding Services (FACS) 
B) Gender and Age Recognition Systems 
C) In-Store Tracking 
D) Television Audience Measurement 
E) Mystery Shopper

Question 7

How is online tracking a type of observation research? How can it be of value to the marketing researcher?

Accepted Answer

Online tracking through the use of "cook

Question 8

Facebook collects which type of data about its users?

Accepted Answer

A) Numerical 
B) Demographic 
C) Behavioral 
D) Demographic and Behavioral 
E) All of these 
A) Numerical 
B) Demographic 
C) Behavioral 
D) Demographic and Behavioral 
E) All of these

Question 9

__________ are researchers who sort through people's garbage to analyze household consumption patterns.

Accepted Answer

A) Garbologists 
B) Pirates 
C) Hoarders 
D) Consumption Analyst 
A) Garbologists 
B) Pirates 
C) Hoarders 
D) Consumption Analyst

Question 10

In-store security cameras are now being used to track shopper behavior.

Accepted Answer

A) True 
 B)False

Question 11

Observing consumers' behavior through a one way mirror is a common type of _______.

Accepted Answer

A) open observation 
B) disguised observation 
C) structured observation 
D) unstructured observation 
A) open observation 
B) disguised observation 
C) structured observation 
D) unstructured observation

Question 12

If the type of behavior in question occurs infrequently,observation would be preferable to survey research.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following are not observation situations?

Accepted Answer

A) people watching people 
B) people watching phenomena 
C) machines watching people 
D) machines watching phenomena 
E) All of these are observation situations. 
A) people watching people 
B) people watching phenomena 
C) machines watching people 
D) machines watching phenomena 
E) All of these are observation situations.

Question 14

Explain how the virtual shopping experience has enhanced observation research.

Accepted Answer

First,unlike focus groups,concept tests,

Question 15

Ethnographic research cannot reveal unexpressed needs and wants.

Accepted Answer

A) True 
 B)False

Question 16

Most marketers believe that neuroscience methods in isolation are easy to interpret and can stand alone.

Accepted Answer

A) True 
 B)False

Which of the following is not a primary advantage of observation research?

Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?

A conversion is an action that a person takes based on an advertiser's website such as checking out,registering,adding an item to the shopping cart,or viewing a particular page.

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

Describe the mystery shopper and how they are used by marketing researchers.

Which of the following is not a machine observation?

How is online tracking a type of observation research? How can it be of value to the marketing researcher?

Facebook collects which type of data about its users?

__________ are researchers who sort through people's garbage to analyze household consumption patterns.

In-store security cameras are now being used to track shopper behavior.

Observing consumers' behavior through a one way mirror is a common type of _______.

If the type of behavior in question occurs infrequently,observation would be preferable to survey research.

Which of the following are not observation situations?

Explain how the virtual shopping experience has enhanced observation research.

Ethnographic research cannot reveal unexpressed needs and wants.

Most marketers believe that neuroscience methods in isolation are easy to interpret and can stand alone.

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

Which of the following is not a primary advantage of observation research?

Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?

A conversion is an action that a person takes based on an advertiser's website such as checking out,registering,adding an item to the shopping cart,or viewing a particular page.

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

Describe the mystery shopper and how they are used by marketing researchers.

Which of the following is not a machine observation?

How is online tracking a type of observation research? How can it be of value to the marketing researcher?

Facebook collects which type of data about its users?

__________ are researchers who sort through people's garbage to analyze household consumption patterns.

In-store security cameras are now being used to track shopper behavior.

Observing consumers' behavior through a one way mirror is a common type of _______.

If the type of behavior in question occurs infrequently,observation would be preferable to survey research.

Which of the following are not observation situations?

Explain how the virtual shopping experience has enhanced observation research.

Ethnographic research cannot reveal unexpressed needs and wants.

Most marketers believe that neuroscience methods in isolation are easy to interpret and can stand alone.

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