Exam 10: Observation

A panel of consumers using a special ID card whenever they purchase items from their local supermarket so that purchase behavior is matched with the demographic dimensions of each household is participating in a(n)____________________ panel.

Name and define the techniques for measuring physiological reactions.

A researcher gave Jaunita and her husband a bar-coded card,like a frequent-shopper card,that they give to the checkout clerk at the grocery store.Their code number is coupled with the purchase information recorded by the scanner.This family is participating is a(n):

Some might see contrived observation as unethical based on the notion of entrapment.

Observing a person's television viewing habits is an example of which type of observation?

Researchers may observe physical phenomena as well as human behavior.

A consumer panel in which household members scan the bar codes of the products they have purchased with a special wand to record their purchase behavior is an example of a(n)____________________.

Discuss the role of observation as a marketing research method and list the types of observable phenomena,giving an example of each.

When the presence of an observer is known to the subject,this is called ____________________ observation.

The systematic process of recording the behaviors of people as they occur is called ____________________.

A Web site designer is interested in how people look at a Web site.He wants to know where they look first when a page comes up.Which mechanical device would be appropriate for finding this out?

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

All of the following are errors associated with direct observation EXCEPT:

Response latency is the amount of time it takes to make a choice between two alternatives.

Observing the movement of a shopper in a supermarket is an example of what type of observation?

Which of the following is a problem with physiological reaction measures?

Explain the observation of physical objects and message content.

In observation studies,it is normally not necessary to ask a person who is being observed to state his or her gender,since that characteristic can be observed.

The time it takes a subject to make a choice between the appeal of two advertisements is a type of ____________________.

In observation research,a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called selectivity bias.