Question 1

All of the following measure physiological reactions EXCEPT _____.

Accepted Answer

A)  eye-tracking monitor 
B)  pupilometer 
C)  scanning systems 
D)  voce-pitch analysis 
A)  eye-tracking monitor 
B)  pupilometer 
C)  scanning systems 
D)  voce-pitch analysis

Question 2

With respect to website traffic monitoring,a hit represents _____.

Accepted Answer

A)  a single, discrete click to load individual pages of a website 
B)  mouse clicks on a single page of a website 
C)  the proportion of people exposed to an Internet ad who actually click on its hyperlink to enter the website 
D)  a count of the initial access to the site but not multiple visits to the site 
A)  a single, discrete click to load individual pages of a website 
B)  mouse clicks on a single page of a website 
C)  the proportion of people exposed to an Internet ad who actually click on its hyperlink to enter the website 
D)  a count of the initial access to the site but not multiple visits to the site

Question 3

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

Accepted Answer

A)  verbal records 
B)  expressive behavior 
C)  physical actions 
D)  physical objects 
A)  verbal records 
B)  expressive behavior 
C)  physical actions 
D)  physical objects

Question 4

All of the following are examples of nonverbal behavior EXCEPT _____.

Accepted Answer

A)  smiling 
B)  nodding 
C)  raised eyebrows 
D)  talking 
A)  smiling 
B)  nodding 
C)  raised eyebrows 
D)  talking

Question 5

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade,this is an example of what type of observation?

Accepted Answer

A)  contrived analysis 
B)  ethnic analysis 
C)  indirect analysis 
D)  content analysis 
A)  contrived analysis 
B)  ethnic analysis 
C)  indirect analysis 
D)  content analysis

Question 6

_____ is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference.

Accepted Answer

A)  Response latency 
B)  Decision interval 
C)  Temporal analysis 
D)  Temporal pattern 
A)  Response latency 
B)  Decision interval 
C)  Temporal analysis 
D)  Temporal pattern

Question 7

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.

Accepted Answer

A)  Trace elements 
B)  Artifacts 
C)  Inventories 
D)  Physiological responses 
A)  Trace elements 
B)  Artifacts 
C)  Inventories 
D)  Physiological responses

Question 8

When the investigator intervenes to create an artificial environment to test a hypothesis,this approach is called contrived observation.

Accepted Answer

A) True 
 B)False

Question 9

Attitudes can be observed.

Accepted Answer

A) True 
 B)False

Question 10

Objects that consumers throw away in the trash are examples of ______.

Accepted Answer

The answer of Objects that consumers throw away in the...

Question 11

Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.

Accepted Answer

A) True 
 B)False

Question 12

Clara is a market researcher who records shoppers' movement through a grocery store.What method of research is Clara using?

Accepted Answer

A)  survey 
B)  assessment 
C)  immersion 
D)  observation 
A)  survey 
B)  assessment 
C)  immersion 
D)  observation

Question 13

A beer bottle left at a sporting event is an example of an artifact.

Accepted Answer

A) True 
 B)False

Question 14

All of the following are problems with physiological reaction measures EXCEPT _____.

Accepted Answer

A)  subjects are usually placed in artificial settings 
B)  calibration of measuring devices 
C)  devices are expensive 
D)  they are not effective in measuring physiological reactions 
A)  subjects are usually placed in artificial settings 
B)  calibration of measuring devices 
C)  devices are expensive 
D)  they are not effective in measuring physiological reactions

Question 15

Researchers can observe people or events with human observers or with machines.

Accepted Answer

A) True 
 B)False

Question 16

A distortion of measurement resulting form the cognitive behavior or actions of a witnessing observer is called _____.

Accepted Answer

A)  response latency 
B)  researcher error 
C)  observer bias 
D)  entrapment 
A)  response latency 
B)  researcher error 
C)  observer bias 
D)  entrapment

Question 17

All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.

Accepted Answer

A)  scanner data measure observed (actual) purchase behavior rather than reported behavior 
B)  scanner measures are obtrusive 
C)  more extensive purchase data can be collected with scanner data 
D)  scanner data are collected mechanically, resulting in improved accuracy over mail diary panel data 
A)  scanner data measure observed (actual) purchase behavior rather than reported behavior 
B)  scanner measures are obtrusive 
C)  more extensive purchase data can be collected with scanner data 
D)  scanner data are collected mechanically, resulting in improved accuracy over mail diary panel data

Question 18

The most refined measure of Web site traffic is click-through rate (CTR).

Accepted Answer

A) True 
 B)False

Question 19

A source of error in observation studies is in the interpretation of the meaning of the observation data.

Accepted Answer

A) True 
 B)False

Question 20

Observation allows for the interpretation of nonverbal behavior to supplement information from interviewers.

Accepted Answer

A) True 
 B)False

All of the following measure physiological reactions EXCEPT _____.

With respect to website traffic monitoring,a hit represents _____.

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

All of the following are examples of nonverbal behavior EXCEPT _____.

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade,this is an example of what type of observation?

_____ is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference.

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.

When the investigator intervenes to create an artificial environment to test a hypothesis,this approach is called contrived observation.

Attitudes can be observed.

Objects that consumers throw away in the trash are examples of ______.

Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.

Clara is a market researcher who records shoppers' movement through a grocery store.What method of research is Clara using?

A beer bottle left at a sporting event is an example of an artifact.

All of the following are problems with physiological reaction measures EXCEPT _____.

Researchers can observe people or events with human observers or with machines.

A distortion of measurement resulting form the cognitive behavior or actions of a witnessing observer is called _____.

All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.

The most refined measure of Web site traffic is click-through rate (CTR).

A source of error in observation studies is in the interpretation of the meaning of the observation data.

Observation allows for the interpretation of nonverbal behavior to supplement information from interviewers.

The Role of Marketing Research

Data Mining Procedures and Knowledge Systems

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Qualitative Research

Secondary Data Research in a Digital Age

Survey Research

Conducting Marketing Experiments

Measurement and Attitude Scaling

Questionnaire Design

Sampling Designs and Sampling Procedures

Reviewing Statistical Theory and Determining Sample Size

Basic Data Analysis

Testing for Differences Between Groups and for Relationships Among Variables

Communicating Research Results

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Exam 8: Observation

All of the following measure physiological reactions EXCEPT _____.

With respect to website traffic monitoring,a hit represents _____.

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

All of the following are examples of nonverbal behavior EXCEPT _____.

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade,this is an example of what type of observation?

_____ is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference.

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.

When the investigator intervenes to create an artificial environment to test a hypothesis,this approach is called contrived observation.

Attitudes can be observed.

Objects that consumers throw away in the trash are examples of ______.

Since the observer does not interact with the subject in observation studies,observation is an error-free method of data collection.

Clara is a market researcher who records shoppers' movement through a grocery store.What method of research is Clara using?

A beer bottle left at a sporting event is an example of an artifact.

All of the following are problems with physiological reaction measures EXCEPT _____.

Researchers can observe people or events with human observers or with machines.

A distortion of measurement resulting form the cognitive behavior or actions of a witnessing observer is called _____.

All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.

The most refined measure of Web site traffic is click-through rate (CTR).

A source of error in observation studies is in the interpretation of the meaning of the observation data.

Observation allows for the interpretation of nonverbal behavior to supplement information from interviewers.

The Role of Marketing Research

Data Mining Procedures and Knowledge Systems

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Qualitative Research

Secondary Data Research in a Digital Age

Survey Research

Conducting Marketing Experiments

Measurement and Attitude Scaling

Questionnaire Design

Sampling Designs and Sampling Procedures

Reviewing Statistical Theory and Determining Sample Size

Basic Data Analysis

Testing for Differences Between Groups and for Relationships Among Variables

Communicating Research Results

Filters