Exam 8: Observation

Users' smartphones can provide marketers with considerable information.

When a researcher creates an artificial situation in order to observe the reactions of a subject in that type of situation,this is an example of ______ observation.

Explain why a researcher might want to use contrived observation instead of direct observation.

A researcher gave Janis 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)_____.

A machine that allows one to measure what portions of the brain are active at a given time is called a(n)_____ device.

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.

Direct observation is a straightforward attempt to observe and record what naturally occurs.

____ is a measure of Internet postings that involve a specific name or term.

Customers going through the drive-thru at Starbucks were being watched to see how long they look at the menu before ordering.They are unaware that they are being observed.This type of observation is referred to as _____ observation.

Physiological observation techniques,such as pupilometers,psychogalvanometers,and voice-pitch analysis,precisely measure levels of arousal.

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

When an employee who works at McDonald's headquarters outside Chicago travels around the U.S.and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service,cleanliness,and quality of food,this observer is acting as a(n)_____.

It is typical in observation studies for the observer to ask questions of the person who is being observed.

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

A mechanical device that measures a subject's galvanic skin response (GSR)is called a(n)______.

Which of the following obtains data by observing and analyzing the contents of advertisements,newspaper articles,television programs,websites,and the like?

A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n)______.

Which of the following is a term referring to the study of human movements within an environment?

Discuss the ethical issues particular to research using observation.What should a researcher consider when collecting observational data?

Measuring voice frequency as a measure of emotional reactions is called ______ analysis.