Question 1

Describe the different levels of mystery shoppers and why clients would need to maintain varying levels of these types of shoppers.

Accepted Answer

The mystery shopping concept has four basic levels which differ in the depth and type of information collected. A level 1 may make a phone call and evaluate customer service over the phone versus a level 4 who visits a bank or car dealership to extensively evaluate the customer service they receive.

Question 2

Facial Action Coding Service (FACS) is especially valuable when the client wants to evaluate rationally based advertising.

Accepted Answer

A) True 
 B)False  False

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 
E)  none of the above 
A)  people watching people 
B)  people watching phenomena 
C)  machines watching people 
D)  machines watching phenomena 
E)  none of the above D

Question 4

Satellite companies such as DirectTV and Dish Network track how many shows are DVR'd and when they are watched is ____________________.

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 5

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

Accepted Answer

A)  qualitative 
B)  quantitative 
C)  ethnographic 
D)  none of the above 
A)  qualitative 
B)  quantitative 
C)  ethnographic 
D)  none of the above

Question 6

All of the following are advantages of ethnographic research except_____________.

Accepted Answer

A)  It is reality based, it show how consumers live with a product. 
B)  It can reveal unexpressed wants and needs. 
C)  It can discover unexploited consumer benefits. 
D)  It can reveal product problems. 
E)  These are all advantages 
A)  It is reality based, it show how consumers live with a product. 
B)  It can reveal unexpressed wants and needs. 
C)  It can discover unexploited consumer benefits. 
D)  It can reveal product problems. 
E)  These are all advantages

Question 7

Ethnographic research is derived from which field?

Accepted Answer

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

Question 8

Which of the following best describes a Level 2 mystery shopper?

Accepted Answer

A)  shopper investigates communication skills as visit involves a home loan or auto purchase 
B)  shopper makes quick purchase and evaluates transaction and image of the facility 
C)  interaction might involve the possible purchase of a cell phone 
D)  interaction might involve only a telephone call 
E)  none of the above 
A)  shopper investigates communication skills as visit involves a home loan or auto purchase 
B)  shopper makes quick purchase and evaluates transaction and image of the facility 
C)  interaction might involve the possible purchase of a cell phone 
D)  interaction might involve only a telephone call 
E)  none of the above

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Ethnography research can be conducted online.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is an example of machine observation?

Accepted Answer

A)  mystery shoppers 
B)  one-way observation mirrors 
C)  people meters 
D)  none of the above 
A)  mystery shoppers 
B)  one-way observation mirrors 
C)  people meters 
D)  none of the above

Question 12

Wal-Mart has a highly sophisticated system of recording data and being able to view results. For instance, Wal-Mart managers know from their scanner data that five pair of Wrangler Blue Jeans were sold from 10:00 a.m. to 11:00 a.m. on a certain day, and by what size. If the sales were made via credit card, Wal-Mart also knows "who," and has developed histories of what combinations of products its customers buy. The preceding is an observational situation involving which of the following?

Accepted Answer

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

Question 13

Which company provides scanner based data to its clients?

Accepted Answer

A)  Predictive Networks 
B)  Virgin Entertainment 
C)  IRI 
D)  MRA 
E)  none of the above 
A)  Predictive Networks 
B)  Virgin Entertainment 
C)  IRI 
D)  MRA 
E)  none of the above

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Much eye tracking research has been done to determine the best placement for ads on a website.

Accepted Answer

A) True 
 B)False

Question 16

A People Reader measures eye reactions and responses to reading material.

Accepted Answer

A) True 
 B)False

Question 17

If a lot is already known about the behavior of interest, a structured observation approach will work best.

Accepted Answer

A) True 
 B)False

Question 18

The customer service department of a large department store recently received a complaint about a store associate. The store associate's manager has been unable to detect any problems with the associate's performance. Then the service department received another complaint concerning the same associate. Which of the following would be the best approach to investigate the situation?

Accepted Answer

A)  depth interview with associate 
B)  mystery shoppers 
C)  depth interview with customers 
D)  close observation by the department manager 
E)  one-way mirror observations 
A)  depth interview with associate 
B)  mystery shoppers 
C)  depth interview with customers 
D)  close observation by the department manager 
E)  one-way mirror observations

Question 19

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 
E)  none of the above 
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 
E)  none of the above

Question 20

Which of the following is not a physiological measurement device for observational research?

Accepted Answer

A)  pupilometer 
B)  EEG 
C)  voice pitch analysis 
D)  GSR 
E)  people meter 
A)  pupilometer 
B)  EEG 
C)  voice pitch analysis 
D)  GSR 
E)  people meter

Describe the different levels of mystery shoppers and why clients would need to maintain varying levels of these types of shoppers.

Facial Action Coding Service (FACS) is especially valuable when the client wants to evaluate rationally based advertising.

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?

Satellite companies such as DirectTV and Dish Network track how many shows are DVR'd and when they are watched is ____________________.

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

All of the following are advantages of ethnographic research except_____________.

Ethnographic research is derived from which field?

Which of the following best describes a Level 2 mystery shopper?

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

Ethnography research can be conducted online.

Which of the following is an example of machine observation?

Which company provides scanner based data to its clients?

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

Much eye tracking research has been done to determine the best placement for ads on a website.

A People Reader measures eye reactions and responses to reading material.

If a lot is already known about the behavior of interest, a structured observation approach will work best.

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

Which of the following is not a physiological measurement device for observational research?

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 7: Primary Data Collection: Observation

Describe the different levels of mystery shoppers and why clients would need to maintain varying levels of these types of shoppers.

Facial Action Coding Service (FACS) is especially valuable when the client wants to evaluate rationally based advertising.

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?

Satellite companies such as DirectTV and Dish Network track how many shows are DVR'd and when they are watched is ____________________.

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

All of the following are advantages of ethnographic research except_____________.

Ethnographic research is derived from which field?

Which of the following best describes a Level 2 mystery shopper?

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

Ethnography research can be conducted online.

Which of the following is an example of machine observation?

Which company provides scanner based data to its clients?

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

Much eye tracking research has been done to determine the best placement for ads on a website.

A People Reader measures eye reactions and responses to reading material.

If a lot is already known about the behavior of interest, a structured observation approach will work best.

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

Which of the following is not a physiological measurement device for observational research?

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters