Exam 7: Primary Data Collection: Observation

In Scraping, the researchers selects the terms, much like a search engine, and then the tool crawls in the Web in search of UGC (user-generated content) relating to these search terms.

(True/False)

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Question 21

Laser scanners can produce instantaneous information on sales.

(True/False)

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Question 22

Which of the following types of research would be least likely to use physiological measurement devices?

(Multiple Choice)

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Question 23

A contrived observational environment would not:

(Multiple Choice)

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Question 24

Advances in computer technology have not enable researchers to simulate an actual retail store environment on a computer screen.

(True/False)

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Question 25

Clickstreams are the most basic way to measure online marketing programs.

(True/False)

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Question 26

Recruiting people to do their shopping in a simulated supermarket so they can be observed is a ____________________.

(Multiple Choice)

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Question 27

The most common type of machine observation is a traffic counter.

(True/False)

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Question 28

Disguised observation is generally not done from behind a one-way mirror.

(True/False)

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Question 29

Clients who observe through a one-way mirror can note consumer reaction, actions, and more.

(True/False)

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Question 30

Which of the following is not a condition conducive to observation?

(Multiple Choice)

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Question 31

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

(Essay)

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Question 32

Internet tracking is fundamentally another form of observation research.

(True/False)

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Question 33

What is Ethnographic research and list at least 5 advantages of it in marketing research?

(Essay)

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Question 34

Describe how ethnography works online.

(Essay)

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Question 35

If a researcher wants to know why an individual purchased a new Toyota automobile rather than a Ford automobile, observation research will give the answer.

(Short Answer)

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Question 36

A manufacturer of a new product is conducting a test market. Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process. How would you collect data to support those two objectives?

(Essay)

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Question 37

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

(True/False)

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Question 38

Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?

(Multiple Choice)

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Question 39

Natural situations are always preferred over contrived.

(True/False)

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Question 40

Showing 21 - 40 of 61

In Scraping, the researchers selects the terms, much like a search engine, and then the tool crawls in the Web in search of UGC (user-generated content) relating to these search terms.

Laser scanners can produce instantaneous information on sales.

Which of the following types of research would be least likely to use physiological measurement devices?

A contrived observational environment would not:

Advances in computer technology have not enable researchers to simulate an actual retail store environment on a computer screen.

Clickstreams are the most basic way to measure online marketing programs.

Recruiting people to do their shopping in a simulated supermarket so they can be observed is a ____________________.

The most common type of machine observation is a traffic counter.

Disguised observation is generally not done from behind a one-way mirror.

Clients who observe through a one-way mirror can note consumer reaction, actions, and more.

Which of the following is not a condition conducive to observation?

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

Internet tracking is fundamentally another form of observation research.

What is Ethnographic research and list at least 5 advantages of it in marketing research?

Describe how ethnography works online.

If a researcher wants to know why an individual purchased a new Toyota automobile rather than a Ford automobile, observation research will give the answer.

A manufacturer of a new product is conducting a test market. Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process. How would you collect data to support those two objectives?

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

Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?

Natural situations are always preferred over contrived.

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