Question 1

The primary objective of a mystery shopper is to measure employee training.

Accepted Answer

A) True 
 B)False

Question 2

IRI is the founder of scanner-based research.

Accepted Answer

A) True 
 B)False

Question 3

Describe the mystery shopper and how they are used by marketing researchers.

Accepted Answer

Mystery shoppers pose as consumers and s

Question 4

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

Accepted Answer

A)  pupilometer 
B)  EEG 
C)  Voice-pitch analysis 
D)  GSR 
E)  none of the above 
A)  pupilometer 
B)  EEG 
C)  Voice-pitch analysis 
D)  GSR 
E)  none of the above

Question 5

The use of tracking data to determine website visits and monitor their browsing and purchasing habits is a form of machine observation.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is not a "natural" situation for observation?

Accepted Answer

A)  getting people to participate in a simulated store situation so that their behavior can be observed 
B)  when the observed has no knowledge that they are being observed 
C)  observer plays no part in the behavior of interest 
D)  (a) and (c) 
E)  all of the above 
A)  getting people to participate in a simulated store situation so that their behavior can be observed 
B)  when the observed has no knowledge that they are being observed 
C)  observer plays no part in the behavior of interest 
D)  (a) and (c) 
E)  all of the above

Question 7

Observation researchers learn about consumer motives, attitudes, and intentions.

Accepted Answer

A) True 
 B)False

Question 8

Starbuck's offers customers a gold charge card that tracks their purchases, the types of drinks purchased, and the time of day when purchased. They use the sales history to provide coupons and promotional opportunities. What type of observational situation is this?

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 9

Which of the following are not observation situations?

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 10

______________ is a device that measures a person's alertness level, especially with regard to reactions to advertisements.

Accepted Answer

A)  RAMS 
B)  Peoplemeters 
C)  Electroencephalograph (EEG) 
D)  People Reader 
E)  none of the above 
A)  RAMS 
B)  Peoplemeters 
C)  Electroencephalograph (EEG) 
D)  People Reader 
E)  none of the above

Question 11

Which of the following is the type of data that mystery shopping firms attain?

Accepted Answer

A)  Facility conditions 
B)  Guest experience 
C)  Dress code compliance 
D)  Parking lot condition 
E)  All of the above 
A)  Facility conditions 
B)  Guest experience 
C)  Dress code compliance 
D)  Parking lot condition 
E)  All of the above

Question 12

Mystery Shoppers have been used to evaluate the service employees are providing customers.

Accepted Answer

A) True 
 B)False

Question 13

__________________ is/are used to measure magazine or newspaper reading habits.

Accepted Answer

A)  RAMS 
B)  Peoplemeters 
C)  MOBILTRAK 
D)  People Reader 
E)  none of the above 
A)  RAMS 
B)  Peoplemeters 
C)  MOBILTRAK 
D)  People Reader 
E)  none of the above

Question 14

The process of monitoring people who know they are being watched is__________.

Accepted Answer

A)  open observation 
B)  disguised observation 
C)  contrived observation 
D)  forced observation 
E)  none of the above 
A)  open observation 
B)  disguised observation 
C)  contrived observation 
D)  forced observation 
E)  none of the above

Question 15

A consumer's level of arousal while watching an ad can be measured with observational research.

Accepted Answer

A) True 
 B)False

Question 16

Observational research is most effective if the observed behavior occurs _______.

Accepted Answer

A)  intermittently 
B)  infrequently 
C)  rationally 
D)  frequently 
E)  none of the above 
A)  intermittently 
B)  infrequently 
C)  rationally 
D)  frequently 
E)  none of the above

Question 17

Observing consumers' behavior through a one-way mirror is a common type of _______.

Accepted Answer

A)  open observation 
B)  disguised observation 
C)  structured observation 
D)  unstructured observation 
A)  open observation 
B)  disguised observation 
C)  structured observation 
D)  unstructured observation

Question 18

Ethnographic research is based on the field of anthropology.

Accepted Answer

A) True 
 B)False

Question 19

A machine at the front of a store tracks the number of people entering and leaving at all points during the day in order to provide hi-traffic data to management.

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

Question 20

Compare several of the key advantages and disadvantages of observation and survey research.

Accepted Answer

Observation research does away with inte

The primary objective of a mystery shopper is to measure employee training.

IRI is the founder of scanner-based research.

Describe the mystery shopper and how they are used by marketing researchers.

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

The use of tracking data to determine website visits and monitor their browsing and purchasing habits is a form of machine observation.

Which of the following is not a "natural" situation for observation?

Observation researchers learn about consumer motives, attitudes, and intentions.

Starbuck's offers customers a gold charge card that tracks their purchases, the types of drinks purchased, and the time of day when purchased. They use the sales history to provide coupons and promotional opportunities. What type of observational situation is this?

Which of the following are not observation situations?

______________ is a device that measures a person's alertness level, especially with regard to reactions to advertisements.

Which of the following is the type of data that mystery shopping firms attain?

Mystery Shoppers have been used to evaluate the service employees are providing customers.

__________________ is/are used to measure magazine or newspaper reading habits.

The process of monitoring people who know they are being watched is__________.

A consumer's level of arousal while watching an ad can be measured with observational research.

Observational research is most effective if the observed behavior occurs _______.

Observing consumers' behavior through a one-way mirror is a common type of _______.

Ethnographic research is based on the field of anthropology.

A machine at the front of a store tracks the number of people entering and leaving at all points during the day in order to provide hi-traffic data to management.

Compare several of the key advantages and disadvantages of observation and survey 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

The primary objective of a mystery shopper is to measure employee training.

IRI is the founder of scanner-based research.

Describe the mystery shopper and how they are used by marketing researchers.

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

The use of tracking data to determine website visits and monitor their browsing and purchasing habits is a form of machine observation.

Which of the following is not a "natural" situation for observation?

Observation researchers learn about consumer motives, attitudes, and intentions.

Starbuck's offers customers a gold charge card that tracks their purchases, the types of drinks purchased, and the time of day when purchased. They use the sales history to provide coupons and promotional opportunities. What type of observational situation is this?

Which of the following are not observation situations?

______________ is a device that measures a person's alertness level, especially with regard to reactions to advertisements.

Which of the following is the type of data that mystery shopping firms attain?

Mystery Shoppers have been used to evaluate the service employees are providing customers.

__________________ is/are used to measure magazine or newspaper reading habits.

The process of monitoring people who know they are being watched is__________.

A consumer's level of arousal while watching an ad can be measured with observational research.

Observational research is most effective if the observed behavior occurs _______.

Observing consumers' behavior through a one-way mirror is a common type of _______.

Ethnographic research is based on the field of anthropology.

A machine at the front of a store tracks the number of people entering and leaving at all points during the day in order to provide hi-traffic data to management.

Compare several of the key advantages and disadvantages of observation and survey 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