Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

A contrived observational environment would not:

Accepted Answer

A) allow the researcher to collect data faster. 
B) allow for more control over things that might distort the behavior being studied. 
C) result in lower project costs. 
D) provide a more realistic environment in which to observe the behavior in question. 
E) none of the above 
A) allow the researcher to collect data faster. 
B) allow for more control over things that might distort the behavior being studied. 
C) result in lower project costs. 
D) provide a more realistic environment in which to observe the behavior in question. 
E) none of the above B

Question 4

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

Accepted Answer

Observation research does away with inte

Question 5

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?

Accepted Answer

To accomplish the market sales estimate,

Question 6

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 7

Internet tracking is fundamentally another form of observation research.

Accepted Answer

A) True 
 B)False

Question 8

______________ 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 9

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

Accepted Answer

A) response to advertising 
B) attitude toward products 
C) opinion of specific celebrity endorsers 
D) customer satisfaction research 
A) response to advertising 
B) attitude toward products 
C) opinion of specific celebrity endorsers 
D) customer satisfaction research

Question 10

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 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

Mystery shoppers pose as consumers and s

Question 13

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 14

__________________ 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 15

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

Accepted Answer

A) True 
 B)False

Question 16

IRI is the founder of scanner-based research.

Accepted Answer

A) True 
 B)False

Question 17

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 18

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 19

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

Accepted Answer

A) The behavior of interest lasts over a long period of time. 
B) The behavior must not be repetitive. 
C) The behavior needs to be observable or inferable. 
D) (a)and (b) 
E) all of the above 
A) The behavior of interest lasts over a long period of time. 
B) The behavior must not be repetitive. 
C) The behavior needs to be observable or inferable. 
D) (a)and (b) 
E) all of the above

Question 20

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

Exam 8: A: Primary Data Collection: Observation

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

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

A contrived observational environment would not:

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

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?

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

Internet tracking is fundamentally another form of observation research.

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

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

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

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

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

Ethnographic research is derived from which field?

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

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

IRI is the founder of scanner-based research.

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

Which of the following are not observation situations?

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

Which of the following is an example of machine observation?

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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