Question 1

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 2

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 3

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

Accepted Answer

A) True 
 B)False

Question 4

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 5

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 6

_______________ are used to measure vehicular flow over a particular stretch of roadway.

Accepted Answer

A) Traffic signals 
B) Traffic cops 
C) Traffic stands 
D) Traffic counters 
A) Traffic signals 
B) Traffic cops 
C) Traffic stands 
D) Traffic counters

Question 7

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

Accepted Answer

Ethnographic research deals with observi

Question 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

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?

Accepted Answer

A) contrived 
B) natural 
C) disguised 
D) none of the above 
A) contrived 
B) natural 
C) disguised 
D) none of the above

Question 12

Laser scanners can produce instantaneous information on sales.

Accepted Answer

A) True 
 B)False

Question 13

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

Question 14

Ethnography research can be conducted online.

Accepted Answer

A) True 
 B)False

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

$25 billion dollars is spent each year f

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

The first step in conducting Ethnographic Research is___________________.

Accepted Answer

A) Assess the information at hand 
B) Find participants 
C) Seek answers 
D) Analyze information 
A) Assess the information at hand 
B) Find participants 
C) Seek answers 
D) Analyze information

Question 19

__________ are researchers who sort through people's garbage to analyze household consumption patterns.

Accepted Answer

A) Garbologists 
B) Pirates 
C) Hoarders 
D) Consumption Analyst 
A) Garbologists 
B) Pirates 
C) Hoarders 
D) Consumption Analyst

Question 20

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

Exam 8: A: Primary Data Collection: Observation

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

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

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

Which company provides scanner based data to its clients?

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

_______________ are used to measure vehicular flow over a particular stretch of roadway.

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

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

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

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?

Laser scanners can produce instantaneous information on sales.

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

Ethnography research can be conducted online.

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.

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

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

The first step in conducting Ethnographic Research is___________________.

__________ are researchers who sort through people's garbage to analyze household consumption patterns.

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?

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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