Deck 8: Observation Research: Human and Automated

Question 1

A(n)________ observer has the ability to interact with those being observed.

A)active
B)passive
C)dynamic
D)sensitive

Answer 1

A

Question 2

The ________ observation of individuals is appropriate when the target behaviors are repetitive,frequent and/or occur within a reasonably short time frame.

A)artificial
B)planned
C)natural
D)deterministic

Answer 2

C

Question 3

The text identifies several characteristics of human observation research.Consider the characteristics shown below.How many of these characteristics accurately describe the dimensions of human observation research?
- Situation: Natural vs.Artificial
- Observer Obtrusiveness: Open vs.Disguised
- Observer Participation: Active vs.Passive
- Data Recording: Structured vs.Unstructured

A)1
B)2
C)3
D)4

Answer 3

D

Question 4

The ________ observation of individuals permits a researcher to speed up the data gathering process by initiating the observational situation rather than waiting for it to occur.

A)artificial
B)planned
C)natural
D)deterministic

Question 5

Qualitative approaches to human observation are always preferable to quantitative approaches.

Question 6

________ observation occurs when the presence of the observer is explicitly known.

A)Disguised
B)Closed
C)Transparent
D)Open

Question 7

A passive observer typically takes part in the activities being observed.

Question 8

Human observation research is ________ in nature.

A)always quantitative
B)always qualitative
C)either qualitative or quantitative

Question 9

The observation of individuals as they read the labels of canned goods in a grocery store would be an example of ________ observation.

A)artificial
B)planned
C)natural
D)deterministic

Question 10

The ________ observation of individuals records target behaviors or events in the context of a fabricated situation.

A)artificial
B)planned
C)natural
D)deterministic

Question 11

The text identifies the most appropriate situations for human observation.Consider the situations shown below.How many of these situations represent appropriate situations for human observation?
- Where observations of behavior are more insightful than descriptions of behavior
- When the timing of a research study is very limited
- Where individuals may not be able to verbalize their feelings
- When respondents are unavailable to participate in survey research

A)1
B)2
C)3
D)4

Question 12

________ observation uses computers or other tracking devices to observe people's behaviors.

A)Regulated
B)Human
C)Automated
D)Biomechanical

Question 13

Bias in terms of respondent behaviors is generally reduced when the observation is ________.

A)disguised
B)closed
C)transparent
D)open

Question 14

________ observation requires the observer to take events as they come.

A)Active
B)Passive
C)Dynamic
D)Socratic

Question 15

A researcher observes children in a playground and takes notes about each child's play as well as his or her own thoughts about the types of activities the children engage in.This is a ________ approach to human observation.

A)qualitative
B)quantitative

Question 16

A researcher observes children in a playground and records the childrens' activities on a precoded sheet which lists the range of activities and provides a space to record the time spent on each activity.This would most likely be a ________ approach to human observation.

A)qualitative
B)quantitative

Question 17

Mystery shopper research utilizes a(n)________ observer.

A)active
B)passive

Question 18

The ________ observation of individuals takes place as behaviors unfold at their own pace.

A)artificial
B)planned
C)natural
D)deterministic

Question 19

Mystery shopper research is an example of ________ observation.

A)artificial
B)planned
C)natural
D)deterministic

Question 20

________ observation uses a researcher to observe other people's behaviors.All of the data is collected by a(n)________ observer.

A)Regulated
B)Human
C)Automated
D)Biometric

Question 21

________ data recording is best used when the researcher knows the specific types of behaviors to be observed in advance of the observation.

A)Unstructured
B)Passive
C)Structured
D)Serendipitous

Question 22

________ data recording encourages the observer to record his or her observations in the form of a narrative.

A)Unstructured
B)Passive
C)Structured
D)Serendipitous

Question 23

________ are the most common way that advertisers observe online behaviors.

A)Snapshots
B)Cookies
C)Viral videos
D)Facebook postings

Question 24

It is illegal for stores to use loyalty cards to monitor and track shoppers behaviors.

Question 25

The text discussed the use of observation in the case of Green Globe 21.This was an example of using observation research when ________.

A)there appears to be a disconnect between attitudes and behaviors
B)self-reported data regarding attitudes and behaviors may not be accurate
C)behavioral rather than attitudinal change is the focus.

Question 26

Two individuals visiting the same web site at exactly the same time (but from different computers)will always see exactly the same advertising.

A)True
B)False

Question 27

According to Nielsen-Online,________ is the single-most important gauge of a brand's growth potential.

A)consumer advocacy
B)brand spending
C)the number of Facebook followers
D)the number of Twitter followers
E)brand pricing

Question 28

How many of the following would be considered an example of CGM?
- posting a product review
- responding to a blog entry
- posting your family pictures to Flickr
- a Facebook page maintained by Pepsi

A)1
B)2
C)3
D)4

Question 29

Unstructured data recording can ________.

A)only be analyzed qualitatively
B)only be analyzed quantitatively
C)can be analyzed both qualitatively and quantitatively

Question 30

CGM stands for ________.

A)consumer grandstanding media
B)confidence gained (from)media
C)consumer generated media
D)creative guidelines (for )media

Question 31

The text discussed the use of observation related to safe food preparation.This was an example of using observation research when ________.

A)there appears to be a disconnect between attitudes and behaviors
B)self-reported data regarding attitudes and behaviors may not be accurate
C)behavioral rather than attitudinal change is the focus.

Question 32

Advertisers have learned that increasing ad relevance ________ ad response.

A)decreases
B)increases
C)does not affect

Question 33

The test discussed the use of observation related to alcohol shopping behaviors.This was an example of using observation research when ________.

A)there appears to be a disconnect between attitudes and behaviors
B)self-reported data regarding attitudes and behaviors may not be accurate
C)behavioral rather than attitudinal change is the focus.

Question 34

________ are used in an attempt to match advertising shown to an individual with that individual's interests.

A)Memes
B)Phantom pixels
C)Cookies
D)Icons
E)Ghosts

Question 35

It is not yet possible for advertisers to track and merge the same individual's online and offline behaviors.

Question 36

The following two statements refer to automated observation.
I.One form of automated observation is to use technology to directly monitor
Consumer behaviors.
II.One form of automated observation is to use technology to monitor the
Products of consumer behaviors.
Which,if any,of these statements is true.

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 37

According to the text,how many types of information shown below are typically provided as part of the observation of consumer generated media?
-the number of times a brand is mentioned
- the amount of brand detail
- the advertising value of the posting
- the sentiment associated with the posting

A)1
B)2
C)3
D)4

Question 38

DoubleClick's DART is an example of an ad serving service that tries to increase the relevance of the advertising which individuals see as they visit different web sites.

Question 39

________ data recording provides the greatest opportunity for making discoveries in the field while observation is taking place.

A)Unstructured
B)Passive
C)Structured
D)Serendipitous

Question 40

According to the Atlas Institute and Coremetrics,the best way to evaluate an online advertising campaign is to ________.

A)assign 100% of the influence for conversion to the last ad seen
B)assign 100% of the influence for conversion to the first ad seen
C)assign 50% of the influence for conversion to the last ad seen and assign 50% of the influence for conversion to the first ad seen
D)assign a percentage of influence to all advertising seen prior to conversion

Question 41

The case of Whole Foods discussed in the text is an example of using the monitoring of consumer generated media for ________.

A)product pricing
B)crisis management
C)identifying competitive stores
D)product selection

Question 42

The Video Consumer Mapping Study used observation rather than survey data collection.Why was observation chosen as the better data collection technique?

Question 43

The KPLKY Advertising Agency has produced and aired a series of commercials aimed at encouraging healthy eating choices in elementary schools.It has been decided that observation (specifically food choice in the lunch room)would be used to collect data to evaluate the campaign's impact.Think about the four dimensions of observation research.Use these dimensions to describe your recommended approach.Provide a brief rationale for each recommendation.

Question 44

Within the context of online advertising,explain what is meant by "the last ad model is an inappropriate way to evaluate the impact of various elements and media used in a campaign.Attributing 100% of conversion influence to the last ad seen is very misleading."

Question 45

The Video Consumer Mapping Study had affective,cognitive and behavioral observer training goals.

Question 46

List the four key dimensions of information typically provided by CGM observation.Briefly define each.

Question 47

Nielsen-Online argues that consumer advocacy is the single-most important gauge of a brand's growth potential.Paraphrase their point of view as to why they believe this is so.

Question 48

CGM monitoring can provide insights into consumers' mindsets,attitudes and beliefs.

Question 49

The two statements below refer to CGM monitoring.
I.Evaluating consumers' response to an advertising campaign is one way in
Which advertisers use CGM monitoring.
II.CGM monitoring allows advertisers to monitor their own brand's image
And track any changes in image versus key competitive brands.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 50

The KLOP Advertising Agency has produced and aired a series of commercials aimed at reducing bullying in elementary schools.Betty,the agency CEO,suggests that the agency should use a survey to determine the success of the campaign.Jack,the agency researcher,recommends observation as the means for data collection.Who do you think has the better recommendation? Why?

Question 51

The Amnesty UK social media campaign used multiple criteria to evaluate the impact and effectiveness of the campaign.

Question 52

The Video Consumer Mapping Study is an example of ________ observation.

A)automated
B)human

Question 53

Advertisers often find it very difficult to relate the trends and shifts in consumer-generated media to their communication program.