Deck 11: Collecting Information by Observation

Question 1

In indirect observation,the researcher is observing

A)behavior.
B)intentions.
C)results of behavior.
D)consumers,without their knowing it.
E)attitudes.

Answer 1

C

Question 2

The decision to use observation methods of data collection requires that the researcher specify

A)who is to be observed.
B)what aspects of the behavior should be reported.
C)when the observation is to be made.
D)where the observation is to be made.
E)All of the above.

Answer 2

E

Question 3

A primary disadvantage of disguised research is that

A)there is a large potential for bias.
B)the structured approach cannot be used.
C)it will be hard to undisguise the data.
D)people will change their behavior.
E)background data is difficult or impossible to collect.

Answer 3

E

Question 4

Use of the eye camera in marketing research is based on which one of the following physiological findings?

A)Pupils tend to dilate when people are interested in a stimulus.
B)People tend to blink faster when they are emotionally aroused.
C)Pupils tend to contract when people are uninterested in a stimulus.
D)Emotional intensity is proportional to the amount of secretions from tear glands.
E)Peoples' eyes do not move smoothly along lines of type as they read.

Question 5

A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in which small children handle the toys that are on display.This is an example of

A)indirect,disguised observation.
B)indirect,structured observation.
C)direct,disguised observation.
D)direct,unstructured observation.
E)direct,undisguised observation.

Question 6

Which of the following is NOT true with respect to structured observation?

A)Increases potential observer bias.
B)Increases reliability of observations.
C)Often results in a loss of validity.
D)Used when hypotheses are known.
E)Used for descriptive and causal research.

Question 7

A contrived observational setting,as compared to a natural setting

A)usually speeds the data collection process.
B)has greater external validity.
C)results in higher cost research.
D)limits the use of electrical or mechanical equipment.
E)involves waiting for the phenomenon of interest to occur.

Question 8

Observers in a supermarket are watching customers selecting apples.They have been given a check list and told to check all the behaviors that apply for each consumer.This method of data collection is a(n)

A)unstructured-disguised observation.
B)unstructured-undisguised observation.
C)contrived setting observation.
D)structured observation.
E)laboratory observation.

Question 9

Researchers invite a group of homemakers to a specially designed model home where they are observed by other researchers posing as homemakers,who record their conversations with concealed tape recorders.This observation would be characterized as

A)highly structured,contrived setting.
B)unstructured,contrived setting.
C)unstructured,uncontrived setting.
D)structured,uncontrived setting.
E)unstructured,undisguised setting.

Question 10

Observation in a laboratory (as opposed to natural)setting has the advantage of

A)behavior is less restricted.
B)fewer tabulation and analysis problems.
C)better control of extraneous influences.
D)greater external validity.
E)a laboratory setting possesses no advantages over a natural setting.

Question 11

A requirement for the use of structured reporting in observational studies is

A)specific hypotheses about the behaviors to be observed.
B)a laboratory setting for the research project.
C)a disguised observation method.
D)a natural setting for the research project.
E)an undisguised observation method.

Question 12

Similar to a "lie detector" machine,a(n)____ records the changes in the electrical resistance of the skin associated with sweating.

A)people meter
B)galvanometer
C)eye camera
D)optical scanner
E)audiometer

Question 13

Electronic devices,which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who in the household is watching,are called

A)audiometers.
B)people meters.
C)optical scanners.
D)eye cameras.
E)galvanometers.

Question 14

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)

A)a galvanometer.
B)an eye camera.
C)an opthalomograph.
D)an audiometer.
E)None of the above

Question 15

A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

A)Eye camera
B)Optical scanner
C)Galvanometer
D)People meter
E)Visual analyzer

Question 16

An automotive garage provides taxi rides to people who are having their cars repaired.To determine the quality of their service,the garage uses taxis operated by employees of the garage who are trained to record the number of specific gripes a rider makes about the garage.This is an example of

A)a focus group.
B)depth interviewing.
C)direct observation.
D)undisguised observation.
E)disguised observation.

Question 17

The MAJOR problem of human behavior observation is the

A)number of approaches possible.
B)degree of structure to be used.
C)degree of participation of the observer.
D)degree of disguise that is needed.
E)observer.

Question 18

Which of the following are disadvantages of observation in a contrived setting?

A)Speeds data collection.
B)Produces lower-cost research.
C)Allows more objective measurements.
D)External validity is threatened.
E)Internal validity is threatened.

Question 19

In terms of observational studies,ethical dilemmas are most likely to arise when observation is

A)structured.
B)disguised.
C)performed by mechanical means.
D)undisguised.
E)unstructured.

Question 20

Unstructured observation is used

A)for studies in which hypotheses are to be tested.
B)for studies in which flexibility is allowed in terms of what is noted and recorded.
C)for studies in which the categories that will be used to analyze the situation have been specified beforehand.
D)only for disguised studies.
E)only for undisguised studies.

Question 21

When a "mystery shopper" is used by Taco Bell Corporate to report employees' level of customer assistance and courtesy,which type of observation is being used?

A)Undisguised
B)Disguised
C)Physical traces
D)Experiment
E)Archives

Question 22

The major problem of human behavior observation is the observer.

Question 23

Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites.This is an example of

A)direct observation.
B)archives.
C)indirect observation.
D)experiment.
E)None of the above.

Question 24

A researcher wants to find out which part of a particular magazine ad is noticed first by the viewer.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

A)Eye camera
B)Optical scanner
C)Galvanometer
D)People meter
E)Visual analyzer

Question 25

Unstructured observation is used for studies in which hypotheses are to be tested.

Question 26

A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of each entrance.This exhibits a measure of the most popular entrance to the store.What type of measurement situation is she using?

A)Survey
B)Observation
C)Thematic Apperception Tests (TAT)
D)People meter
E)Experiment

Question 27

The galvanometer is used to study eye movements while a respondent reads advertising copy.

Question 28

Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?

A)Measures the direction of the subject's feeling.
B)Relatively less time consuming to use.
C)Requires sophisticated computer equipment.
D)Relatively less expensive to use.
E)Does not require physical connection to the subject.

Question 29

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

A)Galvanometer
B)People meter
C)Voice-pitch analysis
D)Response latency
E)Eye camera

Question 30

Levis Strauss sent one of its employees',who is fluent in Japanese,to stay at the home of a traditional Japanese family with teenage daughters.The employee disguised himself as an exchange student but was actually in Japan spying on the family and their friends to better understand how Levis jeans are used and worn by teenagers in Japan.This illustrates

A)all good observations should be disguised.
B)observation raises ethical questions.
C)observation is not a good research technique.
D)structured observation is legal.
E)None of the above.

Question 31

In indirect observation,the researcher is observing attitudes.

Question 32

The time that elapses between asking a question and receiving the answer is called

A)response latency.
B)base time.
C)lag time.
D)tachistostic.
E)awareness response.

Question 33

It is possible to track how visitors to a website navigate its pages,which pages they look at and which pages they exit from.

Question 34

Which of the following is TRUE?

A)The psychogalvanometer is used to measure pupil dilation whereas the eye camera is used to record movements of the eye.
B)Response latency is the amount of time a respondent deliberates before answering a question.
C)Response latency when used to measure brand preference rests on the premise that the degree of latency is directly proportional to the strength of the preference.
D)Voice pitch analysis attempts to assess the loudness with which people answer specific questions.
E)They are all false.

Question 35

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

A)Focus groups
B)Surveys
C)Disguised observation
D)Natural setting
E)Both c and d.

Question 36

Which of the following statements about mechanical recording devices is FALSE?

A)The people meter provides the researcher timing control over a visual stimulus.
B)The galvanometer is used to assess the emotional arousal induced by exposure to specific advertising copy.
C)Response latency measures the amount of time a respondent deliberates before answering a question.
D)Voice-pitch analysis examines changes in the relative vibration frequency of the human voice that accompanies emotional arousal.
E)Optical scanners measure the subject's eye movement over a stimulus.

Question 37

Having the employee watch the salad bar usage is actually a(n)____ research design.

A)observation
B)survey
C)experiment
D)causal study
E)None of the above.

Question 38

The relationship that justifies the use of response latency measures in marketing research designed to assess the strength of a subject's preference when choosing among alternatives is response latency is related to

A)emotional intensity.
B)uncertainty.
C)the degree of structure in the observational method.
D)the amount of information stored in memory.
E)the degree of disguise in the observational method.

Question 39

Dial soap's brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention.They set up prototypes of the three displays in three supermarkets in a large metropolitan area and visit each to observe consumers body language,time spent at each display,etc.Which technique are the managers using?

A)Direct observation
B)Past records
C)Archives
D)Survey
E)Indirect observation

Question 40

Which of the following statements about optical scanners is FALSE?

A)Scanners rely on imprinted Universal Product Codes that are 11-digit numbers.
B)When scanning the product,the scanner picks both the Universal Product Code number and the price off the package.
C)Scanner data are not subject to the interview and recording biases that are present with mail diaries.
D)Scanners allow firms to study the effectiveness of marketing mix changes like price and number of facings on market share.
E)All of the above are true.

Question 41

In a contrived setting,subjects are observed in an environment that has been specifically designed for recording their behavior.

Question 42

____________________ observation is used for studies in which flexibility is allowed in terms of what is noted and recorded.

Question 43

The amount of time a respondent deliberates before answering a question is called ____________________.

Question 44

Voice pitch analysis attempts to assess the loudness with which people answer specific questions.

Question 45

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)____________________.

Question 46

Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal is called ____________________.

Question 47

In a(n)____________________ setting,subjects are observed in the environment where the behavior normally takes place.

Question 48

Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.