Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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?

Accepted Answer

A) Focus groups 
B) Surveys 
C) Disguised observation and surveys 
D) Natural setting 
E) Disguised observation and natural setting

Question 3

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

Accepted Answer

The answer of Discuss the primary advantage of collecting data...

Question 4

The communications approach to gathering primary data can be used for collecting information about all seven categories of primary data from individuals.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT an example of data collected by communication?

Accepted Answer

A) Supermarket scanner data 
B) Telephone interview data 
C) Confidential survey questionnaire data 
D) National Purchase Diary data 
E) Omnibus panel data

Question 6

A "garbologist"-a researcher who studies the contents of residential trash-is employing which type of research method?

Accepted Answer

A) Direct communication 
B) Indirect observation 
C) Indirect communication 
D) Direct Observation 
E) Undisguised communication

Question 7

Observational data have the advantage over communication data in which of the following categories?

Accepted Answer

A) Objectivity,cost,and speed 
B) Objectivity and accuracy 
C) Objectivity and speed 
D) Speed and versatility 
E) Cost and versatility

Question 8

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

Accepted Answer

A) observational 
B) survey 
C) experiment 
D) causal study 
E) None of these are correct.

Question 9

Which of the following types of primary data can be measured by observation?

Accepted Answer

A) Attitudes and opinions 
B) Motivations and present behaviour 
C) Gender and current behaviour 
D) Social class and gender 
E) Motivations and intentions

Question 10

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

Accepted Answer

A) behavior being 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 mystery shopper could be used to perform which of the following research tasks?

Accepted Answer

A) Record cleanliness of bathrooms 
B) Negotiate with sellers on the price for an item 
C) Ensure that children cannot buy M-rated video games 
D) Record the evenness of jelly in a doughnut 
E) All of these are research tasks a mystery shopper could perform

Question 12

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

Accepted Answer

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

Question 13

Observation research doesn't have to be sophisticated to be effective.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Accepted Answer

A) Versatility 
B) Speed 
C) Cost savings 
D) Objectivity 
E) None of these are correct.

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

Which of the following is an example of the communication method of obtaining data?

Accepted Answer

A) The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits. 
B) A researcher infers people's reactions to a product display by noting how long they stand in front of it. 
C) A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit. 
D) A researcher measures consumer attitudes by means of subjects' responses to a questionnaire. 
E) A researcher notes the gender and race of each person making a purchase during a special sale.

Question 18

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Accepted Answer

A) Accuracy 
B) Cost 
C) Speed 
D) Versatility 
E) Ease of data collection

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Communication techniques usually don't depend upon the respondent's willingness and ability to provide the information needed.

Accepted Answer

A) True 
 B)False

Exam 10: Collecting Data by Observation

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

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?

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

The communications approach to gathering primary data can be used for collecting information about all seven categories of primary data from individuals.

Which of the following is NOT an example of data collected by communication?

A "garbologist"-a researcher who studies the contents of residential trash-is employing which type of research method?

Observational data have the advantage over communication data in which of the following categories?

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

Which of the following types of primary data can be measured by observation?

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

A mystery shopper could be used to perform which of the following research tasks?

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

Observation research doesn't have to be sophisticated to be effective.

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

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

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

Which of the following is an example of the communication method of obtaining data?

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

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

Communication techniques usually don't depend upon the respondent's willingness and ability to provide the information needed.