Question 1

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

Accepted Answer

Level 2 mystery shoppers typically make a quick purchase and evaluate the transaction and image of the facility.

Question 2

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
A)pupilometer
B)EEG
C)Voice-pitch analysis
D)GSR

Accepted Answer

GSR (Galvanic Skin Response) measures the electrical conductivity of the skin, which is influenced by sweat production caused by changes in emotional arousal. This makes it a suitable technique for measuring emotional reactions to advertisements. Pupilometer, EEG, and Voice-pitch analysis can also provide information about emotional reactions, but they may not be as specific to advertising stimuli.

Question 3

The first step in conducting Ethnographic Research is___________________.
A)Assess the information at hand
B)Find participants
C)Seek answers
D)Analyze information

Accepted Answer

The first step in conducting Ethnographic Research is finding participants, as ethnographic research involves observing and interacting with a particular group of people or community.

Question 4

Wal-Mart has a highly sophisticated system of recording data and being able to view results.For instance,Wal-Mart managers know from their scanner data that five pair of Wrangler Blue Jeans were sold from 10:00a.m.to 11:00a.m.on a certain day,and by what size.If the sales were made via credit card,Wal-Mart also knows "who," and has developed histories of what combinations of products its customers buy.The preceding is an observational situation involving which of the following?
A)people watching people
B)people watching phenomena
C)machines watching people
D)machines watching phenomena
E)All of these are observation situations.

Accepted Answer

The answer of Wal-Mart has a highly sophisticated system of...

Question 5

Which of the following is not a "natural" situation for observation?
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)all of these
E)none of these

Accepted Answer

A simulated store situation is not a natural situation for observation as it is a contrived or artificial environment that may influence participants' behavior in unnatural ways. Natural situations for observation involve observing people in their everyday activities, without any interference or manipulation from the observer. B and C are both natural situations for observation, as the observer plays no part in the behavior of interest and the observed has no knowledge that they are being observed. Therefore, D and E are not the correct answer as they include both natural and unnatural situations for observation.

Question 6

A contrived observational environment would not:
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 these

Accepted Answer

A contrived observational environment is designed specifically to study certain behaviors under controlled conditions, which means it is less about replicating a realistic environment and more about isolating specific variables for study. This allows for more control and potentially faster data collection and lower costs, but it does not aim to provide a more realistic environment.

Question 7

Which company provides scanner based data to its clients?
A)Predictive Networks
B)Virgin Entertainment
C)IRI
D)MRA
E)none of these

Accepted Answer

IRI (Information Resources Inc.) is a company that provides scanner-based data to its clients. They offer market research and data analytics services to help companies make informed business decisions. Predictive Networks, Virgin Entertainment, and MRA do not specialize in scanner-based data.

Question 8

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?
A)people watching people
B)people watching phenomena
C)machines watching people
D)machines watching phenomena

Accepted Answer

The traffic counting machine is a machine and it is watching a phenomenon (the number of cars passing by), so this situation falls under the category of "machines watching phenomena."

Question 9

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?
A)contrived
B)natural
C)disguised
D)conceived

Accepted Answer

Counting how many people use the drive-in window at a bank during certain hours is a good example of natural observational research, as it involves observing behavior in a natural setting without any manipulation or intervention by the researcher.

Question 10

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?
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

Accepted Answer

Using mystery shoppers would provide an objective evaluation of the associate's performance and interactions with customers, without the associate being aware they are being assessed. This would allow for a more accurate assessment of the situation and potential areas for improvement.

Question 11

Observing consumers' behavior through a one way mirror is a common type of _______.
A)open observation
B)disguised observation
C)structured observation
D)unstructured observation

Accepted Answer

Observing consumers through a one way mirror without their knowledge or consent is an example of disguised or hidden observation. Open observation involves openly watching and recording behavior, while structured observation follows a predetermined plan and unstructured observation involves taking notes on all behaviors, not following a set plan.

Question 12

Which of the following are not observation situations?
A)people watching people
B)people watching phenomena
C)machines watching people
D)machines watching phenomena
E)All of these are observation situations.

Accepted Answer

All options (A through D) describe scenarios where either people or machines are observing something, whether it's other people or phenomena. Therefore, they all qualify as observation situations.

Question 13

__________ are researchers who sort through people's garbage to analyze household consumption patterns.
A)Garbologists
B)Pirates
C)Hoarders
D)Consumption Analyst

Accepted Answer

Garbologists are researchers who study people's garbage to learn about a variety of factors, including household consumption patterns. They can learn a great deal about a person's lifestyle and habits by analyzing their trash, including what types of products they buy and consume, how often they dispose of certain items, and even their income level.

Question 14

Observational research is most effective if the observed behavior occurs _______.
A)intermittently
B)infrequently
C)rationally
D)frequently
E)none of these

Accepted Answer

Observational research is most effective if the observed behavior occurs frequently. This allows for multiple opportunities to gather data and increase the reliability of the observations.

Question 15

Which of the following is an example of machine observation?
A)mystery shoppers
B)one-way observation mirrors
C)people meters
D)kiosks

Accepted Answer

People meters are devices used to gather information about television viewing habits by recording when a particular television set is on or off and what channel it is tuned to. This is an example of machine observation, as the data is collected by a device rather than through direct human observation.

Question 16

Which of the following is not a condition conducive to observation?
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)The behavior lasts over a long period of time and must not be repetitive
E)all of these

Accepted Answer

The answer of Which of the following is not a...

Question 17

Which of the following types of research would be least likely to use physiological measurement devices?
A)response to advertising
B)attitude toward products
C)opinion of specific celebrity endorsers
D)customer satisfaction research

Accepted Answer

Customer satisfaction research is less likely to use physiological measurement devices because it often relies on surveys or interviews to gauge customer opinions and experiences, rather than physiological responses.

Question 18

Which type of research is most closely associated with human observation?
A)qualitative
B)quantitative
C)ethnographic
D)mixed methods

Accepted Answer

Ethnographic research involves in-depth study of people and cultures through direct observation and interaction, making it closely associated with human observation.

Question 19

Which of the following is not a primary advantage of observation research?
A)information gathered more quickly than with a survey
B)doesn't depend on willingness of the respondent
C)ability to predict future behavior
D)not subject to biases that plague survey research

Accepted Answer

Observation research is not always reliable for predicting future behavior as it only captures the behavior exhibited during a specific period of time. Other research methods, such as longitudinal studies, may be more effective for predicting future behavior.

Question 20

Ethnographic research is derived from which field?
A)mathematics
B)anthropology
C)sociology
D)garbology
E)none of these

Accepted Answer

Ethnographic research is derived from anthropology, which involves the study of human societies and cultures. Ethnographic research specifically refers to the study of cultural norms and practices through direct observation and interaction with individuals within a specific community or group.

Quiz 8: Primary Data Collection: Observation

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

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?

The first step in conducting Ethnographic Research is___________________.

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

A contrived observational environment would not:

Which company provides scanner based data to its clients?

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?

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?

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

Which of the following are not observation situations?

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

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

Which of the following is an example of machine observation?

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

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

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

Which of the following is not a primary advantage of observation research?

Ethnographic research is derived from which field?