Deck 5: Collecting Primary Data by Observation

Question 1

Personality refers to the:

A) traits and mannerisms of an individual.
B) overall evaluation of a particular product by an individual.
C) individual's understanding of a fact or a phenomenon.
D) age and education of an individual.
E) financial background of an individual.

Answer 1

A

Question 2

Which of the following statements is NOT true of motives?

A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior.
B) A motive might be considered an inner state that produces goal-oriented behavior.
C) For marketing purposes, motives and attitudes are essentially the same thing.
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior.
E) The knowledge of motives allows marketers to understand the needs of the customers.

Answer 2

C

Question 3

Implicit test of memory to test brand recall refers to:

A) asking respondents direct questions about the ads of a particular brand.
B) asking respondents to estimate the shelf life of different brands in a particular product category.
C) asking respondents to make comparisons between brands in the same product category.
D) asking respondents to name brands that belong to a particular product category.
E) asking respondents to mention the details of the ad of a particular brand.

Answer 3

D

Question 4

Which of the following can be used to measure knowledge of an advertisement?

A) Unaided recall
B) Aided recall
C) Recognition
D) Only a and b
E) a, b, and c.

Question 5

Which of the following is a lifestyle characteristic?

A) Social class
B) Interests
C) Attitudes
D) Home ownership
E) Age

Question 6

According to marketing researchers, motives:

A) are different from drives.
B) involve the determination of how people behave.
C) refer to external states that direct behavior toward goals.
D) involve the determination of 'why' in human behavior.
E) are inner states that may energize but do not direct or move behavior toward a goal.

Question 7

A common use of demographic and socioeconomic data in marketing is:

A) delineating market segments.
B) investigating intentions to purchase.
C) relating attitudes to opinions.
D) discovering motivations.
E) determining brand awareness.

Question 8

An individual's overall evaluation of something determines that individual's:

A) want.
B) attitude.
C) motive.
D) need.
E) personality.

Question 9

Which amongst the following would be the best way to measure knowledge of an advertisement?

A) Measurement of motives
B) Observation of purchase behavior
C) Recognition
D) Use of magazine subscription data
E) A written test over the ad copy

Question 10

From a marketer's perspective, when measuring the effectiveness of an advertisement, a person's awareness refers to:

A) to his knowledge of the program that preceded the ad.
B) how much a person knows about the advertisement.
C) the person's level of consciousness.
D) what the person knows about the company.
E) how many magazines the person reads.

Question 11

Ferrari has segmented their market on the basis of income and lifestyle. Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing. These two segmentation variables are grouped under the broader classifications of:

A) demographics and product awareness.
B) psychographics and customer intentions.
C) geographic and motives.
D) demographics and psychographics.
E) demographics and product usage.

Question 12

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over 30 underdeveloped countries. It provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. It defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation.

A) demographic
B) psychographic
C) geodemographic
D) ethnic
E) geographic

Question 13

If we were measuring customers' age, income, gender, education, occupation, marital status, etc., we would be measuring:

A) attitudes/opinions.
B) psychological/lifestyle characteristics.
C) demographic/socioeconomic characteristics.
D) behavior and perceptions.
E) none of the above.

Question 14

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring:

A) motivation.
B) intention.
C) behavioral goals.
D) attitude.
E) personality.

Question 15

Which of the following is NOT a demographic or socioeconomic characteristic?

A) A feeling toward a brand
B) Marital status
C) Social class
D) A person's gender
E) Income

Question 16

Frito-Lay's division of snackers into two categories was based on the:

A) attitudes and opinions of the customers.
B) aided recall of the consumers.
C) lifestyle analysis of the consumers.
D) knowledge of the product.
E) literacy levels of the consumers.

Question 17

In the context of marketing research, a consumer's anticipated or planned future behavior is referred to as:

A) intention.
B) motivation.
C) goal orientation.
D) need satisfaction.
E) lifestyle.

Question 18

John's purchase behavior is influenced by his hobbies of golf, working out, and fishing; his interest in cars, music, and travel; and his deeply held political beliefs on immigration and his opinions on saving the environment. All of these are part of the personal influence factor called:

A) attitude.
B) socioeconomic characteristics.
C) beliefs.
D) lifestyle.
E) demographics.

Question 19

Procter & Gamble, the manufacturer of Olay skin lotion, has traditionally targeted women over 30 years of age. This is an example of:

A) demographic segmentation.
B) racial segmentation.
C) psychographic segmentation.
D) ethnic segmentation.
E) regional segmentation.

Question 20

In assessing awareness, a marketer might be interested in knowledge of:

A) the product itself.
B) where the product is available.
C) what the product is used for.
D) the price of the product.
E) all of the above.

Question 21

The ability of a data collection technique to provide many types of primary data is known as:

A) breadth of scope.
B) cost efficiency.
C) communicability.
D) versatility.
E) objectivity.

Question 22

A method of data collection where the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called:

A) observation.
B) communication.
C) deduction.
D) extrapolation.
E) interpretation.

Question 23

Which of the following is an example of the observation method of collecting primary data?

A) Administering a questionnaire to shoppers in a supermarket.
B) Recording the amount of time a shopper stops in front of a point-of-purchase display.
C) Asking shoppers which brand they noticed first in a shelf display.
D) Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children.
E) Using a tape recorder to gather shopper impressions of a new store layout design.

Question 24

Researchers believe that motives tend to be less stable than behavior.

Question 25

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

A) Versatility
B) Speed
C) Cost savings
D) Objectivity
E) None of the above

Question 26

Which of the following does NOT constitute a behavioral dimension?

A) How much?
B) Where?
C) In what situation?
D) Who?
E) Why?

Question 27

A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.

Question 28

An opinion is an individual's overall evaluation of something.

Question 29

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

A) Supermarket scanner data
B) Telephone interview data
C) Data collected by mailing questionnaires
D) Face-to-face personal interview
E) Data collected through online polls

Question 30

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

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

Question 31

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

A) Accuracy
B) Cost
C) Speed
D) Versatility
E) All are advantages of the communication method

Question 32

Which of the following is true about primary data?

A) A motive may refer to any inner state that channels behavior toward goals.
B) A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.
C) A person's intention refers to her anticipated or planned future behavior.
D) Only a and b
E) a, b, and c.

Question 33

The process of tracking behavioral information via the Web is called:

A) Web surfing.
B) Web trailing.
C) Web analytics.
D) Web engineering.
E) Web shadowing.

Question 34

A motive is any inner state that directs behavior toward goals.

Question 35

One advantage of the contrived setting over the natural setting is that:

A) conclusions can be drawn without the actual recording of data.
B) there is no pressure on the customer to behave "correctly."
C) the information from the observations is much more generalizable.
D) it is reflective of customer behavior in actual shop settings.
E) one does not have to wait for the event to occur.

Question 36

One of the common indices used to measure the short-term success of an ad is "day-after-recall."

Question 37

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

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 38

Marketing managers prefer observational research over communication research when it comes to assessing consumer behavior because it is often better to:

A) record behavior and then work out the intentions behind the behavior.
B) measure consumer attitudes and then hope to make a correct estimate of his activities.
C) measure consumer intentions and then hope it matches their future behavior.
D) measure consumer knowledge and then make predictions about his course of action.
E) understand consumer personality and then hope to make a correct estimate of his activities.

Question 39

A galvanometer is a device for mechanical observation used to measure:

A) the changes in the pulse rate of an individual due to changes in emotions.
B) the changes in the electrical resistance in the skin due to changes in emotions.
C) the fluctuations in the attention span of the brain due to changes in emotions.
D) the changes in body temperature due to changes in emotions.
E) the degree of dilation of the eyeballs due to changes in emotions.

Question 40

The observation method:

A) can give very good estimates for past behavior.
B) depends on the memory and mood of the respondent in the reporting of an occurrence.
C) is considered to be more objective than the communication method.
D) is generally a faster means of data collection than the communication method
E) is considered a less accurate method than the communication method.

Question 41

In the voice-pitch analysis method of observation, the more the voice pitch differs from the respondent's normal pitch the greater is the emotional intensity of the consumer's reaction to an advertisement.

Question 42

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Question 43

The use of supermarket scanners to find out which particular brand of baseball bats is bought by individuals in a particular age category can be termed as an instance of collecting information by ____________________.

Question 44

Recognition is primarily a test of memory wherein a respondent is asked to remember all ads or brands that he has seen for products belonging to a particular product category.

Question 45

____________________ observation applies when the research problem has been defined precisely enough so that one can specify the behaviors to be observed as well as the categories used to record and analyze the situation.

Question 46

Consumers are said to have retained more knowledge from the ad when they can state the brand in an unaided recall test compared to a test where they have been given hints.

Question 47

____________________ refers to an individual's overall evaluation of something.

Question 48

Observational research is often considered the best method of generating valid data as this method is completely error free.

Question 49

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called ____________________.

Question 50

Scanner data are probably the most common type of ____________________ data.

Question 51

Memory measures are used by marketers to understand what consumers believe about different brands and companies.

Question 52

A person's ____________________ refer to the individual's anticipated or planned future behavior.

Question 53

Disguised observation is a more accurate way of recording consumer behavior than undisguised observation.

Question 54

____________________ observation is more likely to be used in exploratory research than in descriptive or causal research.

Question 55

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

Question 56

The best predictor of future behavior is usually ____________________.

Question 57

Attitudes and opinions are best determined by observation.

Question 58

One of the advantages of the observation technique is that, unlike the communication technique, it captures the past and the future intentions of the consumer.

Question 59

Surveying viewers or even having them keep detailed diaries is far more reliable at measuring viewing behavior compared with people meters.

Question 60

Demographic and socioeconomic characteristics correlate highly with purchase intentions for specific brands.

Question 61

A(n) ____________________ is a device that is used by researchers to study a subject's eye movements while he is reading a copy of an advertisement.

Question 62

Discuss the two basic means of obtaining primary data.