Deck 8: Primary Data Collection: Observation

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

Answer 1

B

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

Answer 2

D

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

Answer 3

B

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.

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

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

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

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

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

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

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

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.

Question 13

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

A)Garbologists
B)Pirates
C)Hoarders
D)Consumption Analyst

Question 14

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

A)intermittently
B)infrequently
C)rationally
D)frequently
E)none of these

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

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

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

Question 18

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

A)qualitative
B)quantitative
C)ethnographic
D)mixed methods

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

Question 20

Ethnographic research is derived from which field?

A)mathematics
B)anthropology
C)sociology
D)garbology
E)none of these

Question 21

Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?

A)Neuromarketing
B)Consumer Neuroscience
C)Ethnography
D)Human observation
E)Nocturnal observation

Question 22

Consumers' physiological reactions to stimuli can be measured if the researcher has the proper equipment.

Question 23

Facebook collects which type of data about its users?

A)Numerical
B)Demographic
C)Behavioral
D)Demographic and Behavioral
E)All of these

Question 24

If the type of behavior in question occurs infrequently,observation would be preferable to survey research.

Question 25

Mystery Shoppers have been used to evaluate the service employees are providing customers.

Question 26

Eye tracking devices cannot document which of the following?

A)Visibility
B)Engagement
C)Viewing patterns
D)Communication hierarchy
E)All of these can be documented

Question 27

One of the advantages of observation research is its ability to predict future behavior.

Question 28

Tracking helps answer which of the following questions?

A)"where?"
B)"how much?"
C)"how often?"
D)all of these
E)none of these

Question 29

Which of the following is not a machine observation?

A)Facial Action Coding Services (FACS)
B)Gender and Age Recognition Systems
C)In-Store Tracking
D)Television Audience Measurement
E)Mystery Shopper

Question 30

A piece of text stored by a user's web browser to assist with tracking is referred to as which of the following?

A)terabyte
B)cookie
C)the "cloud"
D)software reader
E)software cloud

Question 31

Ethnographic research is based on the field of anthropology.

Question 32

_______________ are used to measure vehicular flow over a particular stretch of roadway.

A)Traffic signals
B)Traffic cops
C)Traffic stands
D)Traffic counters

Question 33

If a lot is already known about the behavior of interest,a structured observation approach will work best.

Question 34

Which of the following is the largest social media website?

A)Facebook
B)Twitter
C)Google+
D)Pinterest
E)Tumblr

Question 35

Which of the following is not an advantage of computer-simulated shopping environments for observations?

A)A realistic level of complexity and variety
B)Researchers can set up and alter the tests very quickly
C)Production costs are low
D)High degree of flexibility
E)All of these are advantages

Question 36

A consumer's level of arousal while watching an ad can be measured with observational research.

Question 37

Which of the following is the type of data that mystery shopping firms attain?

A)Facility conditions
B)Guest experience
C)Dress code compliance
D)Parking lot condition
E)All of these

Question 38

Triangulation,the process of checking findings against what other people say and against similar research already conducted,is a way to verify the accuracy of collected data.

Question 39

Facial Action Coding Service (FACS)is especially valuable when the client wants to evaluate rationally based advertising.

Question 40

Internet tracking is fundamentally another form of observation research.

Question 41

Most marketers believe that neuroscience methods in isolation are easy to interpret and can stand alone.

Question 42

Brain patterns are typically measured by an electroencephalograph (EEG).

Question 43

One of the greatest advantages of social media research lies within tracking research that monitors brand sentiment over discrete units of time.

Question 44

A manufacturer of a new product is conducting a test market.Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process.How would you collect data to support those two objectives?

Question 45

A conversion is an action that a person takes based on an advertiser's website such as checking out,registering,adding an item to the shopping cart,or viewing a particular page.

Question 46

Compare several of the key advantages and disadvantages of observation and survey research.

Question 47

Ethnographic research cannot reveal unexpressed needs and wants.

Question 48

When users frequently switch between a desktop and mobile device,they are referred to as digitally agnostic.

Question 49

Cost per impression is the cost to offer potential customers one opportunity to see an advertisement.

Question 50

Today,the trend of television audience measurement and tracking has moved away from direct measurement from "set-top boxes" (STB)to people meters.

Question 51

Facebook inserts two tracking cookies into your browser an operating cookie and a browser cookie.

Question 52

Explain how the virtual shopping experience has enhanced observation research.

Question 53

What is Ethnographic research and list at least 5 advantages of it in marketing research?

Question 54

In-store security cameras are now being used to track shopper behavior.

Question 55

Describe the mystery shopper and how they are used by marketing researchers.

Question 56

How is online tracking a type of observation research? How can it be of value to the marketing researcher?