Deck 8: A: Primary Data Collection: Observation

Question 1

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 the above are observation situations.

Answer 1

E

Question 2

Which of the following is an example of machine observation?

A)mystery shoppers
B)one-way observation mirrors
C)people meters
D)none of the above

Answer 2

C

Question 3

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)(a)and (b)
E)all of the above

Answer 3

D

Question 4

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
F)none of the above

Question 5

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)none of the above

Question 6

______________ is a device that measures a person's alertness level,especially with regard to reactions to advertisements.

A)RAMS
B)Peoplemeters
C)Electroencephalograph (EEG)
D)People Reader
E)none of the above

Question 7

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 8

Which company provides scanner based data to its clients?

A)Predictive Networks
B)Virgin Entertainment
C)IRI
D)MRA
E)none of the above

Question 9

__________________ is/are used to measure magazine or newspaper reading habits.

A)RAMS
B)Peoplemeters
C)MOBILTRAK
D)People Reader
E)none of the above

Question 10

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
E)none of the above

Question 11

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

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

Question 12

Ethnographic research is derived from which field?

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

Question 13

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 14

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 15

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
E)none of the above

Question 16

Which of the following is not a physiological measurement device for observational research?

A)pupilometer
B)EEG
C)voice pitch analysis
D)GSR
E)people meter

Question 17

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)(a)and (c)
E)all of the above

Question 18

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 the above

Question 19

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

A)qualitative
B)quantitative
C)ethnographic
D)none of the above

Question 20

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
E)none of the above

Question 21

Ethnography research can be conducted online.

Question 22

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

Question 23

Laser scanners can produce instantaneous information on sales.

Question 24

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

Question 25

In Scraping,the researchers selects the terms,much like a search engine,and then the tool crawls in the Web in search of UGC (user-generated content)relating to these search terms.

Question 26

The most common type of machine observation is a traffic counter.

Question 27

Ethnographic research is based on the field of anthropology.

Question 28

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

Question 29

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

Question 30

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

Question 31

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

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

Advances in computer technology have not enable researchers to simulate an actual retail store environment on a computer screen.

Question 34

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

Question 35

Clickstreams are the most basic way to measure online marketing programs.

Question 36

Internet tracking is fundamentally another form of observation research.

Question 37

IRI is the founder of scanner-based research.

Question 38

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 the above

Question 39

The first step in conducting Ethnographic Research is___________________.

A)Assess the information at hand
B)Find participants
C)Seek answers
D)Analyze information

Question 40

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

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

Question 41

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

Question 42

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

Question 43

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

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

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