Question 1

When a "mystery shopper" is used by Taco Bell Corporate to report employees' level of customer assistance and courtesy,which type of observation is being used?

Accepted Answer

A mystery shopper is a type of disguised observation in which an individual poses as a regular customer to gather information on a business or organization.

Question 2

The major problem of human behavior observation is the observer.

Accepted Answer

The observer's own biases, interpretations, and subjectivity can impact how they perceive and interpret human behavior, leading to potential inaccuracies or inconsistencies in their observations.

Question 3

Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic characteristics of prospective sites.This is an example of

Accepted Answer

Indirect observation involves using an indicator or proxy to assess the variable of interest. In this case, Jack-in-the-Box is using the length of grass in the front yard as an indicator of the socioeconomic characteristics of a neighborhood. It is indirect because they are not directly measuring the characteristic.

Question 4

A researcher wants to find out which part of a particular magazine ad is noticed first by the viewer.Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?

Accepted Answer

An eye camera is used to track eye movements and can determine which part of the ad is noticed first by the viewer. This tool would be the best choice for investigating the viewer's attention to the magazine ad. Other options like optical scanner, galvanometer, people meter, and visual analyzer are not appropriate for studying the viewer's attention to the magazine ad.

Question 5

Unstructured observation is used for studies in which hypotheses are to be tested.

Accepted Answer

Unstructured observation is used for exploratory studies in which researchers observe and describe behavior without testing specific hypotheses. Hypotheses are developed after initial observations are made. Structured observation is used for studies in which hypotheses are to be tested, as the researcher uses a predetermined coding system to collect data on specific behaviors.

Question 6

A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of each entrance.This exhibits a measure of the most popular entrance to the store.What type of measurement situation is she using?

Accepted Answer

The manager is using observation to collect data on the frequency with which floor tiles have been replaced in front of each entrance. She is not conducting a survey, using TAT, people meter, or conducting an experiment.

Question 7

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

Accepted Answer

The answer of The galvanometer is used to study eye...

Question 8

Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement techniques?

Accepted Answer

The disadvantage of voice-pitch analysis is that it requires sophisticated computer equipment, which could be costly and not easily accessible for everyone.

Question 9

Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?

Accepted Answer

Voice-pitch analysis measures the relative vibration frequency of a subject's oral response and can be used to assess emotional intensity. Galvanometers measure skin conductance, People meters measure audience engagement, Response latency measures the time it takes for a subject to respond, and Eye cameras track eye movements. None of these directly assess emotional intensity through oral response vibration frequency.

Question 10

Levis Strauss sent one of its employees',who is fluent in Japanese,to stay at the home of a traditional Japanese family with teenage daughters.The employee disguised himself as an exchange student but was actually in Japan spying on the family and their friends to better understand how Levis jeans are used and worn by teenagers in Japan.This illustrates

Accepted Answer

The scenario presented raises ethical questions about the use of observation in research, particularly when individuals are misled or deceived. This highlights the need for researchers to consider the potential harm to participants and the importance of informed consent. The other options do not accurately reflect the situation presented.

Question 11

In indirect observation,the researcher is observing attitudes.

Accepted Answer

The answer of In indirect observation,the researcher is observing attitudes....

Question 12

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

Accepted Answer

Response latency refers to the time interval between the presentation of a stimulus, such as a question, and the participant's response to that stimulus. It is commonly used in psychological and market research to measure the speed and accuracy of responses to stimuli.

Question 13

It is possible to track how visitors to a website navigate its pages,which pages they look at and which pages they exit from.

Accepted Answer

This can be done through various tracking tools such as Google Analytics.

Question 14

Which of the following is TRUE?

Accepted Answer

Response latency is the amount of time a respondent deliberates before answering a question, and this is true. The other options in the question are false. The psychogalvanometer measures changes in electrical conductivity of the skin, the eye camera is used to record eye movements, brand preference is measured through other metrics, and voice pitch analysis focuses on changes in vocal pitch rather than loudness.

Question 15

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

The answer of Primary data can be collected in several...

Question 16

Which of the following statements about mechanical recording devices is FALSE?

Accepted Answer

Optical scanners do not measure eye movement; they are typically used for reading barcodes or scanning documents. Eye movement is usually measured by eye-tracking devices.

Question 17

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

Accepted Answer

This is an observation research design as the employee is observing and recording the usage of the salad bar without any manipulation or intervention of variables.

Question 18

The relationship that justifies the use of response latency measures in marketing research designed to assess the strength of a subject's preference when choosing among alternatives is response latency is related to

Accepted Answer

Response latency is related to uncertainty, as quicker responses typically indicate stronger preferences and less uncertainty in decision-making.

Question 19

Dial soap's brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention.They set up prototypes of the three displays in three supermarkets in a large metropolitan area and visit each to observe consumers body language,time spent at each display,etc.Which technique are the managers using?

Accepted Answer

The brand managers are using direct observation by physically visiting the supermarkets and observing consumers' behavior at each display.

Question 20

Which of the following statements about optical scanners is FALSE?

Accepted Answer

Scanners do not pick the price off the package; they only read the Universal Product Code (UPC), and the price is retrieved from a database.

Quiz 11: Collecting Information by Observation