CH 8

All of the following are observable phenomena EXCEPT _____.

attitudes

Typical in observation studies for the observer to ask questions of the person who is being observed.

False

A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of camera surveillance

false

Attitudes can be observed

false

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation?

spatial relationships

Since the observer does not interact with the subject in observation studies, observation is an error-free method of data collection

False

When the investigator intervenes to create an artificial environment to test a hypothesis, this approach is called contrived observation

True

A distortion of measurement resulting form the cognitive behavior or actions of a witnessing observer is called _____.

observer bias

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

physical objects

the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.

scanner measures are obtrusive

A researcher gave Janis and her husband a bar-coded card, like a frequent-shopper card, that they give to the checkout clerk at the grocery store. Their code number is coupled with the purchase information recorded by the scanner. This family is participating is a(n) _____.

scanner-based consumer panel

Using a stopwatch to determine the average waiting time for a customer at a drive-through location at McDonald's is an example of what type of observation?

temporal pattern

In observation research, a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called observer bias

true

One limitation of observation as a research method is that the observation period is generally short.

true

Some might see contrived observation as unethical based on the notion of entrapment

true

Users' smartphones can provide marketers with considerable observational data.

true

en observation studies must be alert to situations in which the subject's right to privacy must be protected.

true

Customers going through the drive-thru at Starbucks were being watched to see how long they look at the menu before ordering. They are unaware that they are being observed. This type of observation is referred to as _____ observation.

unobtrustive

A researcher was observing how children play on playground equipment at a public park. The observers were out in the open and parents were told that their children were being observed. This type of observation is called _____ observation.

visible

When the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of _____.

direct observation