MKTG 525 CH.8 Observation

_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption. a. trace elements b. artifacts c. inventories d. physiological responses

B

When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____. a. contrived analysis b. content analysis c. indirect analysis d. entrapment

B

When a researcher counts the number of African Americans who have appeared on the cover of Newsweek during the past decade, the researcher is engaging in ____. a. contrived analysis b. ethnic analysis c. indirect analysis d. content analysis

D

Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site? a. conversion transaction rate (CTR) b. page views c. cost per click (CPC) d. click through rate ( CTR)

D

A researcher gave Juanita a bar-coded card that she gives to the checkout clerk at the grocery store. The code number is linked to purchase information recorded by the scanner. Juanita is participating in a(n) ____. a. scanner-based consumer panel b. obtrusive observation study c. phenomenological study d. ethnographic study

A

All of the following are directly observable phenomena EXCEPT _____. a. attitudes b. verbal behavior c. spatial relations and locations d. neurological activity

A

Observing traffic patterns at a busy intersection with cameras is an example of what type of observation? a. spatial relations and locations b. verbal records c. verbal behavior d. expressive behavior

A

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 ____ observation. a. direct b. indirect c. contrived d. mechanical

A

When the Chicago Museum of Science and Industry measures the popularity of its children's exhibits by the frequency of tile replacement in front of exhibits, it is using what type of observation? a. content analysis b. response latency analysis c. physical-trace analysis d. contrived analysis

C

All of the following are examples of nonverbal behavior EXCEPT _____ a. smiling b. nodding c. raised eyebrows d. talking

D

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using? a. survey b. assessment c. immersion d. observation

D

Observing the movement of a shopper in a supermarket is an example of what type of observation? a. mall interception b. verbal behavior c. physical actions d. expressive behavior

C

All of the following are errors associated with direct observation EXCEPT ____. a. subjectivity b. entrapment c. accuracy d. interpretation

B

If the observer or the mechanical device used to record is obvious to subjects, the observation is said to be _____. a. obtrusive b. visible c. primary d. first-order

B

Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation? a. pictorial records b. verbal behavior c. expressive behavior d. spatial relations

B

When Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, what type of observation is being used? a. contrived observation b. mechanical observation c. human observation d. content analysis

B

When the subject is unaware of being observed in a shopping mall, the observation is said to be______ a. contrived b. indirect c. participatory d. unobtrusive

B

Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements, newspaper articles, blogs, and the like? a. contrived analysis b. content analysis c. indirect analysis d. response latency analysis

B

An airline passenger who is really an employee of the airline complains loudly about not being served a vegetarian meal so that he can note the responses of the flight attendant. This is an example of ____ observation. a. content b. indirect c. contrived d. response

C

It is possible to directly observe _____. a. intentions b. attitudes c. expressive behavior d. inner emotions

C

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. John is measuring response ____. a. lag b. interval c. latency d. bias

C

Observing a person's television viewing habits is an example of which type of observation? a. verbal records b. expressive behavior c. physical actions d. physical objects

C