Observations

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

A

When an airline passenger (who is really an employee of the airline) complains loudly about his not being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of situation, this is an example of what type of observation? a. content analysis b. indirect c. contrived d. response latency

c

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade, this is an example of what type of observation? a. contrived analysis b. ethnic analysis c. indirect analysis d. content analysis

d

When the subject is unaware that he is being observed in a shopping mall, this represents what type of observation? a. contrived b. indirect c. content analysis d. hidden

d

When an employee who works at McDonald's headquarters outside Chicago travels around the U.S. and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service, cleanliness, and quality of food, this observer is acting as a(n): a. mystery shopper b. indirect observer c. mechanical observer d. scanner-based consumer panel

A

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

All of the following cannot be observed EXCEPT: a. intentions b. attitudes c. expressive behavior d. feelings

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

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

20. The most refined measure of Web site traffic is click-through rate (CTR).

F

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

F

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

F

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

F

Pupilometers measure unconscious eye movement and are useful for determining which component of an ad (or other stimuli) were seen and which were overlooked

F Eye-tracking monitoring does this. A pupilometer observes and records changes in the diameter of a subject's pupils, which are interpreted as changes in cognitive activity that result from the stimulus.

Physiological observation techniques, such as pupilometers, psychogalvanometers, and voice-pitch analysis, precisely measure levels of arousal

F While these devices identify arousal, they cannot precisely measure levels of arousal.

Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research.

F Human Observation better

6. Hidden, unobtrusive observation maximizes respondent error.

F minimizes

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

F observer bias

2. Attitudes cannot be observed.

T

21. Scanner data can observe supermarket sales in response to a local newspaper ad promotion.

T

A researcher gave Jaunita 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): a. scanner-based consumer panel b. obtrusive observation study c. phenomenological study d. ethnographic study

a

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? a. verbal behavior b. temporal pattern c. physical action d. physical objects

b

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

b

When a researcher analyzes the content of advertisements appearing in cartoons on a Saturday morning in terms of the types of characters that appear in the ads, this is an example of what type of observation? a. contrived analysis b. content analysis c. indirect analysis d. entrapment

b

Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, Web sties, and the like? a. contrived analysis b. content analysis c. indirect analysis d. response latency analysis

b

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: a. direct observation b. indirect observation c. contrived observation d. response latency

a

Which of the following measures physiological reactions? a. pupilometer b. at-home scanning systems c. click-through counter d. all of the above

a

A situation in which an observer's presence, or the mechanical device doing the recording, is easily known to the subject involves: a. obtrusive observation b. visible observation c. primary observation d. first-order observation

b

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

b

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? a. physical actions b. verbal behavior c. physical objects d. pictorial records

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. The recorded choice time is referred to as: a. response lag b. response interval c. response latency d. response bias

c

When an observer observes a subject in a natural setting, this is an example of ____________________ observation.

direct