BR - Chapter 11

_____ gauges emotional reactions as reflected in physiological changes in a person's voice.

Voice-pitch analysis

Which of the following represents the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website?

click-through rate (CTR)

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?

content analysis

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweekduring the past decade, this is an example of what type of observation?

content analysis

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?

contrived

Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____.

contrived observation

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

All of the following are flaws with using click-through rate as a measure of the amount of interest or attention a website is receiving EXCEPT _____.

does not adequately measure the number of times an ad is clicked on

All of the following are errors associated with direct observation EXCEPT _____.

entrapment

All of the following are observable phenomena EXCEPT _____.

attitudes

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?

mechanical observation

With respect to website traffic monitoring, a hit represents _____.

mouse clicks on a single page of a website

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

observer bias

All of the following measure physiological reactions EXCEPT _____.

scanning systems

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 relations

All of the following are examples of nonverbal behavior EXCEPT _____.

talking

Using a stopwatch to determine the average waiting time for a customer checking out in a grocery store is an example of what type of observation?

temporal pattern

All of the following are problems with physiological reaction measures EXCEPT _____.

they are not effective in measuring physiological reactions

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.

unobtrusive

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?

verbal behavior

A situation in which an observer's presence, or the mechanical device doing the recording, is easily known to the subject involves _____.

visible observation

_____ is the systematic observation and quantitative description of the manifest content of communication.

Content analysis

_____ is a straightforward attempt to observe and record what naturally occurs.

Direct observation

Which of the following companies use a television monitoring system for estimating national television audiences?

Nielsen

_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.

Observation

_____ is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference.

Response latency

Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, websites, and the like?

content analysis

Clara is a business researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

observation

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 _____.

response latency

All of 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

Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?

spatial relations and locations

When the subject is unaware that he is being observed, this represents what type of observation?

unobtrusive

. 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

All of the following cannot be observed EXCEPT _____.

expressive behavior

A website designer is interested in how people look at a website. He wants to know where they look first when a page comes up. Which mechanical device would be appropriate for finding this out?

eye-tracking monitor

Observation in which the subject is unaware that observation is taking place is called _____ observation.

hidden

A researcher was observing consumers' facial expressions as they looked over the menu at a restaurant. One consumer forgot her reading glasses, so she was having trouble reading the menu and had to squint her eyes, causing her to look mad. The researcher interpreted this to mean she didn't like what she was seeing on the menu because he didn't know she couldn't see the words. The researcher's misreading the consumer's facial expression as dissatisfaction is an example of _____.

observer bias

Which website traffic monitoring metric may be used to track the path or sequence of pages that each visitor follows?

page views

Observing a person's television viewing habits is an example of which type of observation?

physical actions

Observing the movement of workers packing shipment boxes is an example of what type of observation?

physical actions

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

Which of the following measures involuntary changes in the electrical resistance of the skin?

psychogalvanometer

scanner measures are obtrusive

pupilometer

Which of the following is a question that can be asked to help address the question of whether or not a subject's privacy is violated?

A. Has the person been adequately notified that their behavior is being observed? B. Is the behavior being observed commonly performed in public where it is expected that others can observe the behavior? C. Is the behavior performed in a setting in which the anonymity of the person being observed is assured?