MKTG Research 4333 Apply It CH 10
Which of the following is an example of indirect observation?
Looking up how many likes or views a video received on YouTube
At a trade show, Black+Decker allows attendees to test out their new line of power tools. The company has built a temporary structure and encourages show attendees to use the available building materials to try out the new products. "Go ahead and try out our new products. We are just going to record some observations if that is okay with you." Some attendees use the new drill to drill holes in the studs of the temporary structure. Others use the new nail gun to attach drywall to the structure. The Black+Decker employees observe these behaviors and record any interesting information in their computers. This is an example of _____.
a contrived setting
Market researcher Martin Lindstrom once fitted a research subject with a pair of glasses designed to track their eye movements while they shopped in a convenience store. Lindstrom was utilizing ____.
an eye camera
Noldus, a German firm, has developed technology and software that can measure small movements in the faces of babies. Their product can identify slight facial movements such as lips parting, jaw drops, cheeks rising, and corners of lips pulling up to help "read" babies' emotions. Researchers using this product would be using ____ in their observations.
facial coding
Researchers interested in learning about consumers' emotional arousal—specifically skin responses like sweating—in advertisements that use fear as a tactic, may use _____.
galvanic skin response
Campus administrators at your college were curious about the usage of computer labs on the weekends. They decided to review video camera footage and tally how many people used the computer lab on Saturdays and Sundays. This is an example of a(n) ____.
mechanical observation
Marketers at Fisher-Price are planning research to learn about how children play. Marketers plan to invite small groups of parents and children to their research center where the children will have the opportunity to discover and play with Fisher-Price toys. Researchers will watch from a one-way mirror and record what they see. Fisher-Price is using ____ as a means of gathering primary data.
observation
Ocean Spray is conducting research on a new line of juices with added electrolytes. The researchers set up a display at a local grocery store with sample size bottles of three different flavors. They tell customers walking by, "We are conducting research on our new line of juice. Would you like to try a free sample?" Once the customers have walked away, the researchers then record which flavor they chose. The observation is both _____ and _____.
undisguised; structured
Your local Bureau of Motor Vehicles (BMV) would like to measure satisfaction ratings for customers that come into the BMV for a variety of services. The BMV simply has an observer in the office to take note of factors such as the length of the line during different times of day, customers' general behavior when the line grows longer, and customer behavior when there are multiple windows open. This is an example of _____.
unstructured observation
Two marketers are discussing whether to use communication or observation as their data collection method. The first marketer believes that the use of communication will allow them to gather information on all the different types of primary data while observation would not. This marketer is concerned about _____.
versatility
