MRKT Chapter 8
Tracking helps answer which of the following questions? a. "where?" b. "how much?" c. "how often?" d. all of these e. none of these
all of these
Ethnographic research is derived from which field?
anthropology
Which of the following types of research would be least likely to use physiological measurement devices?
customer satisfaction research
Observational research is most effective if the observed behavior occurs _______.
frequently
Which of the following is not a "natural" situation for observation?
getting people to participate in a simulated store situation so that their behavior can be observed
Which of the following is an example of machine observation?
people meters
A contrived observational environment would not:
provide a more realistic environment in which to observe the behavior in question.
In-store security cameras are now being used to track shopper behavior.
true
Internet tracking is fundamentally another form of observation research.
true
Mystery Shoppers have been used to evaluate the service employees are providing customers.
true
One of the greatest advantages of social media research lies within tracking research that monitors brand sentiment over discrete units of time.
true
Triangulation, the process of checking findings against what other people say and against similar research already conducted, is a way to verify the accuracy of collected data.
true
When users frequently switch between a desktop and mobile device, they are referred to as digitally agnostic.
true
Ethnographic research is based on the field of anthropology.
true
Which of the following is not an advantage of computer-simulated shopping environments for observations? a. A realistic level of complexity and variety b. Researchers can set up and alter the tests very quickly c. Production costs are low d. High degree of flexibility e. All of these are advantages
All of these are advantages
Eye tracking devices cannot document which of the following? a. Visibility b. Engagement c. Viewing patterns d. Communication hierarchy e. All of these can be documented
All of these can be documented
Facebook collects which type of data about its users?
Demographic and Behavioral
Which of the following is the largest social media website?
One of the advantages of observation research is its ability to predict future behavior.
False
The first step in conducting Ethnographic Research is___________________.
Find participants
A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
GSR
__________ are researchers who sort through people's garbage to analyze household consumption patterns.
Garbologists
Which company provides scanner based data to its clients?
IRI
Which of the following is not a machine observation?
Mystery Shopper
Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?
Neuromarketing
Which of the following is not a condition conducive to observation?
The behavior lasts over a long period of time and must not be repetitive
_______________ are used to measure vehicular flow over a particular stretch of roadway.
Traffic counters
If a lot is already known about the behavior of interest, a structured observation approach will work best.
True
Which of the following is not a primary advantage of observation research?
ability to predict future behavior
A piece of text stored by a user's web browser to assist with tracking is referred to as which of the following?
cookie
Observing consumers' behavior through a one way mirror is a common type of _______.
disguised observation
Which of the following is the type of data that mystery shopping firms attain? a. Facility conditions b. Guest experience c. Dress code compliance d. Parking lot condition e. All of these
e. All of these
Which of the following are not observation situations? a. people watching people b. people watching phenomena c. machines watching people d. machines watching phenomena e. All of these are observation situations.
e. All of these are observation situations.
Which type of research is most closely associated with human observation?
ethnographic
Today, the trend of television audience measurement and tracking has moved away from direct measurement from "set-top boxes" (STB) to people meters.
false
Ethnographic research cannot reveal unexpressed needs and wants.
false
Facebook inserts two tracking cookies into your browser an operating cookie and a browser cookie.
false
Facial Action Coding Service (FACS) is especially valuable when the client wants to evaluate rationally based advertising.
false
If the type of behavior in question occurs infrequently, observation would be preferable to survey research.
false
Most marketers believe that neuroscience methods in isolation are easy to interpret and can stand alone.
false
Wal-Mart has a highly sophisticated system of recording data and being able to view results. For instance, Wal-Mart managers know from their scanner data that five pair of Wrangler Blue Jeans were sold from 10:00 a.m. to 11:00 a.m. on a certain day, and by what size. If the sales were made via credit card, Wal-Mart also knows "who," and has developed histories of what combinations of products its customers buy. The preceding is an observational situation involving which of the following?
machines watching people
Target Stores is evaluating several locations for locating a new Super-Target Super-Center. To do this, a traffic counting machine records the number of cars passing each location every day of the week for a 3-month period. This is an example of which kind of observation situation?
machines watching phenomena
The customer service department of a large department store recently received a complaint about a store associate. The store associate's manager has been unable to detect any problems with the associate's performance. Then the service department received another complaint concerning the same associate. Which of the following would be the best approach to investigate the situation?
mystery shoppers
Counting how many people use the drive-in window at a bank during certain hours is a good example of what type of observational research?
natural
Which of the following best describes a Level 2 mystery shopper?
shopper makes quick purchase and evaluates transaction and image of the facility
A consumer's level of arousal while watching an ad can be measured with observational research.
true
A conversion is an action that a person takes based on an advertiser's website such as checking out, registering, adding an item to the shopping cart, or viewing a particular page.
true
Brain patterns are typically measured by an electroencephalograph (EEG).
true
Consumers' physiological reactions to stimuli can be measured if the researcher has the proper equipment.
true
Cost per impression is the cost to offer potential customers one opportunity to see an advertisement.
true
