345 Chapter 8

Which of the following is not a "natural" situation for observation? a. getting people to participate in a simulated store situation so that their behavior can be observed b. when the observed has no knowledge that they are being observed c. observer plays no part in the behavior of interest d. all of these

A

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? a. contrived b. natural c. disguised d. conceived

B

Observing consumers' behavior through a one way mirror is a common type of _______. a. open observation b. disguised observation c. structured observation d. unstructured observation

B

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? a. people watching people b. people watching phenomena c. machines watching people d. machines watching phenomena e. All of these are observation situations

C

Which of the following is not a primary advantage of observation research? a. information gathered more quickly than with a survey b. doesn't depend on willingness of the respondent c. ability to predict future behavior d. not subject to biases that plague survey research

C

Which type of research is most closely associated with human observation? a. qualitative b. quantitative c. ethnographic d. mixed methods

C

A contrived observational environment would not: a. allow the researcher to collect data faster. b. allow for more control over things that might distort the behavior being studied. c. result in lower project costs. d. provide a more realistic environment in which to observe the behavior in question. e. none of these

D

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? a. people watching people b. people watching phenomena c. machines watching people d. machines watching phenomena e. none of these

D

Which of the following is not a condition conducive to observation? a. The behavior of interest lasts over a long period of time. b. The behavior must not be repetitive. c. The behavior needs to be observable or inferable. d. The behavior lasts over a long period of time and must not be repetitive e. all of these

D

`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

Which of the following is the largest social media website? a. Facebook b. Twitter c. Google+ d. Pinterest e. Tumblr

a

Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli? a. Neuromarketing b. Consumer Neuroscience c. Ethnography d. Human observation e. Nocturnal observation

a

__________ are researchers who sort through people's garbage to analyze household consumption patterns. a. Garbologists b. Pirates c. Hoarders d. Consumption Analyst

a

A piece of text stored by a user's web browser to assist with tracking is referred to as which of the following? a. terabyte b. cookie c. the "cloud" d. software reader e. software cloud

b

Ethnographic research is derived from which field? a. mathematics b. anthropology c. sociology d. garbology e. none of these

b

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? a. depth interview with associate b. mystery shoppers c. depth interview with customers d. close observation by the department manager e. one-way mirror observations

b

The first step in conducting Ethnographic Research is___________________. a. Assess the information at hand b. Find participants c. Seek answers d. Analyze information

b

Which of the following best describes a Level 2 mystery shopper? a. shopper investigates communication skills as visit involves a home loan or auto purchase b. shopper makes quick purchase and evaluates transaction and image of the facility c. interaction might involve the possible purchase of a cell phone d. interaction might involve only a telephone call

b

Which company provides scanner based data to its clients? a. Predictive Networks b. Virgin Entertainment c. IRI d. MRA e. none of these

c

Which of the following is an example of machine observation? a. mystery shoppers b. one-way observation mirrors c. people meters d. kiosks

c

A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique? a. pupilometer b. EEG c. Voice-pitch analysis d. GSR

d

Facebook collects which type of data about its users? a. Numerical b. Demographic c. Behavioral d. Demographic and Behavioral e. All of these

d

Observational research is most effective if the observed behavior occurs _______. a. intermittently b. infrequently c. rationally d. frequently e. none of these

d

Tracking helps answer which of the following questions? a. "where?" b. "how much?" c. "how often?" d. all of these e. none of these

d

Which of the following types of research would be least likely to use physiological measurement devices? a. response to advertising b. attitude toward products c. opinion of specific celebrity endorsers d. customer satisfaction research

d

_______________ are used to measure vehicular flow over a particular stretch of roadway. a. Traffic signals b. Traffic cops c. Traffic stands d. Traffic counters

d

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

e

Which of the following is not a machine observation? a. Facial Action Coding Services (FACS) b. Gender and Age Recognition Systems c. In-Store Tracking d. Television Audience Measurement e. Mystery Shopper

e

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

e

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