Chapter 8 - Observation

A straightforward attempt to observe and record what naturally occurs; the investigator does not create an artificial situation is referred to as _____________.

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Ethnographers are particularly interested in examining __________ as part of their research project to find out more about peoples culture or behavior.

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Lauren is analyzing various tweets to determine if a specific content of communication is evident. She is looking at words that are emphasized or omitted with regard to consumers perception of fair trade coffee consumption. What type of observation research is Lauren conduction?

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Researchers often use scanner-based data to study consumer behavior due to advantageous associated with this mechanical observation technique. Which of the following is NOT one of the advantages associated with utilizing scanner-based data?

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The things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption ___________.

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Which of the following is NOT one of the main types of observations researchers can include in their research studies?

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Eye-tracking monitoring is becoming increasingly popular among researchers to measure physiological reactions of consumers. What are some of the advantages associated with utilizing eye-tracking devices?

All of these answer choices are correct

_________ is an observation in which the investigator creates an artificial environment in order to test a hypothesis.

Contrived observation

Researchers might engage in ___________, which includes assessing the number of posting related to a specific brand of a client.

Conversation volume

One main disadvantage associated with all physiological measures is:

Devices assume physiological reactions predict cognitive responses.

A mechanical device used to observe eye movements; some eye monitors use infrared light beams to measure unconscious eye movements is called _________.

Eye-tracking monitor

Some of the advantages associated with direct observation include all of the following EXCEPT:

High flexibility.

One important approach through which participants express meaning in observations is via nonverbal behavior. As such, researchers need to carefully observe and record nonverbal cues. All of the following are nonverbal behaviors a researcher can observe EXCEPT:

Intentions

Observation research can introduce a number of ethical issues. Therefore, researchers should consider four ethical questions before conducting observation studies. Which one of the questions listed below is NOT one of the ethical questions researchers can use to guide them towards ethical observations?

Is the behavior commonly performed in private where no one can see it?

The systematic process of recording the behavioral patterns of people, objects, and occurrences as they take place is referred to as ___________ in marketing research.

Observation

Which of the following statements are true about observations?

Observations can be administered in exploratory, descriptive, and causal research designs.

One error that can be introduced into direct observation studies is __________, which is a distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer.

Observer bias

Which of the following is TRUE about direct observations?

Observer is passively involved.

Frank is measuring how long it takes people to decide between two hotel room options to infer the strength of their preferences for one option over the other. What is Frank measuring?

Response latency

Kevin is studying how consumers react towards retail employees by manipulating how close the employees stand when they talk to the consumers in the store. He either observes this behavior by himself or with the help of a video camera i.e. he records it. Kevin is conducting what type of observation?

Spatial tensions and locations

____________ is a computerized mechanical observation used to obtain television ratings. Nielsen's People Meter technology best illustrates television (or more broadly, media) monitoring.

Television monitoring

Researchers can observe the amount of time consumers wait in line before complaining about a long wait time to employees at the store. Here, researchers often utilize timing devises to facilitate the observation. This type of observation is called ________.

Temporal pattern

Research can conduct observations without the participant's awareness of being observed. These observations are referred to as ________.

Unobtrusive

To minimize respondent error, researchers should administer _________ observation.

Unobtrusive, hidden

___________ is a relatively new physiological measurement technique that gauges emotional reactions as reflected in physiological changes in a person's voice.

Voice-pitch analysis