Chapter 8: Primary Data Collection: Observation
Multiple Choice
1.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.
2.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
3.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.
4.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
?
5.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
6.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
7.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
8.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
9.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
10.Which type of research is most closely associated with human observation?
a. qualitative
b. quantitative
c.ethnographic
d.mixed methods
11.Observational research is most effective if the observed behavior occurs _______.
a. intermittently
b. infrequently
c.rationally
d.frequently
e.none of these
12.Ethnographic research is derived from which field?
a. mathematics
b. anthropology
c.sociology
d.garbology
e.none of these
13.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
14.Which of the following is an example of machine observation?
a. mystery shoppers
b.one-way observation mirrors
c.people meters
d.kiosks
15.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
16.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
17.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
18.Which company provides scanner based data to its clients?
a. Predictive Networks
b.Virgin Entertainment
c.IRI
d.MRA
e.none of these
19.__________ are researchers who sort through people’s garbage to analyze household consumption patterns.
a.Garbologists
b.Pirates
c.Hoarders
d.Consumption Analyst
20.The first step in conducting Ethnographic Research is___________________.
a.Assess the information at hand
b.Find participants
c.Seek answers
d.Analyze information
?
21.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
22._______________ are used to measure vehicular flow over a particular stretch of roadway.
a.Traffic signals
b.Traffic cops
c.Traffic stands
d.Traffic counters
23. 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
24. 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
25. 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
26. Tracking helps answer which of the following questions?
a.“where?”
b.“how much?”
c.“how often?”
d.all of these
e.none of these
27. 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
28. Which of the following is the largest social media website?
a.Facebook
b.Twitter
c.Google+
d.Pinterest
e.Tumblr
29. Facebook collects which type of data about its users?
a.Numerical
b.Demographic
c.Behavioral
d.Demographic and Behavioral
e.All of these
30. 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
Chapter 9: Primary Data Collection: Experimentation and Test Markets
Multiple Choice
1.In an experiment, which of the following variables would probably not be the dependent variable?
a.total sales
b.market share
c.advertising
d.percent increase in market penetration
e.All of these would probably be dependent variables.
2.The “treatment” is also referred to as which of the following?
a. increase in sales
b.change in market share
c.gross margin
d.independent variable
e.none of these
3.Which of the following types of research allows the researcher to show causation?
a. survey
b. observation
c.experiment
d.none of these
4.Which of the following is not a precondition for causation?
a. the effect variable
b. correlation
c.appropriate time order of occurrence
d.elimination of other possible causal factors
e.All of these are preconditions for causation.
5.Research that is designed to determine whether a change in one variable likely caused change in another variable is referred to as _______________.
a. exploratory research
b. causal research
c.descriptive research
d.none of these
6.Concomitant variation occurs when 2 variables are _______.
a. causally related
b. experimentally related
c.correlated
d.none of these
7.In order to show that variable A causes variable B, A must occur:
a. after B.
b. before B.
c.simultaneously with B.
d.none of these
8.Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales. Which type of research will be most appropriate?
a. causal research
b. exploratory research
c.descriptive research
d.qualitative research
e.none of these
9.To demonstrate that an increase in advertising causes a sales increase, one must be able to show that the increase in advertising occurred before the increase in sales. Which of the preconditions for causation is being illustrated?
a. correlation
b.appropriate time order of occurrence
c.elimination of all possible causal factors
d.elimination the effects of the independent variable
e.none of these
10.An analysis of company financial records shows that in every year that the company increased its advertising expenditures, sales increased. What can you say about the relationship between the two factors/variables?
a. Advertising expenditure and sales exhibited concomitant variation.
b. Increasing advertising expenditures led to increased sales.
c.Increased sales led to an increase in advertising expenditures.
d.Advertising and sales are inversely related.
e.none of these
?
11.In an experiment where the marketer is interested in finding out the impact of shelf position on a product’s sales, the shelf position is considered the __________variable.
a. correlation
b. dependent
c.independent
d.concomitant
e.none of these
12.Experiments are especially effective in showing causality because they are able to do what?
a. show correlation
b.demonstrate concomitant variation
c.demonstrate an appropriate time order of occurrence
d.eliminate other possible causal factors
e.none of these
13.Which of the following is the main disadvantage of laboratory experiments?
a. Exploratory research is enhanced.
b.The laboratory setting may not be a good representation of the real-world setting.
c.Concomitant variation is not possible.
d.Elimination of causal factors is increased.
e.none of these
14.Test markets are which of the following type of experiment?
a. controlled experiment
b. exploratory experiment
c.field experiment
d.laboratory experiment
e.none of these
15.If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable, then the experiment can be said to be which of the following?
a. internally valid
b.extraneously valid
c.externally valid
d.laboratory valid
e.none of these
16.An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students, it would likely not have _______.
a. internal validity
b.extraneous validity
c.external validity
d.laboratory validity
17.Which of the following has the highest degree of external validity?
a. field experiment
b. laboratory experiment
c.concomitant experiment
d.none of these
18.__________ refers to the intervention between the beginning and end of an experiment, involving outside variables or events that might change the dependent variable.
a. Maturation
b. History
c.Selection bias
d.Mortality
e.none of these
19.__________ refers to changes in subjects throughout the course of the experiment that are a function of time, such as getting older, tiring, etc.
a.Maturation
b.History
c.Selection bias
d.Mortality
e. none of these
20.When respondents drop out of an experiment before it is completed, this is
referred to as ________________.
a.maturation
b.history
c.instrument variation
d.mortality
e.selection bias
?
21.Suppose during an experiment, a researcher used several observers to record the results. The results of the experiment were perplexing to the researcher. In such a case one might expect ___________ to have occurred, distorting the results of the experiment.
a. maturation
b.history
c.instrument variation
d.mortality
e.selection bias
22. If extraneous factors in an experiment can be identified and measured,
__________ can be used to control these factors.
a. randomization
b.physical control
c.design control
d.statistical control
e.none of these
23.When measures of recall and brand attitudes are only taken after an advertising campaign is implemented, this is an example of a:
a. one-shot case study design.
b.one group pretest and posttest design.
c.static group comparison design.
d.Solomon four-group design.
e.none of these
24.This true experimental design involves random assignment of subjects to experimental and control groups, but no pre-measurement of the dependent variable.
a. Solomon four-group design
b.before and after with control group
c.after only with control group
d.one group pretest and posttest design
e.none of these
?
25.When designing a test market, the marketer is often interested in finding out whether a new product’s sales will take away sales from existing products. What is this referred to as?
a. controlled test marketing
b.electronic test marketing
c.cannibalization
d.interrupted time series
e.none of these
26.Which of the following is not a benefit of test marketing?
a. estimate of market potential
b.exposure of the new product to the competition
c.identification of weak areas of the marketing mix
d.provide management with strategic information about product performance
e.All of these are benefits of test marketing.
27.Which of the following is often the most important data produced by a test market?
a. purchase data
b.awareness data
c.competitive response
d.source of sales
e.none of these
28.A _____________ is a by-product of the research process itself.
a.Testing Effect
b.Research Effect
c.Result
d.Decision
29.The three types of control discussed when dealing with extraneous variables are:
a.Physical, Mental, Statistical
b.Physical, Design, Statistical
c.Design, Mental, Statistical
d.Physical, Emotional, Design
30._____________ occur(s) when buyers from outside the test area come into the area to purchase the product being tested, thereby distorting the results of the experiment.
a.Most accurate results
b.Bias
c.Contamination
d.None of these
31. Studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner is which of the following?
a.Pre-experimental designs
b.True experimental design
c.Quasi-Experiments
d.Pre-existing Experiments
32. The effect of the treatment variable on the dependent variable is referred to as which of the following?
a.experimental effect
b.change effect
c.independent effect
d.dependent effect
e.none of these
