Chapter 8: Primary Data Collection: ObservationMultiple Choice1.Which of the following are not observation situations?a.people watching peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae. none of these3.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 repetitivee.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 observedb. when the observed has no knowledge that they are being observedc.observer plays no part in the behavior of interestd.all of these6.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 these7.Observing consumers’ behavior through a one way mirror is a common type of _______.a. open observationb. disguised observationc.structured observationd.unstructured observation8.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. contrivedb. naturalc.disguisedd.conceived9.Which of the following is not a primary advantage of observation research?a. information gathered more quickly than with a surveyb. doesn’t depend on willingness of the respondentc.ability to predict future behaviord.not subject to biases that plague survey research10.Which type of research is most closely associated with human observation?a. qualitative b. quantitative c.ethnographicd.mixed methods11.Observational research is most effective if the observed behavior occurs _______.a. intermittentlyb. infrequentlyc.rationallyd.frequentlye.none of these 12.Ethnographic research is derived from which field?a. mathematicsb. anthropologyc.sociologyd.garbologye.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 associateb. mystery shoppersc.depth interview with customersd.close observation by the department managere.one-way mirror observations14.Which of the following is an example of machine observation?a. mystery shoppersb.one-way observation mirrorsc.people metersd.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 purchaseb.shopper makes quick purchase and evaluates transaction and image of the facilityc.interaction might involve the possible purchase of a cell phoned.interaction might involve only a telephone call16.A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?a. pupilometerb.EEGc.Voice-pitch analysisd.GSR17.Which of the following types of research would be least likely to use physiological measurement devices?a. response to advertisingb.attitude toward productsc.opinion of specific celebrity endorsersd.customer satisfaction research18.Which company provides scanner based data to its clients?a. Predictive Networksb.Virgin Entertainmentc.IRId.MRAe.none of these19.__________ are researchers who sort through people’s garbage to analyze household consumption patterns.a.Garbologistsb.Piratesc.Hoardersd.Consumption Analyst20.The first step in conducting Ethnographic Research is___________________.a.Assess the information at handb.Find participantsc.Seek answersd.Analyze information?21.Which of the following is the type of data that mystery shopping firms attain?a.Facility conditionsb.Guest experiencec.Dress code complianced.Parking lot conditione.All of these 22._______________ are used to measure vehicular flow over a particular stretch of roadway.a.Traffic signalsb.Traffic copsc.Traffic standsd.Traffic counters23. Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?a.Neuromarketingb.Consumer Neurosciencec.Ethnographyd.Human observatione.Nocturnal observation 24. Eye tracking devices cannot document which of the following?a.Visibility b.Engagement c.Viewing patternsd.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 Systemsc.In-Store Trackingd.Television Audience Measuremente.Mystery Shopper26. Tracking helps answer which of the following questions? a.“where?”b.“how much?”c.“how often?” d.all of thesee.none of these27. A piece of text stored by a user’s web browser to assist with tracking is referred to as which of the following?a.terabyteb.cookiec.the “cloud” d.software readere.software cloud28. Which of the following is the largest social media website? a.Facebookb.Twitterc.Google+d.Pinterest e.Tumblr29. Facebook collects which type of data about its users?a.Numericalb.Demographicc.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 varietyb.Researchers can set up and alter the tests very quicklyc.Production costs are lowd.High degree of flexibilitye.All of these are advantagesChapter 9: Primary Data Collection: Experimentation and Test MarketsMultiple Choice1.In an experiment, which of the following variables would probably not be the dependent variable?a.total salesb.market sharec.advertisingd.percent increase in market penetratione.All of these would probably be dependent variables.2.The “treatment” is also referred to as which of the following?a. increase in salesb.change in market sharec.gross margind.independent variablee.none of these 3.Which of the following types of research allows the researcher to show causation?a. surveyb. observationc.experimentd.none of these 4.Which of the following is not a precondition for causation?a. the effect variableb. correlationc.appropriate time order of occurrenced.elimination of other possible causal factorse.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 researchb. causal researchc.descriptive researchd.none of these6.Concomitant variation occurs when 2 variables are _______.a. causally relatedb. experimentally relatedc.correlatedd.none of these7.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 researchb. exploratory researchc.descriptive researchd.qualitative researche.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. correlationb.appropriate time order of occurrencec.elimination of all possible causal factorsd.elimination the effects of the independent variablee.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. correlationb. dependentc.independentd.concomitante.none of these 12.Experiments are especially effective in showing causality because they are able to do what?a. show correlationb.demonstrate concomitant variationc.demonstrate an appropriate time order of occurrenced.eliminate other possible causal factorse.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 experimentb. exploratory experimentc.field experimentd.laboratory experimente.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 validb.extraneously validc.externally validd.laboratory valide.none of these16.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 validityb.extraneous validityc.external validityd.laboratory validity17.Which of the following has the highest degree of external validity?a. field experimentb. laboratory experimentc.concomitant experimentd.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. Maturationb. Historyc.Selection biasd.Mortalitye.none of these19.__________ refers to changes in subjects throughout the course of the experiment that are a function of time, such as getting older, tiring, etc.a.Maturationb.Historyc.Selection biasd.Mortalitye. none of these 20.When respondents drop out of an experiment before it is completed, this is referred to as ________________.a.maturationb.historyc.instrument variationd.mortalitye.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. maturationb.historyc.instrument variationd.mortalitye.selection bias22. If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.a. randomizationb.physical controlc.design controld.statistical controle.none of these23.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 these24.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 designb.before and after with control groupc.after only with control groupd.one group pretest and posttest designe.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 marketingb.electronic test marketingc.cannibalizationd.interrupted time seriese.none of these26.Which of the following is not a benefit of test marketing?a. estimate of market potentialb.exposure of the new product to the competitionc.identification of weak areas of the marketing mixd.provide management with strategic information about product performancee.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 datab.awareness datac.competitive responsed.source of salese.none of these28.A _____________ is a by-product of the research process itself.a.Testing Effectb.Research Effectc.Resultd.Decision29.The three types of control discussed when dealing with extraneous variables are:a.Physical, Mental, Statisticalb.Physical, Design, Statisticalc.Design, Mental, Statisticald.Physical, Emotional, Design30._____________ 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 resultsb.Biasc.Contaminationd.None of these31. 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 designsb.True experimental design c.Quasi-Experimentsd.Pre-existing Experiments 32. The effect of the treatment variable on the dependent variable is referred to as which of the following?a.experimental effectb.change effectc.independent effectd.dependent effecte.none of these
Chapter 8: Primary Data Collection: ObservationMultiple Choice1.Which of the following are not observation situations?a.people watching peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae. none of these3.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 repetitivee.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 observedb. when the observed has no knowledge that they are being observedc.observer plays no part in the behavior of interestd.all of these6.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 these7.Observing consumers’ behavior through a one way mirror is a common type of _______.a. open observationb. disguised observationc.structured observationd.unstructured observation8.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. contrivedb. naturalc.disguisedd.conceived9.Which of the following is not a primary advantage of observation research?a. information gathered more quickly than with a surveyb. doesn’t depend on willingness of the respondentc.ability to predict future behaviord.not subject to biases that plague survey research10.Which type of research is most closely associated with human observation?a. qualitative b. quantitative c.ethnographicd.mixed methods11.Observational research is most effective if the observed behavior occurs _______.a. intermittentlyb. infrequentlyc.rationallyd.frequentlye.none of these 12.Ethnographic research is derived from which field?a. mathematicsb. anthropologyc.sociologyd.garbologye.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 associateb. mystery shoppersc.depth interview with customersd.close observation by the department managere.one-way mirror observations14.Which of the following is an example of machine observation?a. mystery shoppersb.one-way observation mirrorsc.people metersd.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 purchaseb.shopper makes quick purchase and evaluates transaction and image of the facilityc.interaction might involve the possible purchase of a cell phoned.interaction might involve only a telephone call16.A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?a. pupilometerb.EEGc.Voice-pitch analysisd.GSR17.Which of the following types of research would be least likely to use physiological measurement devices?a. response to advertisingb.attitude toward productsc.opinion of specific celebrity endorsersd.customer satisfaction research18.Which company provides scanner based data to its clients?a. Predictive Networksb.Virgin Entertainmentc.IRId.MRAe.none of these19.__________ are researchers who sort through people’s garbage to analyze household consumption patterns.a.Garbologistsb.Piratesc.Hoardersd.Consumption Analyst20.The first step in conducting Ethnographic Research is___________________.a.Assess the information at handb.Find participantsc.Seek answersd.Analyze information?21.Which of the following is the type of data that mystery shopping firms attain?a.Facility conditionsb.Guest experiencec.Dress code complianced.Parking lot conditione.All of these 22._______________ are used to measure vehicular flow over a particular stretch of roadway.a.Traffic signalsb.Traffic copsc.Traffic standsd.Traffic counters23. Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?a.Neuromarketingb.Consumer Neurosciencec.Ethnographyd.Human observatione.Nocturnal observation 24. Eye tracking devices cannot document which of the following?a.Visibility b.Engagement c.Viewing patternsd.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 Systemsc.In-Store Trackingd.Television Audience Measuremente.Mystery Shopper26. Tracking helps answer which of the following questions? a.“where?”b.“how much?”c.“how often?” d.all of thesee.none of these27. A piece of text stored by a user’s web browser to assist with tracking is referred to as which of the following?a.terabyteb.cookiec.the “cloud” d.software readere.software cloud28. Which of the following is the largest social media website? a.Facebookb.Twitterc.Google+d.Pinterest e.Tumblr29. Facebook collects which type of data about its users?a.Numericalb.Demographicc.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 varietyb.Researchers can set up and alter the tests very quicklyc.Production costs are lowd.High degree of flexibilitye.All of these are advantagesChapter 9: Primary Data Collection: Experimentation and Test MarketsMultiple Choice1.In an experiment, which of the following variables would probably not be the dependent variable?a.total salesb.market sharec.advertisingd.percent increase in market penetratione.All of these would probably be dependent variables.2.The “treatment” is also referred to as which of the following?a. increase in salesb.change in market sharec.gross margind.independent variablee.none of these 3.Which of the following types of research allows the researcher to show causation?a. surveyb. observationc.experimentd.none of these 4.Which of the following is not a precondition for causation?a. the effect variableb. correlationc.appropriate time order of occurrenced.elimination of other possible causal factorse.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 researchb. causal researchc.descriptive researchd.none of these6.Concomitant variation occurs when 2 variables are _______.a. causally relatedb. experimentally relatedc.correlatedd.none of these7.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 researchb. exploratory researchc.descriptive researchd.qualitative researche.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. correlationb.appropriate time order of occurrencec.elimination of all possible causal factorsd.elimination the effects of the independent variablee.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. correlationb. dependentc.independentd.concomitante.none of these 12.Experiments are especially effective in showing causality because they are able to do what?a. show correlationb.demonstrate concomitant variationc.demonstrate an appropriate time order of occurrenced.eliminate other possible causal factorse.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 experimentb. exploratory experimentc.field experimentd.laboratory experimente.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 validb.extraneously validc.externally validd.laboratory valide.none of these16.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 validityb.extraneous validityc.external validityd.laboratory validity17.Which of the following has the highest degree of external validity?a. field experimentb. laboratory experimentc.concomitant experimentd.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. Maturationb. Historyc.Selection biasd.Mortalitye.none of these19.__________ refers to changes in subjects throughout the course of the experiment that are a function of time, such as getting older, tiring, etc.a.Maturationb.Historyc.Selection biasd.Mortalitye. none of these 20.When respondents drop out of an experiment before it is completed, this is referred to as ________________.a.maturationb.historyc.instrument variationd.mortalitye.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. maturationb.historyc.instrument variationd.mortalitye.selection bias22. If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.a. randomizationb.physical controlc.design controld.statistical controle.none of these23.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 these24.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 designb.before and after with control groupc.after only with control groupd.one group pretest and posttest designe.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 marketingb.electronic test marketingc.cannibalizationd.interrupted time seriese.none of these26.Which of the following is not a benefit of test marketing?a. estimate of market potentialb.exposure of the new product to the competitionc.identification of weak areas of the marketing mixd.provide management with strategic information about product performancee.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 datab.awareness datac.competitive responsed.source of salese.none of these28.A _____________ is a by-product of the research process itself.a.Testing Effectb.Research Effectc.Resultd.Decision29.The three types of control discussed when dealing with extraneous variables are:a.Physical, Mental, Statisticalb.Physical, Design, Statisticalc.Design, Mental, Statisticald.Physical, Emotional, Design30._____________ 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 resultsb.Biasc.Contaminationd.None of these31. 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 designsb.True experimental design c.Quasi-Experimentsd.Pre-existing Experiments 32. The effect of the treatment variable on the dependent variable is referred to as which of the following?a.experimental effectb.change effectc.independent effectd.dependent effecte.none of these
Chapter 8: Primary Data Collection: ObservationMultiple Choice1.Which of the following are not observation situations?a.people watching peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae. none of these3.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 repetitivee.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 observedb. when the observed has no knowledge that they are being observedc.observer plays no part in the behavior of interestd.all of these6.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 these7.Observing consumers’ behavior through a one way mirror is a common type of _______.a. open observationb. disguised observationc.structured observationd.unstructured observation8.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. contrivedb. naturalc.disguisedd.conceived9.Which of the following is not a primary advantage of observation research?a. information gathered more quickly than with a surveyb. doesn’t depend on willingness of the respondentc.ability to predict future behaviord.not subject to biases that plague survey research10.Which type of research is most closely associated with human observation?a. qualitative b. quantitative c.ethnographicd.mixed methods11.Observational research is most effective if the observed behavior occurs _______.a. intermittentlyb. infrequentlyc.rationallyd.frequentlye.none of these 12.Ethnographic research is derived from which field?a. mathematicsb. anthropologyc.sociologyd.garbologye.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 associateb. mystery shoppersc.depth interview with customersd.close observation by the department managere.one-way mirror observations14.Which of the following is an example of machine observation?a. mystery shoppersb.one-way observation mirrorsc.people metersd.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 purchaseb.shopper makes quick purchase and evaluates transaction and image of the facilityc.interaction might involve the possible purchase of a cell phoned.interaction might involve only a telephone call16.A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?a. pupilometerb.EEGc.Voice-pitch analysisd.GSR17.Which of the following types of research would be least likely to use physiological measurement devices?a. response to advertisingb.attitude toward productsc.opinion of specific celebrity endorsersd.customer satisfaction research18.Which company provides scanner based data to its clients?a. Predictive Networksb.Virgin Entertainmentc.IRId.MRAe.none of these19.__________ are researchers who sort through people’s garbage to analyze household consumption patterns.a.Garbologistsb.Piratesc.Hoardersd.Consumption Analyst20.The first step in conducting Ethnographic Research is___________________.a.Assess the information at handb.Find participantsc.Seek answersd.Analyze information?21.Which of the following is the type of data that mystery shopping firms attain?a.Facility conditionsb.Guest experiencec.Dress code complianced.Parking lot conditione.All of these 22._______________ are used to measure vehicular flow over a particular stretch of roadway.a.Traffic signalsb.Traffic copsc.Traffic standsd.Traffic counters23. Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?a.Neuromarketingb.Consumer Neurosciencec.Ethnographyd.Human observatione.Nocturnal observation 24. Eye tracking devices cannot document which of the following?a.Visibility b.Engagement c.Viewing patternsd.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 Systemsc.In-Store Trackingd.Television Audience Measuremente.Mystery Shopper26. Tracking helps answer which of the following questions? a.“where?”b.“how much?”c.“how often?” d.all of thesee.none of these27. A piece of text stored by a user’s web browser to assist with tracking is referred to as which of the following?a.terabyteb.cookiec.the “cloud” d.software readere.software cloud28. Which of the following is the largest social media website? a.Facebookb.Twitterc.Google+d.Pinterest e.Tumblr29. Facebook collects which type of data about its users?a.Numericalb.Demographicc.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 varietyb.Researchers can set up and alter the tests very quicklyc.Production costs are lowd.High degree of flexibilitye.All of these are advantagesChapter 9: Primary Data Collection: Experimentation and Test MarketsMultiple Choice1.In an experiment, which of the following variables would probably not be the dependent variable?a.total salesb.market sharec.advertisingd.percent increase in market penetratione.All of these would probably be dependent variables.2.The “treatment” is also referred to as which of the following?a. increase in salesb.change in market sharec.gross margind.independent variablee.none of these 3.Which of the following types of research allows the researcher to show causation?a. surveyb. observationc.experimentd.none of these 4.Which of the following is not a precondition for causation?a. the effect variableb. correlationc.appropriate time order of occurrenced.elimination of other possible causal factorse.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 researchb. causal researchc.descriptive researchd.none of these6.Concomitant variation occurs when 2 variables are _______.a. causally relatedb. experimentally relatedc.correlatedd.none of these7.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 researchb. exploratory researchc.descriptive researchd.qualitative researche.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. correlationb.appropriate time order of occurrencec.elimination of all possible causal factorsd.elimination the effects of the independent variablee.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. correlationb. dependentc.independentd.concomitante.none of these 12.Experiments are especially effective in showing causality because they are able to do what?a. show correlationb.demonstrate concomitant variationc.demonstrate an appropriate time order of occurrenced.eliminate other possible causal factorse.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 experimentb. exploratory experimentc.field experimentd.laboratory experimente.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 validb.extraneously validc.externally validd.laboratory valide.none of these16.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 validityb.extraneous validityc.external validityd.laboratory validity17.Which of the following has the highest degree of external validity?a. field experimentb. laboratory experimentc.concomitant experimentd.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. Maturationb. Historyc.Selection biasd.Mortalitye.none of these19.__________ refers to changes in subjects throughout the course of the experiment that are a function of time, such as getting older, tiring, etc.a.Maturationb.Historyc.Selection biasd.Mortalitye. none of these 20.When respondents drop out of an experiment before it is completed, this is referred to as ________________.a.maturationb.historyc.instrument variationd.mortalitye.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. maturationb.historyc.instrument variationd.mortalitye.selection bias22. If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.a. randomizationb.physical controlc.design controld.statistical controle.none of these23.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 these24.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 designb.before and after with control groupc.after only with control groupd.one group pretest and posttest designe.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 marketingb.electronic test marketingc.cannibalizationd.interrupted time seriese.none of these26.Which of the following is not a benefit of test marketing?a. estimate of market potentialb.exposure of the new product to the competitionc.identification of weak areas of the marketing mixd.provide management with strategic information about product performancee.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 datab.awareness datac.competitive responsed.source of salese.none of these28.A _____________ is a by-product of the research process itself.a.Testing Effectb.Research Effectc.Resultd.Decision29.The three types of control discussed when dealing with extraneous variables are:a.Physical, Mental, Statisticalb.Physical, Design, Statisticalc.Design, Mental, Statisticald.Physical, Emotional, Design30._____________ 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 resultsb.Biasc.Contaminationd.None of these31. 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 designsb.True experimental design c.Quasi-Experimentsd.Pre-existing Experiments 32. The effect of the treatment variable on the dependent variable is referred to as which of the following?a.experimental effectb.change effectc.independent effectd.dependent effecte.none of these
Chapter 8: Primary Data Collection: ObservationMultiple Choice1.Which of the following are not observation situations?a.people watching peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae. none of these3.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 peopleb.people watching phenomenac.machines watching peopled.machines watching phenomenae.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 repetitivee.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 observedb. when the observed has no knowledge that they are being observedc.observer plays no part in the behavior of interestd.all of these6.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 these7.Observing consumers’ behavior through a one way mirror is a common type of _______.a. open observationb. disguised observationc.structured observationd.unstructured observation8.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. contrivedb. naturalc.disguisedd.conceived9.Which of the following is not a primary advantage of observation research?a. information gathered more quickly than with a surveyb. doesn’t depend on willingness of the respondentc.ability to predict future behaviord.not subject to biases that plague survey research10.Which type of research is most closely associated with human observation?a. qualitative b. quantitative c.ethnographicd.mixed methods11.Observational research is most effective if the observed behavior occurs _______.a. intermittentlyb. infrequentlyc.rationallyd.frequentlye.none of these 12.Ethnographic research is derived from which field?a. mathematicsb. anthropologyc.sociologyd.garbologye.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 associateb. mystery shoppersc.depth interview with customersd.close observation by the department managere.one-way mirror observations14.Which of the following is an example of machine observation?a. mystery shoppersb.one-way observation mirrorsc.people metersd.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 purchaseb.shopper makes quick purchase and evaluates transaction and image of the facilityc.interaction might involve the possible purchase of a cell phoned.interaction might involve only a telephone call16.A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?a. pupilometerb.EEGc.Voice-pitch analysisd.GSR17.Which of the following types of research would be least likely to use physiological measurement devices?a. response to advertisingb.attitude toward productsc.opinion of specific celebrity endorsersd.customer satisfaction research18.Which company provides scanner based data to its clients?a. Predictive Networksb.Virgin Entertainmentc.IRId.MRAe.none of these19.__________ are researchers who sort through people’s garbage to analyze household consumption patterns.a.Garbologistsb.Piratesc.Hoardersd.Consumption Analyst20.The first step in conducting Ethnographic Research is___________________.a.Assess the information at handb.Find participantsc.Seek answersd.Analyze information?21.Which of the following is the type of data that mystery shopping firms attain?a.Facility conditionsb.Guest experiencec.Dress code complianced.Parking lot conditione.All of these 22._______________ are used to measure vehicular flow over a particular stretch of roadway.a.Traffic signalsb.Traffic copsc.Traffic standsd.Traffic counters23. Which of the following is the process of researching the brain patterns and certain physiological measures of consumers to marketing stimuli?a.Neuromarketingb.Consumer Neurosciencec.Ethnographyd.Human observatione.Nocturnal observation 24. Eye tracking devices cannot document which of the following?a.Visibility b.Engagement c.Viewing patternsd.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 Systemsc.In-Store Trackingd.Television Audience Measuremente.Mystery Shopper26. Tracking helps answer which of the following questions? a.“where?”b.“how much?”c.“how often?” d.all of thesee.none of these27. A piece of text stored by a user’s web browser to assist with tracking is referred to as which of the following?a.terabyteb.cookiec.the “cloud” d.software readere.software cloud28. Which of the following is the largest social media website? a.Facebookb.Twitterc.Google+d.Pinterest e.Tumblr29. Facebook collects which type of data about its users?a.Numericalb.Demographicc.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 varietyb.Researchers can set up and alter the tests very quicklyc.Production costs are lowd.High degree of flexibilitye.All of these are advantagesChapter 9: Primary Data Collection: Experimentation and Test MarketsMultiple Choice1.In an experiment, which of the following variables would probably not be the dependent variable?a.total salesb.market sharec.advertisingd.percent increase in market penetratione.All of these would probably be dependent variables.2.The “treatment” is also referred to as which of the following?a. increase in salesb.change in market sharec.gross margind.independent variablee.none of these 3.Which of the following types of research allows the researcher to show causation?a. surveyb. observationc.experimentd.none of these 4.Which of the following is not a precondition for causation?a. the effect variableb. correlationc.appropriate time order of occurrenced.elimination of other possible causal factorse.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 researchb. causal researchc.descriptive researchd.none of these6.Concomitant variation occurs when 2 variables are _______.a. causally relatedb. experimentally relatedc.correlatedd.none of these7.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 researchb. exploratory researchc.descriptive researchd.qualitative researche.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. correlationb.appropriate time order of occurrencec.elimination of all possible causal factorsd.elimination the effects of the independent variablee.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. correlationb. dependentc.independentd.concomitante.none of these 12.Experiments are especially effective in showing causality because they are able to do what?a. show correlationb.demonstrate concomitant variationc.demonstrate an appropriate time order of occurrenced.eliminate other possible causal factorse.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 experimentb. exploratory experimentc.field experimentd.laboratory experimente.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 validb.extraneously validc.externally validd.laboratory valide.none of these16.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 validityb.extraneous validityc.external validityd.laboratory validity17.Which of the following has the highest degree of external validity?a. field experimentb. laboratory experimentc.concomitant experimentd.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. Maturationb. Historyc.Selection biasd.Mortalitye.none of these19.__________ refers to changes in subjects throughout the course of the experiment that are a function of time, such as getting older, tiring, etc.a.Maturationb.Historyc.Selection biasd.Mortalitye. none of these 20.When respondents drop out of an experiment before it is completed, this is referred to as ________________.a.maturationb.historyc.instrument variationd.mortalitye.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. maturationb.historyc.instrument variationd.mortalitye.selection bias22. If extraneous factors in an experiment can be identified and measured, __________ can be used to control these factors.a. randomizationb.physical controlc.design controld.statistical controle.none of these23.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 these24.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 designb.before and after with control groupc.after only with control groupd.one group pretest and posttest designe.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 marketingb.electronic test marketingc.cannibalizationd.interrupted time seriese.none of these26.Which of the following is not a benefit of test marketing?a. estimate of market potentialb.exposure of the new product to the competitionc.identification of weak areas of the marketing mixd.provide management with strategic information about product performancee.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 datab.awareness datac.competitive responsed.source of salese.none of these28.A _____________ is a by-product of the research process itself.a.Testing Effectb.Research Effectc.Resultd.Decision29.The three types of control discussed when dealing with extraneous variables are:a.Physical, Mental, Statisticalb.Physical, Design, Statisticalc.Design, Mental, Statisticald.Physical, Emotional, Design30._____________ 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 resultsb.Biasc.Contaminationd.None of these31. 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 designsb.True experimental design c.Quasi-Experimentsd.Pre-existing Experiments 32. The effect of the treatment variable on the dependent variable is referred to as which of the following?a.experimental effectb.change effectc.independent effectd.dependent effecte.none of these
