Marketing Chapter 10 Dial Soaps Brand Managers Want Know Which Three

subject Type Homework Help
subject Pages 9
subject Words 2672
subject Textbook Basic Marketing Research 9th Edition
subject Authors Gilbert A. Churchill, Tom J. Brown, Tracy A. Suter
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Page 15
b.
Optical scanner
c.
Galvanometer
d.
People meter
e.
Visual analyzer
ANSWER:
a
RATIONALE:
This investigation should use an eye camera. See 10-1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 6:53 AM
DATE MODIFIED:
7/27/2017 6:54 AM
36. A researcher wants to determine which part of a particular magazine ad is noticed first by the viewer. Which one of
the following electronic/mechanical tools would be appropriate for use in this investigation?
a.
Eye camera
b.
Optical scanner
c.
Galvanometer
d.
People meter
e.
Visual analyzer
ANSWER:
a
RATIONALE:
This investigation should use an eye camera. See 10-1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 6:54 AM
DATE MODIFIED:
7/27/2017 6:56 AM
37. The time that elapses between asking a question and receiving the answer is called
a.
response latency.
b.
base time.
c.
lag time.
d.
tachistostic.
e.
awareness response.
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
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REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
38. Response latency is related to
a.
the use of eye cameras.
b.
uncertainty.
c.
the degree of structure in the observational method.
d.
the amount of information stored in memory.
e.
the degree of disguise in the observational method.
ANSWER:
b
RATIONALE:
Response latency is related to uncertainty. See 10-1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 6:58 AM
DATE MODIFIED:
7/27/2017 7:00 AM
39. Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative
vibration frequency of the subject's oral response?
a.
Galvanometer
b.
People meter
c.
Voice-pitch analysis
d.
Response latency
e.
Eye camera
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
40. Which of the following is NOT an advantage of voice-pitch analysis over other physiological reaction measurement
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Page 17
techniques?
a.
Measures the direction of the subject's feeling
b.
Relatively less time consuming to use
c.
Requires sophisticated computer equipment
d.
Relatively less expensive to use
e.
Does not require physical connection to the subject
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
41. Which of the following statements about mechanical recording devices is FALSE?
a.
The people meter provides the researcher information about which television shows have been watched on
a particular television.
b.
The galvanometer is used to assess the emotional arousal induced by exposure to specific advertising copy.
c.
Response latency measures the amount of time a respondent deliberates before answering a question.
d.
Voice-pitch analysis examines changes in the relative vibration frequency of the human voice that
accompanies emotional arousal.
e.
Optical scanners measure the subject's eye movement over a stimulus.
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
42. Which of the following is TRUE?
a.
The psychogalvanometer is used to measure pupil dilation whereas the eye camera is used to record
movements of the eye.
b.
Response latency is the amount of time a respondent deliberates before answering a question.
c.
Response latency when used to measure brand preference rests on the premise that the degree of latency is
directly proportional to the size of an advertisement.
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d.
Voice pitch analysis attempts to assess the loudness with which people answer specific questions.
e.
None of these statements are true.
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
43. A manager of a department store collects data on the frequency with which floor tiles have been replaced in front of
each entrance. This exhibits a measure of the most popular entrance to the store. What type of measurement situation
is she using?
a.
Survey
b.
Observation
c.
Thematic Apperception Test (TAT)
d.
People meter
e.
Experiment
ANSWER:
b
RATIONALE:
This type of measurement is called observation. See 10-1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:08 AM
DATE MODIFIED:
7/27/2017 7:10 AM
44. Dial soap's brand managers want to know which of three proposed end-aisle displays works the best in terms of
catching consumers' attention. They set up prototypes of the three displays in three supermarkets in a large
metropolitan area and visit each to observe consumers body language, time spent at each display, etc. Which technique
are the managers using?
a.
Direct observation
b.
Past records
c.
Archives
d.
Survey
e.
Indirect observation
ANSWER:
a
RATIONALE:
This technique is called direct observation. See 10-1: Observation Research.
POINTS:
1
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DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:10 AM
DATE MODIFIED:
7/27/2017 7:12 AM
45. When a "mystery shopper" is used by Taco Bell Corporate to report employees' level of customer assistance and
courtesy, which type of observation is being used?
a.
Undisguised
b.
Disguised
c.
Physical traces
d.
Experiment
e.
Archives
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
46. Jack-in-the-Box uses the length of the grass in the front yard of homes as a means of estimating the socioeconomic
characteristics of prospective sites. This is an example of
a.
direct observation.
b.
archives.
c.
indirect observation.
d.
experiment.
e.
None of these are correct.
ANSWER:
c
RATIONALE:
This is an example of indirect observation. See 10-1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:15 AM
DATE MODIFIED:
7/27/2017 7:17 AM
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47. Levis Strauss sent one of its employees', who is fluent in Japanese, to stay at the home of a traditional Japanese
family with teenage daughters. The employee disguised himself as an exchange student but was actually in Japan spying
on the family and their friends to better understand how Levi jeans are used and worn by teenagers in Japan. This
illustrates that
a.
all good observations should be disguised.
b.
observation raises ethical questions.
c.
observation is not a good research technique.
d.
structured observation is legal.
e.
None of these are correct.
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
48. A mystery shopper could be used to perform which of the following research tasks?
a.
Record cleanliness of bathrooms
b.
Negotiate with sellers on the price for an item
c.
Ensure that children cannot buy M-rated video games
d.
Record the evenness of jelly in a doughnut
e.
All of these are research tasks a mystery shopper could perform
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
49. Having the employee watch the salad bar usage is actually a(n) ____ research design.
a.
observational
b.
survey
c.
experiment
d.
causal study
e.
None of these are correct.
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ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
50. Primary data can be collected in several ways. Which of the following primary data collection methods would be
exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?
a.
Focus groups
b.
Surveys
c.
Disguised observation and surveys
d.
Natural setting
e.
Disguised observation and natural setting
ANSWER:
RATIONALE:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
51. The communications approach to gathering primary data can be used for collecting information about all seven
categories of primary data from individuals.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:26 AM
DATE MODIFIED:
7/27/2017 7:28 AM
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52. The observation method of data collection has the general advantages of versatility, speed, and cost.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.02 - State the specific advantages of each method of data collection.
DATE CREATED:
7/27/2017 7:28 AM
DATE MODIFIED:
7/27/2017 7:32 AM
53. It is possible to track how visitors to a website navigate its pages, which pages they look at, and which pages they
exit from.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 7:30 AM
DATE MODIFIED:
7/27/2017 7:31 AM
54. The galvanometer is used to study eye movements while a respondent reads advertising copy.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 7:32 AM
DATE MODIFIED:
7/27/2017 7:34 AM
55. Observation research doesn't have to be sophisticated to be effective.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:34 AM
DATE MODIFIED:
7/27/2017 7:36 AM
56. Sometimes disguised observation is accomplished by having observers become part of the shopping scene.
a.
True
b.
False
ANSWER:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
57. Unstructured observation is used for studies in which hypotheses are to be tested.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.04 - Explain the difference between structured and unstructured observation.
DATE CREATED:
7/27/2017 7:39 AM
DATE MODIFIED:
7/27/2017 7:40 AM
58. The major problem of human behavior observation is the observer.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:40 AM
DATE MODIFIED:
7/27/2017 7:42 AM
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Page 24
59. In indirect observation, the researcher is observing attitudes.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:42 AM
DATE MODIFIED:
7/27/2017 7:43 AM
60. Voice pitch analysis attempts to assess the loudness with which people answer specific questions.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 7:44 AM
DATE MODIFIED:
7/27/2017 7:45 AM
61. In a contrived setting, subjects are observed in an environment that has been specifically designed for recording
their behavior.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:45 AM
DATE MODIFIED:
7/27/2017 7:47 AM
62. Communication techniques usually don't depend upon the respondent's willingness and ability to provide the
information needed.
a.
True
b.
False
ANSWER:
False
POINTS:
1
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DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.02 - State the specific advantages of each method of data collection.
DATE CREATED:
7/27/2017 7:47 AM
DATE MODIFIED:
7/27/2017 7:48 AM
63. In a laboratory setting, subjects are observed in the environment where the behavior normally takes place.
a.
True
b.
False
ANSWER:
POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:
64. Direct observation studies the outcome of the behavior observed rather than the behavior itself.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.01 - Describe the two basic means of obtaining primary data.
DATE CREATED:
7/27/2017 7:50 AM
DATE MODIFIED:
7/27/2017 7:52 AM
65. The amount of time a respondent deliberates before answering a question is called response latency.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
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DATE CREATED:
7/27/2017 7:52 AM
DATE MODIFIED:
7/27/2017 7:53 AM
66. The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a
galvanometer.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 7:54 AM
DATE MODIFIED:
7/27/2017 7:55 AM
67. Structured observation is used for studies in which flexibility is allowed in terms of what is noted and recorded.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.04 - Explain the difference between structured and unstructured observation.
DATE CREATED:
7/27/2017 7:55 AM
DATE MODIFIED:
7/27/2017 7:57 AM
68. Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal is
called voice-pitch analysis.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.07 - List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 7:57 AM
DATE MODIFIED:
7/27/2017 7:59 AM
69. Discuss the primary advantage of collecting data via observation as compared to collecting data via communication.
ANSWER:
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POINTS:
DIFFICULTY:
REFERENCES:
QUESTION TYPE:
HAS VARIABLES:
LEARNING OBJECTIVES:
DATE CREATED:
DATE MODIFIED:

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