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1. Which of the following is an example of the communication method of obtaining data?
a.
The researcher classifies people into social class strata by personally rating the furniture in their homes via
on-site visits.
b.
A researcher infers people’s reactions to a product display by noting how long they stand in front of it.
c.
A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit.
d.
A researcher measures consumer attitudes by means of subjects’ responses to a questionnaire.
e.
A researcher notes the gender and race of each person making a purchase during a special sale.
ANSWER:
d
RATIONALE:
Measuring consumer attitudes by means of a questionnaire is an example of the
communication method. 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 5:22 AM
DATE MODIFIED:
7/27/2017 5:24 AM
2. Which of the following is NOT an advantage of the communication method in comparison to the observation method
of data collection?
a.
Accuracy
b.
Cost
c.
Speed
d.
Versatility
e.
They are all advantages of the communication method
ANSWER:
a
RATIONALE:
All of these are advantages of the communication method except accuracy. See 10–1:
Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.02 – State the specific advantages of each method of data collection.
DATE CREATED:
7/27/2017 5:24 AM
DATE MODIFIED:
7/27/2017 5:26 AM
3. Which of the following is NOT an example of data collected by communication?
a.
b.
c.
d.
e.
ANSWER:
a
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RATIONALE:
Supermarket scanner data does not represent data collected by communication. See 10–
1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 5:27 AM
DATE MODIFIED:
7/27/2017 5:28 AM
4. Which of the following is an example of the observation method of collecting primary data?
a.
Administering a questionnaire to shoppers in a supermarket
b.
Recording the amount of time a shopper stops in front of a point-of-purchase display
c.
Asking shoppers which brand they noticed first in a shelf display
d.
Conducting a telephone survey to determine which brands of detergent are purchased by mothers with
young children
e.
Using a tape recorder to gather shopper impressions of a new store layout design
ANSWER:
b
RATIONALE:
Recording the amount of time a shopper stops in front of a point-of-purchase display is an
example of the observation method. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 5:29 AM
DATE MODIFIED:
7/27/2017 5:30 AM
5. Which of the following is an advantage of the observational method over the communication method of gathering
primary data?
a.
Versatility
b.
Speed
c.
Cost savings
d.
Objectivity
e.
None of these are correct.
ANSWER:
d
RATIONALE:
Objectivity is an advantage of the observational method. See 10–1: Observation research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.02 – State the specific advantages of each method of data collection.
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DATE CREATED:
7/27/2017 5:31 AM
DATE MODIFIED:
7/27/2017 5:32 AM
6. Which of the following types of primary data can be measured by observation?
a.
Attitudes and opinions
b.
Motivations and present behaviour
c.
Gender and current behaviour
d.
Social class and gender
e.
Motivations and intentions
ANSWER:
c
RATIONALE:
Gender and current behavior can be measured by observation. See 10-1 Observation
Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 5:33 AM
DATE MODIFIED:
7/27/2017 5:35 AM
7. The ability of a data collection technique to provide many types of primary data is known as
a.
breadth of scope.
b.
cost efficiency.
c.
communicability.
d.
versatility.
e.
objectivity.
ANSWER:
d
RATIONALE:
This ability is known as versatility. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 5:35 AM
DATE MODIFIED:
7/27/2017 5:37 AM
8. Observational data have the advantage over communication data in which of the following categories?
a.
Objectivity, cost, and speed
b.
Objectivity and accuracy
c.
Objectivity and speed
d.
Speed and versatility
e.
Cost and versatility
ANSWER:
b
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RATIONALE:
Objectivity and accuracy are the advantages of observational data over communication
data. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.02 – State the specific advantages of each method of data collection.
DATE CREATED:
7/27/2017 5:37 AM
DATE MODIFIED:
7/27/2017 5:39 AM
9. Which of the following are limitations of the observation method of collecting data?
a.
The willingness of a respondent to provide data
b.
The memory of a respondent to accurately report data
c.
The honesty of a respondent when providing data
d.
All of these are limitations of the observation method of collecting data.
e.
None of these are limitations of the observation method of collecting data.
ANSWER:
e
RATIONALE:
None of these are limitations of the observation method. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.02 – State the specific advantages of each method of data collection.
DATE CREATED:
7/27/2017 5:39 AM
DATE MODIFIED:
7/27/2017 5:41 AM
10. Which of the following is NOT an advantage of the communication method in comparison to the observation
method of data collection?
a.
Accuracy
b.
Cost
c.
Speed
d.
Versatility
e.
Ease of data collection
ANSWER:
a
RATIONALE:
Accuracy is not an advantage of the communication method over the observation
method. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.02 – State the specific advantages of each method of data collection.
DATE CREATED:
7/27/2017 5:41 AM
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Page 5
DATE MODIFIED:
7/27/2017 5:43 AM
11. Which of the following is NOT an observation method of collecting data?
a.
Mystery shopping
b.
Using hidden cameras to study how shoppers select products
c.
Standing next to a store display to understand how shopper select products
d.
Analyzing scanner data from a store
e.
Surveying shoppers to learn about product selection
ANSWER:
e
RATIONALE:
All of these are examples of the observation method except surveying shoppers to learn
about product selection. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 5:44 AM
DATE MODIFIED:
7/27/2017 5:47 AM
12. The observation method
a.
cannot measure all consumer characteristics precisely but can give very good estimates for awareness,
intentions, motivations, and past behavior.
b.
is limited in that only behaviors can be observed.
c.
is considered to be more objective than the communication method.
d.
is a faster means of data collection than the communication method because a detailed questionnaire does
not have to be prepared, and observers can quickly record many observations.
e.
requires development of sophisticated procedures to be effective.
ANSWER:
c
RATIONALE:
The observation method is considered to be more objective than the communication
method. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 5:47 AM
DATE MODIFIED:
7/27/2017 5:49 AM
13. The decision to use observation methods of data collection requires that the researcher specify
a.
who is to be observed.
b.
what aspects of the behavior should be reported.
c.
when the observation is to be made.
d.
where the observation is to be made.
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e.
All of these are correct.
ANSWER:
e
RATIONALE:
All of these are specifications that the research needs to make prior to using the
observation method. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.03 – List the important considerations in the use of observational methods of
data collection.
DATE CREATED:
7/27/2017 5:50 AM
DATE MODIFIED:
7/27/2017 5:52 AM
14. A researcher needs to determine how many boxes of a particular brand of cereal were sold in a given region in a
typical week. Which of the following is probably the best method?
a.
Arrange for a pantry audit
b.
Put a researcher with a clipboard next to the cereal display
c.
Collect supermarket scanner data
d.
Conduct a survey of shoppers
e.
Employ a mystery shopper
ANSWER:
c
RATIONALE:
Collecting supermarket scanner data is the appropriate method to use. See 10–1:
Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 5:53 AM
DATE MODIFIED:
7/27/2017 5:55 AM
15. A requirement for the use of structured reporting in observational studies is
a.
specific hypotheses about the behaviors to be observed.
b.
a laboratory setting for the research project.
c.
a disguised observation method.
d.
a natural setting for the research project.
e.
an undisguised observation method.
ANSWER:
a
RATIONALE:
Specific hypotheses about the behaviors to be observed is a requirement for the use of
structured reporting. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
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Page 7
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.04 – Explain the difference between structured and unstructured observation.
DATE CREATED:
7/27/2017 5:56 AM
DATE MODIFIED:
7/27/2017 5:58 AM
16. Which of the following is NOT true with respect to structured observation?
a.
Increases potential observer bias
b.
Increases reliability of observations
c.
Often results in a loss of validity
d.
Used when hypotheses are known
e.
Used for descriptive and causal research
ANSWER:
a
RATIONALE:
All of these are true about structured observation except that it increases potential
observer bias. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.04 – Explain the difference between structured and unstructured observation.
DATE CREATED:
7/27/2017 6:01 AM
DATE MODIFIED:
7/27/2017 6:02 AM
17. Unstructured observation is used
a.
for studies in which hypotheses are to be tested.
b.
for studies in which flexibility is allowed in terms of what is noted and recorded.
c.
for studies in which the categories that will be used to analyze the situation have been specified beforehand.
d.
only for disguised studies.
e.
only for undisguised studies.
ANSWER:
b
RATIONALE:
Unstructured observation is used for studies in which flexibility is allowed in terms of
what is noted and recorded. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.04 – Explain the difference between structured and unstructured observation.
DATE CREATED:
7/27/2017 6:03 AM
DATE MODIFIED:
7/27/2017 6:04 AM
18. Observers in a supermarket are watching customers selecting apples. They have been given a checklist and told to
check all the behaviors that apply for each consumer. This method of data collection is a(n)
a.
unstructured-disguised observation.
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Page 8
b.
unstructured-undisguised observation.
c.
contrived setting observation.
d.
structured observation.
e.
laboratory observation.
ANSWER:
d
RATIONALE:
This method of data collection is structured observation. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.04 – Explain the difference between structured and unstructured observation.
DATE CREATED:
7/27/2017 6:05 AM
DATE MODIFIED:
7/27/2017 6:06 AM
19. The term that refers to the amount of knowledge that people have about a study in which they are participating is
a.
disguise.
b.
ethics.
c.
debriefing.
d.
structure.
e.
mystery.
ANSWER:
a
RATIONALE:
A disguise refers to the amount of knowledge that people have about a study in which
they are participating. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.05 – Cite the main reason researchers may choose to disguise the presence of
an observer in a study.
DATE CREATED:
7/27/2017 6:07 AM
DATE MODIFIED:
7/27/2017 6:10 AM
20. A primary disadvantage of disguised research is that
a.
there is a large potential for bias.
b.
the structured approach cannot be used.
c.
it will be hard to un-disguise the data.
d.
people will change their behavior.
e.
background data is difficult or impossible to collect.
ANSWER:
e
RATIONALE:
A primary disadvantage of disguised research is that background data is difficult or
impossible to collect. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
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Page 9
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.05 – Cite the main reason researchers may choose to disguise the presence of
an observer in a study.
DATE CREATED:
7/27/2017 6:11 AM
DATE MODIFIED:
7/27/2017 6:13 AM
21. Which of the following research scenarios are examples of the observation method?
a.
A car dealer checking which radio stations cars are tuned to when they’re brought in for service to know
which stations to advertise on
b.
Recording license plate information in a shopping mall parking lot to learn where shoppers are coming from
c.
The use of different colored promotional flyers mailed to different zip codes to identify which trading area a
retailer is serving
d.
Studying scuff marks on tiles at a museum as a means of measuring the popularity of a display
e.
All of these are examples of observational research methods.
ANSWER:
e
RATIONALE:
All of these are examples of observational research methods. See 10–1: Observation
Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 6:13 AM
DATE MODIFIED:
7/27/2017 6:15 AM
22. In terms of observational studies, ethical dilemmas are most likely to arise when observation is
a.
structured.
b.
disguised.
c.
performed by mechanical means.
d.
undisguised.
e.
unstructured.
ANSWER:
b
RATIONALE:
Ethical dilemmas are most likely to arise when observation is disguised. See 10–1:
Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.05 – Cite the main reason researchers may choose to disguise the presence of
an observer in a study.
DATE CREATED:
7/27/2017 6:15 AM
DATE MODIFIED:
7/27/2017 6:17 AM
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Page 10
23. In indirect observation, the researcher is observing
a.
behavior.
b.
intentions.
c.
results of behavior.
d.
consumers without their knowing it.
e.
attitudes.
ANSWER:
c
RATIONALE:
With indirect observation, the researcher is observing results of behavior. See 10–1:
Observation Research.
POINTS:
1
DIFFICULTY:
Easy
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 6:19 AM
DATE MODIFIED:
7/27/2017 6:21 AM
24. When disguise has involved an active deception of consumers, it is necessary to
a.
tell them that they have been misled.
b.
explain why the deception was necessary.
c.
provide a general overview of the purpose of the project.
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
d
RATIONALE:
All of these are necessities when disguise has involved an active deception of consumers.
See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.05 – Cite the main reason researchers may choose to disguise the presence of
an observer in a study.
DATE CREATED:
7/27/2017 6:17 AM
DATE MODIFIED:
9/20/2017 3:41 PM
25. An automotive garage provides taxi rides to people who are having their cars repaired. To determine the quality of
their service, the garage uses taxis operated by employees of the garage who are trained to record the number of
specific gripes a rider makes about the garage. This is an example of
a.
a focus group.
b.
depth interviewing.
c.
direct observation.
d.
undisguised observation.
e.
disguised observation.
ANSWER:
e
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RATIONALE:
This is an example of disguised observation. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.05 – Cite the main reason researchers may choose to disguise the presence of
an observer in a study.
DATE CREATED:
7/27/2017 6:21 AM
DATE MODIFIED:
7/27/2017 6:23 AM
26. A “garbologist”—a researcher who studies the contents of residential trash—is employing which type of research
method?
a.
Direct communication
b.
Indirect observation
c.
Indirect communication
d.
Direct Observation
e.
Undisguised communication
ANSWER:
b
RATIONALE:
This is an example of indirect observation. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 6:24 AM
DATE MODIFIED:
7/27/2017 6:25 AM
27. A researcher unobtrusively stands in the toy section of a retail store and uses a checklist to note the sequence in
which small children handle the toys that are on display. This is an example of
a.
indirect, disguised observation.
b.
indirect, structured observation.
c.
direct, disguised observation.
d.
direct, unstructured observation.
e.
direct, undisguised observation.
ANSWER:
c
RATIONALE:
This is an example of direct, disguised 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 6:26 AM
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Page 12
DATE MODIFIED:
7/27/2017 6:28 AM
28. Researchers invite a group of homemakers to a specially designed model home where they are observed by other
researchers posing as homemakers who record their conversations with concealed tape recorders. This observation
would be characterized as
a.
highly structured, contrived setting.
b.
unstructured, contrived setting.
c.
unstructured, uncontrived setting.
d.
structured, uncontrived setting.
e.
unstructured, undisguised setting.
ANSWER:
b
RATIONALE:
This observation would be characterized as unstructured with a contrived setting. 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 6:28 AM
DATE MODIFIED:
7/27/2017 6:31 AM
29. A contrived observational setting, as compared to a natural setting
a.
usually speeds the data collection process.
b.
has greater external validity.
c.
results in higher cost research.
d.
limits the use of electrical or mechanical equipment.
e.
involves waiting for the phenomenon of interest to occur.
ANSWER:
a
RATIONALE:
A contrived observational setting, as compared to a natural setting, usually speeds the
data collection process. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 6:31 AM
DATE MODIFIED:
7/27/2017 6:33 AM
30. Which of the following are disadvantages of observation in a contrived setting?
a.
Speeds data collection
b.
Produces lower-cost research
c.
Allows more objective measurements
d.
External validity is threatened.
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Page 13
e.
Internal validity is threatened.
ANSWER:
d
RATIONALE:
External validity is threatened in a contrived setting. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
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 6:33 AM
DATE MODIFIED:
7/27/2017 6:35 AM
31. Observation in a laboratory (as opposed to natural) setting has the advantage of
a.
behavior being less restricted.
b.
fewer tabulation and analysis problems.
c.
better control of extraneous influences.
d.
greater external validity.
e.
A laboratory setting possesses no advantages over a natural setting.
ANSWER:
c
RATIONALE:
Observation in a laboratory has better control of extraneous influences. See 10–1:
Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
10.06 – Explain the advantages and disadvantages of conducting an observational
experiment in a laboratory setting.
DATE CREATED:
7/27/2017 6:35 AM
DATE MODIFIED:
7/27/2017 6:38 AM
32. Electronic devices, which when attached to a participant’s television set indicate not only when the set is turned on
and to which channel but also who in the household is watching, are called
a.
audiometers.
b.
people meters.
c.
optical scanners.
d.
eye cameras
e.
galvanometers.
ANSWER:
b
RATIONALE:
This is called a people meter. See 10–1: Observation Research.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
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Page 14
LEARNING OBJECTIVES:
10.07 – List several approaches to mechanical observation.
DATE CREATED:
7/27/2017 6:38 AM
DATE MODIFIED:
7/27/2017 6:42 AM
33. The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by
a(n)
a.
a galvanometer.
b.
an eye camera.
c.
an opthalomograph.
d.
an audiometer.
e.
None of these are correct.
ANSWER:
a
RATIONALE:
A galvanometer measures the electrical resistance of the skin associated with sweating
that accompanies emotional arousal. 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 6:42 AM
DATE MODIFIED:
7/27/2017 6:44 AM
34. Similar to a “lie detector” machine, a(n) ____ records the changes in the electrical resistance of the skin associated
with sweating.
a.
people meter
b.
galvanometer
c.
eye camera
d.
optical scanner
e.
audiometer
ANSWER:
b
RATIONALE:
This describes the galvanometer. 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 6:44 AM
DATE MODIFIED:
7/27/2017 6:47 AM
35. A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before
becoming aware of the intended point of the ad. Which one of the following electronic/mechanical tools would be
appropriate for use in this investigation?
a.
Eye camera