978-1111826925 Chapter 11 Solution Manual

QUESTIONS FOR REVIEW AND CRITICAL THINKING/ANSWERS

1. Yogi Berra, former New York Yankee catcher, said, “You can observe a lot just by watching.”

How does this fit in with the definition of scientific observation?

Observation is more than just looking around; it is an activity involving “watching” or paying

2. What are the advantages and disadvantages of observation studies relative to surveys?

Observation may provide data without distortions due to self-reporting. If the researchers use

unobtrusive observations, people will be acting naturally, rather than artificially, to please an

interviewer. The researcher does not need to rely on the respondent’s memory. Hence, data about

Nonverbal messages may be recorded. Thus, data that cannot be verbally expressed can

The major disadvantages of the observation technique is that cognitive phenomena such as

Any observer cannot record all activities. Hence the observation technique is limited in terms of

3. Under what conditions are observation studies most appropriate?

The best conditions are when the things to be observed are in a public situation and are highly

visible. It is desirable that they do not occur too quickly. Seven kinds of content can be

Although the observation method may be used to describe a wide variety of behavior, cognitive

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duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Eleven: Observation Methods 163

4. [Ethics Question] The chapter showed a photograph of a traffic monitoring camera. Do you

think the use of these cameras to issue speeding tickets is ethical? What types of behavior

might cameras like these capture that would help automobile designers produce products that

better match our needs as drivers?

Observation methods introduce a number of ethical issues. Hidden observation raises the issue of

the respondent’s right to privacy. One could argue that the cameras are being used to catch

speeders, so they are not respondents at all because research is not taking place. Students’

responses regarding the ethicalness of using cameras to issue speeding tickets will vary.

The three questions above also apply to using traffic monitoring cameras to capture behaviors that

would help automobile designers produce products that better match our needs as drivers. Using

5. A multinational fast-food corporation plans to locate a restaurant in La Paz, Bolivia.

Secondary data for this city are sketchy and outdated. How might you determine the location

using observation?

Researchers could solve this problem by utilizing aerial photography. After the photographs are

developed and enlarged, a physical counting of houses in the particular areas can take place. This

6. Discuss how an observation study might be combined with a personal interview.

Many studies utilize both interviews and observation. A survey conducted at a gasoline station

7. [Internet Question] Click-through rates for advertisements placed in websites are usually

very, very low (less than 1 percent). What types of error might exist in using click-through

rate data as a measure of an ad’s success?

By using click-through rates, the researcher believes that those who did click on the ad are

representative of those who did not. If only those who clicked on an ad are included in the

duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Eleven: Observation Methods 164

8. Outline a research design using observation for each of the following situations;

a. A bank wishes to collect data on the number of customer services and the frequency of

customer use of these services.

Students will suggest several designs. One of the simplest might be to have tellers record the

b. A state government wishes to determine the driving public’s use of seat belts.

This research objective can be accomplished with direct human observation. A field worker

It is also possible to set up a high-power telescope or movie camera at “second-floor” windows

c. A researcher wishes to know how many women have been featured on Time covers over

the years.

d. A human resource manager wants to know what salaries their key competitors are

offering for some common positions.

e. A fast-food restaurant manager wishes to determine if they serve their customers as

quickly as their competitors.

f. A magazine publisher wishes to determine exactly what people look at and what they

pass over while reading one of its magazines.

Eye-tracking equipment records how the subject reads printed material or views a TV commercial

duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Eleven: Observation Methods 165

g. An overnight package delivery service wishes to observe delivery workers beginning at

the moment when they stop the truck, continuing through the delivery of the package, and

ending at the moment when they return to the truck.

A package delivery service that wishes to observe its delivery workers from the point where they

stop the truck to the point where they deliver the overnight package and return to the truck might

9. What is a scanner-based consumer panel?

In a scanner-based consumer panel, each household is assigned a bar-coded card, like a

frequent-shopper card, which members present to the clerk at the register. The household’s code

10. [Ethics Question] Comment on the ethics of the following situations:

a. During the course of telephone calls to investors, a stockbroker records respondents’

Voice pitch is an example of a special type of observation study—the use of mechanical rather

than human techniques. This technique has certain limitations, in that the subjects are typically in

This specific question raises at least three issues: confidentiality of the research, deception, and

invasion of privacy. These issues have to do with the intent of the research, if in fact this is

research. If the purpose of the research is to identify individual investors who might be emotional

b. A researcher plans to invite consumers to be test users in a simulated kitchen located in

duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Eleven: Observation Methods 166

This issue relates to informing subjects about the research. Will the subjects react differently if

they know they are being observed? If so, the researcher may justify the deception and invasion

c. A researcher arranges to purchase the trash from the headquarters of a major

Students’ responses will vary on this issue. However, three questions help the researcher feel

comfortable about collecting observational data: (1) Is the behavior being observed commonly

12. What is a psychogalvanometer?

A psychogalvanometer measures galvanic skin response (GSR), a measure of involuntary changes

in the electrical resistance of the skin. This device is based on the assumption that physiological

RESEARCH ACTIVITIES

1. [Internet Question] William Rathje, a researcher at the University of Arizona Department of

Anthropology, has become well-known for the “Garbage Project.” The project involves

observational research. Use http://www.ask.com to find information about the garbage

project at the University of Arizona. What is the name of the book that describes some of the

key findings of the Garbage Project? How do you think it involves observational research?

William Rathje started the project in 1971 and established it at the University of Arizona in 1973.

14. [Internet Question] The Internet is filled with Webcams. For example, Pebble Beach Golf

Club has several Webcams (www.pebblebeach.com). How could a researcher use Webcams

like these to collect behavioral data?

The webcams at Pebble Beach are interesting, providing live views of various holes. The site is

duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Eleven: Observation Methods 167

CASE 11.1 Mazda and Syzygy

Objective: To illustrate methods for assessing physiological measures and to encourage students

to think of other observational methods to use when assessing the usefulness of a Web site or

other communication stimulus.

Summary: Mazda Motor Europe wanted details about how consumers were using its Web site

and whether finding information was easy. A research firm, Syzygy, used an eye-tracking device

that uses infrared light rays to record what areas of a computer screen a user is looking at. A

small sample of subjects were observed with the equipment, which measured each subject’s gaze,

recorded the location on the screen, and graphed the data. The results included three-dimensional

contour maps highlighting the “peak” areas where most of the computer user’s attention was

directed.

Questions:

1. What could Mazda learn from eye-tracking software that would be difficult to learn from

other observational methods?

This type of equipment can track actual eye movement rather than merely watching respondents

as they search a Web site for information. This gives a more precise indication of what they were

2. What are the shortcomings of this method?

As with all types of devices to measure physiological responses, it is assumed that physiological

reactions are associated with persuasiveness or predict some cognitive response. This assumption

3. Along with the eye-tracking research, what other research methods could help Mazda assess

the usability of its Web site? Summarize your advice for how Mazda could use

complementary methods to obtain a complete understanding of its Web site usability.

Mechanical measures, such as how long a respondent spent looking at certain information and the

subsequent information clicked on, can be used. Additionally, the results of the eye-tracking

duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Eleven: Observation Methods 168

CASE 11.2 TEXAS INSTRUMENTS AND E-LAB

Objective: The purpose of this case is to illustrate that observation research can be combined

with other forms of research.

Summary: E-Lab specializes in observing people, identifying patterns in behavior and

developing an understanding of why these patterns exist. The company then uses the knowledge

that it gains as a framework in the product development process. Texas Instruments (TI) used

E-Lab to investigate the mobility, connectivity and communications needs of law enforcement

officers, which led to ideas for a set of computing and communications products. E-Lab

researchers spent 320 hours shadowing police officers in three Texas police departments.

Questions

1. Identify the research design used by E-lab.

Many studies utilize both interviews and observation. The case calls this shadowing because the

2. Compare this research design with a survey research design. What advantages, if any, did this

research design have over a survey?

Although the observation method may be used to describe a wide variety of behavior, cognitive

phenomena such as attitudes, motivations, and preferences cannot be observed. Thus,

duplicated, or posted to a publicly accessible website, in whole or in part.