Marketing Research Asia-Pacific 4th

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Chapter 6 Observation

TRUE/FALSE

1. In marketing research, observation is the random process of recording the behavioural patterns of
people, objects and occurrences as they are witnessed.

ANS: F PTS: 1 TOP: What is observation?

2. Observation requires the researcher to record events as they occur, rather than compile records of
past events.

ANS: F PTS: 1 TOP: What is observation?

3. A key limitation of observation is that it can only be used to observe physical behaviour.

ANS: F PTS: 1 TOP: What can be observed?

4. Observation research can provide researchers with an explanation of intended actions.

ANS: F PTS: 1 TOP: What can be observed?

5. Observation research can provide researchers with an explanation of why certain behaviours
occurred.

ANS: F PTS: 1 TOP: What can be observed?

6. Human observation best suits a situation or behaviour that is not easily predictable in advance of
the research.

ANS: T PTS: 1 TOP: The nature of observation studies

7. Observation studies are free from response biases relating to social desirability.

ANS: T PTS: 1 TOP: The nature of observation studies

8. Research studies that use a combination of observation and interviews to study human behaviour
are known as ethnographic research.

ANS: T PTS: 1 TOP: Combining direct observation and interviewing

9. Human observation is most conducive to observing types of behaviour that are routine and
repetitive.

ANS: F PTS: 1 TOP: The nature of observation studies

10. Contrived observation can lead to a reduction in the frequency of occurrence of certain behaviour
patterns.

ANS: F PTS: 1 TOP: Scientifically contrived observation

11. A pupilometer is a mechanical device used to observe eye movements.

 ANS: F PTS: 1 TOP: Measuring physiological reactions

12. In direct observation, because no interaction with the subject occurs, the observer is able to record
events objectively.

ANS: F PTS: 1 TOP: Errors associated with direct observation

13. Respondent error is minimised when the researcher approaches the subject before the survey to ask
for consent to be observed.

ANS: F PTS: 1 TOP: The nature of observation studies

14. A distortion of measurement resulting from the cognitive behaviour or actions of the witnessing
observer is called contrived bias.

ANS: F PTS: 1 TOP: Errors associated with direct observation

15. The results of observation studies can provide complementary evidence concerning individuals’
true feelings.

ANS: T PTS: 1 TOP: Complementary evidence

16. In observation research, the observer typically plays an active role in the research process.

ANS: F PTS: 1 TOP: Direct observation

17. With the direct observation method, the data consist of records events that are likely to occur.

ANS: F PTS: 1 TOP: Direct observation

18. Physical-trace analysis is useful in situations in which the subject cannot recall events accurately.

ANS: T PTS: 1 TOP: Observation of physical objects

19. Typically, the longer it takes a decision-maker to choose between two alternatives, the more the
two alternatives differ in terms of preference.

ANS: F PTS: 1 TOP: Direct observation

20. It is more accurate use a survey to ask shoppers how much time they have spent in a store than it is
to use observation.

ANS: F PTS: 1 TOP: Direct observation

21. A major source of error in observation studies is the interpretation of the meaning of the
observation data.

ANS: T PTS: 1 TOP: Errors associated with direct observation

22. Observation in which the researcher creates an artificial environment in order to test a hypothesis is
called constrained observation.

ANS: F PTS: 1 TOP: Scientifically contrived observation

 23. The accuracy of respondents’ memories is a major problem for the researcher conducting a pantry
audit.

ANS: F PTS: 1 TOP: Observation of physical objects

24. Many types of data can be obtained more accurately through questioning than direct observation.

ANS: F PTS: 1 TOP: Direct observation

25. Human observation is more useful than a mechanical device when recording subjects’
physiological reactions.

ANS: F PTS: 1 TOP: Measuring physiological reactions

26. Neuroscience approaches can be used to measure emotional and cognitive reactions to
advertisements.

ANS: T PTS: 1 TOP: Measuring physiological reactions

27. Measuring visits to a website can be used to evaluate the message exposure of a brand.

ANS: T PTS: 1 TOP: Monitoring web traffic

28. Scanner data is ineffective in recording consumer responses to price promotions.

ANS: F PTS: 1 TOP: Scanner-based research

29. Observation studies emphasise the systematic recording of verbal behaviour.

ANS: F PTS: 1 TOP: Observation of human behaviour

30. Observations can be a tool for scientific inquiry when there are checks or controls on validity and
reliability.

ANS: T PTS: 1 TOP: When is observation scientific?

MULTIPLE CHOICE

1. Observation becomes a tool for scientific inquiry in all of the following, except when:
A. it serves a formulated research purpose.
B. it is reflecting a set of interesting curiosities.
C. it is subjected to checks or controls on validity and reliability.
D. it is planned and recorded systematically .
ANS: B PTS: 1 TOP: When observation is scientific?

2. Observing customers’ facial expressions and time spent while waiting to be served by a bank teller
is an example of which type of observable phenomenon?
A. Spatial relations and locations
B. Physical and verbal behaviours
C. Expressive behaviour and temporal patterns
D. Verbal behaviours and temporal patterns
 ANS: C PTS: 1 TOP: What can be observed?

3. All of the following phenomenon can be observed, except:

A. behavioural intention.
B. physical action.
C. verbal behaviour.
D. expressive behaviour.
ANS: A PTS: 1 TOP: What can be observed?

4. When a researcher records a list of purchased items and their brands from a consumer’s pantry, it
is an example of which type of observable phenomena?
A. Spatial relations and locations
B. Physical objects
C. Pictorial records
D. Temporal patterns
ANS: B PTS: 1 TOP: What can be observed?

5. When a researcher records how a shopper browses through the aisles at Coles, it is an example of
which type of observable phenomena?
A. Temporal patterns
B. Expressive behaviour
C. Physical action
D. Spatial relations
ANS: C PTS: 1 TOP: What can be observed?

6. Observing how close customers stand next to each other in a check-out line is an example of which
type of observable phenomena?
A. Spatial relations
B. Expressive behaviour
C. Physical action
D. Physical objects
ANS: A PTS: 1 TOP: What can be observed?

7. Observing the interactions between airline travellers while they wait in a check-in line at an airport
is an example of which type of observation?
A. Temporal patterns
B. Expressive behaviour
C. Physical action
D. Spatial relations
ANS: B PTS: 1 TOP: What can be observed?

8. Using a stopwatch to determine the average waiting time for a customer at a drive-through
McDonald's is an example of which type of observation?
A. Spatial relations
B. Temporal patterns
C. Physical action
D. Physical objects
ANS: B PTS: 1 TOP: What can be observed?
 9. Which of the following statements is true?
A. Observation research is not subject to validity and reliability controls.
B. Only interesting curiosities should be recorded during observation,
C. Observation research can provide an explanation of why a behaviour occurred.
D. Observing behaviour patterns over a period of time can be costly and difficult.
ANS: D PTS: 1 TOP: What can be observed?

10. A researcher is interested in finding out about people’s attitudes towards smoking. Which of the
following research methods would be the least useful?
A. Focus group
B. Survey
C. Depth interview
D. Observation
ANS: D PTS: 1 TOP: What can be observed?

11. Woolworths is planning to redesign the store layout of their supermarkets to maximise customer
flow and the exposure of impulse goods. Which of the following research methods would be most
useful to help Woolworths gather the data required for decision-making?
A. Experiment
B. Survey
C. Observation
D. Depth interview
ANS: C PTS: 1 TOP: Direct observation

12. The manager of a retail store wants to investigate the level of service quality and competency
provided by his sales staff. Which of the following research methods is most appropriate?
A. Telephone interview
B. Mail survey
C. Internet survey
D. Mystery shopper
ANS: D PTS: 1 TOP: Direct observation

13. Human observation best suits a situation or behaviour that is:

A. programmatic.
B. repetitive.
C. unpredictable.
D. routine.
ANS: C PTS: 1 TOP: The nature of observation studies

14. When the manager of a local supermarket shops at a competitor's supermarket to check the prices
on a list of food products, it is a type of:
A. indirect observation.
B. contrived observation.
C. content analysis.
D. direct observation.
ANS: D PTS: 1 TOP: Direct observation

15. Response latency:

A. is related to the concept of psychological distance between alternatives, as measured by
the decision time taken to make a choice between the alternatives.
 B. refers to latent error existing in mechanical observation techniques.
C. is a computer-based statistical procedure based on a latency matrix.
D. is a measure of the observer’s reaction time in recording the occurred behaviour.
ANS: A PTS: 1 TOP: Direct observation

16. When a researcher observes the amount of time spent choosing between different toothpaste brands
on a supermarket shelf, what type of observation measure is the researcher using?
A. Physiological reactions
B. Response latency
C. Relative popularity
D. Content analysis
ANS: B PTS: 1 TOP: Direct observation

17. When an airline passenger (who is really a researcher) complains loudly about his meal so that he
can note the behaviour of the flight attendant, it is an example of which type of observation?
A. Content analysis
B. Indirect
C. Contrived
D. Response latency
ANS: C PTS: 1 TOP: Scientifically contrived observation

18. When a researcher pretends to be a customer in the cosmetics section of a department store in order
to observe the product knowledge of a salesperson, he or she is employing a type of:
A. mechanical observation.
B. hidden observation.
C. indirect observation.
D. visible observation.
ANS: B PTS: 1 TOP: The nature of observation studies

19. Which of the following statements about observation research is false?

A. Observation research cannot provide an explanation of why a behaviour occurred.
B. Observation research can provide an explanation of what actions were intended.
C. Observation research designs that might use deception often raise ethical concerns about
subjects’ right to privacy and right to be informed.
D. Observation research has the most validity when the actual observations are performed
unobtrusively.
ANS: B PTS: 1 TOP: What can be observed?

20. Which of the following statements concerning pantry audit studies is false?
A. The accuracy of respondents’ memories is not a problem.
B. The brand in the pantry reflects accurately the brand purchased most often.
C. Respondents’ untruthfulness and issues relating to response bias are avoided.
D. It is difficult to gain permission to access consumers’ pantries.
ANS: B PTS: 1 TOP: Observation of physical objects

21. Suppose that a marketing research company sends observers into the homes of panel study
members to record the brands stored in their kitchen pantries. Which type of analysis does this
represent?
A. Physical-trace analysis
B. Contrived analysis
 C. Response latency analysis
D. Indirect analysis
ANS: A PTS: 1 TOP: Observation of physical objects

22. When a researcher counts the percentage of women who have appeared on the cover of Time
magazine during the past decade, it is an example of which type of observation?
A. Contrived analysis
B. Mystery analysis
C. Indirect analysis
D. Content analysis
ANS: D PTS: 1 TOP: Content analysis

23. When monitoring website activity, clicks are used to measure:

A. site exposure.
B. what visitors do on the site.
C. communality with other sites (shared users).
D. the most popular paths to the site.
ANS: C PTS: 1 TOP: Monitoring website traffic

24. Which of the following devices used in observation research measures pupil size?
A. Eye-tracking monitor
B. Pupilometer
C. Voice pitch analyser
D. Psychogalvanometer
ANS: B PTS: 1 TOP: Measuring physiological reactions

25. When monitoring internet activity, the measure of stickiness can be used to evaluate:
A. message exposure.
B. advertising appeals.
C. co-marketing patterns.
D. site navigation.
ANS: B PTS: 1 TOP: Monitoring website traffic

26. When measuring internet activity, which metric can be used to evaluate message exposure?
A. Clicks
B. Path analysis
C. Visits
D. Average time per unique visitor
ANS: C PTS: 1 TOP: Monitoring website traffic

27. Which of the following devices can be used to measure how a subject reads the content of a
website?
A. A pupilometer
B. An eye-tracking monitor
C. A psychogalvanometer
D. A voice pitch analyser
ANS: B PTS: 1 TOP: Measuring physiological reactions
 28. Which of the following devices can be used to measure subjects’ emotional reactions to an
advertisement?
A. A pupilometer
B. An eye-tracking monitor
C. A psychogalvanometer
D. A voice pitch analyser
ANS: C PTS: 1 TOP: Measuring physiological reactions

29. The most common mechanism for developing new ideas in innovative companies is:
A. social media monitoring.
B. direct observation.
C. traditional market research.
D. projective techniques.
ANS: B PTS: 1 TOP: Mechanical observation

30. When the Australian Football League analyse the television broadcast of the Grand Final to
examine how much of the footage is live-action play and how much is replay or crowd shots, what
type of method are they using?
A. Direct observation
B. An eye-tracking monitor
C. Visibility observation
D. Content analysis
ANS: D PTS: 1 TOP: Content analysis

31. Which of the following is not a limitation of human observation?

A. Limited amounts of data can be recorded
B. Observer’s writing speed
C. Ability to observe unpredictable situations and behaviours
D. Observer may record events subjectively
ANS: D PTS: 1 TOP: The nature of observation studies

COMPLETION

1. The systematic process of recording the behaviours of people as they occur is called ___________.

ANS: observation

PTS: 1 TOP: What is observation?

2. When the presence of an observer is known to the subject, it is called _______ observation.

ANS: visible

PTS: 1 TOP: The nature of observation studies

3. When the presence of an observer is unknown to the subject, it is called ______ observation.

ANS: hidden

PTS: 1 TOP: The nature of observation studies

 4. When an observer enters a store and pretends to be interested in a particular product or service, but
is actually evaluating the shop assistant’s performance, the observer is known as a _______
_______.

ANS: mystery; shopper

PTS: 1 TOP: Scientifically contrived observation

5. The time it takes a subject to make a choice between two alternatives is known as ________
_______.

ANS: response; latency

PTS: 1 TOP: Direct observation

6. A distortion of measurement due to the actions of the witnessing observer is called ________
____.

ANS: observer; bias

PTS: 1 TOP: Errors associated with direct observation

7. When a researcher creates an artificial situation in order to test a hypothesis, it is an example of

_________ observation.

ANS: contrived

PTS: 1 TOP: Scientifically contrived observation

8. When investigating the types of appeals used by different perfume brands in Women’s Day,
_______ analysis is most appropriate.

ANS: content

PTS: 1 TOP: Content analysis

9. When engaging in contrived observation, the possibility of subjects being deceived into difficulty
is known as __________.

ANS: entrapment

PTS: 1 TOP: Ethical issues in the observation of humans

10. _____________ ________ is said to occur when the results of observation studies amplify the
results of other forms of research.

ANS: Complementary; evidence

PTS: 1 TOP: Complementary evidence

11. When monitoring internet activity, measuring users’ frequency, recency and time spent at a
particular site is known as measuring the site’s __________.
 ANS: stickiness

PTS: 1 TOP: Monitoring website traffic

12. When monitoring internet activity, ____ analysis is a common method used for finding out about
visitors’ surfing behaviours.

ANS: path

PTS: 1 TOP: Monitoring website traffic

13. The mechanical device used to record changes in the diameter of a subject’s pupil is called a(n)
___________.

ANS: pupilometer

PTS: 1 TOP: Measuring physiological reactions

14. The mechanical device that measures involuntary changes in the electrical resistance of the skin is
called a(n) __________________.

ANS: psychogalvanometer

PTS: 1 TOP: Measuring physiological reactions

15. The measurement technique that measures emotional reactions as reflected in physiological
changes in a person’s voice is called a(n) _____ _____ analysis.

ANS: voice; pitch

PTS: 1 TOP: Measuring physiological reactions

16. When measuring internet activity, the metric commonly used to evaluate co-marketing pattern
partners is known as ______.

ANS: clicks

PTS: 1 TOP: Monitoring website traffic

17. Observation studies emphasise and allow for the systematic recording of _________ behaviour.

ANS: nonverbal

PTS: 1 TOP: Observation of human behaviour

18. Observation that may not require communication with a respondent is known as ___________.

ANS: unobtrusive

PTS: 1 TOP: The nature of observation studies

19. _________ _________ cannot be observed.

ANS: Cognitive; phenomena

 PTS: 1 TOP: What can be observed?

20. Surveys record ___-________ behaviour whilst observations record ______ behaviour.

ANS: self; reported; actual

PTS: 1 TOP: The nature of observation studies