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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter8ObservationResearch:HumanandAutomated
1)________observationusesaresearchertoobserveotherpeople'sbehaviors.Allofthedataiscollectedbya(n)________observer.
A)Regulated
B)Human
C)Automated
D)Biometric
Answer:B
PageRef:191
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
2)________observationusescomputersorothertrackingdevicestoobservepeople'sbehaviors.
A)Regulated
B)Human
C)Automated
D)Biomechanical
Answer:B
PageRef:191
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
3)Thetextidentifiesthemostappropriatesituationsforhumanobservation.Considerthesituationsshownbelow.Howmanyofthesesituationsrepresentappropriatesituationsforhumanobservation?
-Whereobservationsofbehavioraremoreinsightfulthandescriptionsofbehavior
-Whenthetimingofaresearchstudyisverylimited
-Whereindividualsmaynotbeabletoverbalizetheirfeelings
-Whenrespondentsareunavailabletoparticipateinsurveyresearch
A)1
B)2
C)3
D)4
Answer:B
PageRef:191
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:AnalyticSkills
4)Humanobservationresearchis________innature.
A)alwaysquantitative
B)alwaysqualitative
C)eitherqualitativeorquantitative
Answer:C
PageRef:192
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
5)Aresearcherobserveschildreninaplaygroundandtakesnotesabouteachchild'splayaswellashisorherownthoughtsaboutthetypesofactivitiesthechildrenengagein.Thisisa________approachtohumanobservation.
A)qualitative
B)quantitative
Answer:A
PageRef:192
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
6)Aresearcherobserveschildreninaplaygroundandrecordsthechildrens'activitiesonaprecodedsheetwhichliststherangeofactivitiesandprovidesaspacetorecordthetimespentoneachactivity.Thiswouldmostlikelybea________approachtohumanobservation.
A)qualitative
B)quantitative
Answer:B
PageRef:192
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
7)Qualitativeapproachestohumanobservationarealwayspreferabletoquantitativeapproaches.
Answer:FALSE
PageRef:192
Difficulty:Moderate
LearningObj.:LO1
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
8)Thetextidentifiesseveralcharacteristicsofhumanobservationresearch.Considerthecharacteristicsshownbelow.Howmanyofthesecharacteristicsaccuratelydescribethedimensionsofhumanobservationresearch?
-Situation:Naturalvs.Artificial
-ObserverObtrusiveness:Openvs.Disguised
-ObserverParticipation:Activevs.Passive
-DataRecording:Structuredvs.Unstructured
A)1
B)2
C)3
D)4
Answer:D
PageRef:191
Difficulty:Moderate
LearningObj.:LO2
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
9)The________observationofindividualstakesplaceasbehaviorsunfoldattheirownpace.
A)artificial
B)planned
C)natural
D)deterministic
Answer:C
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
10)Theobservationofindividualsastheyreadthelabelsofcannedgoodsinagrocerystorewouldbeanexampleof________observation.
A)artificial
B)planned
C)natural
D)deterministic
Answer:C
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
11)The________observationofindividualsisappropriatewhenthetargetbehaviorsarerepetitive,frequentand/oroccurwithinareasonablyshorttimeframe.
A)artificial
B)planned
C)natural
D)deterministic
Answer:C
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
12)The________observationofindividualsrecordstargetbehaviorsoreventsinthecontextofafabricatedsituation.
A)artificial
B)planned
C)natural
D)deterministic
Answer:A
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
13)The________observationofindividualspermitsaresearchertospeedupthedatagatheringprocessbyinitiatingtheobservationalsituationratherthanwaitingforittooccur.
A)artificial
B)planned
C)natural
D)deterministic
Answer:A
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
14)Mysteryshopperresearchisanexampleof________observation.
A)artificial
B)planned
C)natural
D)deterministic
Answer:A
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
15)________observationoccurswhenthepresenceoftheobserverisexplicitlyknown.
A)Disguised
B)Closed
C)Transparent
D)Open
Answer:D
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
16)Biasintermsofrespondentbehaviorsisgenerallyreducedwhentheobservationis________.
A)disguised
B)closed
C)transparent
D)open
Answer:D
PageRef:193
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
17)Mysteryshopperresearchutilizesa(n)________observer.
A)active
B)passive
Answer:A
PageRef:194
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
18)Apassiveobservertypicallytakespartintheactivitiesbeingobserved.
Answer:FALSE
PageRef:194
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
19)A(n)________observerhastheabilitytointeractwiththosebeingobserved.
A)active
B)passive
C)dynamic
D)sensitive
Answer:A
PageRef:194
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
20)________observationrequirestheobservertotakeeventsastheycome.
A)Active
B)Passive
C)Dynamic
D)Socratic
Answer:B
PageRef:194
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
21)________datarecordingisbestusedwhentheresearcherknowsthespecifictypesofbehaviorstobeobservedinadvanceoftheobservation.
A)Unstructured
B)Passive
C)Structured
D)Serendipitous
Answer:C
PageRef:194
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
22)________datarecordingencouragestheobservertorecordhisorherobservationsintheformofanarrative.
A)Unstructured
B)Passive
C)Structured
D)Serendipitous
Answer:A
PageRef:194
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
23)________datarecordingprovidesthegreatestopportunityformakingdiscoveriesinthefieldwhileobservationistakingplace.
A)Unstructured
B)Passive
C)Structured
D)Serendipitous
Answer:A
PageRef:194
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
24)Unstructureddatarecordingcan________.
A)onlybeanalyzedqualitatively
B)onlybeanalyzedquantitatively
C)canbeanalyzedbothqualitativelyandquantitatively
Answer:C
PageRef:194
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
25)ThetextdiscussedtheuseofobservationinthecaseofGreenGlobe21.Thiswasanexampleofusingobservationresearchwhen________.
A)thereappearstobeadisconnectbetweenattitudesandbehaviors
B)self-reporteddataregardingattitudesandbehaviorsmaynotbeaccurate
C)behavioralratherthanattitudinalchangeisthefocus.
Answer:A
PageRef:196-198
Difficulty:Easy
LearningObj.:LO1
Classification:Application
26)Thetextdiscussedtheuseofobservationrelatedtosafefoodpreparation.Thiswasanexampleofusingobservationresearchwhen________.
A)thereappearstobeadisconnectbetweenattitudesandbehaviors
B)self-reporteddataregardingattitudesandbehaviorsmaynotbeaccurate
C)behavioralratherthanattitudinalchangeisthefocus.
Answer:C
PageRef:196-198
Difficulty:Easy
LearningObj.:LO2
Classification:Application
27)Thetestdiscussedtheuseofobservationrelatedtoalcoholshoppingbehaviors.Thiswasanexampleofusingobservationresearchwhen________.
A)thereappearstobeadisconnectbetweenattitudesandbehaviors
B)self-reporteddataregardingattitudesandbehaviorsmaynotbeaccurate
C)behavioralratherthanattitudinalchangeisthefocus.
Answer:B
PageRef:196-198
Difficulty:Easy
LearningObj.:LO2
Classification:Application
28)Thefollowingtwostatementsrefertoautomatedobservation.
I. Oneformofautomatedobservationistousetechnologytodirectlymonitor
consumerbehaviors.
II. Oneformofautomatedobservationistousetechnologytomonitorthe
productsofconsumerbehaviors.
Which,ifany,ofthesestatementsistrue.
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:C
PageRef:199
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
29)________arethemostcommonwaythatadvertisersobserveonlinebehaviors.
A)Snapshots
B)Cookies
C)Viralvideos
D)Facebookpostings
Answer:B
PageRef:199
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
30)Twoindividualsvisitingthesamewebsiteatexactlythesametime(butfromdifferentcomputers)willalwaysseeexactlythesameadvertising.
A)True
B)False
Answer:B
PageRef:199
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
31)________areusedinanattempttomatchadvertisingshowntoanindividualwiththatindividual'sinterests.
A)Memes
B)Phantompixels
C)Cookies
D)Icons
E)Ghosts
Answer:C
PageRef:200
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
32)DoubleClick'sDARTisanexampleofanadservingservicethattriestoincreasetherelevanceoftheadvertisingwhichindividualsseeastheyvisitdifferentwebsites.
Answer:TRUE
PageRef:200
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
33)Advertisershavelearnedthatincreasingadrelevance________adresponse.
A)decreases
B)increases
C)doesnotaffect
Answer:B
PageRef:200
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
34)Itisnotyetpossibleforadvertiserstotrackandmergethesameindividual'sonlineandofflinebehaviors.
Answer:FALSE
PageRef:201
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
35)AccordingtotheAtlasInstituteandCoremetrics,thebestwaytoevaluateanonlineadvertisingcampaignisto________.
A)assign100%oftheinfluenceforconversiontothelastadseen
B)assign100%oftheinfluenceforconversiontothefirstadseen
C)assign50%oftheinfluenceforconversiontothelastadseenandassign50%oftheinfluenceforconversiontothefirstadseen
D)assignapercentageofinfluencetoalladvertisingseenpriortoconversion
Answer:D
PageRef:201
Difficulty:Difficult
LearningObj.:LO2
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
36)Itisillegalforstorestouseloyaltycardstomonitorandtrackshoppersbehaviors.
Answer:FALSE
PageRef:203
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
37)HowmanyofthefollowingwouldbeconsideredanexampleofCGM?
-postingaproductreview
-respondingtoablogentry
-postingyourfamilypicturestoFlickr
-aFacebookpagemaintainedbyPepsi
A)1
B)2
C)3
D)4
Answer:C
PageRef:204
Difficulty:Difficult
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
38)AccordingtoNielsen-Online,________isthesingle-mostimportantgaugeofabrand'sgrowthpotential.
A)consumeradvocacy
B)brandspending
C)thenumberofFacebookfollowers
D)thenumberofTwitterfollowers
E)brandpricing
Answer:A
PageRef:204
Difficulty:Difficult
LearningObj.:LO3
Classification:Conceptual
39)CGMstandsfor________.
A)consumergrandstandingmedia
B)confidencegained(from)media
C)consumergeneratedmedia
D)creativeguidelines(for)media
Answer:C
PageRef:204
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
40)Accordingtothetext,howmanytypesofinformationshownbelowaretypicallyprovidedaspartoftheobservationofconsumergeneratedmedia?
-thenumberoftimesabrandismentioned
-theamountofbranddetail
-theadvertisingvalueoftheposting
-thesentimentassociatedwiththeposting
A)1
B)2
C)3
D)4
Answer:C
PageRef:204
Difficulty:Difficult
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
41)ThetwostatementsbelowrefertoCGMmonitoring.
I. Evaluatingconsumers'responsetoanadvertisingcampaignisonewayin
whichadvertisersuseCGMmonitoring.
II. CGMmonitoringallowsadvertiserstomonitortheirownbrand'simage
andtrackanychangesinimageversuskeycompetitivebrands.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:C
PageRef:206,207
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
42)Advertisersoftenfinditverydifficulttorelatethetrendsandshiftsinconsumer-generatedmediatotheircommunicationprogram.
Answer:FALSE
PageRef:206
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
43)CGMmonitoringcanprovideinsightsintoconsumers'mindsets,attitudesandbeliefs.
Answer:TRUE
PageRef:209
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
44)ThecaseofWholeFoodsdiscussedinthetextisanexampleofusingthemonitoringofconsumergeneratedmediafor________.
A)productpricing
B)crisismanagement
C)identifyingcompetitivestores
D)productselection
Answer:B
PageRef:212-213
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
45)TheVideoConsumerMappingStudyisanexampleof________observation.
A)automated
B)human
Answer:B
PageRef:213
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
46)TheVideoConsumerMappingStudyhadaffective,cognitiveandbehavioralobservertraininggoals.
Answer:TRUE
PageRef:214-215
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
47)TheAmnestyUKsocialmediacampaignusedmultiplecriteriatoevaluatetheimpactandeffectivenessofthecampaign.
Answer:TRUE
PageRef:216
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
48)TheKLOPAdvertisingAgencyhasproducedandairedaseriesofcommercialsaimedatreducingbullyinginelementaryschools.Betty,theagencyCEO,suggeststhattheagencyshoulduseasurveytodeterminethesuccessofthecampaign.Jack,theagencyresearcher,recommendsobservationasthemeansfordatacollection.Whodoyouthinkhasthebetterrecommendation?Why?
Answer:Jackhasthebetterrecommendation.Theresearchmustacknowledgethestrongpossibilitythatstudents'opinionsexpressedonasurveymaynotreflecttheirbehaviors.Thisisaninstanceinwhichobservationisthepreferreddatacollectiontechnique.
PageRef:191,197-198
Difficulty:Moderate
LearningObj.:LO1
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
49)TheKPLKYAdvertisingAgencyhasproducedandairedaseriesofcommercialsaimedatencouraginghealthyeatingchoicesinelementaryschools.Ithasbeendecidedthatobservation(specificallyfoodchoiceinthelunchroom)wouldbeusedtocollectdatatoevaluatethecampaign'simpact.Thinkaboutthefourdimensionsofobservationresearch.Usethesedimensionstodescribeyourrecommendedapproach.Provideabriefrationaleforeachrecommendation.
Answer:TheSITUATIONshouldbenatural.Allowinglunchroombehaviorstounfoldattheirownpacewillprovideasignificantamountofdataasthissettingwillbefilledwithchildren.
TheobservershouldbeDISGUISEDaschildrenarehighlylikelytoaltertheirbehaviorsiftheyknowanadultiswatchingthem.
TheobservershouldbePASSIVE.Thereisnoneedtointeractwiththechildrenasthereisampleopportunitytoobservefoodchoice.
DatarecordingshouldbeSTRUCTUREDasitisknowninadvancewhatconstituteshealthyandunhealthyfoodchoices.
PageRef:193-194
Difficulty:Difficult
LearningObj.:LO1
Classification:Synthesis
AACSBStandard:AnalyticSkills
50)TheVideoConsumerMappingStudyusedobservationratherthansurveydatacollection.Whywasobservationchosenasthebetterdatacollectiontechnique?
Answer:Prior
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