广告调查（第二版）英文 答案 Chapter 9 Observation Research Biometrics

Copyright©2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter9ObservationResearch:Biometrics

1)________researchcanbedefinedasthemonitoringandanalysisofphysiologicalresponsestoadvertisingorothervisual/verbalstimuli.

A)Biometric

B)Biological

C)Biodemographic

D)Biotic

E)Bionic

Answer:A

PageRef:221

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

2)Biometricobservationisabletocollect________physiologicalresponses.

A)onlyvoluntary

B)onlyinvoluntary

C)bothvoluntaryandinvoluntary

Answer:C

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Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

3)Eyetrackingisthe________controversialformofbiometricresearch.

A)most

B)least

Answer:B

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Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

4)Currentapproachestoeyetrackingareunobtrusiveandallowtherespondenttoactinanaturalmanner.

Answer:TRUE

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

5)Eyetrackingdatausesastopmotioncameratorecordarespondent'sgaze________.

A)oncepersecond

B)10timespersecond

C)50timespersecond

D)100timespersecond

E)continuouslythroughoutthetest

Answer:E

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

6)Eyetrackingrecordswhereanindividuallooks,forhowlong,andtheorderinwhichitemsarelookedat.

Answer:TRUE

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

7)Thecollectionofeyetrackingdata________.

A)isfullyunderhumancontrol

B)isacombinationofautomationandhumancontrol

C)isfullyautomated

Answer:C

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

8)Withregardtoeyetrackingdata,________identifiesthevisualelementthatattractsthegreatestamountofinitialattention.

A)firstfixation

B)mostfixation

C)totalgazetime

D)individualgazetime

Answer:A

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Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

9)Withregardtoeyetrackingdata,________identifiesthevisualelement(s)thatmaintainattention.

A)firstfixation

B)mostfixation

C)totalgazetime

D)individualgazetime

Answer:B

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Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

10)Withregardtoeyetrackingdata,________isthesumofallgazetimesandreflectshowengagedanindividualiswiththestimulusoverall.

A)firstfixation

B)mostfixation

C)totalgazetime

D)individualgazetime

Answer:C

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Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

11)Withregardtoeyetrackingdata,________istheamountoftimespentlookingateachspecificelement.

A)firstfixation

B)mostfixation

C)totalgazetime

D)individualgazetime

Answer:D

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Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

12)Afteranadvertising-relatedeyetrackingstudy,anadvertiserisonlyabletoidentifytheelementsoftheadwhicharelookedat.Elementswhichwereignoredcannotbeidentified.

Answer:FALSE

PageRef:223

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:AnalyticSkills

13)Withregardtoeyetrackingreporting,a(n)________showseachindividualsearchpaththroughavisualstimulus.

A)gazepath

B)heatmap

C)opacitychart

Answer:A

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

14)Withregardtoeyetrackingreporting,a(n)________usescolorstorepresenttheamountoftimespentviewingspecificareasofthevisualstimulus.

A)gazepath

B)heatmap

C)opacitychart

Answer:B

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

15)Withregardtoeyetrackingreporting,a(n)________uses"openings"torepresenttheamountoftimeviewingspecificareasofthevisualstimulus.

A)gazepath

B)heatmap

C)opacitychart

Answer:C

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

16)Eyetrackingcanhelpadvertisersmakemoreinformeddecisionswithregardtomediaselectionandadplacementwithinaspecificmedium.

Answer:TRUE

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Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

17)Theeyetrackingresearchthatnamed"Google'sGoldenTriangle"identifiedtheareasofGooglesearchresultsmostlikelytobe________.

A)viewed

B)ignored

C)foundconfusing

D)frombrandnameproducts

E)infullcolor

Answer:A

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:AnalyticSkills

18)TheareasofviewingwithinGoogle'sGoldenTrianglemostresembletheletter________.

A)B

B)T

C)F

D)C

E)K

Answer:C

PageRef:226

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

19)ThesearchresultsatthetopofGoogle'sGoldenTrianglewereviewedby________%ofviewers.

A)20

B)50

C)90

D)100

Answer:D

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Difficulty:Moderate

LearningObj.:LO3

Classification:Application

20)Thesearchresultsatthebottomofthesearchpage(beneathGoogle'sGoldenTriangle)wereviewedby________%ofviewers.

A)20

B)50

C)90

D)100

Answer:A

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Difficulty:Moderate

LearningObj.:LO3

Classification:Application

21)ThinkaboutthepaidsearchresultsontherighthandsideoftheGoogleresultspage.Thetopadwasviewedby________%ofparticipantswhiletheadinthesixthpositionwasviewedby________%ofparticipants.

A)20,10

B)50,10

C)100,20

D)100,50

Answer:B

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Difficulty:Moderate

LearningObj.:LO3

Classification:Application

22)Eyetrackingresearchiswellsuitedtodetermininganad'sstrengthsandweaknessesandforprovidingdirectionforrevision.

Answer:TRUE

PageRef:228

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

23)The"MagicFace"casestudydiscussedinthetextusedtwoimportantmeasures.Onewas"timetofirstfixation"whilethesecondwas________.

A)timetoinitialgaze

B)timetofinalfixation

C)averagegazetime

D)averagetimebetweenfixations

Answer:C

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Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

24)Eyetrackingusedinthe"MagicFace"casestudyshowedthatconsumersspentverylittletimelookingateithertheproductimageor________.

A)model'seyes

B)model'sface

C)brandname

D)headline

Answer:C

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Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

25)Therevisedadinthe"MagicFace"casestudywasstrongerthantheoriginalbecausemoretimewasspentlookingatthe________.

A)model'seyes

B)model'sface

C)brandname

D)tagline

Answer:C

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Difficulty:Moderate

LearningObj.:LO3

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

26)Intheoriginal"MagicFace"ad,thelastthinglookedatwasthe________

A)model'sfaceandbody

B)headline

C)brandname

D)productimage

E)tagline

Answer:E

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Difficulty:Moderate

LearningObj.:LO3

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

27)BartelspresentstheideaofanActionReviewInterviewwhereeyetrackingandapersonalinterviewbothtakeplace.Bartelssuggeststhatthepersonalinterviewbeconducted________.

A)beforetheeyetrackingdataiscollected.

B)atthesametimetheeyetrackingdataisbeingcollected.

C)aftertheeyetrackingdatahasbeencollected.

Answer:C

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Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

28)Withregardtoeyetrackingandfacialcoding,researchersbelievethat________.

A)whenbothtechniquesareused,onlyonetechniqueshouldbeusedatatime

B)ifeyetrackingisused,thenfacialcodingisunnecessary

C)importantinsightscanbeobtainedwheneyetrackingandfacialcodingareusedsimultaneously

Answer:C

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Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

29)Facial________recordsthedegreeofemotionalresponsegeneratedbyastimulusasreflectedintheuseandmovementoffacialmuscles.

A)recognition

B)coding

C)implant

D)referencing

E)modeling

Answer:B

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

30)________isthelabelgiventotheuseofbrainobservationformarketingpurposes.

A)Neurotracking

B)Mentaltracking

C)Mindmapping

D)Neuroadvertising

E)Neuromarketing

Answer:E

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

31)ThefMRIistheonlyapproachtomonitoringbrainactivityduringadvertisingexposure.

Answer:FALSE

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

32)Therationaleforneuromarketingisthatconsumerbuyingdecisionsaremadeinsplitsecondsinthe________partofthebrain.

A)consciousratherthansubconscious

B)subconsciousratherthanconscious

C)inhibitedratherthanuninhibited

D)uninhibitedratherthaninhibited

Answer:B

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

33)Considerthetwostatementsbelowwithregardtoneuromarketing.

I. Neuromarketingisnolongerconsidereda"fringe"researchtechnique.

II. MainstreamcompaniessuchasGooglearenowexploring

neuromarketingapplications.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIaretrue

D)NeitherInorIIaretrue

Answer:C

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

34)Thetwoprincipaltechniquesformeasuringbrainwavepatternsare________.

A)fMRIandEKG

B)FMRIandEEG

C)fMPRandEEG

D)fMPRandEKG

Answer:B

PageRef:233

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

35)ConsiderthetwostatementsbelowregardingfMRI.

I. AnfMRIusesmagneticresonancescannerstoproducesetsofcross-sections

ofthebrainduringexposuretoanadorotherstimulus.

II. AnfMRImeasuresandrecordsthebrain'selectricalactivityduringexposure

toanadorotherstimulus.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIaretrue

D)NeitherInorIIaretrue

Answer:C

PageRef:233

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

36)ConsiderthetwostatementsbelowregardingEEG.

I. AnEEGusesmagneticresonancescannerstoproducesetsofcross-sections

ofthebrainduringexposuretoanadorotherstimulus.

II. AnEEGmeasuresandrecordsthebrain'selectricalactivityduringexposure

toanadorotherstimulus.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIaretrue

D)NeitherInorIIaretrue

Answer:D

PageRef:233

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

37)Whichbrainmonitoringtechniquecanpinpointthespecificareasbeingactivatedduringexposuretoanadorotherstimulus?

A)EEG

B)fMRI

Answer:B

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

38)Withregardtoneuromarketing,thereiswidespreadagreementthattheEEGisasuperiorapproachtobrainmonitoringversusfMRI.

Answer:FALSE

PageRef:233

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

39)NeuromarketersusingfMRIassumethatactivationofthebrainareaknownfor"reward"wouldbea________outcomeofadvertisingexposure.

A)positive

B)negative

C)unanticipated

D)lowpriority

Answer:A

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

40)Brainresearchershavebeenabletodemonstratethesequenceofbrainactivitythatprecedesadecisiontobuy(ornotbuy)aproduct.

Answer:TRUE

PageRef:234

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

41)MindSignisacompanythatre-editsadvertisingtoreflect________testresults.

A)EEG

B)eyetracking

C)fMRI

D)facialcoding

E)survey

Answer:C

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

42)TheoverallgoalofEEGbrainmonitoringisanestimateofoverallbrainengagement.

Answer:TRUE

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

43)Researchhasshownthattheadditionofphysiologicalmeasures(suchasheartrate)toEEGdataprovides________importantadditionalinsights.

A)few,ifany

B)asignificantnumberof

C)onlylimited

D)unanticipatedbutnot

Answer:B

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

44)SandsResearchisanexampleofacompanythatuses________plusphysiologicalmeasuresinitsapproachtoneuromarketingdatacollection.

A)surveyquestionnaire

B)eyetracking

C)fMRI

D)EEG

Answer:D

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

45)Oneofthemajorcriticismsofneuromarketingisitslackof________validity.

A)external

B)internal

C)logical

D)spontaneous

E)physical

Answer:A

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

46)TheresearchconductedbyOnetoOneInsightshowedadirectrelationshipbetweenengagement(asmeasuredbyarangeofphysiologicalplusbrainmeasurements)andbrand________.

A)sales

B)purchaseintent

C)recall

D)perceptions

E)socialmediapresence

Answer:C

PageRef:237

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

47)Thereis________consensusthatneuromarketingisanethicalapproachtotheuseoftechnologyforadvertisingandmarketingpurposes.

A)extensive

B)limited

C)unknown

Answer:B

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

48)Therearesiximportantmeasuresusedineyetrackingresearch.Nameandbrieflydescribetwoofthesemeasures.

Answer:Anytwoofthefollowingareacceptable:

Firstfixation:thevisualelementthatattractsthegreatestamountofinitial

attention.

Timetofirstfixation:theamountoftimethathaselapsedfromthestartofvisual

processinguntilaspecificelementinthestimulusisviewed.

Mostfixation:identifiesthevisualelement(s)thatmaintainattention.

Individualgazetime:theamountoftimespentlookingatindividualelement(s)inthe

ad.

Totalgazetime:thesumofallindividualgazetimes.

Movementbetweenelements:indicateshowthestimuluswasprocessed.

PageRef:223

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

49)Youconductaneyetrackingevaluationofaprintad.Theadhasfivekeycomponents.Thekeycomponentsandthetimetofirstfixationisshowninthechartbelow.

AdComponent TimetoFirstFixation(seconds)

ModelFaceandBody 4.3

Headline 1.38

BrandName .36

ProductImage 1.10

Tagline 6.14

Whatrecommendation(s)forrevisionwouldyoumakebasedonthisdata?

Answer:Theheadlineandproductimagedowelltoattractinitialattention.Ittakesverylongforreadertoattendto