当代市场调研 （原第12版）测试题及答案 ch09

Chapter9 Testbank

Chapter9:PrimaryDataCollection:Observation

MultipleChoice

Whichofthefollowingarenotobservationsituations?

a. peoplewatchingpeople

b. peoplewatchingphenomena

c. machineswatchingpeople

d. machineswatchingphenomena

e. Alloftheseareobservationsituations.

Answer:e

TargetStoresisevaluatingseverallocationsforlocatinganewTargetSuper-Center.Todothis,atrafficcountingmachinerecordsthenumberofcarspassingeachlocationeverydayoftheweekforathree-monthperiod.Thisisanexampleofwhichkindofobservationsituation?

a. peoplewatchingpeople

b. peoplewatchingphenomena

c. machineswatchingpeople

d. machineswatchingphenomena

e. noneofthese

Answer:d

Wal-Marthasahighlysophisticatedsystemofrecordingdataandbeingabletoviewresults.Forinstance,Wal-MartmanagersknowfromtheirscannerdatathatfivepairofWranglerBlueJeansweresoldfrom10:00a.m.to11:00a.m.onacertainday,andbywhatsize.Ifthesalesweremadeviacreditcard,Wal-Martalsoknows“who,”andhasdevelopedhistoriesofwhatcombinationsofproductsitscustomersbuy.Theprecedingisanobservationalsituationinvolvingwhichofthefollowing?

a. peoplewatchingpeople

b. peoplewatchingphenomena

c. machineswatchingpeople

d. machineswatchingphenomena

e. Alloftheseareobservationsituations.

Answer:c

Whichofthefollowingisnotaconditionconducivetoobservation?

a. Thebehaviorofinterestlastsoveralongperiodoftime.

b. Thebehaviormustnotberepetitive.

c. Thebehaviorneedstobeobservableorinferable.

d. Thebehaviorlastsoveralongperiodoftimeandmustnotberepetitive

e. allofthese

Answer:d

Whichofthefollowingisnota“natural”situationforobservation?

a. gettingpeopletoparticipateinasimulatedstoresituationsothattheirbehaviorcanbeobserved

b. whentheobservedhasnoknowledgethattheyarebeingobserved

c. observerplaysnopartinthebehaviorofinterest

d. allofthese

Answer:a

Acontrivedobservationalenvironmentwouldnot:

a. allowtheresearchertocollectdatafaster.

b. allowformorecontroloverthingsthatmightdistortthebehaviorbeingstudied.

c. resultinlowerprojectcosts.

d. provideamorerealisticenvironmentinwhichtoobservethebehaviorinquestion.

e. noneofthese

Answer:d

Observingconsumers’behaviorthroughaonewaymirrorisacommontypeof_______.

a. openobservation

b. disguisedobservation

c. structuredobservation

d. unstructuredobservation

Answer:b

Countinghowmanypeopleusethedrive-inwindowatabankduringcertainhoursisagoodexampleofwhattypeofobservationalresearch?

a. contrived

b. natural

c. disguised

d. conceived

e. internal

Answer:b

Whichofthefollowingisnotaprimaryadvantageofobservationresearch?

a. informationgatheredmorequicklythanwithasurvey

b. doesn’tdependonwillingnessoftherespondent

c. abilitytopredictfuturebehavior

d. notsubjecttobiasesthatplaguesurveyresearch

Answer:c

Whichtypeofresearchismostcloselyassociatedwithhumanobservation?

a. qualitative

b. quantitative

c. ethnographic

d. mixedmethods

Answer:c

Observationalresearchismosteffectiveiftheobservedbehavioroccurs_______.

a. intermittently

b. infrequently

c. rationally

d. frequently

e. noneofthese

Answer:d

Ethnographicresearchisderivedfromwhichfield?

a. mathematics

b. anthropology

c. sociology

d. garbology

e. noneofthese

Answer:b

Thecustomerservicedepartmentofalargedepartmentstorerecentlyreceivedacomplaintaboutastoreassociate.Thestoreassociate’smanagerhasbeenunabletodetectanyproblemswiththeassociate’sperformance.Thentheservicedepartmentreceivedanothercomplaintconcerningthesameassociate.Whichofthefollowingwouldbethebestapproachtoinvestigatethesituation?

a. depthinterviewwithassociate

b. mysteryshoppers

c. depthinterviewwithcustomers

d. closeobservationbythedepartmentmanager

e. one-waymirrorobservations

Answer:b

Whichofthefollowingisanexampleofmachineobservation?

a. mysteryshoppers

b. one-wayobservationmirrors

c. peoplemeters

d. kiosks

Answer:c

WhichofthefollowingbestdescribesaLevel2mysteryshopper?

a. shopperinvestigatescommunicationskillsasvisitinvolvesahomeloanorautopurchase

b. shoppermakesquickpurchaseandevaluatestransactionandimageofthefacility

c. interactionmightinvolvethepossiblepurchaseofacellphone

d. interactionmightinvolveonlyatelephonecall

Answer:b

Aresearcherwhowantstomeasureemotionalreactionstoadvertisementswouldbemostlikelytousewhichtypeofobservationtechnique?

a. pupilometer

b. EEG

c. Voice-pitchanalysis

d. GSR

Answer:d

Whichofthefollowingtypesofresearchwouldbeleastlikelytousephysiologicalmeasurementdevices?

a. responsetoadvertising

b. attitudetowardproducts

c. opinionofspecificcelebrityendorsers

d. customersatisfactionresearch

Answer:d

__________areresearcherswhosortthroughpeople’sgarbagetoanalyzehouseholdconsumptionpatterns.

a. Garbologists

b. Pirates

c. Hoarders

d. Consumptionanalyst

Answer:a

ThefirststepinconductingEthnographicresearchis___________________.

a. assesstheinformationathand

b. findparticipants

c. seekanswers

d. analyzeinformation

Answer:b

Whichofthefollowingisthetypeofdatathatmysteryshoppingfirmsattain?

a. Facilityconditions

b. Guestexperience

c. Dresscodecompliance

d. Parkinglotcondition

e. Allofthese

Answer:e

_______________areusedtomeasurevehicularflowoveraparticularstretchofroadway.

a. Trafficsignals

b. Trafficcops

c. Trafficstands

d. Trafficcounters

Answer:d

Whichofthefollowingistheprocessofresearchingthebrainpatternsandcertainphysiologicalmeasuresofconsumerstomarketingstimuli?

a. Neuromarketing

b. ConsumerNeuroscience

c. Ethnography

d. Humanobservation

e. Nocturnalobservation

Answer:a

Eyetrackingdevicescannotdocumentwhichofthefollowing?

a. Visibility

b. Engagement

c. Viewingpatterns

d. Communicationhierarchy

e. Allofthesecanbedocumented

Answer:e

Whichofthefollowingisnotamachineobservation?

a. FacialActionCodingServices(FACS)

b. GenderandAgeRecognitionSystems

c. In-StoreTracking

d. TelevisionAudienceMeasurement

e. MysteryShopper

Answer:e

Trackinghelpsanswerwhichofthefollowingquestions?

a. “where?”

b. “howmuch?”

c. “howoften?”

d. allofthese

e. noneofthese

Answer:d

Apieceoftextstoredbyauser’swebbrowsertoassistwithtrackingisreferredtoaswhichofthefollowing?

a. terabyte

b. cookie

c. the“cloud”

d. softwarereader

e. softwarecloud

Answer:b

Whichofthefollowingisthelargestsocialmediawebsite?

a. Facebook

b. Twitter

c. Google+

d. Pinterest

e. Tumblr

Answer:a

Facebookcollectswhichtypeofdataaboutitsusers?

a. Numerical

b. Demographic

c. Behavioral

d. Demographicandbehavioral

e. Allofthese

Answer:d

Whichofthefollowingisnotanadvantageofcomputer-simulatedshoppingenvironmentsforobservations?

a. Arealisticlevelofcomplexityandvariety

b. Researcherscansetupandalterthetestsveryquickly

c. Productioncostsarelow

d. Highdegreeofflexibility

e. Alloftheseareadvantages

Answer:e

_____measuresdon’tactuallymeasurepsychologicalcausessuchasemotionsorbehaviordirectlybutratherinferwhatishappeninginsidethebrainfrompeoples’biologicalresponses.

a. Explicit

b. Direct

c. Indirect

d. Implicit

e. Biological

Answer:d

Therearefourstandardmethodstoin-storecustomertracking.Whichofthefollowingisnotoneofthese?

a. WIFI

b. Cookies

c. Mobileapps

d. Cameras

e. Passivenetworks

Answer:b

Whichofthefollowingfirmsmeasure40percentoftheworld’sviewingbehavior?

a. NielsenMedia

b. Netflix

c. Amazon

d. Disney

e. Alloftheabove

Answer:a

WhichofthefollowingisnotatechnologyusedbyNielsenMedia?

a. PeopleMeter

b. SetMeters

c. CodReaders

d. PortablePeopleMeter

e. Alloftheaboveareused

Answer:e

_____isapowerfulsocialmediamonitoringtoolthatprovidesadvancedtargetingoptionstotrackmentions,keywordphrases,andcompetitormentions.

a. Awario

b. Sendible

c. BuzzSumo

d. GoogleAnalytics

e. Alloftheabove

Answer:a

_____notonlytrackswhatpeoplearesaying,buttheytrackwhatpeoplehavealreadysaidusingtheirhistoricaltrackingsystem.

a. Awario

b. Sendible

c. BuzzSumo

d. GoogleAnalytics

e. Alloftheabove

Answer:a

_____isanall-in-onesocialmediamanagementtool.

a. Awario

b. Sendible

c. BuzzSumo

d. GoogleAnalytics

e. Alloftheabove

Answer:b

_____enablesafirmorindividualtomonitoralloftheirsocialmediaprofilesalongwiththeabilitytoscheduleposts.

a. Awario

b. Sendible

c. BuzzSumo

d. GoogleAnalytics

e. Alloftheabove

Answer:b

_____isatooltohelpfindoutwhattopicsarebeingshared.

a. Awario

b. Sendible

c. BuzzSumo

d. GoogleAnalytics

e. Alloftheabove

Answer:c

_____isfarmorethanasocialmediamonitoringtool,butitcanprovideinsightsontrafficfromsocialmedia.

a. Awario

b. Sendible

c. BuzzSumo

d. GoogleAnalytics

e. Alloftheabove

Answer:d

_____enablesausertodeterminewhotheiraudienceis,wheretheycomefrom,andwhatcontentresonateswiththemthemost.

a. Awario

b. Sendible

c. BuzzSumo

d. GoogleAnalytics

e. Alloftheabove

Answer:d

True/False

Oneoftheadvantagesofobservationresearchisitsabilitytopredictfuturebehavior.

Answer:False

Ifthetypeofbehaviorinquestionoccursinfrequently,observationwouldbepreferabletosurveyresearch.

Answer:False

Ethnographicresearchisbasedonthefieldofanthropology.

Answer:True

Mysteryshoppershavebeenusedtoevaluatetheserviceemployeesareprovidingcustomers.

Answer:True

Consumers’physiologicalreactionstostimulicanbemeasurediftheresearcherhastheproperequipment.

Answer:True

Aconsumer’slevelofarousalwhilewatchinganadcanbemeasuredwithobservationalresearch.

Answer:True

FacialActionCodingService(FACS)isespeciallyvaluablewhentheclientwantstoevaluaterationallybasedadvertising.

Answer:False

Internettrackingisfundamentallyanotherformofobservationresearch.

Answer:True

Triangulation,theprocessofcheckingfindingsagainstwhatotherpeoplesayandagainstsimilarresearchalreadyconducted,isawaytoverifytheaccuracyofcollecteddata.

Answer:True

Brainpatternsaretypicallymeasuredbyanelectroencephalograph(EEG).

Answer:True

Mostmarketersbelievethatneurosciencemethodsinisolationareeasytointerpretandcanstandalone.

Answer:False

Today,thetrendoftelevisionaudiencemeasurementandtrackinghasmovedawayfromdirectmeasurementfrom“set-topboxes”(STB)topeoplemeters.

Answer:False

In-storesecuritycamerasarenowbeingusedtotrackshopperbehavior.

Answer:True

Whenusersfrequentlyswitchbetweenadesktopandmobiledevice,theyarereferredtoasdigitallyagnostic.

Answer:True

Oneofthegreatestadvantagesofsocialmediaresearchlieswithintrackingresearchthatmonitorsbrandsentimentoverdiscreteunitsoftime.

Answer:True

Facebookinsertstwotrackingcookiesintoyourbrowseranoperatingcookieandabrowsercookie.

Answer:False

Costperimpressionisthecosttoofferpotentialcustomersoneopportunitytoseeanadvertisement.

Answer:True

Aconversionisanactionthatapersontakesbasedonanadvertiser’swebsitesuchascheckingout,registering,addinganitemtotheshoppingcart,orviewingaparticularpage.

Answer:True

Ethnographicresearchcannotrevealunexpressedneedsandwants.

Answer:False

Implicitmeasuresmeasurepsychologicalcausessuchasemotionsorbehaviordirectly.

Answer:False

AmajorityofAmericansfeelthatitisacceptableforlawenforcementtousefacialrecognitiontechnologytoaccesssecuritythreatsinpublicspaces.

Answer:True

Awariolooksatmorethantwodozensourcesonlinetomonitorkeywordphrasesrelatedtoafirm’sbrandorcompetitor’sbrand.

Answer:False

EssayQuestions

Amanufacturerofanewproductisconductingatestmarket.Twoofthetestmarketobjectivesweretryingtoestimatetotalmarketsalesandexaminingtheconsumer’sin-storedecisionprocess.Howwouldyoucollectdatatosupportthosetwoobjectives?

Answer:Toaccomplishthemarketsalesestimate,themarketerwouldneedtomonitorsalesinthetestmarket,andextrapolatethepurchaseratetothepopulationofthetotalmarket.Toexaminethein-storedecisionprocess,theresearchercouldutilizeavideocamerapositioneddirectlyabovetheareainwhichthetestproductisplaced.Thentherecordedbehaviorcouldbereviewedtoassesstheconsumer’sin-storedecisionprocess.

Compareseveralofthekeyadvantagesanddisadvantagesofobservationandsurveyresearch.

Answer:Observationresearchdoesawaywithinterviewerbias,thewillingnessandabilityoftheconsumertoprovideinformation,andtherespondent’stendencytoprovidefalseinformation.Itallowstheresearchertodirectlyrecordtheeventsofinterest.However,unlikesurveyresearch,respondentintentions,motivesandplanscannotbeobserved.Onlysurveyresearchcanprovidethoseanswers.

WhatisEthnographicresearchandlistatleastfiveadvantagesofitinmarketingresearch?

Answer:Ethnographicresearchdealswithobservingpeopleandcollectinginformationabouttheirbehaviorinthenaturalsettingsinwhichtheyworkandlive.Thetextbooklistsanumberofadvantagesofethnographicresearch.

Describethemysteryshopperandhowtheyareusedbymarketingresearchers.

Answer:Mysteryshoppersposeasconsumersandshopatthecompany’sownstoresorcompetitorstorestocollectdataaboutcustomer-employeeinteractionsandgatherobservationaldata.Theseshopperscangatherdatathatisofvaluetomarketers,includingcomparingprices,evaluatingemployee-customerinteractions,discussingaspectsoftheproductofferingandstoreconditions,anddiscussingproducts.

Howisonlinetrackingatypeofobservationresearch?Howcanitbeofvaluetothemarketingresearcher?

Answer:Onlinetrackingthroughtheuseof“cookies”allowsmarketerstofollowthesearchpatternspersonsonlineastheysurffromadtoadlookingforaparticularproductorservice.Hence,viatracking,marketresearchersknowwhichonlineadsarebeing“hit-on”themost,therebyindicatinggreaterexposureoftheproduct/serviceinquestionviathead.

Explainhowthevirtualshoppingexperiencehasenhancedobservationresearch.

Answer:First,unlikefocusgroups,concepttests,andotherlaboratoryapproaches,thevirtualstoreduplicatesthed