Chapter 11—Observation

TRUE/FALSE
1. It is typical in observation studies for the observer to ask questions of the person who is being
observed.
ANS: F
No questioning or communication with people is needed in observation.
PTS: 1 DIF: Moderate REF: p. 236 OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
2. Attitudes can be observed.
ANS: F
The observation method takes into account a wide variety of behavior, but researchers cannot directly
observe cognitive phenomena such as attitudes, motivations, and preferences.
PTS: 1 DIF: Moderate REF: p. 236 OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
3. One limitation of observation as a research method is that the observation period is generally short.
ANS: T PTS: 1 DIF: Moderate REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
4. Researchers can observe people or events with human observers or with machines.
ANS: T PTS: 1 DIF: Easy REF: p. 237
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
5. Mechanical observation best suits a situation or behavior that is not easily predictable in advance of
the research.
ANS: F
Human observation is better suited for these types of situations or behaviors.
PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
6. Hidden, unobtrusive observation minimizes respondent error.
ANS: T PTS: 1 DIF: Moderate REF: p. 237
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
7. Observation allows for the interpretation of nonverbal behavior to supplement information from
interviewers.
ANS: T PTS: 1 DIF: Easy REF: p. 238
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
8. Observational studies often use complementary evidence concerning individuals’ “true” feelings.
ANS: T PTS: 1 DIF: Moderate REF: p. 239
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
9. Direct observation is a straightforward attempt to observe and record what naturally occurs.
ANS: T PTS: 1 DIF: Easy REF: p. 240
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
10. In some instances, observation is the only method possible for collecting data.
ANS: T PTS: 1 DIF: Moderate REF: p. 240

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
11. Response interval is the amount of time it takes to make a choice between two alternatives.
ANS: F
This is called response latency.
PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
12. Since the observer does not interact with the subject in observation studies, observation is an error-free
method of data collection.
ANS: F
There are several errors associated with observation: subjectivity, observer bias, accuracy, and
interpretation.
PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
13. In observation research, a distortion of measurement resulting from the cognitive behavior or actions
of the witnessing observer is called selectivity bias.
ANS: F
This is referred to as observer bias.
PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
14. A source of error in observation studies is in the interpretation of the meaning of the observation data.
ANS: T PTS: 1 DIF: Easy REF: p. 241
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
15. When the investigator intervenes to create an artificial environment to test a hypothesis, this approach
is called artificial observation.
ANS: F
This is called contrived observation.
PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
16. Hidden observation studies must be alert to situations in which the subject's right to privacy must be
protected.
ANS: T PTS: 1 DIF: Moderate REF: p. 241
OBJ: LO: 11-03
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
17. Some might see contrived observation as unethical based on the notion of entrapment.
ANS: T PTS: 1 DIF: Moderate REF: p. 241
OBJ: LO: 11-03
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
18. While mechanical observation is useful, it is never used as the only means of observation.
ANS: F
Mechanical observation is very effective in many situations (e.g., traffic counts).
PTS: 1 DIF: Moderate REF: p. 244 OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
19. Arbitron is the research company that estimates national television audiences.
ANS: F
Nielsen Media Research estimates national television audiences.
PTS: 1 DIF: Hard REF: p. 244 OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 20. Researchers may observe physical phenomena as well as human behavior.
ANS: T PTS: 1 DIF: Easy REF: p. 242
OBJ: LO: 11-04
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
21. A study of the recording of a Monday Night Football Game in the National Football League in which
the observer counts the number of shots of cheerleaders on the sidelines is an example of camera
surveillance.
ANS: F
This is an example of content analysis.
PTS: 1 DIF: Hard REF: p. 243 OBJ: LO: 11-04
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
22. The most refined measure of website traffic is click-through rate (CTR).
ANS: F
A more refined count is the number of unique visitors to a website, which counts the initial access to
the site but not multiple hits on the site by the same visitor during the same day or week. CTR does
not differentiate between a lot of activity by a few visitors and a little activity by many visitors.
PTS: 1 DIF: Moderate REF: p. 246 OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
23. Eye-tracking monitors measure pupil size to determine emotional arousal.
ANS: F
Eye-tracking monitors are mechanical devices used to observe eye movements.
PTS: 1 DIF: Moderate REF: p. 247 OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
24. A psychogalvanometer measures galvanic skin response and is based on the assumption that
physiological changes, such as increased perspiration, accompany emotional reactions.
ANS: T PTS: 1 DIF: Moderate REF: p. 248
OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
25. Physiological observation techniques, such as pupilometers, psychogalvanometers, and voice-pitch
analysis, precisely measure levels of arousal.
ANS: F
While these devices identify arousal, they cannot precisely measure levels of arousal.
PTS: 1 DIF: Hard REF: p. 249 OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

MULTIPLE CHOICE
1. _____ is the systematic process of recording actual behavioral patterns of people, objects, and events
as they happen.
a. Observation
b. Descriptive research
c. Real-time research
d. Interaction
ANS: A PTS: 1 DIF: Moderate REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
2. Clara is a business researcher who records shoppers’ movement through a grocery store. What
method of research is Clara using?
a. survey
b. assessment

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 c. immersion
d. observation
ANS: D PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
3. All of the following are observable phenomena EXCEPT _____.
a. attitudes
b. verbal behavior
c. spatial relations and locations
d. neurological activity
ANS: A PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
4. Observing a person's television viewing habits is an example of which type of observation?
a. verbal records
b. expressive behavior
c. physical actions
d. physical objects
ANS: C PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
5. Observing traffic patterns at a busy intersection with cameras is an example of what type of
observation?
a. spatial relations and locations
b. verbal records
c. verbal behavior
d. expressive behavior
ANS: A PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
6. All of the following cannot be observed EXCEPT _____.
a. intentions
b. attitudes
c. expressive behavior
d. feelings
ANS: C PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
7. Observing the movement of workers packing shipment boxes is an example of what type of
observation?
a. mall interception
b. verbal behavior
c. physical actions
d. expressive behavior
ANS: C PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 8. Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket
counter in Chicago is an example of what type of observation?
a. pictorial records
b. verbal behavior
c. expressive behavior
d. spatial relations
ANS: B PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
9. Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art
Museum is an example of what type of observation?
a. verbal behavior
b. temporal patterns
c. expressive behavior
d. spatial relations
ANS: D PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
10. Using a stopwatch to determine the average waiting time for a customer checking out in a grocery
store is an example of what type of observation?
a. verbal behavior
b. temporal pattern
c. physical action
d. physical objects
ANS: B PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
11. Having observers record the brand names of items found in a kitchen pantry of a consumer panel is
an example of what type of observation?
a. physical actions
b. verbal behavior
c. physical objects
d. pictorial records
ANS: C PTS: 1 DIF: Hard REF: p. 236
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
12. When the subject is unaware that he is being observed, this represents what type of observation?
a. contrived
b. indirect
c. content analysis
d. unobtrusive
ANS: D PTS: 1 DIF: Moderate REF: p. 237
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
13. Customers going through the drive-thru at Starbucks were being watched to see how long they look
at the menu before ordering. They are unaware that they are being observed. This type of
observation is referred to as _____ observation.

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 a. unobtrusive
b. visible
c. invisible
d. indirect
ANS: A PTS: 1 DIF: Hard REF: p. 237
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
14. A situation in which an observer’s presence, or the mechanical device doing the recording, is easily
known to the subject involves _____.
a. obtrusive observation
b. visible observation
c. primary observation
d. first-order observation
ANS: B PTS: 1 DIF: Moderate REF: p. 237
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
15. A researcher was observing how children play on playground equipment at a public park. The
observers were out in the open and parents were told that their children were being observed. This
type of observation is called _____ observation.
a. visible
b. primary
c. ethnographic
d. obtrusive
ANS: A PTS: 1 DIF: Hard REF: p. 237
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
16. Observation in which the subject is unaware that observation is taking place is called _____
observation.
a. ethnographic
b. hidden
c. indirect
d. invisible
ANS: B PTS: 1 DIF: Moderate REF: p. 237
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
17. All of the following are examples of nonverbal behavior EXCEPT _____.
a. smiling
b. nodding
c. raised eyebrows
d. talking
ANS: D PTS: 1 DIF: Moderate REF: p. 239
OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
18. _____ is a straightforward attempt to observe and record what naturally occurs.
a. Visible observation
b. Primary observation
c. Reflective observation
d. Direct observation
ANS: D PTS: 1 DIF: Moderate REF: p. 240
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
19. When the manager of a shopping mall records the counties listed on the license plates on cars parked
at the mall in order to determine where the shoppers come from, this is an example of _____.
a. direct observation
b. indirect observation
c. contrived observation
d. response latency
ANS: A PTS: 1 DIF: Hard REF: p. 240
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
20. _____ is the amount of time it takes to make a choice between two alternatives and is used as a
measure of the strength of preference.
a. Response latency
b. Decision interval
c. Temporal analysis
d. Temporal pattern
ANS: A PTS: 1 DIF: Moderate REF: p. 240
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
21. John is measuring the amount of time it takes for people to make a choice between two options
regarding what to select for lunch to infer the strength of their preferences for one alternative over
the other. The recorded choice time is referred to as _____.
a. response lag

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 b. response interval
c. response latency
d. response bias
ANS: C PTS: 1 DIF: Hard REF: p. 240
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
22. A distortion of measurement resulting form the cognitive behavior or actions of a witnessing
observer is called _____.
a. response latency
b. researcher error
c. observer bias
d. entrapment
ANS: C PTS: 1 DIF: Moderate REF: p. 241
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
23. A researcher was observing consumers’ facial expressions as they looked over the menu at a
restaurant. One consumer forgot her reading glasses, so she was having trouble reading the menu
and had to squint her eyes, causing her to look mad. The researcher interpreted this to mean she
didn’t like what she was seeing on the menu because he didn’t know she couldn’t see the words. The
researcher’s misreading the consumer’s facial expression as dissatisfaction is an example of _____.
a. response latency
b. contrived observation
c. response bias
d. observer bias
ANS: D PTS: 1 DIF: Hard REF: p. 241
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
24. All of the following are errors associated with direct observation EXCEPT _____.
a. subjectively
b. entrapment
c. accuracy
d. interpretation
ANS: B PTS: 1 DIF: Hard REF: p. 240
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
25. Observation in which the investigator creates an artificial environment in order to test a hypothesis is
called _____.
a. contrived observation
b. biased observation
c. secondary observation
d. pseudo observation
ANS: A PTS: 1 DIF: Moderate REF: p. 241
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
26. When an airline passenger (who is really an employee of the airline) complains loudly about his not
being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of
situation, this is an example of what type of observation?

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 a. content analysis
b. indirect
c. contrived
d. response latency
ANS: C PTS: 1 DIF: Hard REF: p. 241
OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
27. Which of the following is a question that can be asked to help address the question of whether or not
a subject’s privacy is violated?
a. Has the person been adequately notified that their behavior is being observed?
b. Is the behavior being observed commonly performed in public where it is expected that
others can observe the behavior?
c. Is the behavior performed in a setting in which the anonymity of the person being
observed is assured?
d. all of these choices
ANS: D PTS: 1 DIF: Easy REF: p. 241
OBJ: LO: 11-03
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
28. _____ is the systematic observation and quantitative description of the manifest content of
communication.
a. Descriptive analysis
b. Schemata analysis
c. Hermeneutic analysis
d. Content analysis
ANS: D PTS: 1 DIF: Moderate REF: p. 243
OBJ: LO: 11-04
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
29. Which of the following obtains data by observing and analyzing the contents of advertisements,
newspaper articles, television programs, websites, and the like?
a. contrived analysis
b. content analysis
c. indirect analysis
d. response latency analysis
ANS: B PTS: 1 DIF: Moderate REF: p. 243
OBJ: LO: 11-04
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
30. When a researcher analyzes the content of advertisements appearing in cartoons on a Saturday
morning in terms of the types of characters that appear in the ads, this is an example of what type of
observation?
a. contrived analysis
b. content analysis
c. indirect analysis
d. entrapment
ANS: B PTS: 1 DIF: Hard REF: p. 243
OBJ: LO: 11-04
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
31. When a researcher counts the percentage of African Americans who have appeared on the cover of
Newsweek during the past decade, this is an example of what type of observation?
a. contrived analysis
b. ethnic analysis
c. indirect analysis
d. content analysis
ANS: D PTS: 1 DIF: Hard REF: p. 243
OBJ: LO: 11-04
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
32. When Walgreen’s uses cables across the road as "traffic counters" to determine the density of traffic
near a possible retail store location, this is an example of what type of observation?
a. contrived observation
b. mechanical observation
c. human observation
d. content analysis
ANS: B PTS: 1 DIF: Hard REF: p. 244
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
33. Which of the following companies use a television monitoring system for estimating national
television audiences?
a. Nielsen
b. Mediamark
c. Infoscan
d. TVtrack
ANS: A PTS: 1 DIF: Hard REF: p. 244
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
34. With respect to website traffic monitoring, a hit represents _____.
a. a single, discrete click to load individual pages of a website
b. mouse clicks on a single page of a website
c. the proportion of people exposed to an Internet ad who actually click on its hyperlink to
enter the website
d. a count of the initial access to the site but not multiple visits to the site
ANS: B PTS: 1 DIF: Hard REF: p. 246
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
35. Which website traffic monitoring metric may be used to track the path or sequence of pages that
each visitor follows?
a. click-through
b. hits
c. page views
d. unique pages
ANS: C PTS: 1 DIF: Moderate REF: p. 246
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
36. Which of the following represents the percentage of people who are exposed to an Internet
advertisement who actually click on the corresponding hyperlink which takes them to a company’s
website?
a. conversion transaction rate (CTR)
b. page views
c. cost per click (CPC)
d. click-through rate (CTR)
ANS: D PTS: 1 DIF: Moderate REF: p. 246
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
37. All of the following are flaws with using click-through rate as a measure of the amount of interest or
attention a website is receiving EXCEPT _____.
a. does not differentiate between a lot of activity by a few visitors and a little activity by
many visitors
b. some hits are likely made by mistake
c. researcher lacks information about the meaning behind the numbers
d. does not adequately measure the number of times an ad is clicked on
ANS: D PTS: 1 DIF: Hard REF: p. 246
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
38. A researcher gave Janis and her husband a bar-coded card, like a frequent-shopper card, that they
give to the checkout clerk at the grocery store. Their code number is coupled with the purchase
information recorded by the scanner. This family is participating is a(n) _____.
a. scanner-based consumer panel
b. obtrusive observation study
c. phenomenological study
d. ethnographic study
ANS: A PTS: 1 DIF: Hard REF: p. 247
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
39. All of the following are improvements of scanner data over standard mail diary panel data EXCEPT
_____.
a. scanner data measure observed (actual) purchase behavior rather than reported behavior
b. scanner measures are obtrusive
c. more extensive purchase data can be collected with scanner data
d. scanner data are collected mechanically, resulting in improved accuracy over mail diary
panel data
ANS: B PTS: 1 DIF: Hard REF: p. 247
OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
40. Which of the following measures physiological reactions?
a. pupilometer
b. at-home scanning systems
c. click-through counter
d. all of these choices
ANS: A PTS: 1 DIF: Hard REF: p. 247
OBJ: LO: 11-06

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
41. All of the following measure physiological reactions EXCEPT _____.
a. eye-tracking monitor
b. pupilometer
c. scanning systems
d. voce-pitch analysis
ANS: C PTS: 1 DIF: Hard REF: p. 247
OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
42. A website designer is interested in how people look at a website. He wants to know where they look
first when a page comes up. Which mechanical device would be appropriate for finding this out?
a. pupilometer
b. eye scanner
c. eye-tracking monitor
d. psychogalvanometer
ANS: C PTS: 1 DIF: Hard REF: p. 247
OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
43. Which of the following measures involuntary changes in the electrical resistance of the skin?
a. eye-tracking monitor
b. psychogalvanometer
c. epidermal monitor
d. voice-pitch analysis
ANS: B PTS: 1 DIF: Moderate REF: p. 248
OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
44. _____ gauges emotional reactions as reflected in physiological changes in a person’s voice.
a. Voice-pitch analysis
b. Vocal cord vibration
c. Vocal spectrum analysis
d. Reverberation analysis
ANS: A PTS: 1 DIF: Moderate REF: p. 249
OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
45. All of the following are problems with physiological reaction measures EXCEPT _____.
a. subjects are usually placed in artificial settings
b. calibration of measuring devices
c. devices are expensive
d. they are not effective in measuring physiological reactions
ANS: D PTS: 1 DIF: Hard REF: p. 249
OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

COMPLETION
1. The systematic process of recording the behaviors of people as they occur is called ______.
ANS: observation
PTS: 1 DIF: Moderate REF: p. 236 OBJ: LO: 11-01

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
2. _____ means no communication with a respondent takes place.
ANS: Unobtrusive
PTS: 1 DIF: Hard REF: p. 237 OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
3. When the presence of an observer is known to the subject, this is called ______ observation.
ANS: visible
PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
4. When an observer observes a subject in a natural setting, this is an example of ______ observation.
ANS: direct
PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
5. The time it takes a subject to make a choice between the appeal of two advertisements is a type of
______.
ANS: response latency
PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
6. Observation that requires the observer to record events subjectively may result in _____ bias.
ANS: observer
PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
7. When a researcher creates an artificial situation in order to observe the reactions of a subject in that
type of situation, this is an example of ______ observation.
ANS: contrived
PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
8. Some people see contrived observation as _____, which means deceitful or tricky.
ANS: entrapment
PTS: 1 DIF: Hard REF: p. 241 OBJ: LO: 11-03
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
9. _____ is the systematic observation and quantitative description of the manifest content of
communication.
ANS: Content analysis
PTS: 1 DIF: Moderate REF: p. 243 OBJ: LO: 11-04
10. A _____ is the proportion of people who are exposed to an Internet advertisement who actually click
on the corresponding hyperlink which takes them to the company’s website.
ANS: click-through rate (CTR)
PTS: 1 DIF: Moderate REF: p. 246 OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
11. A panel of consumers using a special ID card whenever they purchase items from their local
supermarket so that purchase behavior is matched with the demographic dimensions of each household
is participating in a(n) ______ panel.
ANS: scanner-based consumer
PTS: 1 DIF: Moderate REF: p. 247 OBJ: LO: 11-05
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 12. A mechanical device that is used to track eye-movements during television commercials is called a(n)
______ monitor.
ANS: eye-tracking
PTS: 1 DIF: Moderate REF: p. 247 OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
13. A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n)
______.
ANS: pupilometer
PTS: 1 DIF: Moderate REF: p. 248 OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
14. A mechanical device that measures a subject's galvanic skin response (GSR) is called a(n) ______.
ANS: psychogalvanometer
PTS: 1 DIF: Moderate REF: p. 248 OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
15. Measuring voice frequency as a measure of emotional reactions is called ______ analysis.
ANS: voice-pitch
PTS: 1 DIF: Moderate REF: p. 249 OBJ: LO: 11-06
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

ESSAY
1. Discuss the role of observation as a business research method and discuss four of the many types of
observable phenomena, giving an example of each.
ANS:
In marketing research, observation is a systematic process of recording actual behavioral patterns of
people, objects, and events as they happen. Observational studies gather a wide variety of information
about behavior. Seven kinds of observable phenomena are listed in Exhibit 11.1, and students can
discuss any four:
(1) Physical activities - shopping patterns or television viewing; a worker’s movement during an
assembly process
(2) Verbal behavior - sales conversations
(3) Expressive behavior - facial expressions
(4) Spatial relations and locations - traffic patterns; proximity of middle managers’ offices to the
president’s office
(5) Temporal patterns - amount of time it takes to execute a stock purchase order
(6) Physical objects - amount of newspaper recycled
(7) Verbal and pictorial records - content of advertisements; number of illustrations appearing in a
training booklet

The examples are only suggestions, and students’ examples will vary.
PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01
NAT: AACSB Communication| CB&E Model Research| Blooms Comprehension
2. Explain why a researcher might want to use contrived observation instead of direct observation.
ANS:
Direct observation is a straightforward attempt to observe and record what naturally occurs. Every
effort is made for the interviewer not to interject him- or herself into the situation. The investigator
does not create an artificial situation. Contrived observation occurs when the investigator intervenes
to create an artificial environment to test a hypothesis. If situations were not contrived, the research
time spent waiting and observing would expand considerably.
PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 NAT: AACSB Communication| CB&E Model Research| Blooms Comprehension
3. Discuss the ethical issues particular to research using observation. What should a researcher consider
when collecting observational data?
ANS:
Observation methods introduce a number of ethical issues. Hidden observation raises the issue of the
respondent’s right to privacy. If the researcher obtains permission to observe someone, the subject
may not act naturally. A researcher can ask him- or herself these questions when considering using
observation:
(1) Is the behavior being observed commonly performed in public where it is expected that others can
observe the behavior?
(2) Is the behavior performed in a setting in which the anonymity of the person being observed is
assured (meaning there is no way to identify individuals)?
(3) Has the person agreed to be observed?

Some people might see contrived observation as entrapment. To entrap means to deceive or trick into
difficulty, which is clearly an abusive action.
PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-03
NAT: AACSB Communication| CB&E Model Research| Blooms Comprehension
4. Explain how a researcher might use observation to determine the favorableness or unfavorableness
consumers might exhibit toward a brand?
ANS:
Content analysis is appropriate, which obtains data by observing and analyzing the contents or
messages of advertisements, newspaper articles, television programs, and the like. Content analysis
studies the message itself and involves the design of a systematic observation and recording procedure
for quantitative description of the manifest content of communication. This type of analysis often
counts the frequency of themes or occurrences within the hermeneutic unit being studied. It could be
used to analyze Internet postings about a company’s brand.
PTS: 1 DIF: Hard REF: p. 243 OBJ: LO: 11-04
NAT: AACSB Communication| CB&E Model Research| Blooms Application
5. A small business owner just established a website on the Internet. Explain means by which he can
monitor traffic on his website.
ANS:
Computer technology makes gathering detailed data about online behavior easy and inexpensive.
They may count the number of hits - mouse clicks on a single page of a website. Similarly, they can
track page views, or single, discrete clicks to load individual pages of a website. A click-through rate
(CRT) is the percentage of people who are exposed to an advertisement who actually click on the
corresponding hyperlink which takes them to the company’s website. A researcher could also count
the number of unique visitors to a website, which counts the initial access to the site but not multiple
hits on the site by the same visitor during the same day or week.
PTS: 1 DIF: Moderate REF: p. 246 OBJ: LO: 11-05
NAT: AACSB Communication| CB&E Model Research| Blooms Knowledge
6. Name and define the techniques for measuring physiological reactions.
ANS:
Five major categories of mechanical devices used to measure physiological reactions are:
(1) Eye-tracking monitor - measures unconscious eye movements.
(2) Pupilometer - observes and records changes in the diameter of a subject’s pupils.
(3) Psychogalvanometer - measures galvanic skin response (GSR), which is a measure of involuntary
changes in the electrical resistance of the skin.
(4) Voice-pitch analysis - gauges emotional reactions as reflected in physiological changes in a
person’s voice.
PTS: 1 DIF: Moderate REF: p. 247 OBJ: LO: 11-06

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 NAT: AACSB Communication| CB&E Model Research| Blooms Knowledge

© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.