Observation research can be used to explain why consumers purchase particular brands of products. True False All of the following would be examples of behaviors or results of behaviors that can be observed, except reason for purchasing a particular product individuals shopping in a store movement on a brand website comments made to a restaurant employee QUESTION 4 A major disadvantage of disguised observation research is that researchers cannot gather any demographic or additional information from participant individuals do not know they are being watched researchers cannot gather any demographic or additional information from participant the desired behaviors may not occur Structured observation research has all of the following advantages, except is more subjective can be used with descriptive research multiple researchers can be used since specific behaviors are being watched researchers can use a checklist prepared in advance QUESTION 6 All of the following are disadvantages of observation research, except is less accurate than recall of past purchase behaviors only observed behaviors or observable results can be reported only public observable behaviors can be reported cannot determine why individuals act in a particular way In class, we talked about how one company used cell phone data to track the movements of Spring Breakers (where they traveled after break). We would probably refer to this as a type of mechanical observation indirect observation contrived setting disguised observation. ethnography QUESTION 8 The best reason to use observation research methods is that they can be used to explain why consumers purchase particular brands of products. True False The small city of West. Fork, Arkansas, does not allow the sale of alcoholic beverages. The tax revenue department of for this small, dry city docides to sift through coliceted garbage in the city to assess the amount of alcobol consumod by residents. This is an example of: archives survy rescarch quastilative research direct observation physical traces QUESTION 10 Referring to the previous question, observing actual behaviors related to some products may be more accurate than data obtained from surveys that aak people to report what they did. True False Rescarchers use to measure changes in the electrical resistance in a participant's skin in response to be exposed to an advertisement or marketing message. cognitive ncuroscicnce voice-pitch analysis a galvanometer voice-pitch analysis QUESTION 12 One reason companies use mystery shoppers is because customer feedback tends to be polarized - the very satisfied and very dissatisfied providing the feedback. True False A revearcher is to observe supermarket behaviors of consumers who are shopping for canned fruit. She has carefully laid out an observation form that contains a list of all possible relevant behaviors. This is an example of structured observation True Faise QUESTION 14 The power of eye tracking software is that it reveals physiological reactions to messages and shows where brain activity oceurs and to a certain degree the level of activity. True False QUESTION 15 Which of the following observation methods involves determining the amount of attention or interest by measuring the dilation of the pupil in the eye? eye tracking There is no such measurement. What a dumb question. eye-0-gram pupilometer rebing-o-meter Market basket analysis can be used to study the path individuals take to purchase a particular produet brand. True False QUESTION 17 Mystery shoppers are typically used to critique the appearance of a store recommend changes in business decor mystify the other shoppers evaluate customer service monitor the cleanliness of a store My researcher fhend Kenny is studying older consumers. He participates with senior citizens in their "walking groups" and listens to them discuss their hopes, fears, worries, bealth, family and friceds. This woald be an example of an application of ethnographic research disguised observation research structured observation research market bukket analysis QUESTION 19 In open or undisgutsed observation research, individuals do not know they are being observed. True Faise. QUESTION 20 Observation studies have the advantage of allowing observation of consumers motives, attitudes, and intentions. True False