版權(quán)說(shuō)明：本文檔由用戶提供并上傳，收益歸屬內(nèi)容提供方，若內(nèi)容存在侵權(quán)，請(qǐng)進(jìn)行舉報(bào)或認(rèn)領(lǐng)
文檔簡(jiǎn)介
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
溫馨提示
- 1. 本站所有資源如無(wú)特殊說(shuō)明，都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請(qǐng)下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等，如果需要附件，請(qǐng)聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙，網(wǎng)頁(yè)內(nèi)容里面會(huì)有圖紙預(yù)覽，若沒(méi)有圖紙預(yù)覽就沒(méi)有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫(kù)網(wǎng)僅提供信息存儲(chǔ)空間，僅對(duì)用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理，對(duì)用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯，并不能對(duì)任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容，請(qǐng)與我們聯(lián)系，我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對(duì)自己和他人造成任何形式的傷害或損失。
最新文檔
- 三門峽木廊架施工方案
- 2025年幼兒園中班美術(shù)標(biāo)準(zhǔn)教案《紙團(tuán)粘貼》
- 施工門樓施工方案
- 洛陽(yáng)文化旅游職業(yè)學(xué)院《深度學(xué)習(xí)技術(shù)與應(yīng)用導(dǎo)論》2023-2024學(xué)年第二學(xué)期期末試卷
- 水泥砂漿防腐層施工方案
- 濮陽(yáng)醫(yī)學(xué)高等?？茖W(xué)校《數(shù)字地面模型實(shí)驗(yàn)》2023-2024學(xué)年第二學(xué)期期末試卷
- 高山菱形鐵絲網(wǎng)施工方案
- 江南區(qū)機(jī)動(dòng)車道路施工方案
- 企業(yè)網(wǎng)絡(luò)綜合布線施工方案
- 貴陽(yáng)人文科技學(xué)院《文獻(xiàn)學(xué)》2023-2024學(xué)年第二學(xué)期期末試卷
- 一年級(jí)寫字下學(xué)期課件(PPT 38頁(yè))
- 《實(shí)用日本語(yǔ)應(yīng)用文寫作》全套電子課件完整版ppt整本書電子教案最全教學(xué)教程整套課件
- 怎樣處理課堂突發(fā)事件
- 采礦學(xué)課程設(shè)計(jì)-隆德煤礦1.8Mta新井開(kāi)拓設(shè)計(jì)
- 中藥藥劑學(xué)講義(英語(yǔ)).doc
- 【課件】Unit1ReadingforWriting課件高中英語(yǔ)人教版（2019）必修第二冊(cè)
- Q∕GDW 10799.6-2018 國(guó)家電網(wǎng)有限公司電力安全工作規(guī)程 第6部分：光伏電站部分
- 滴灌工程設(shè)計(jì)示例
- 配套模塊an9238用戶手冊(cè)rev
- 醫(yī)院室外管網(wǎng)景觀綠化施工組織設(shè)計(jì)
- 霍尼韋爾DDC編程軟件(CARE)簡(jiǎn)介
評(píng)論
0/150
提交評(píng)論