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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
PageRef:222
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
3)Eyetrackingisthe________controversialformofbiometricresearch.
A)most
B)least
Answer:B
PageRef:222
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
4)Currentapproachestoeyetrackingareunobtrusiveandallowtherespondenttoactinanaturalmanner.
Answer:TRUE
PageRef:222
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
5)Eyetrackingdatausesastopmotioncameratorecordarespondent'sgaze________.
A)oncepersecond
B)10timespersecond
C)50timespersecond
D)100timespersecond
E)continuouslythroughoutthetest
Answer:E
PageRef:222
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
6)Eyetrackingrecordswhereanindividuallooks,forhowlong,andtheorderinwhichitemsarelookedat.
Answer:TRUE
PageRef:222
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
7)Thecollectionofeyetrackingdata________.
A)isfullyunderhumancontrol
B)isacombinationofautomationandhumancontrol
C)isfullyautomated
Answer:C
PageRef:223
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
8)Withregardtoeyetrackingdata,________identifiesthevisualelementthatattractsthegreatestamountofinitialattention.
A)firstfixation
B)mostfixation
C)totalgazetime
D)individualgazetime
Answer:A
PageRef:223
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
9)Withregardtoeyetrackingdata,________identifiesthevisualelement(s)thatmaintainattention.
A)firstfixation
B)mostfixation
C)totalgazetime
D)individualgazetime
Answer:B
PageRef:223
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
10)Withregardtoeyetrackingdata,________isthesumofallgazetimesandreflectshowengagedanindividualiswiththestimulusoverall.
A)firstfixation
B)mostfixation
C)totalgazetime
D)individualgazetime
Answer:C
PageRef:223
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
11)Withregardtoeyetrackingdata,________istheamountoftimespentlookingateachspecificelement.
A)firstfixation
B)mostfixation
C)totalgazetime
D)individualgazetime
Answer:D
PageRef:223
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
PageRef:223
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
14)Withregardtoeyetrackingreporting,a(n)________usescolorstorepresenttheamountoftimespentviewingspecificareasofthevisualstimulus.
A)gazepath
B)heatmap
C)opacitychart
Answer:B
PageRef:223
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
15)Withregardtoeyetrackingreporting,a(n)________uses"openings"torepresenttheamountoftimeviewingspecificareasofthevisualstimulus.
A)gazepath
B)heatmap
C)opacitychart
Answer:C
PageRef:223
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
16)Eyetrackingcanhelpadvertisersmakemoreinformeddecisionswithregardtomediaselectionandadplacementwithinaspecificmedium.
Answer:TRUE
PageRef:224
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
17)Theeyetrackingresearchthatnamed"Google'sGoldenTriangle"identifiedtheareasofGooglesearchresultsmostlikelytobe________.
A)viewed
B)ignored
C)foundconfusing
D)frombrandnameproducts
E)infullcolor
Answer:A
PageRef:226
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
PageRef:227
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
20)Thesearchresultsatthebottomofthesearchpage(beneathGoogle'sGoldenTriangle)wereviewedby________%ofviewers.
A)20
B)50
C)90
D)100
Answer:A
PageRef:227
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
PageRef:227
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
PageRef:229
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
24)Eyetrackingusedinthe"MagicFace"casestudyshowedthatconsumersspentverylittletimelookingateithertheproductimageor________.
A)model'seyes
B)model'sface
C)brandname
D)headline
Answer:C
PageRef:229
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
25)Therevisedadinthe"MagicFace"casestudywasstrongerthantheoriginalbecausemoretimewasspentlookingatthe________.
A)model'seyes
B)model'sface
C)brandname
D)tagline
Answer:C
PageRef:230
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
PageRef:230
Difficulty:Moderate
LearningObj.:LO3
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
27)BartelspresentstheideaofanActionReviewInterviewwhereeyetrackingandapersonalinterviewbothtakeplace.Bartelssuggeststhatthepersonalinterviewbeconducted________.
A)beforetheeyetrackingdataiscollected.
B)atthesametimetheeyetrackingdataisbeingcollected.
C)aftertheeyetrackingdatahasbeencollected.
Answer:C
PageRef:231
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
28)Withregardtoeyetrackingandfacialcoding,researchersbelievethat________.
A)whenbothtechniquesareused,onlyonetechniqueshouldbeusedatatime
B)ifeyetrackingisused,thenfacialcodingisunnecessary
C)importantinsightscanbeobtainedwheneyetrackingandfacialcodingareusedsimultaneously
Answer:C
PageRef:231
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
29)Facial________recordsthedegreeofemotionalresponsegeneratedbyastimulusasreflectedintheuseandmovementoffacialmuscles.
A)recognition
B)coding
C)implant
D)referencing
E)modeling
Answer:B
PageRef:231
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
30)________isthelabelgiventotheuseofbrainobservationformarketingpurposes.
A)Neurotracking
B)Mentaltracking
C)Mindmapping
D)Neuroadvertising
E)Neuromarketing
Answer:E
PageRef:232
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
31)ThefMRIistheonlyapproachtomonitoringbrainactivityduringadvertisingexposure.
Answer:FALSE
PageRef:232
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
32)Therationaleforneuromarketingisthatconsumerbuyingdecisionsaremadeinsplitsecondsinthe________partofthebrain.
A)consciousratherthansubconscious
B)subconsciousratherthanconscious
C)inhibitedratherthanuninhibited
D)uninhibitedratherthaninhibited
Answer:B
PageRef:232
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
PageRef:233
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
PageRef:233
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
PageRef:234
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
PageRef:235
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
42)TheoverallgoalofEEGbrainmonitoringisanestimateofoverallbrainengagement.
Answer:TRUE
PageRef:236
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
43)Researchhasshownthattheadditionofphysiologicalmeasures(suchasheartrate)toEEGdataprovides________importantadditionalinsights.
A)few,ifany
B)asignificantnumberof
C)onlylimited
D)unanticipatedbutnot
Answer:B
PageRef:236
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
44)SandsResearchisanexampleofacompanythatuses________plusphysiologicalmeasuresinitsapproachtoneuromarketingdatacollection.
A)surveyquestionnaire
B)eyetracking
C)fMRI
D)EEG
Answer:D
PageRef:236
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
45)Oneofthemajorcriticismsofneuromarketingisitslackof________validity.
A)external
B)internal
C)logical
D)spontaneous
E)physical
Answer:A
PageRef:238
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
PageRef:238
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
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