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Exam 11: Observation

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Question 1

True/False

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Researchers can observe people or events with human observers or with machines.

A) True
B) False

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Question 2

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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)

E) B) and D)
F) All of the above

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Question 3

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Attitudes can be observed.

Response interval is the amount of time it takes to make a choice between two alternatives.

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.

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 _____.

Observation that requires the observer to record events subjectively may result in _____ bias.

The systematic process of recording the behaviors of people as they occur is called ______.

_____ is the systematic observation and quantitative description of the manifest content of communication.

One limitation of observation as a research method is that the observation period is generally short.

Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, websites, and the like?

Some people see contrived observation as _____, which means deceitful or tricky.

All of the following are errors associated with direct observation EXCEPT _____.

Clara is a business researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

_____ gauges emotional reactions as reflected in physiological changes in a person's voice.

With respect to website traffic monitoring, a hit represents _____.

It is typical in observation studies for the observer to ask questions of the person who is being observed.

Some might see contrived observation as unethical based on the notion of entrapment.

_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.

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?