Module 10: Primary Data Collection: Observation, Experimentation, and Test Marketing

What is a key condition for observation research as mentioned in the text?

Observing short-duration behaviors

Which situation involves the observer playing no role in the behavior of interest?

Watching drive-thru window usage at a quick-service restaurant

What is disguised observation, as described in the text?

Monitoring people through a one-way mirror

Why might technology be preferred over human observation in some cases?

To capture data in infeasible situations Signup and view all the answers

What distinguishes open observation from disguised observation?

Whether individuals know they are being watched Signup and view all the answers

Which type of research involves recording patterns of occurrences or behaviors without interacting with the individuals?

Observation research Signup and view all the answers

In contrived observation situations, what does the researcher have control over?

Several influencing variables Signup and view all the answers

What is a distinguishing feature of machine observation compared to human observation?

Less interference with observed behaviors Signup and view all the answers

What makes natural observation different from contrived observation?

The influence of the observer on the behavior of interest Signup and view all the answers

What does direct observation primarily rely on?

The process of watching and recording Signup and view all the answers

What type of research method involves manipulating one variable to observe its effect on another variable?

Experiment Signup and view all the answers

In human observation through mystery shoppers, Level Three typically involves:

Using a scripted scenario Signup and view all the answers

What is the main difference between an experiment and a survey?

Manipulation of variables Signup and view all the answers

Which of the following is NOT considered an independent variable in an experiment?

Customer Satisfaction Signup and view all the answers

What must be determined to establish a causation relationship between variables?

Concomitant variation Signup and view all the answers

What is typically done at Level Four in human observation through mystery shoppers?

Testing employees with in-depth product knowledge Signup and view all the answers

Which of the following is NOT an extraneous factor in an experiment?

Price Signup and view all the answers

What does a researcher become when conducting an experiment?

"Active Participant" Signup and view all the answers

What is the key feature of Level Two in human observation through mystery shoppers?

Quick purchase with no interaction Signup and view all the answers

What is the primary purpose of visiting businesses at Level One of human observation through mystery shoppers?

To call/contact the business Signup and view all the answers

What is the purpose of conducting tests in the field rather than in a laboratory?

To control for extraneous variables that might influence the dependent variable. Signup and view all the answers

Which group in an experiment is exposed to the manipulation of the independent variable?

Test Group Signup and view all the answers

What is the purpose of a Control Group in an experiment?

To compare with the Test Group and assess the effect of the independent variable. Signup and view all the answers

What is the Experimental Effect in an experiment?

The effect of the treatment variable on the dependent variable. Signup and view all the answers

What kind of information do test markets generally provide?

Estimates of market share and volume Signup and view all the answers

Which type of cost is associated with advertising expenses and syndicated research in test markets?

Direct Costs Signup and view all the answers

What are some indirect costs associated with test markets?

Diversion of activity from existing products Signup and view all the answers

What is a potential negative impact of test failure in a market test?

Possible negative trade reactions Signup and view all the answers

What can test markets help identify regarding consumer behavior towards a new product?

Characteristics of consumers who buy the product Signup and view all the answers

What does test marketing generally refer to?

A loose term that involves testing new products in various markets Signup and view all the answers