Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site?
a. conversion transaction rate (CTR)
b. page views
c. cost per click (CPC)
d. click-through rate (CTR)
Question 2When Walgreen's uses cables across the road as traffic counters to determine the density of traffic near a possible retail store location, what type of observation is being used?
a. contrived observation
b. mechanical observation
c. human observation
d. content analysis
Question 3When a researcher counts the number of African Americans who have appeared on the cover of Newsweek during the past decade, the researcher is engaging in ____.
a. contrived analysis
b. ethnic analysis
c. indirect analysis
d. content analysis
Question 4When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____.
a. contrived analysis
b. content analysis
c. indirect analysis
d. entrapment
Question 5Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements, newspaper articles, blogs, and the like?
a. contrived analysis
b. content analysis
c. indirect analysis
d. response latency analysis
Question 6_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.
a. Trace elements
b. Artifacts
c. Inventories
d. Physiological responses
Question 7When the Chicago Museum of Science and Industry measures the popularity of its children's exhibits by the frequency of tile replacement in front of exhibits, it is using what type of observation?
a. content analysis
b. response latency analysis
c. physical-trace analysis
d. contrived analysis
Question 8All of the following are errors associated with direct observation EXCEPT ____.
a. subjectivity
b. entrapment
c. accuracy
d. interpretation
Question 9An airline passenger who is really an employee of the airline complains loudly about not being served a vegetarian meal so that he can note the responses of the flight attendant. This is an example of ____ observation.
a. content
b. indirect
c. contrived
d. response
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