Which of the following statements about optical scanners is FALSE?
a. Scanners rely on imprinted Universal Product Codes that are 11 digit numbers.
b. When scanning the product, the scanner picks both the Universal Product Code number and the price off the package.
c. Scanner data are not subject to the interview and recording biases that are present with mail diaries.
d. Scanners allow firms to study the effectiveness of marketing mix changes like price and number of facings on market share.
e. All of the above are true.
Question 2Which of the following is NOT an advantage of voice pitch analysis over other physiological reaction measurement techniques?
a. Measures the direction of the subject's feeling.
b. Relatively less time consuming to use.
c. Requires sophisticated computer equipment.
d. Relatively less expensive to use.
e. Does not require physical connection to the subject.
Question 3Which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response?
a. Galvanometer
b. People meter
c. Voice pitch analysis
d. Response latency
e. Eye camera
Question 4The relationship that justifies the use of response latency measures in marketing research designed to assess the strength of a subject's preference when choosing among alternatives is response latency is related to
a. emotional intensity.
b. uncertainty.
c. the degree of structure in the observational method.
d. the amount of information stored in memory.
e. the degree of disguise in the observational method.
Question 5The time that elapses between asking a question and receiving the answer is called
a. response latency.
b. base time.
c. lag time.
d. tachistostic.
e. awareness response.
Question 6A researcher wants to find out which part of a particular magazine ad is noticed first by the viewer. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
a. Eye camera
b. Optical scanner
c. Galvanometer
d. People meter
e. Visual analyzer
Question 7Use of the eye camera in marketing research is based on which one of the following physiological findings?
a. Pupils tend to dilate when people are interested in a stimulus.
b. People tend to blink faster when they are emotionally aroused.
c. Pupils tend to contract when people are uninterested in a stimulus.
d. Emotional intensity is proportional to the amount of secretions from tear glands.
e. Peoples' eyes do not move smoothly along lines of type as they read.
Question 8A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
a. Eye camera
b. Optical scanner
c. Galvanometer
d. People meter
e. Visual analyzer
Question 9Similar to a lie detector machine, a(n) __________ records the changes in the electrical resistance of the skin associated with sweating.
a. people meter
b. galvanometer
c. eye camera
d. optical scanner
e. audiometer
Question 10The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a(n)
a. a galvanometer.
b. an eye camera.
c. an opthalomograph.
d. an audiometer.
e. None of the above
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