Chapter 11—Observation. All Answers

Chapter 11—Observation 1. It is typical in observation studies for the observer to ask questions of the person who is being observed. F No questioning or communication with people is needed in observation. ...

Chapter 11—Observation 1. It is typical in observation studies for the observer to ask questions of the person who is being observed. F No questioning or communication with people is needed in observation. PTS: 1 DIF: Moderate REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 2. Attitudes can be observed. F The observation method takes into account a wide variety of behavior, but researchers cannot directly observe cognitive phenomena such as attitudes, motivations, and preferences. PTS: 1 DIF: Moderate REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 3. One limitation of observation as a research method is that the observation period is generally short. T PTS: 1 DIF: Moderate REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. Researchers can observe people or events with human observers or with machines. T PTS: 1 DIF: Easy REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 5. Mechanical observation best suits a situation or behavior that is not easily predictable in advance of the research. F Human observation is better suited for these types of situations or behaviors. PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 6. Hidden, unobtrusive observation minimizes respondent error. T PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 7. Observation allows for the interpretation of nonverbal behavior to supplement information from interviewers. T PTS: 1 DIF: Easy REF: p. 238 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 8. Observational studies often use complementary evidence concerning individuals’ “true” feelings. T PTS: 1 DIF: Moderate REF: p. 239 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 9. Direct observation is a straightforward attempt to observe and record what naturally occurs. T PTS: 1 DIF: Easy REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 10. In some instances, observation is the only method possible for collecting data. T PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 11. Response interval is the amount of time it takes to make a choice between two alternatives. F This is called response latency. PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 12. Since the observer does not interact with the subject in observation studies, observation is an error-free method of data collection. F There are several errors associated with observation: subjectivity, observer bias, accuracy, and interpretation. PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 13. In observation research, a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called selectivity bias. F This is referred to as observer bias. PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 14. A source of error in observation studies is in the interpretation of the meaning of the observation data. T PTS: 1 DIF: Easy REF: p. 241 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 15. When the investigator intervenes to create an artificial environment to test a hypothesis, this approach is called artificial observation. F This is called contrived observation. PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 16. Hidden observation studies must be alert to situations in which the subject's right to privacy must be protected. T PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 17. Some might see contrived observation as unethical based on the notion of entrapment. T PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 18. While mechanical observation is useful, it is never used as the only means of observation. F Mechanical observation is very effective in many situations (e.g., traffic counts). PTS: 1 DIF: Moderate REF: p. 244 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 19. Arbitron is the research company that estimates national television audiences. F Nielsen Media Research estimates national television audiences. PTS: 1 DIF: Hard REF: p. 244 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 20. Researchers may observe physical phenomena as well as human behavior. T PTS: 1 DIF: Easy REF: p. 242 OBJ: LO: 11-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 21. A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of camera surveillance. F This is an example of content analysis. PTS: 1 DIF: Hard REF: p. 243 OBJ: LO: 11-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 22. The most refined measure of website traffic is click-through rate (CTR). F A more refined count is the number of unique visitors to a website, which counts the initial access to the site but not multiple hits on the site by the same visitor during the same day or week. CTR does not differentiate between a lot of activity by a few visitors and a little activity by many visitors. PTS: 1 DIF: Moderate REF: p. 246 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 23. Eye-tracking monitors measure pupil size to determine emotional arousal. F Eye-tracking monitors are mechanical devices used to observe eye movements. PTS: 1 DIF: Moderate REF: p. 247 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 24. A psychogalvanometer measures galvanic skin response and is based on the assumption that physiological changes, such as increased perspiration, accompany emotional reactions. T PTS: 1 DIF: Moderate REF: p. 248 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 25. Physiological observation techniques, such as pupilometers, psychogalvanometers, and voice-pitch analysis, precisely measure levels of arousal. F While these devices identify arousal, they cannot precisely measure levels of arousal. PTS: 1 DIF: Hard REF: p. 249 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension MULTIPLE CHOICE 1. _____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen. a. Observation b. Descriptive research c. Real-time research d. Interaction A PTS: 1 DIF: Moderate REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 2. Clara is a business researcher who records shoppers’ movement through a grocery store. What method of research is Clara using? a. survey b. assessment c. immersion d. observation D PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 3. All of the following are observable phenomena EXCEPT _____. a. attitudes b. verbal behavior c. spatial relations and locations d. neurological activity A PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. Observing a person's television viewing habits is an example of which type of observation? a. verbal records b. expressive behavior c. physical actions d. physical objects C PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 5. Observing traffic patterns at a busy intersection with cameras is an example of what type of observation? a. spatial relations and locations b. verbal records c. verbal behavior d. expressive behavior A PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 6. All of the following cannot be observed EXCEPT _____. a. intentions b. attitudes c. expressive behavior d. feelings C PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 7. Observing the movement of workers packing shipment boxes is an example of what type of observation? a. mall interception b. verbal behavior c. physical actions d. expressive behavior C PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 8. Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation? a. pictorial records b. verbal behavior c. expressive behavior d. spatial relations B PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 9. Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation? a. verbal behavior b. temporal patterns c. expressive behavior d. spatial relations D PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 10. Using a stopwatch to determine the average waiting time for a customer checking out in a grocery store is an example of what type of observation? a. verbal behavior b. temporal pattern c. physical action d. physical objects B PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 11. Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation? a. physical actions b. verbal behavior c. physical objects d. pictorial records C PTS: 1 DIF: Hard REF: p. 236 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 12. When the subject is unaware that he is being observed, this represents what type of observation? a. contrived b. indirect c. content analysis d. unobtrusive D PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 13. Customers going through the drive-thru at Starbucks were being watched to see how long they look at the menu before ordering. They are unaware that they are being observed. This type of observation is referred to as _____ observation. a. unobtrusive b. visible c. invisible d. indirect A PTS: 1 DIF: Hard REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 14. A situation in which an observer’s presence, or the mechanical device doing the recording, is easily known to the subject involves _____. a. obtrusive observation b. visible observation c. primary observation d. first-order observation B PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 15. A researcher was observing how children play on playground equipment at a public park. The observers were out in the open and parents were told that their children were being observed. This type of observation is called _____ observation. a. visible b. primary c. ethnographic d. obtrusive A PTS: 1 DIF: Hard REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 16. Observation in which the subject is unaware that observation is taking place is called _____ observation. a. ethnographic b. hidden c. indirect d. invisible B PTS: 1 DIF: Moderate REF: p. 237 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 17. All of the following are examples of nonverbal behavior EXCEPT _____. a. smiling b. nodding c. raised eyebrows d. talking D PTS: 1 DIF: Moderate REF: p. 239 OBJ: LO: 11-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 18. _____ is a straightforward attempt to observe and record what naturally occurs. a. Visible observation b. Primary observation c. Reflective observation d. Direct observation D PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 19. When the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of _____. a. direct observation b. indirect observation c. contrived observation d. response latency A PTS: 1 DIF: Hard REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 20. _____ is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference. a. Response latency b. Decision interval c. Temporal analysis d. Temporal pattern A PTS: 1 DIF: Moderate REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 21. John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. The recorded choice time is referred to as _____. a. response lag b. response interval c. response latency d. response bias C PTS: 1 DIF: Hard REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 22. A distortion of measurement resulting form the cognitive behavior or actions of a witnessing observer is called _____. a. response latency b. researcher error c. observer bias d. entrapment C PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 23. 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 _____. a. response latency b. contrived observation c. response bias d. observer bias D PTS: 1 DIF: Hard REF: p. 241 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 24. All of the following are errors associated with direct observation EXCEPT _____. a. subjectively b. entrapment c. accuracy d. interpretation B PTS: 1 DIF: Hard REF: p. 240 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 25. Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____. a. contrived observation b. biased observation c. secondary observation d. pseudo observation A PTS: 1 DIF: Moderate REF: p. 241 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 26. When an airline passenger (who is really an employee of the airline) complains loudly about his not being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of situation, this is an example of what type of observation? a. content analysis b. indirect c. contrived d. response latency C PTS: 1 DIF: Hard REF: p. 241 OBJ: LO: 11-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 27. Which of the following is a question that can be asked to help address the question of whether or not a subject’s privacy is violated? a. Has the person been adequately notified that their behavior is being observed? b. Is the behavior being observed commonly performed in public where it is expected that others can observe the behavior? c. Is the behavior performed in a setting in which the anonymity of the person being observed is assured? d. all of these choices D PTS: 1 DIF: Easy REF: p. 241 OBJ: LO: 11-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 28. _____ is the systematic observation and quantitative description of the manifest content of communication. a. Descriptive analysis b. Schemata analysis c. Hermeneutic analysis d. Content analysis D PTS: 1 DIF: Moderate REF: p. 243 OBJ: LO: 11-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 29. Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, websites, and the like? a. contrived analysis b. content analysis c. indirect analysis d. response latency analysis B PTS: 1 DIF: Moderate REF: p. 243 OBJ: LO: 11-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 30. 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? a. contrived analysis b. content analysis c. indirect analysis d. entrapment B PTS: 1 DIF: Hard REF: p. 243 OBJ: LO: 11-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 31. When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade, this is an example of what type of observation? a. contrived analysis b. ethnic analysis c. indirect analysis d. content analysis D PTS: 1 DIF: Hard REF: p. 243 OBJ: LO: 11-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 32. When Walgreen’s uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, this is an example of what type of observation? a. contrived observation b. mechanical observation c. human observation d. content analysis B PTS: 1 DIF: Hard REF: p. 244 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 33. Which of the following companies use a television monitoring system for estimating national television audiences? a. Nielsen b. Mediamark c. Infoscan d. TVtrack A PTS: 1 DIF: Hard REF: p. 244 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 34. With respect to website traffic monitoring, a hit represents _____. a. a single, discrete click to load individual pages of a website b. mouse clicks on a single page of a website c. the proportion of people exposed to an Internet ad who actually click on its hyperlink to enter the website d. a count of the initial access to the site but not multiple visits to the site B PTS: 1 DIF: Hard REF: p. 246 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 35. Which website traffic monitoring metric may be used to track the path or sequence of pages that each visitor follows? a. click-through b. hits c. page views d. unique pages C PTS: 1 DIF: Moderate REF: p. 246 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 36. 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) D PTS: 1 DIF: Moderate REF: p. 246 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 37. All of the following are flaws with using click-through rate as a measure of the amount of interest or attention a website is receiving EXCEPT _____. a. does not differentiate between a lot of activity by a few visitors and a little activity by many visitors b. some hits are likely made by mistake c. researcher lacks information about the meaning behind the numbers d. does not adequately measure the number of times an ad is clicked on D PTS: 1 DIF: Hard REF: p. 246 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 38. A researcher gave Janis and her husband a bar-coded card, like a frequent-shopper card, that they give to the checkout clerk at the grocery store. Their code number is coupled with the purchase information recorded by the scanner. This family is participating is a(n) _____. a. scanner-based consumer panel b. obtrusive observation study c. phenomenological study d. ethnographic study A PTS: 1 DIF: Hard REF: p. 247 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 39. All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____. a. scanner data measure observed (actual) purchase behavior rather than reported behavior b. scanner measures are obtrusive c. more extensive purchase data can be collected with scanner data d. scanner data are collected mechanically, resulting in improved accuracy over mail diary panel data B PTS: 1 DIF: Hard REF: p. 247 OBJ: LO: 11-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 40. Which of the following measures physiological reactions? a. pupilometer b. at-home scanning systems c. click-through counter d. all of these choices A PTS: 1 DIF: Hard REF: p. 247 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 41. All of the following measure physiological reactions EXCEPT _____. a. eye-tracking monitor b. pupilometer c. scanning systems d. voce-pitch analysis C PTS: 1 DIF: Hard REF: p. 247 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 42. A website designer is interested in how people look at a website. He wants to know where they look first when a page comes up. Which mechanical device would be appropriate for finding this out? a. pupilometer b. eye scanner c. eye-tracking monitor d. psychogalvanometer C PTS: 1 DIF: Hard REF: p. 247 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 43. Which of the following measures involuntary changes in the electrical resistance of the skin? a. eye-tracking monitor b. psychogalvanometer c. epidermal monitor d. voice-pitch analysis B PTS: 1 DIF: Moderate REF: p. 248 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 44. _____ gauges emotional reactions as reflected in physiological changes in a person’s voice. a. Voice-pitch analysis b. Vocal cord vibration c. Vocal spectrum analysis d. Reverberation analysis A PTS: 1 DIF: Moderate REF: p. 249 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 45. All of the following are problems with physiological reaction measures EXCEPT _____. a. subjects are usually placed in artificial settings b. calibration of measuring devices c. devices are expensive d. they are not effective in measuring physiological reactions D PTS: 1 DIF: Hard REF: p. 249 OBJ: LO: 11-06 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension COMPLETION 1. The systematic process of recording the behaviors of people as they occur is called ______. 2. _____ means no communication with a respondent takes place. 3. When the presence of an observer is known to the subject, this is called ______ observation. 4. When an observer observes a subject in a natural setting, this is an example of ______ observation. 5. The time it takes a subject to make a choice between the appeal of two advertisements is a type of ______. 6. Observation that requires the observer to record events subjectively may result in _____ bias. 7. When a researcher creates an artificial situation in order to observe the reactions of a subject in that type of situation, this is an example of ______ observation. 8. Some people see contrived observation as _____, which means deceitful or tricky. 9. _____ is the systematic observation and quantitative description of the manifest content of communication. 10. A _____ is the proportion of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to the company’s website. 11. A panel of consumers using a special ID card whenever they purchase items from their local supermarket so that purchase behavior is matched with the demographic dimensions of each household is participating in a(n) ______ panel. 12. A mechanical device that is used to track eye-movements during television commercials is called a(n) ______ monitor. 13. A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n) ______. 14. A mechanical device that measures a subject's galvanic skin response (GSR) is called a(n) ______. 15. Measuring voice frequency as a measure of emotional reactions is called ______ analysis. ESSAY 1. 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. 2. Explain why a researcher might want to use contrived observation instead of direct observation. 3. Discuss the ethical issues particular to research using observation. What should a researcher consider when collecting observational data? 4. Explain how a researcher might use observation to determine the favorableness or unfavorableness consumers might exhibit toward a brand? 5. A small business owner just established a website on the Internet. Explain means by which he can monitor traffic on his website. 6. Name and define the techniques for measuring physiological reactions.