Ch. 5

Question 1

7 Primary infoormation about individuals that you will collect collect:

Answer 1

1. Demographic/Socioeconomic characteristics
2. Personality/lifestyle charcteristics
3. Attitudes
4. Awareness/knowledge
5. intentions
6. motivation
7. behavior

Question 2

Demographic and Socioeconomic Characteristics:

Answer 2

such as age, education, occupation, marital status, gender, income, and social class.

Question 3

Personality/ Lifestyle Characteristics:

Answer 3

:form of personality traits, activities, interests, and values.
;based on the idea that a Co. can be more successful if it knows more about its customers. ex. live and interests.

Question 4

Attitudes:

Answer 4

An individual’s overall evaluation of something.

Question 5

Awareness/knowledge:

Answer 5

refersd to what respondents do and do not know or believe about some product, brand, company, advertisement, or so on.

Question 6

Intentions:

Answer 6

Anticipated or planned future behavior.

Question 7

Motivation:

Answer 7

A motive is a need, want, drive, urge, wish, desire, impulse, or any inner state that directs behavior toward goals.

Question 8

Behavior:

Answer 8

what individuals have done or are doing. usually means purchase and use behavior.

Question 9

Two methods of obtaining primary data:

Answer 9

1. Communication: involves questioning respondents to get the information you need using a questionaire.
2. Observation: carefully watch what individuals do in a particular situation and record relevant details and behaviors.

Question 10

Structured Observation:

Answer 10

Problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand, as can the categories that will be used to record and analyze the situation.

Question 11

Unstructured Observation:

Answer 11

The problem has not been specifically defined, so a great deal of flexibility is allowed the ovservers in terms of what they note and record.

Question 12

Undisguised Observation:

Answer 12

The subjects are aware that they are being observed.

Question 13

Disguised Observation:

Answer 13

The subjects are NOT aware that they are being observed.

Question 14

Natural Setting:

Answer 14

Subjects are observed in the environment where the behavior normally takes place.

Question 15

Contrived Setting:

Answer 15

Subjects are observed in an environment that has been specially designed for recording their behavior.

Question 16

Human Observation:

Answer 16

Individuals are trained to systematically observe a phenomenon and to record on the obersvational form the specifc events that take place.

Question 17

Electrical or Mechanical Observation:

Answer 17

An electrical or mechanical device observes a phenomenon and records the events that take place.

Question 18

Galvanometer:

Answer 18

A device used to measure changes in the elctrical resistance of the skin which are associated with changes in emotion.

Question 19

Voice-pitch Analysis:

Answer 19

Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal.

Question 20

Eye tracker camera:

Answer 20

A device used by researchers to study a subject’s eye movements while he or she is reading advertiseing copy.