Business Research Methods International Edition 9th Edition By William G. Zikmund – Test Bank

Chapter 11—Observation

TRUE/FALSE

1. It is typical in observation studies for the observer to ask questions of the person who is being observed.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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.

ANS: 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