Business Research Exam 2 Study Guide (BSAD 3500)
Questions With Complete Solutions
What are some advantages of observation research?
Objective, accurate; captures actual behavior, avoids bias.
What are some disadvantages of observation research?
Cannot measure attitude/motivation, time-consuming.
What are some advantages of communication research?
Versatility, speed, cost-effective, measures opinions/attitudes.
What are some disadvantages of communication research?
Response bias, people don't remember accurately.
What is natural observation?
Occurs in the environment where behavior normally takes place.
What is contrived observation?
Occurs in an environment designed for recording behavior
What are some mechanical/digital devices used for observation?
Barcode scanners, website tagging (cookies), social media
analytics, heat mapping, mouse patterns, click counters.
What is disguised observation research?
Subjects are not aware that they are being observed (ex: secret
shoppers).
What is undisguised observation research?
, Subjects are aware they are being observed.
When should one use structured observation?
When a fairly precise problem definition is required.
When should one use unstructured observation?
When a great deal of flexibility is required.
What are the advantages of structured communication?
Saves time, money, avoids interpretation bias.
What is structured communication?
Degree of standardization used with the data collection
instrument.
What is unstructured communication?
Open-ended questions that allow the conversation to flow
naturally
What are the disadvantages of structured communication?
Limited depth of information, no flexibility, possible
misinterpretation, forced responses
What are the advantages of unstructured communication?
Rich information, flexibility, discovery of new ideas,
clarification, explanation of complex issues
What are the disadvantages of unstructured communication?
Difficult to analyze, low reliability, interviewer bias, time-
consuming, smaller sample size, difficult to compare
Questions With Complete Solutions
What are some advantages of observation research?
Objective, accurate; captures actual behavior, avoids bias.
What are some disadvantages of observation research?
Cannot measure attitude/motivation, time-consuming.
What are some advantages of communication research?
Versatility, speed, cost-effective, measures opinions/attitudes.
What are some disadvantages of communication research?
Response bias, people don't remember accurately.
What is natural observation?
Occurs in the environment where behavior normally takes place.
What is contrived observation?
Occurs in an environment designed for recording behavior
What are some mechanical/digital devices used for observation?
Barcode scanners, website tagging (cookies), social media
analytics, heat mapping, mouse patterns, click counters.
What is disguised observation research?
Subjects are not aware that they are being observed (ex: secret
shoppers).
What is undisguised observation research?
, Subjects are aware they are being observed.
When should one use structured observation?
When a fairly precise problem definition is required.
When should one use unstructured observation?
When a great deal of flexibility is required.
What are the advantages of structured communication?
Saves time, money, avoids interpretation bias.
What is structured communication?
Degree of standardization used with the data collection
instrument.
What is unstructured communication?
Open-ended questions that allow the conversation to flow
naturally
What are the disadvantages of structured communication?
Limited depth of information, no flexibility, possible
misinterpretation, forced responses
What are the advantages of unstructured communication?
Rich information, flexibility, discovery of new ideas,
clarification, explanation of complex issues
What are the disadvantages of unstructured communication?
Difficult to analyze, low reliability, interviewer bias, time-
consuming, smaller sample size, difficult to compare
