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Exam 9: Observation Research: Biometrics

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Question 1

True/False

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Brain researchers have been able to demonstrate the sequence of brain activity that precedes a decision to buy (or not buy)a product.

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Question 2

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________ research can be defined as the monitoring and analysis of physiological responses to advertising or other visual/verbal stimuli.

A) Biometric
B) Biological
C) Biodemographic
D) Biotic
E) Bionic

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Question 3

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There is ________ consensus that neuromarketing is an ethical approach to the use of technology for advertising and marketing purposes.

The collection of eye tracking data ________.

Eye tracking is the ________ controversial form of biometric research.

Which brain monitoring technique can pinpoint the specific areas being activated during exposure to an ad or other stimulus?

Eyetracking research is well suited to determining an ad's strengths and weaknesses and for providing direction for revision.

With regard to eye tracking data,________ is the amount of time spent looking at each specific element.

Sands Research is an example of a company that uses ________ plus physiological measures in its approach to neuromarketing data collection.

Briefly explain the importance of Google's Golden Triangle for advertising planning.

Bartels presents the idea of an Action Review Interview where eye tracking and a personal interview both take place.Bartels suggests that the personal interview be conducted ________.

Consider the two statements below regarding EEG. I.An EEG uses magnetic resonance scanners to produce sets of cross-sections Of the brain during exposure to an ad or other stimulus. II.An EEG measures and records the brain's electrical activity during exposure To an ad or other stimulus. Which,if any,of these statements is (are) true?

The "Magic Face" case study discussed in the text used two important measures.One was "time to first fixation" while the second was ________.

In the original "Magic Face" ad,the last thing looked at was the ________

With regard to eye tracking and facial coding,researchers believe that ________.

Facial ________ records the degree of emotional response generated by a stimulus as reflected in the use and movement of facial muscles.

The overall goal of EEG brain monitoring is an estimate of overall brain engagement.

You conduct an eye tracking evaluation of a print ad.The ad has five key components.The key components and the time to first fixation is shown in the chart below. Ad Component Time to First Fixation (seconds) Model Face and Body 4.3 Headline 1.38 Brand Name .36 Product Image 1.10 Tagline 6.14 What recommendation(s)for revision would you make based on this data?

The search results at the bottom of the search page (beneath Google's Golden Triangle) were viewed by ________% of viewers.

With regard to eye tracking data,________ is the sum of all gaze times and reflects how engaged an individual is with the stimulus overall.