Which of the following is characterized by using mechanical devices to capture data on human behavior?

Prepare for the UCF MAR3611 Marketing Analysis and Research Methods Midterm Exam. Boost your grades with comprehensive flashcards, multiple choice questions, and detailed explanations. Excel in your exam!

The answer is characterized as technology-mediated observation because it specifically involves the use of mechanical devices, such as cameras, sensors, or other electronic equipment, to gather data on human behavior. This method allows researchers to capture information in a systematic and objective manner, often in real-time and across various contexts.

Technology-mediated observation is particularly useful in scenarios where direct human observation might be impractical or where researchers aim to minimize observer bias. This method can be applied in settings like retail environments, public spaces, or online interactions, providing insights into consumer behavior, preferences, and patterns in a way that traditional observational methods may not achieve.

Other methods mentioned, like field surveys and focus group discussions, rely more on direct human input or interaction rather than mechanical devices to gather data. Content analysis focuses on examining existing content (like texts or media), which does not involve the active gathering of new behavioral data through technology. Therefore, the choice of technology-mediated observation accurately describes the use of mechanical devices to capture behavioral data.

Subscribe

Get the latest from Examzify

You can unsubscribe at any time. Read our privacy policy