1. Yogi Berra, former New York Yankee catcher, said, “You can observe a lot just by watching.” How does this fit in with the definition of scientific observation?
2. What are the advantages and disadvantages of observation studies relative to surveys?
3. Under what conditions are observation studies most appropriate?
4. ETHICS The chapter showed a photograph of a traffic monitor-ing camera. Do you think the use of these cameras to issue speeding tickets is ethical? What types of behavior might cam-eras like these capture that would help automobile designers produce products that better match our needs as drivers?
5. A multinational fast-food corporation plans to locate a restaurant in La Paz, Bolivia. Secondary data for this city are sketchy and outdated. How might you determine the best location using observation?
6. Discuss how an observation study might be combined with a personal interview.
Research Activities 
1. Consider the following scenario:Sea  Snapper  brand  gourmet  frozen  fish  products  claimed  in  advertising  that  their  fish  sticks  are  preferred  more  than  two  to  one over the most popular brand, Captain John’s. The advertise-ments  all  include  a  definitive  statement  indicating  that  research  exists that substantiates this claim.Captain  John’s  reaction  was  war;  or  at  least  legal  war.  They  decided  to  sue  Sea  Snapper  claiming  that  the  advertisements  include false claims based on faulty research. In court, the research is  described  in  great  detail.  Sea  Snapper  conducted  taste  tests  involving four hundred consumers who indicated that they regu-larly  ate  frozen  food  products.  Two  hundred  tasted  Sea  Snapper  premium  fish  sticks  and  the  other  two  hundred  tasted  Captain  John’s  premium  fish  sticks.  Consumer  preference  was  measured  with  a  100-point  rating  scale.  The  results  showed  the  average  preference score for Sea Snapper was 78.2 compared to 39.0 for Captain John’s.Captain John’s attorney hires a research firm to assist in the lawsuit.  They  claim  that  the  research  is  faulty  because  the  pro-cedures  were  improperly  conducted.  First,  it  turns  out  that  Sea  Snapper fish sticks were always presented to consumers on a blue plate  while  Captain  John’s  were  always  presented  to  consumers  on an orange plate. Second, the Sea Snapper products used in the experiment were taken directly from the Sea Snapper kitchens to the testing facility, while the Captain John’s products were pur-chased at a local warehouse store.
a. Provide a critique of the procedures used to support the claim that Sea Snapper’s product is superior. Prepare it in a way that it could be presented as evidence in court.
b. Design an experiment that would provide a more valid test of the research question, “Do consumers prefer Sea Snapper fish sticks compared to Captain John’s fish sticks?”