Using Exhibit 7-5, identify the type of study described in each of the Snapshots featured in this chapter.

>snapshot Observation and Police Cameras If you read or walch the news, you'll know that urban areas have had a sharp increase in questionedif not questionable-police actions with regard to excessive use of force, and bystander vid- eos have played an increasing role in judging police actions. In 2015, the U.S. Supreme Court, in Graham Connor, held that an officer's actions, however, "must be judged from the perspective of a reasonable officer, rather than with the 20/20 vision of hindsight." In an article in The Atlantic, Seth W. Stoughton, a law professor and former police officer, and Geoffrey Alpert, a professor of criminol- ogy, both at the University of South Carolina, along with Jeff Noble, a police consultant based in Orange County, California, write, The aversion to what officers derisively refer to as "second-guessing' [makes) officers less receptive to a critique of their actions [and] makes them reluctant to provide their own complete and honest critiques." Yet nationwide, we've seen a demand for police to change and for police decisions to be more transparent, result- ing in a clamoring for use of police body and cruiser cameras. Do you believe you get a true picture of an incident when you see a body-mounted or dash-mounted video? Stoughton, who also consults with law enforcement agencies, has choreographed a series of videos to demonstrate the answer to this question. His use parallels an observation study based on respondents watch- ing video footage of mock police incidents. Using a series of chest-mounted or dash-mounted cameras and bystander videos, he shows just how difficult it is to arrive at an accurate conclusion when using only a police-cruiser or body-cam video. Chest-mounted cameras during interactions or pursuits often create jerky movements and wildly distorted images. Stoughton calls this deceptive intensity", it creates the impression that the officer is under attack when he might not be. In an interception incident video, using a dash-mounted camera involving a fleeing suspect and Taser use by an officer, accuracy is related to van- tage point. The body camera doesn't reveal the use of a Taser or the absence of a gun, while video shot by a bystander does. "When video allows us to look through someone's eyes, we Canon Roth Photography tend to adopt an interpretation that favors that person," explains Stoughton, psychological phenomenon known as "camera perspective bias." Stoughton's research also reveals that the degree to which the viewer trusts or distrusts the police influ- ences his or her video interpretation. So while the bystander might not know any facts leading up to the incident, his or her camera has its own bias. He concludes video evidence inter- pretation depends, therefore, on perspective as well as bias. So in observation research, should we consider the camera as an accurate, unbiased observer? See for yourself. Check out the videos on Connect. >snapshot Visual Content Gets Sticky One emerging technology that is gathering interest among re- searchers and their clients is eye-tracking, more than 58 percent of researchers in the annual GRIT study indicate they are currently or plan to use the technology. Sticky, a leading visual optimization platform, provides a biometric solution that helps digital content developers measure and optimize the visual web. Participants, often members of client panels or Sticky's own panel called "The Crowd." are introduced to visual stimuli via the Internet via their laptop, desktop, or tablet "Sticky measures facial expressions and eye movements in 3D, allowing for the most accurate tracking possible, even when people move, lighting changes, or the face is partially obstructed," shared Hans Lee, CEO of Sticky "When mea- suring the impact of video and other content, the intensity of emo- tions defines message resonance and therefore the likelihood that the content goes viral Businesses curate a lot of content on the web. Each is intensely interested in what the eye sees and tracks and in having their content shared. "Earning attention leads to market success. With Sticky, a firm can measure the number of seconds a medium actually eams-an industry first claimed Lee. For example, Sticky's online eye-tracking methodology tested one of its own planned ads-Guessing Gameand re- vealed that while almost all of the ad's audience quickly saw the key visual and the headline message, the ad delivered only average brand recognition. Without brand recognition, an ad is unlikely to drive prospects to the company. (See the generated heat map in action on Connect) How your eye tracks through visual stimuli translates not only to engagement with an organization's social network sites, but also to message recall, website click-through and ultimately, pur- chase. Sticky can aggregate survey data with its eye tracking and facial coding data to understand a participant's level of emotional engagement with visual stimuli. The technology-once only available in specially equipped labs but now available no mat ter where a participant is located is used in website design, package design, ad design email communications, and emotion understanding www.sticky.ad MARKETING DOESN'T HAVE TO BE A GUESSING GAME GET VISUAL DATA O Sticky Courtesy of Sticky by Tobii Pro GET VISUAL DATA O Sticky Courtesy of Sticky by Tobin Pro 156 >chapter 7 Stage 2. Data Collection Design: Observation Research >snapshotcont'd * * * * chce sticky aperiments Emesearchers DAARD E GUESSING GAME AD... Call to Action Sean by 79% - SIGNIFICANTLY SEEN Read after 16s for 0.8s - Read MAKETING DOESN'T HAVE TO BE A GUESSING GAME Seen by 50% - SOMEWHAT SEEN Read after 3.1s for 0.48 - Sammad EL VISIE Manage Son by BN - SEEN BY ALL Readers for 1.5Pead Main Meses by 100% - SEEN BY ALL Randers for 1. Courtesy of Sticky by Tobii Pro >Exhibit 7-5 Selecting an Observation Approach Observation Approach Conditions, behaviors, events, processes Investigative Questions Attitudes, motivations, intentions, expectations Communication Approach Behavioral Nonverbal Analysis Personal Direct versus indirect Open vorsus concealed Participant versus nonparticipant Mechanical/Digital Linguistic Analysis Extralinguistic Analysis Spatial Analysis Nonbehavioral Record Analysis Physical Condition Analysis Physical Process Analysis Design the Research