Business Research Methods
Chapter Exam Questions
Course Introduction
Business Research Methods explores the fundamental techniques and processes involved in conducting effective research within the business environment. The course covers key topics such as research design, data collection methods (qualitative and quantitative), sampling techniques, data analysis, and the ethical considerations of business research. Students will learn how to formulate research questions, develop hypotheses, select appropriate methodologies, and interpret research findings for informed decision-making. Emphasis is placed on practical applications, critical evaluation of existing research, and the development of skills necessary to undertake independent and collaborative research projects in various business contexts.
Recommended Textbook
Marketing Research Essentials 8th Edition by
Carl McDaniel Jr
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Page 2
Chapter 2: Problem Definition and the Research Process
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Sample Questions
Q1) What does the iceberg principle refer to?
A) Most data analysis techniques tend to be outdated.
B) Research objectives are not often clearly defined.
C) Symptoms are often mistaken for problems in business.
D) none of the above
Answer: B
Q2) Discuss the benefits of a good Request for Proposal.
Answer: A good request for proposal tells the marketing research team what will be needed to answer the decision maker's question. A typical RFP provides background data on why a study is to be conducted, outlines the research objectives, describes a methodology and suggests a time frame. This also gives the marketing research team a solid reference point to make recommendations and suggestions of their own.
Q3) Probability samples allow marketing researchers to project their sample results to the population they are studying.
A)True
B)False
Answer: True
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3
Chapter 3: Secondary Data and Databases
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Q1) What type of secondary data source would most likely charge a fee to access its information?
A) government site
B) university site
C) market research aggregator site
D) search engine
Answer: C
Q2) Behavioral targeting uses online data only to determine a consumer's habits.
A)True
B)False
Answer: False
Q3) There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.
A)True
B)False
Answer: True
Q4) Secondary data is more current than primary data.
A)True
B)False
Answer: False
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Chapter 4: Qualitative Research
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Sample Questions
Q1) Distinguish between quantitative and qualitative research, especially with respect to the appropriateness of each.
Answer: Exhibit 4.1 distinguishes between qualitative and quantitative research with qualitative research being more appropriate in the exploratory stages of a project when insights and not quantification is needed. Later, if the project is descriptive in nature, and the goal is to get a representative response, quantitative research is more appropriate.
Q2) A projective technique in which the interviewer learns about the respondents' feelings by asking them about "most people" or "your neighbor."
A) Cartoon tests
B) Storytelling
C) Consumer drawings
D) Third-person technique
E) Word association tests
Answer: D
Q3) Qualitative research is easier to replicate than quantitative research.
A)True
B)False
Answer: False
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Chapter 5: Traditional Survey Research
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Sample Questions
Q1) The quality of data is measured in terms of validity and reliability.
A)True
B)False
Q2) Which of the following is currently the least popular type of data collection?
A) Internet surveys
B) mall-intercept interviews
C) door-to-door interviews
D) telephone surveys
Q3) Most marketing research is completely error free.
A)True
B)False
Q4) When survey respondents deliberately falsify their income this is known as which type of bias?
A) interviewer bias
B) nonresponse bias
C) measurement instrument bias
D) response bias
E) none of the above
Q5) What are the major factors that determine the selection of a particular survey method?
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Chapter 6: Online Marketing Research
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Sample Questions
Q1) What type of research has basically replaced computer-assisted telephone interviewing?
A) Online survey research
B) Productive Research
C) Telephone Research
D) Random Research
Q2) ____________________invites only prevalidated individuals or those with shared known characteristics to enroll in a research panel.
A) open online panel
B) closed online panel
C) commercial online panel
D) end consumer online panel
Q3) A client is considering new approaches to marketing for their children's vitamins. They ask you to perform demographic searches in their key markets in one state contrasting areas of high sales versus areas where sales remain sluggish. Describe at least three websites you might use to begin your research.
Q4) Why might a market researcher prefer a panel consisting of respondents recruited via a closed online panel recruitment effort rather than an open-online panel recruitment?
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Chapter 7: Primary Data Collection: Observation
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Q1) Which of the following types of research would be least likely to use physiological measurement devices?
A) response to advertising
B) attitude toward products
C) opinion of specific celebrity endorsers
D) customer satisfaction research
Q2) Advances in computer technology have not enable researchers to simulate an actual retail store environment on a computer screen.
A)True
B)False
Q3) Which of the following is not a condition conducive to observation?
A) The behavior of interest lasts over a long period of time.
B) The behavior must not be repetitive.
C) The behavior needs to be observable or inferable.
D) (a) and (b)
E) all of the above
Q4) Describe the different levels of mystery shoppers and why clients would need to maintain varying levels of these types of shoppers.
Q5) Describe the mystery shopper and how they are used by marketing researchers.
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Q1) Your client is interested in determining which of two Internet banner ads is more effective. Design a field experiment. Be sure to identify the independent and dependent variables.
Q2) The costs of producing a product for a test market are comparable to the cost associated with a national launch of the new product.
A)True
B)False
Q3) Laboratory experiments are usually conducted in uncontrolled settings.
A)True
B)False
Q4) When designing a test market, the marketer is often interested in finding out whether a new product's sales will take away sales from existing products. What is this referred to as?
A) controlled test marketing
B) electronic test marketing
C) cannibalization
D) interrupted time series
E) none of the above
Page 9
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Chapter 9: The Concept of Measurement and Attitude
Scales
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Q1) Ranking questions generally produces ___________ level of measurement.
A) nominal
B) ordinal
C) interval
D) ratio
E) none of the above
Q2) One disadvantage of the semantic differential is the halo effect. The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.
A)True
B)False
Q3) An example of nominal scale data would be which of the following?
A) preference data
B) index numbers
C) sex of the respondent
D) unit sales
E) none of the above
Q4) A "don't know" option can be an easy out for a lazy respondent.
A)True
B)False
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Chapter 10: Questionnaire Design
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Q1) The process of developing a questionnaire is a haphazard one.
A)True
B)False
Q2) Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?
A) open ended
B) dichotomous
C) multiple choice
D) scaled response
E) The cost would be equal for all.
Q3) __________ is achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time.
A) Leadership
B) Clarity
C) Precision
D) None of the above
Q4) What are Field Management Companies and when are they cost effective?
Q5) Why do open-ended questions require more time (and money) to evaluate than closed-ended questions?
11
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Chapter 11: Basic Sampling Issues
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Sample Questions
Q1) Probability samples are more popular in marketing research than nonprobability samples.
A)True
B)False
Q2) There is never a reason to exclude someone in a sample population from a survey.
A)True
B)False
Q3) The type of error which results from the fact that samples are not perfectly representative of the populations from which they are drawn is known as _______.
A) measurement error
B) systematic error
C) sampling error
D) nonsampling error
E) selection error
Q4) Multistage area (probability) sampling is used for national surveys or surveys that cover large regional areas.
A)True
B)False
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) A researcher wants to estimate the percentage of all adults that have used the Internet to seek pre-purchase information in the past 30 days, with a tolerable sampling error (E) of 0.03 and a confidence level of 97.5%. If secondary data indicated that 25% of all adults had used the Internet for such a purpose, what is the sample size?
Q2) ____________ is a range of values within which the true population value is estimated to fall.
A) Interval estimate
B) Point estimate
C) Population estimate
D) Sample estimate
E) none of the above
Q3) Budget is rarely a consideration when determining sample size.
A)True
B)False
Q4) A confidence interval always includes the true population value.
A)True
B)False
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Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) ____________ is the process of grouping and assigning numeric codes to the various responses to a question.
A) Alignment
B) Coding
C) Decoding
D) Arrangement
Q2) The person doing the editing must accept all responses to open-ended questions.
A)True
B)False
Q3) Appropriate for displaying marketing research results in a wide range of situations.
A) Line charts
B) Pie charts
C) Bar charts
D) None of the above
Q4) Assigning numeric codes to various responses is called tabulating.
A)True
B)False
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
Q6) Give the five steps in the analysis process.
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Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) Bivariate regression can not demonstrate:
A) when the two variables are linear.
B) when the two variables are strongly inversely related.
C) when the two variables are strongly positively related.
D) when the two variables are causally related.
Q2) A company that is trying to determine which 3 distinct target markets to focus its marketing efforts on might use which statistical tool?
A) ANOVA
B) multiple regression analysis
C) cluster analysis
D) bivariate regression
Q3) In bivariate regression, both the independent and dependent variables are measured in the form of nominal and/or ordinal data.
A)True
B)False
Q4) Dependent variables are also known as predictor variables.
A)True
B)False
Q5) How many pairs of responses were in this correlation analysis? ________
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Chapter 15: Communicating Results and Managing Marketing Research
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Q1) If a marketing research firm plans to subcontract any part of a project, it's better not to give this information to the client.
A)True
B)False
Q2) Recommendations are sometimes the tactics that focus on a client's achievement of a differential advantage.
A)True
B)False
Q3) ____________ are conclusions applied to marketing strategies or tactics that focus on a client's achievement of differential advantage.
A) References
B) Endorsements
C) Approvals
D) Recommendations
Q4) Clients prefer a marketing research supplier that is project focused.
A)True
B)False
Q5) Compare and contrast the conclusions and recommendations portions of the research report.
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