Business Research Methods
Exam Preparation Guide
Course Introduction
Business Research Methods is designed to introduce students to the systematic approaches and tools used to investigate business problems and inform managerial decision-making. This course covers essential topics such as research design, qualitative and quantitative data collection techniques, sampling methods, questionnaire development, data analysis, and the ethical considerations inherent in conducting business research. Through case studies and practical projects, students will learn how to frame research questions, analyze data using statistical software, and interpret findings to support evidence-based strategies within various business contexts. The course equips students with the critical thinking and analytical skills necessary to conduct effective research and apply insights to real-world business scenarios.
Recommended Textbook
Essentials of Marketing Research 1st Edition by William G. Zikmund
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1585 Verified Questions
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Chapter 1: The Role of Marketing Research
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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) The procedures and techniques used by applied researchers and basic researchers differ substantially.
A)True
B)False
Answer: False
Q2) The application of the scientific method in searching for truth about marketing phenomena is known as ______.
Answer: marketing research
Q3) Marketing research should be conducted regardless of how long it will take to perform.
A)True
B)False
Answer: False
Q4) All of the following are important aspects of the marketing research process EXCEPT:
A) gathering information
B) idea and theory development
C) analyzing data
D) making results publicly available
Answer: D
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Chapter 2: Data Mining Procedures and Knowledge Systems
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Sample Questions
Q1) Some experts claim that the life cycle of technology products is approximately 18 months,meaning the industry changes that rapidly.This rate of change in environmental and competitive factors is an example of _____.
A) entropy
B) history snuffing
C) timeliness
D) market dynamism
Answer: D
Q2) Electronic data interchange (EDI)refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate predictions of consumers' opinions and actions.
A)True
B)False
Answer: False
Q3) Input data can come from internal sources of the organization,but not from external sources.
A)True
B)False
Answer: False
Page 4
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Chapter 3: The Marketing Research Process
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Sample Questions
Q1) An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n)_____.
A) secondary data researcher
B) mystery shopper
C) pilot researcher
D) undercover researcher
Answer: B
Q2) Checking the data collection forms to correct omissions,illegibly written responses,and the consistency of answers is called ______.
Answer: editing
Q3) Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action.
A)True
B)False
Answer: True
Q4) A formal statement explaining some outcome is called a(n)______.
Answer: hypothesis
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Sample Questions
Q1) Principles reflecting one's beliefs about what is ethical and unethical are called
A) guiding principles
B) ethical imperatives
C) functional standards
D) moral standards
Q2) When a marketing manager conducts a test market but has already decided to ignore the results if they do not support a national launch of the product,this is an example of _____.
A) a pseudo-research study
B) a pretest
C) a forecast analysis
D) informed consent
Q3) All of the following are advantages of in-house research EXCEPT _____.
A) quick turn-around
B) better collaboration with employees
C) more objectivity
D) cheaper costs
Q4) _____ is a term that reflects the degree to which one bases one's morality on moral standards.
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Chapter 5: Qualitative Research
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Sample Questions
Q1) Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?
A) validity
B) replicable
C) homogeneity
D) scrutiny
Q2) All of the following are situations that often call for qualitative research EXCEPT _____.
A) when it is difficult to develop specific and actionable decision statements or research objectives
B) when conclusive evidence is desired
C) when researchers want to learn how consumers use a product in natural settings
D) when a fresh approach to studying some problem is needed
Q3) An unstructured,free-flowing discussion with a small group of consumers in a session that is conducted by a moderator is called a(n)______.
Q4) Explain the role of qualitative data and quantitative data in exploratory research designs.
Q5) Research that is intersubjectively certifiable means that it is _____.
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Chapter 6: Secondary Data Research in a Digital Age
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Sample Questions
Q1) Model building involves specifying relationships between two or more variables,which is more complicated that simple fact-finding.
A)True
B)False
Q2) A researcher should always evaluate the professional reputation of the organization that has gathered secondary data in terms of evaluating the quality of the data.
A)True
B)False
Q3) Data which are created outside of the organization are called ______ secondary data.
Q4) Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?
A) model building
B) fact-finding
C) database marketing
D) environmental scanning
Q5) A(n)_____ search is like an Internet search but focuses on data within the organization's internal network.
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Chapter 7: Survey Research
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Sample Questions
Q1) Name and describe the types of response bias and give an example of each.
Q2) When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service,we say that the sample contains _____.
A) sample selection error
B) acquiescence bias
C) social desirability error
D) auspices bias
Q3) If the interviewer's presence influences respondents to give untrue or modified answers,the survey will be marred by _____.
Q4) An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n)______.
Q5) Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?
A) an enclosed ball-point pen
B) a monetary incentive
C) an appeal for help
D) a list of other potential respondents
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Chapter 8: Observation
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Sample Questions
Q1) Discuss the role of observation as a marketing research method and discuss four of the many types of observable phenomena,giving an example of each.
Q2) All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.
A) scanner data measure observed (actual) purchase behavior rather than reported behavior
B) scanner measures are obtrusive
C) more extensive purchase data can be collected with scanner data
D) scanner data are collected mechanically, resulting in improved accuracy over mail diary panel data
Q3) Physiological observation techniques,such as pupilometers,psychogalvanometers,and voice-pitch analysis,precisely measure levels of arousal.
A)True
B)False
Q4) When the presence of an observer is known to the subject,this is called ______ observation.
Q5) A machine that allows one to measure what portions of the brain are active at a given time is called a(n)_____ device.
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Chapter 9: Conducting Marketing Experiments
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Sample Questions
Q1) Participants in experimental research are typically referred to as respondents.
A)True
B)False
Q2) When a test market is conducted in five retail stores in Erie,Pennsylvania,this is an example of an external experiment.
A)True
B)False
Q3) Which type of variable is a continuous variable included in a statistical analysis as a way of statistically controlling for variance due to that variable?
A) blocking
B) independent
C) main
D) covariate
Q4) In experimental research,independent variables are simply measured.
A)True
B)False
Q5) When a research organization conducts a taste test in its offices located in a shopping mall,this is an example of a(n)______ experiment.
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Chapter 10: Measurement and Attitude Scaling
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Sample Questions
Q1) A generalized idea that represents something of meaning is called a(n)______.
Q2) Measures that can take on only one of a finite number of values are called _____.
A) discrete measures
B) neutral measures
C) limited measures
D) continuous measures
Q3) Laurie believes a Honda Accord gets 36 miles per gallon.This belief represents which component of her attitude toward this automobile?
A) affective
B) behavioral
C) cognitive
D) personal
Q4) Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements?
A) constant-sum
B) Likert
C) Stapel
D) graphic rating
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Chapter 11: Questionnaire Design
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Sample Questions
Q1) Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?
A) skip logic technique
B) telescoping
C) squishing
D) funnel technique
Q2) A fixed-alternative question in which the respondent is asked to check either " _____ Yes or _____ No" is an example of a(n)______ question.
Q3) A fixed-alternative question is better than an open-ended question because it reduces the possibility of respondents giving socially-desirable answers.
A)True
B)False
Q4) List the six key decisions in questionnaire design.
Q5) Order bias in questionnaire design frequently occurs when broader questions are asked before specific issues are explored.
A)True
B)False
Q6) Name and define the primary types of fixed-alternative questions.
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Chapter 12: Sampling Designs and Sampling Procedures
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Sample Questions
Q1) A stratified sample in which the sample size for each stratum is allocated according to analytical considerations is called a(n)_____.
A) disproportional stratified sample
B) unbalanced stratified sample
C) secondary stratified sample
D) analytical sample
Q2) A stratified sample in which the number of sampling units drawn from each stratum is in proportion to the population size of that stratum is called a(n)_____.
A) proportional stratified sample
B) balanced stratified sample
C) even stratified sample
D) primary stratified sample
Q3) In _____ sampling,a subsample is drawn using simple random sampling within each stratum.
Q4) When a telephone book database is re-arranged so that it is organized by phone number,instead of by last name,this type of database is a type of ______ directory.
Q5) Explain reasons for taking a sample rather than a complete census.
Q6) Name and describe the types of nonprobability sampling.
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Chapter 13: Reviewing Statistical Theory and Determining
Sample Size
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Sample Questions
Q1) The standard deviation of the sampling distribution is called the ______ of the mean.
Q2) If the average units produced in a month by a Ford Motor Co.plant for Ford Explorers is 22,but only 18 Explorers are produced on a given day in that same month,the deviation score for this one day is _____.
A) +4
B) -4
C) 40
D) 2
Q3) The midpoint of a distribution,above which and below which half of the scores fall,is called the mode.
A)True
B)False
Q4) In most cases,the size of the population does not have a major effect on the sample size.
A)True
B)False
Q5) Describe the measures of dispersion and explain why standard deviation is used most often.
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Chapter 14: Basic Data Analysis
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Sample Questions
Q1) The t-test is most appropriate for small samples (e.g.,smaller than 30).
A)True
B)False
Q2) When a third variable inserted into the analysis changes the results when two other variables were studied previously,this third variable is called a moderator variable.
A)True
B)False
Q3) When tabulation is done by hand to create a frequency table,this is called ______ the data.
Q4) The term _____ stands for probability-value.
Q5) Scores or observations recalibrated to indicate how they relate to a base number are referred to as _____.
A) index numbers
B) rank orders
C) elaborated numbers
D) real numbers
Q6) The term p-value stands for power-value.
A)True
B)False
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Chapter 15: Testing for Differences Between Groups and for Relationships Among Variables
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Sample Questions
Q1) When a researcher is attempting to predict sales volume by using building permits,amount of advertising,and the income levels of residents,the researcher is using
A) univariate analysis
B) a chi-square analysis
C) multiple regression analysis
D) factor analysis
Q2) Supposed you used a 10-point rating scale to measure intention-to-buy (1 = definitely would not buy and 10 = definitely would buy).If a group of 40 males had a mean of 7 and a standard deviation of 2.5,while a group of 35 females had a mean of 5 and a standard deviation of 1.4,the standard error of the difference between the means would be approximately _____.
A) 0.48
B) 1.36
C) 2.45
D) not enough information to determine
Q3) The ______ test studies the significance of a contingency table.
Q4) The _____ is the mean of a variable over all observations.
Page 17
Q5) The F-test partitions total variance into ______ variance and ______ variance.
Q6) List the steps in interpreting a multiple regression model.
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Chapter 16: Communicating Research Results
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Sample Questions
Q1) A bar chart that shows how multiple variables are related to the primary variable is called a(n)_____.
Q2) The report format is a standard outline that marketing research reports use as a guide to make sure that the key elements are presented in a logical and usable order.
A)True
B)False
Q3) Which of the following highlights the most important findings of a research project and provides clients with an opportunity to ask questions?
A) oral presentation
B) written report
C) bar chart
D) pie chart
Q4) Research reports are a form of creative writing.
A)True
B)False
Q5) Recontacting decision makers and/or clients after they have had a chance to read over a research report in order to determine whether additional information or clarification is necessary is called a research _____.
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