Business Research Methods
Exam Solutions
Course Introduction
Business Research Methods introduces students to the fundamental principles and techniques used to conduct systematic research in the business environment. The course covers the research process from identifying and defining business problems, formulating research questions and hypotheses, designing qualitative and quantitative research methods, and collecting and analyzing data. Students will develop skills in literature review, sampling, questionnaire design, data interpretation, and report writing. Emphasis is placed on ethical considerations, critical evaluation of information sources, and the practical application of research findings to inform business decisions and strategy.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Page 2
Chapter 1: Introduction to Marketing Research
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Problem-identification research is typically used to address pricing issues.
A)True
B)False
Answer: False
Q2) Marketing research involves all of the following regarding information EXCEPT
A)identification
B)collection
C)analysis
D)manipulation
E)dissemination
Answer: D
Q3) Marketing research departments located outside a firm and comprising the marketing research industry are called ________.
A)internal suppliers
B)horizontal suppliers
C)virtual suppliers
D)external suppliers
E)smart zones
Answer: D
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results?
A)graphical models
B)mathematical models
C)verbal models
D)technological models
E)specific models
Answer: A
Q2) With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.
A)True
B)False
Answer: True
Q3) Focusing on the underlying causes of a problem is a characteristic of the marketing research problem.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Research Design, Secondary and Syndicated
Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) Which of the following is NOT an example of a descriptive research goal?
A)to develop a profile of a target market
B)to determine the cause of a sales decrease
C)to estimate the frequency of product use as a basis for sales forecasts
D)to determine the degree to which marketing variables are associated
E)to determine the relationship between product use and perception of product characteristics
Answer: B
Q2) Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.
A)scanner panels with cable TV
B)volume tracking data
C)scanner panels
D)none of the above
Answer: C
Q3) The objective of causal research is discovery of ideas and insights.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Qualitative Research
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) The main purpose of a(n)________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.
A)depth interview
B)quantitative survey
C)experiment
D)moderator group
E)focus group
Q2) All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.
A)choose which participant will be the group leader
B)state the rules of group interaction
C)probe the respondents and provoke intense discussion in the relevant areas
D)attempt to summarize the group's response to determine the extent of agreement
E)establish rapport with the group
Q3) ________ are the most important qualitative research procedure.
A)Focus groups
B)Depth interviews
C)Projective techniques
D)Association techniques
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Page 6
Chapter 5: Survey and Observation
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95 Verified Questions
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Sample Questions
Q1) Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.
A)True
B)False
Q2) The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT ________.
A)poor response rate
B)potential for interviewer bias
C)moderate quantity of data can be collected
D)high cost
E)high social desirability
Q3) Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?
A)no interviewer bias
B)good control of environment
C)low social desirability
D)low/moderate cost
E)no field force problems
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7
Chapter 6: Experimentation and Causal Research
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) According to the text, an experimental group is the group exposed to the manipulated independent variable.
A)True B)False
Q2) Dependent variables are variables that are manipulated by the researcher and whose effects are measured and compared.
A)True B)False
Q3) Validity takes place when the occurrence of X increases the probability of the occurrence of Y.
A)True
B)False
Q4) Preexperimental designs are distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups.
A)True B)False
Q5) In a short essay, discuss the difference between laboratory and field experimentation.
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Chapter 7: Measurement and Scaling
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.
A)True
B)False
Q2) According to the text, the constant sum should be considered a(n)________.
A)ordinal scale
B)ratio scale
C)interval scale
D)nominal scale
E)random scale
Q3) According to the text, noncomparative scales are also referred to as nonmetric scaling.
A)True
B)False
Q4) In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.
A)True
B)False
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Chapter 8: Questionnaire and Form Design
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) A questionnaire is an informal set of questions for obtaining information from respondents.
A)True
B)False
Q2) Which of the following of the 6 W's is NOT particularly well-suited for serving as a guideline for defining the issue in a question?
A)Who
B)What
C)When
D)Where
E)Why
Q3) A strategy for ordering questions in a questionnaire in which the sequence starts with the general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the funnel approach.
A)True
B)False
Q4) In a short essay, list the ten steps to designing the ideal questionnaire.
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Page 10
Chapter 9: Sampling: Design and Procedures
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86 Flashcards
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Sample Questions
Q1) The representativeness of information from general social media can be improved by screening resulting in a more targeted and representative sample.
A)True
B)False
Q2) ________ relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements.
A)Nonprobability sampling
B)Probability sampling
C)Simple random sampling
D)Systematic sampling
E)Umpire sampling
Q3) The number of units to be included in a study is called the ________.
A)census
B)sampling frame
C)sample size
D)incident
E)company roster
Q4) In a short essay, list and discuss the four probability sampling techniques used in marketing research.
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Chapter 10: Data Collection and Preparation
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138 Flashcards
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Sample Questions
Q1) The general rule for recording answers to unstructured questions is to ________.
A)summarize the responses
B)record the responses verbatim
C)filter the responses
D)interpret the responses
E)select the responses
Q2) Data preparation should only begin once all batches of questionnaires are received from the field.In this way, processing uniformity is boosted.
A)True
B)False
Q3) ________ involves direct machine reading of the codes and simultaneous transcription.
A)Optical scanning
B)Key punching
C)Validating
D)Data cleaning
E)Predictive dialing
Q4) Data cleaning is the last stage of the data preparation process.
A)True
B)False
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Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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88 Verified Questions
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Sample Questions
Q1) The median should be used if the distribution is asymmetric and the variable is measured on an ordinal scale.
A)True
B)False
Q2) According to the text, accepting the ________ will lead to changes in opinions or actions.
A)null hypothesis
B)alternative hypothesis
C)random hypothesis
D)standardized hypothesis
E)quid pro quo
Q3) A statement that some difference or effect is expected is called a null hypothesis.
A)True
B)False
Q4) In a short essay, discuss which measure of location should be used if the distribution is asymmetric.
Q5) According to the text, the mode represents the highest peak of the distribution.
A)True
B)False
Page 13
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Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Sample Questions
Q1) Standardization may be desirable because it is easier to compare the beta coefficients than it is to compare the raw coefficients.
A)True
B)False
Q2) Which of the following statistics indicates the degree to which the variation in one variable, X, is related to the variation in another variable, Y?
A)covariance correlation
B)inverse correlation
C)product moment correlation
D)multiple regression
E)F-statistic
Q3) ________ is a statistical procedure for analyzing associative relationships between a metric dependent variable and one or more independent variables.
A)Regression analysis
B)Covariance analysis
C)Deviation analysis
D)Correlation analysis
E)Functional linear analysis
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Chapter 13: Report Preparation and Presentation
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90 Flashcards
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Sample Questions
Q1) A graphical depiction that makes use of small pictures or symbols to display the data is called a pictograph.
A)True
B)False
Q2) A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a histogram.
A)True
B)False
Q3) Unexpectedly low response rates should be reported to the client.
A)True
B)False
Q4) A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.
A)letter of estimation
B)letter of transmittal
C)letter of recommendation
D)letter of authorization
E)letter of invoice
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Page 15