Business Research Methods
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Course Introduction
Business Research Methods introduces students to the foundational principles and techniques used to conduct research in a business context. This course covers the entire research process, including problem definition, research design, data collection methods, sampling, and data analysis. Students will explore both qualitative and quantitative approaches, learning how to select appropriate methods based on specific business objectives. Emphasis is placed on critical thinking, ethical considerations, and the interpretation and presentation of research findings to support effective decision-making in various organizational settings. Through practical assignments and case studies, students gain hands-on experience in designing and conducting research projects relevant to contemporary business challenges.
Recommended Textbook
Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition by
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Alvin C. Burns
Chapter 1: An Introduction to Marketing Research
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Q1) Applied research addresses specific problems,and this type of research represents the vast majority of marketing research studies.
A)True
B)False
Answer: True
Q2) Marketing research conducted on the popular TV program Seinfeld,starring Jerry Seinfeld,was used to illustrate:
A)how marketing research always correctly identifies a product or service that will be popular in the marketplace
B)when marketing research should not be used
C)when marketing research predicts a failure yet there is success
D)when marketing research predicts a failure and there is a failure
E)why marketing research may not be applied to all fields, such as entertainment
Answer: C
Q3) Marketing research is a part of marketing.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Industry
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Q1) In evaluations conducted on the performance of the marketing research industry,the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than "unsatisfactorily."
A)True
B)False
Answer: False
Q2) Consider the following scenario.A researcher believes that although there is a violation of the right to privacy among shoppers who are observed without their knowledge (the cost),there is a benefit if the company learns how to market goods more efficiently,thus reducing long-term marketing costs.This researcher is most likely a:
A)teleologist
B)deontologist
C)sociologist
D)demonologist
E)deaconologist
Answer: A
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Chapter 3: The Marketing Research Process Including the
Problem and Research Objectives
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Q1) Secondary data refers to:
A)information collected for a purpose other than the study's original purpose
B)information gathered specifically to serve the research objectives at hand
C)information that is relatively easy to access
D)information gathered by those whose primary job is marketing research
E)data collected on primary product/service users
Answer: B
Q2) Even if we know the consequence,we still need marketing research.
A)True
B)False
Answer: False
Q3) According to your authors' definition problems are situations that call for managers to make choices among alternatives.
A)True
B)False
Answer: True
Q4) Exploratory research is often undertaken to help clearly define a problem. A)True
B)False Answer: True
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Chapter 4: Research Design Alternatives and Qualitative Research
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Q1) Although focus groups should encourage open,free-wheeling information,who has the task of ensuring that the conversation stays focused?
A)focus group manager
B)focus group moderator
C)focus group gate keeper
D)quantitative research assistant (QRA)
E)none of the above
Q2) In experimental design nomenclature,an O represents the measurement of the independent variable.
A)True
B)False
Q3) The standard test market is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.
A)True
B)False
Q4) The dependent variable is always manipulated in the experimental group but never in the control group.
A)True
B)False
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Chapter 5: Information Types and Sources: Secondary Data and
Standardized Information
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Q1) There are two broad classes of standardized information: syndicated data and standardized services.
A)True
B)False
Q2) Standardized services usually provide clients with standardized data.
A)True
B)False
Q3) Which of the following is NOT mentioned in your text as an application of standardized information?
A)measuring consumer attitudes and opinions
B)defining market segments
C)conducting market tracking studies
D)monitoring media usage and promotion effectiveness
E)disseminating data quickly
Q4) What year was the ACS first completed?
A)2003
B)2004
C)2005
D)2006
E)2008
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Chapter 6: Data Collection Methods
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Q1) Self-administered questionnaires have not been found to elicit more insightful information than face-to-face interviews because there is no interviewer to draw out the needed information.
A)True
B)False
Q2) Advantages of CATI include:
A)interviews can be conducted via TV cable
B)cable and TV interviewing may be conducted simultaneously
C)surveys can be enhanced with the CATI drop-off survey technique
D)the computer dials the respondent, brings up the questions to the interviewer and moves ahead to the appropriate question
E)CATI enhances single source data
Q3) It is important that the manager allow the marketing researcher to decide on the survey mode because this person has a unique understanding of how question characteristics,respondent characteristics,and survey resources and objectives come into play.
A)True
B)False
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Chapter 7: Measurement Scales
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Q1) "On a scale of 1 to 5,how do you rate the friendliness of Olive Garden's wait staff?" is an example of an anchored n-point scale.
A)True
B)False
Q2) "Check all that apply" questions are really dual-choice categorical response questions.
A)True
B)False
Q3) ________ are the specific features or characteristics of an object that can be used to distinguish it from another object.
A)Properties
B)Objects and elements
C)Attributes or qualities
D)Quantities or qualities
E)Quartiles and qualities
Q4) "Anchored" means that the scale has a very high score on one end.
A)True
B)False
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Chapter 8: Designing Data Collection Forms
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Q1) Developing a question's precise wording is not easy.A single word can make a difference in how study participants respond to a question.
A)True
B)False
Q2) Questions that are used to classify respondents into various groups for purposes of analysis are called:
A)transitions
B)warm-up
C)skip
D)classification
E)ferreting
Q3) The introduction written to accompany a mail survey or online survey is normally referred to as a(n):
A)opening
B)cover letter
C)salutation
D)greeting
E)request for honest opinion
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Chapter 9: Determining Sample Size and the Sample Plan
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Q1) Sample frame error refers solely to overrepresentations of the true population in a sample frame.
A)True
B)False
Q2) In the confidence interval formula for sample size,q=
A)e2
B)100%-p
C)e+p
D)p/100
E)p+e*z
Q3) Why is it important for marketing managers to know the motivations underlying the sample size recommendations of the researchers that they hire?
A)A manager's cost may be unnecessarily inflated.
B)Unethical researchers may use large sample sizes to increase profits.
C)Unethical researchers may have ownership in a data collection company.
D)Researchers' profits may be a percentage of total costs.
E)all of the above
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Chapter 10: Data Issues and Inputting Data Into Xl Data
Analyst
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Q1) Errors in the research process that pertain to anything other than sampling are referred to as non-sampling errors.
A)True
B)False
Q2) When a respondent knowingly provides a false answer to a survey question,this is known as an intentional respondent error.
A)True
B)False
Q3) Using XL Data Analyst,there should be a ________,which is a phrase or sentence that identifies the variable in more detail and refers to the question on the questionnaire.
A)value label
B)value code
C)variable description
D)variable code
E)value description
Q4) The use of value codes and value labels depends on the nature of the variable. A)True
B)False
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Chapter 11: Summarizing Your Data
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Q1) You would select Summarize,Percents in XL Data Analyst to summarize categorical variables.
A)True
B)False
Q2) Your question is "where do you live?" The answers are "on campus" or "off campus." If your research objective is description,you should use which command in XL Data Analyst?
A)percents
B)averages
C)variances
D)minimum-maximum
E)description
Q3) Which of the following is/are functions of data analysis?
A)answers the question asked
B)summarizes, generalizes, and computes variances
C)summarizes, generalizes, compares differences, and relates underlying patterns
D)summarizes, harmonizes, and strategizes data in a way that solves problems
E)computes, transforms, resolves
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Chapter 12: Generalizing Your Findings
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Q1) The generalization process used to estimate population parameters from sample findings is known as parameter estimation.
A)True
B)False
Q2) ________ is the act of estimating a population fact from a sample finding.
A)Summarization
B)Generalization
C)Comparison
D)Relating
E)Sample/population estimation
Q3) When testing a hypothesis,if the computed value is 39.7 and the critical z is 1.96,then:
A)the hypothesis is not supported
B)the hypothesis is supported
C)the critical z value needs to be changed
D)a major assumption has been violated
E)no statement can be made about the hypothesis based on this information
Q4) Typically,population parameters are designated by lowercase Roman letters.
A)True
B)False
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Chapter 14: Determining Relationships
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Q1) Relationship analyses determine whether:
A)stable patterns exist between two or more variables
B)significant differences exist between two or more variables
C)stable generalizations exist between 12 or more variables
D)two variables have the same level of measurement
E)none of the above; relationships occur between clients and researchers
Q2) Frequencies' tables,part of cross-tabulation,contain raw data.
A)True
B)False
Q3) Regression analysis provides a measure of accuracy for predictions of the regression equation through the:
A)standard error of estimate
B)standard error of accuracy
C)standard error of percentage
D)standard error of average
E)standard error of the error term
Q4) The Pearson product moment correlation measures the linear relationship between two categorical-scaled variables.
A)True
B)False
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Chapter 13: Finding Differences
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Q1) To determine if more than two groups averages are significantly different using XL Data Analyst we would use which command?
A)Compare-ANOVA-Averages
B)Differences-ANOVA
C)Compare-3+ Group Averages
D)Compare-2 Group Averages
E)Compare-ANOVA-Groups
Q2) When testing the difference between the percentages of two groups,XL Data Analyst requires users to enter both the grouping variable and the target variable.
A)True
B)False
Q3) If a researcher wanted to know if there are differences between coupon users and non-coupon users,he/she could use tests for differences between two groups.
A)True
B)False
Q4) The word "variance" in the name "analysis of variance" is misleading. A)True
B)False
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Chapter 15: Preparing and Presenting Your Research Report
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Q1) The sentence "The marketing research was conducted by Judith" uses active voice.
A)True
B)False
Q2) Pie charts are particularly useful for illustrating:
A)relative size or static comparisons
B)items over time
C)relationships found in the data
D)ratio-scaled data
E)flow of topics
Q3) iReport Writer Assistant is the name of the online reporting tool that Burke Inc.provides to its clients.
A)True
B)False
Q4) Which of the following is NOT true about the title Page?
A)The title should be as informative as possible.
B)The title should be centered and in all caps.
C)Items other than the title should be centered and in all caps.
D)It should be counted as Page i but no number should be shown on the page.
E)Individuals' designations or titles should be shown if appropriate.
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