Business Research Methods
Question Bank
Course Introduction
Business Research Methods introduces students to the fundamental concepts and techniques used in conducting systematic inquiry within the field of business. The course covers the entire research process, including problem formulation, literature review, research design, data collection methods (both qualitative and quantitative), data analysis, and interpretation of results. Emphasis is placed on refining critical thinking, evaluating the validity and reliability of information, and applying ethical principles in research. Students gain hands-on experience in designing research proposals, utilizing statistical tools, and presenting findings, preparing them to make informed decisions and solve real-world business challenges through evidence-based approaches.
Recommended Textbook
Basic Marketing Research 9th Edition by Tom J. Brown
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Page 2
Chapter 1: The Role of Marketing Research
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Sample Questions
Q1) Which of the following would find NO reason to use marketing research?
A)A large state-supported university
B)A small landscaping company in a small town
C)A police department of a large metropolitan city
D)A company like Proctor and Gamble that manufactures consumer goods
E)All of these would find some reason to use marketing research.
Answer: E
Q2) Camille's Calendar Company,after learning that the main sellers of the company's calendar products were limited to small gift shops,posed this question: Are there promising new markets for our products? This question focuses on which aspect of marketing research?
A)Planning
B)Problem solving
C)Control
D)Product placement
E)Distributorship selection
Answer: A
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Chapter 2: The Research Process and Ethical Concerns
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Sample Questions
Q1) If relatively little is known about the phenomenon to be investigated,exploratory research is often used to clarify the issues.
A)True
B)False
Answer: True
Q2) The utility approach to ethical reasoning holds that the correct course of action is the one that promotes
A)the least negative reaction.
B)the greatest good for the greatest number.
C)the most benefit to the firm that commissioned the marketing research.
D)the most favorable publicity.
E)the most practical solution.
Answer: B
Q3) Generating primary data is generally a ____________ process.
A)time consuming,inexpensive
B)quick,expensive
C)quick,inexpensive
D)time consuming,expensive
E)None of these are correct.
Answer: D
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Chapter 3: Problem Formulation
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Sample Questions
Q1) An explanation of the data sources and research methodology to be used in the research project should be included in the
A)research outline.
B)research request.
C)cost/benefit analysis of the project.
D)research proposal.
E)initial research prospectus.
Answer: D
Q2) The best way to avoid the trap of researching the wrong problem is to
A)research all possible problems.
B)define the research problem broadly.
C)delay research until the problem is properly defined.
D)All of these are correct.
E)None of these are correct.
Answer: C
Q3) Normal thinking often can get in the way of understanding the true nature of a problem.
A)True
B)False Answer: True
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Chapter 4: Exploratory Research
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Sample Questions
Q1) Focus group respondents are usually selected so that the group is relatively homogeneous.
A)True
B)False
Q2) Almost all marketing research projects should start with a literature search.
A)True
B)False
Q3) A projective technique involves the use of a vague hypothesis that an individual is asked to describe,expand upon,or build a structure around.
A)True
B)False
Q4) Benefits of focus groups include
A)ideas that can drop "out of the blue".
B)snowballing ideas.
C)more spontaneous responses than in one-on-one interviews.
D)easy interpretation of responses.
E)All of these choices are correct.
Q5) Exploratory studies are very inflexible with regard to methods.
A)True
B)False
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Chapter 5: Decision Support Systems: Introduction
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Q1) Knowledge management is an effort to randomly collect organizational knowledge and make it accessible to others.
A)True
B)False
Q2) The systems approach to marketing research is most accurately compared to a A)flashbulb.
B)candle.
C)strobe light.
D)lantern.
E)flame.
Q3) A marketing _________ is one way of visually presenting relevant marketing information to a manager.
A)guide
B)book
C)control panel
D)dashboard
E)display
Q4) Discuss at least four common reasons that have restricted the adoption of a MIS.
Q5) Compare and contrast DSS and MIS.
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Chapter 6: Decision Support Systems: Working With Big Data
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Q1) Which of the following does NOT represent the purpose of Big Data or what it is all about?
A)Understanding current business practices better
B)Generating more data inputs
C)Seeking new opportunities to enhance future performance
D)Establishing the processes to yield insightful outcomes
E)All of these are consistent with the value of Big Data.
Q2) Data mining is a descriptive analysis technique used for finding nonlinear patterns in the data.
A)True
B)False
Q3) It is generally accepted that Big Data is four-dimensional.
A)True
B)False
Q4) One way of understanding structured data is as filling rows of data on a spreadsheet.
A)True
B)False
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Chapter 7: Using External Secondary Data
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Sample Questions
Q1) Effective segmentation demands that firms group their customers into relatively heterogeneous groups.
A)True
B)False
Q2) A great deal of commercial information is available for marketers to assess advertising exposure and effectiveness.Services have evolved to measure consumer exposure to which of the following media types?
A)Television and radio
B)Print media
C)Internet
D)All of these are correct.
E)None of these are correct.
Q3) The key feature of a diary panel is that a representative group of individuals or households keeps track of purchases or products consumed over a period of time.
A)True
B)False
Q4) Discuss three common uses of the information supplied by standardized marketing information services.
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Page 9
Chapter 8: Conducting Causal Research
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Sample Questions
Q1) Dell Corporation sent five different versions of their email to customers to determine which message was most effective at getting customers to make online purchases.While online sales rose by nearly 20%,two of the versions demonstrated higher than normal click-through rates.Such experimentation done in a realistic environment would be called a
A)field experiment.
B)laboratory experiment.
C)survey experiment.
D)cross-sectional experiment.
E)longitudinal experiment.
Q2) A test market in which the company sells the product through normal distribution channels is called a standard test market.
A)True
B)False
Q3) When it comes to establishing causality,a consistent pattern of variation or relationship between two variables is enough to conclude that one caused the other.
A)True
B)False
Q4) Compare and contrast descriptive and causal research designs.
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Chapter 9: Collecting Descriptive Primary Data
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Q1) Respondent error can occur when a subject is asked to remember and report past behaviors.Which of the following helps eliminate this type of error?
A)Descriptive data
B)Causal data
C)Cross-sectional data
D)Panel data
E)Experimental data
Q2) Discuss the two basic means of obtaining primary data.
Q3) Which of the following is NOT one of the basic types of descriptive studies?
A)Time series and longitudinal design
B)Longitudinal design
C)Time series design
D)Latitudinal design
E)Time series and latitudinal design
Q4) While exploratory studies are rigid in nature,descriptive studies can be considered flexible.
A)True
B)False
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Chapter 10: Collecting Data by Observation
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Q1) Having the employee watch the salad bar usage is actually a(n)____ research design.
A)observational
B)survey
C)experiment
D)causal study
E)None of these are correct.
Q2) Which of the following types of primary data can be measured by observation?
A)Attitudes and opinions
B)Motivations and present behaviour
C)Gender and current behaviour
D)Social class and gender
E)Motivations and intentions
Q3) The decision to use observation methods of data collection requires that the researcher specify
A)who is to be observed.
B)what aspects of the behavior should be reported.
C)when the observation is to be made.
D)where the observation is to be made.
E)All of these are correct.
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Chapter 11: Collecting Data by Communication
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Sample Questions
Q1) Which of the following data collection methods is best for including pictures and/or graphics with the survey while minimizing interviewer bias in the way questions are asked?
A)Telephone interviewing
B)Direct mail questionnaires
C)Computer-aided interviewing
D)Online surveys
E)Mall intercepts
Q2) Long questionnaires can usually be handled best by
A)telephone interview.
B)mail questionnaire.
C)personal interview.
D)a focus group interview.
E)a depth interview.
Q3) Mail surveys provide little control in verifying that a response actually came from the intended recipient.
A)True
B)False
Q4) Compare and contrast the main methods of administering questionnaires.
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Chapter 12: Asking Good Questions
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Sample Questions
Q1) With nominal scales,the numbers used by a researcher don't mean anything other than simple individual or category identification.
A)True
B)False
Q2) Which of the following statements concerning measurement is FALSE?
A)Properties of the attributes must first be determined before measurement begins.
B)Numbers are assigned to accurately reflect properties of an attribute.
C)Typically,researchers recognize five "levels" of measurement.
D)None of these are correct.
E)All of these are correct.
Q3) With an interval scale,
A)we cannot compare the absolute magnitude of numbers.
B)we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00.
C)there is a naturally-occurring zero point.
D)the median and the mode are the only permissible measures of average.
E)All of these statements concerning an interval scale are false.
Q4) Discuss,in detail,the two types of error that may affect measurement scores.
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Page 14
Chapter 13: Designing the Data Collection Form for Communication Data
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Sample Questions
Q1) Which of the following about observational forms is FALSE?
A)When using observational forms,interviewer/observer bias may still be a problem.
B)When constructing an observational form,it is best to loosely define what is to be observed so the observer is free to react to each individual situation.
C)One of the most critical things in designing an observational form is to determine which aspects of the behavior are relevant.
D)A paper-and-pencil observation form assessing purchasing behavior should parallel the logical sequence of the purchase act.
E)All of these are true.
Q2) A split-ballot refers to
A)the practice of using different phrasing or different orders for the alternatives on subsets of questionnaires to combat order bias.
B)the practice of splitting the questionnaire responses in half for more accurate analysis.
C)an administrative procedure in state elections.
D)averaging in scale construction.
E)None of these are correct.
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15
Chapter 14: Developing the Sampling Plan
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Q1) In a one-stage area sample of 10 blocks from a population of 100 blocks,the probability of any household being included in the sample is
A)0.10.
B)0.01.
C)1.10.
D)100%.
E)Cannot be determined with information given in the question
Q2) The primary advantage of area sampling plans is
A)area sampling data is easy to tabulate and analyse.
B)they don't require probability-based methods of element selection.
C)results can be generalized from one area to another without loss of statistical efficiency.
D)they don't require a list of elements from the population of interest.
E)the results are more understandable for the general public than other more complex plans.
Q3) Many online panels in use today are essentially large quota samples.
A)True
B)False
Q4) Compare and contrast probability and nonprobability sampling.
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Chapter 15: Data Collection: Types of Error and Response
Rate Calculation
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Sample Questions
Q1) Which of the following has NOT been shown to be effective in decreasing the number of refusals?
A)The use of incentives
B)Selling the respondent on the value of the research
C)Use of experienced interviewers
D)Guarantees of anonymity
E)All of these have been shown to be effective.
Q2) An interviewer is assigned to interview 123 households.A total of 52 interviews are completed,with 19 of the household determined to be ineligible.What is the eligibility percentage for this project?
A)73%
B)87%
C)37%
D)42%
E)Cannot be determined from the information given
Q3) Random nonsampling errors tend to cancel each other out.
A)True
B)False
Q4) Discuss at least five (5)ways in which response rates might be improved.
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Chapter 16: Data Preparation for Analysis
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Sample Questions
Q1) While not a formal rule,if half or more of the responses are missing on a survey,it is recommended to drop that case entirely.
A)True
B)False
Q2) At a minimum,a codebook should include all of the following EXCEPT
A)the results of the study.
B)the variable name to be used in statistical analyses for each variable included in the data file.
C)the column(s)in which each variable is located in the data file.
D)a description of how each variable is coded.
E)an explanation of how missing data are treated in the data file.
Q3) Which of the following statements is(are)TRUE regarding coding?
A)The classes should always be mutually exclusive and exhaustive.
B)Multiple responses should never be coded.
C)Coding closed-ended questions is more difficult than coding open-ended questions.
D)Alphabetic codes should be assigned to the classes.
E)All of these are true statements.
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Chapter 17: Analysis and Interpretation: Individual Variables
Independently
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Sample Questions
Q1) The hypothesis that a proposed result is not true for the population is called the alternative hypothesis.
A)True
B)False
Q2) A clothing manufacturer traditionally makes sweatshirts from three different fabrics: A,B and C.Over the years,the percentages sold of each fabric were 50,35,and 15,respectively.Recently,the manufacturer began producing running suits from the same three fabrics.During the first three months of production,the company received orders for 6,500 suits made from fabric A,3,400 from fabric B,and 2,700 from fabric C.What would be the expected number of running suits made of fabric B sold during the first three months based on past years' sales results of sweatshirts?
A)3,500
B)1,190
C)4,410
D)4,500
E)None of these are correct.
Q3) A histogram is a bar chart that is based on information from a frequency count.
A)True
B)False
Page 19
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Chapter 18: Analysis and Interpretation: Multiple Variables
Simultaneously
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Q1) If the F-value in ANOVA produces a significantly high p-value (a.k.a."Sig." in SPSS)of 0.11 or more,then it is appropriate to proceed with a post-hoc test (e.g.,Duncan).
A)True
B)False
Q2) The most used multivariate data analysis technique in applied marketing research is
A)regression analysis.
B)frequency analysis.
C)paired sample t-test.
D)cross tabulation.
E)Cramer's V.
Q3) The coefficient of determination represents the relative proportion of the total variation in the outcome variable that can be accounted for by the predictor variable in the regression.
A)True
B)False
Q4) Compare and contrast the use of analysis of variance (ANOVA)versus conducting a series of t-tests to examine differences across groups.
Page 20
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Chapter 19: The Oral Research Presentation
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Sample Questions
Q1) When the variable you need to present contains more than about five or six levels,which type of graphic or chart should you avoid using to depict it?
A)Stacked bar chart
B)Pie chart
C)Table
D)Stratum chart
E)Pictogram with different symbols for each level
Q2) An analyst wishes to emphasize the magnitude (in dollars)of sales generated by each of three brands for the year ending December 31,2012 as well as the relative sales of each brand.Which of the following is the most appropriate chart for this purpose?
A)Stacked line chart
B)Aggregate pie chart
C)Histogram
D)One-scale bar chart
E)Line chart
Q3) Pie charts are effective for depicting relative size.
A)True
B)False
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Chapter 20: The Written Research Report
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Sample Questions
Q1) Accuracy in a report refers to A)mathematical accuracy.
B)grammatical accuracy.
C)correct terminology.
D)mathematical and grammatical accuracy.
E)All of these are correct.
Q2) The most important part of a written research report is the A)summary.
B)body.
C)appendix.
D)conclusion.
E)introduction.
Q3) Which of the following is NOT a recommended guideline for the presentation of tables in the body of the written report?
A)Order the columns or rows in the table by some measure of size.
B)Put the numbers to be compared into columns rather than rows.
C)Give brief verbal summaries of each table.
D)Put the numbers to be compared into rows rather than columns.
E)Round all numbers to two effective digits.
Q4) Distinguish between a conclusion and a recommendation.
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