Business Research Methods
Review Questions
Course Introduction
Business Research Methods introduces students to the fundamental concepts, methodologies, and tools used in conducting research within the business environment. The course covers the entire research process, including problem identification, literature review, research design, data collection, data analysis, and report writing. Emphasis is placed on both qualitative and quantitative research methods, ethical considerations, and the application of research findings to managerial decision-making. Through practical exercises and case studies, students develop the skills necessary to design, conduct, and evaluate business research projects, preparing them to make informed decisions in a dynamic corporate landscape.
Recommended Textbook
Essentials of Marketing Research 1st Edition by William G. Zikmund
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Chapter 1: The Role of Marketing Research
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Q1) Asking consumers what they think about possible brand names for a new product is an example of which type of research?
A) product research
B) promotion research
C) product testing
D) concept testing
Answer: A
Q2) Which of the following are the two types of marketing research based on the specificity of its purpose?
A) basic and applied
B) scientific and non-scientific
C) cross-sectional and qualitative
D) quantitative and secondary
Answer: A
Q3) One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future.This is known as ______.
Answer: relationship marketing
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3
Chapter 2: Data Mining Procedures and Knowledge Systems
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Q1) Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?
A) internal records
B) proprietary marketing research
C) salesperson input
D) behavioral tracking
Answer: B
Q2) Data and information can be delivered to consumers or other end users via either primary technology or secondary technology.
A)True
B)False Answer: False
Q3) Global information systems allow management to track the whereabouts of delivery personnel.
A)True
B)False
Answer: False
Q4) Parties that furnish information on the World Wide Web are called _____. Answer: content providers
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Chapter 3: The Marketing Research Process
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Q1) A research project refers to numerous related studies that come together to address issues about a single company.
A)True
B)False
Answer: False
Q2) The _____ is a written statement of the research design emphasizing what the research will accomplish.
A) research report
B) research proposal
C) deliverable
D) research objective
Answer: B
Q3) Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?
A) pretest
B) focus group
C) primary test
D) preliminary study
Answer: A
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) A custom research provider specializes in only one particular research activity,such as field interviewing,data warehousing,or data processing.
A)True
B)False
Q2) Which term reflects the degree to which one bases one's morality on moral standards?
A) relativism
B) idealism
C) absolutism
D) conformism
Q3) Research that is conducted to support a specific claim in a legal action (e.g.a certain miles per gallon performance in city driving conditions)is known as ______ research.
Q4) A unidimensional research service provides a unique methodology for investigating a business specialty area like retail location.
A)True
B)False
Q5) Explain when research should be conducted externally and when it should be done internally.
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Chapter 5: Qualitative Research
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Sample Questions
Q1) Describe a focus group interview and discuss the advantages and disadvantages of this technique.
Q2) Laddering is an approach to probing,asking respondents to compare differences between brands at different levels that produces distinctions at different levels.
A)True
B)False
Q3) Phenomenology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.
A)True
B)False
Q4) Name and briefly describe the four qualitative research orientations.
Q5) Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?
A) free form thinking
B) clarification
C) contrast
D) difference
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Watson,a computer developed by IBM that beat humans on the television game-show Jeopardy,uses artificial intelligence that mimics the way the human brain processes information.This artificial intelligence is called _____.
A) robotic thinking
B) brain simulator
C) intelligent agents
D) neural networks
Q2) Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?
A) media source
B) commercial source
C) trade association source
D) primary source
Q3) All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____.
A) outdated information
B) too expensive
C) variation in definition of terms
D) different units of measurement
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Chapter 7: Survey Research
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Q1) Two major sources of survey error are random sampling error and nonrandom sampling error.
A)True
B)False
Q2) People who are not contacted or who refuse to cooperate are called ______.
Q3) An Internet survey is the same thing as an e-mail survey.
A)True
B)False
Q4) All of the following are advantages of personal interviews EXCEPT _____.
A) interviewer influence
B) opportunity for feedback
C) probing complex answers
D) high participation rate
Q5) Some aspects of surveys may be qualitative.
A)True
B)False
Q6) Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions.
A)True
B)False
Page 9
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Chapter 8: Observation
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Q1) Using a stopwatch to determine the average waiting time for a customer at a drive-through location at McDonald's is an example of what type of observation?
A) verbal behavior
B) temporal pattern
C) physical action
D) physical objects
Q2) A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n)______.
Q3) _____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption.
A) Trace elements
B) Artifacts
C) Inventories
D) Physiological responses
Q4) The systematic process of recording the behaviors of people as they occur is called ______.
Q5) A mechanical device that is used to track eye-movements during television commercials is called a(n)______ monitor.
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Chapter 9: Conducting Marketing Experiments
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Sample Questions
Q1) In experimental research,independent variables are simply measured.
A)True
B)False
Q2) In an experiment,the ______ variable is manipulated and its effect is measured on the ______ variable.
Q3) The most common procedure to try to ensure that experimental and control groups do not differ from each other in important ways at the beginning of a research study is random assignment of subjects to treatment and control groups.
A)True
B)False
Q4) A researcher is interested in the level of consumers' understanding of product nutrition labels.He is interested in how the amount of time spent looking at the label influences understanding,so he's using a device that controls the amount of time a subject is exposed to the label.This device is called a _____.
A) pupilometer
B) psychgalvanometer
C) tachistoscope
D) rotoscope
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Chapter 10: Measurement and Attitude Scaling
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Q1) The number of scale items depends the characteristics of the phenomenon being studied.
A)True
B)False
Q2) Gas mileage is an example of a(n)_____ of an automobile.
A) attribute
B) concept
C) measure
D) attitude
Q3) Which type of scale is the following?
____ Satisfied
____ Neither satisfied nor dissatisfied
____ Dissatisfied
____ Very dissatisfied
A) Thurstone
B) unbalanced
C) paired comparison
D) balanced
Q4) Explain the difference between a concept and a construct,giving an example of each.
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Chapter 11: Questionnaire Design
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Q1) Asking general questions before specific questions in order to obtain unbiased responses is called telescoping.
A)True
B)False
Q2) Which of the following is a multiple-choice question that asks for an answer about the general frequency of occurrence of some phenomenon?
A) simply-dichotomy question
B) checklist question
C) time-bound question
D) frequency-determination question
Q3) When "Out of sight,out of mind" was translated into a foreign language,and then was translated back into English by a language expert in that language to become: "Invisible things are insane," this was an example of _____.
A) the linguistic effect
B) a loaded question
C) back translation
D) a counterbiasing statement
Q4) Discuss the features of self-administered Internet surveys.
Q5) _____ software allows question answers to be inserted into later questions.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) Systematic sampling is a type of true random selection procedure.
A)True
B)False
Q2) Compare and contrast random sampling error and systematic (nonsampling)error.How does the researcher minimize these errors?
Q3) A sampling procedure in which a starting point is selected by a random process and then every nth number on the list is selected is called a(n)_____.
A) cluster sampling
B) analytic sampling
C) systematic sampling
D) stratified sampling
Q4) When the head of the marketing research department instructs field interviewers to interview parents at a soccer tournament such that they each interview 10 truck owners,10 SUV owners,8 sedan owners,and 4 owners of sports cars,this represents what type of sampling procedure?
A) systematic sample
B) quota sample
C) area sample
D) multistage sample
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Chapter 13: Reviewing Statistical Theory and Determining
Sample Size
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Q1) The normal distribution is represented by the normal curve.
A)True
B)False
Q2) In most cases,the size of the population does not have a major effect on the sample size.
A)True
B)False
Q3) The percentage of elements that meet some criterion is referred to as the _____.
Q4) The percentage of elements that meet some criterion is called a(n)_____.
A) top-box score
B) distribution
C) proportion
D) range
Q5) A common practice in marketing research is to use the 75 percent confidence interval about the mean in research studies.
A)True
B)False
Q6) The average deviation score is frequently used in marketing research studies.
A)True
B)False Page 15
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Chapter 14: Basic Data Analysis
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Q1) When a respondent's answers to ten Likert-scale items are added up to form a total subtest score for these questions,this is an example of _____.
A) data indexing
B) data transformation
C) contingency analysis
D) data indexing.
Q2) A statistical test's significance level or p-value becomes a key indicator of whether or not a hypothesis can be supported.
A)True
B)False
Q3) Monovariate statistical analysis tests hypotheses involving only one variable.
A)True
B)False
Q4) The process of changing data from their original form to a format that more closely fits the research objectives of the research study is called data transformation.
A)True
B)False
Q5) The orderly arrangement of data into a table is known as ______.
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Chapter 15: Testing for Differences Between Groups and for Relationships Among
Variables
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Q1) List the steps in interpreting a multiple regression model.
Q2) The t-test assumes that the two population means are equal.
A)True
B)False
Q3) Discuss when a paired-samples t-test is appropriate and give an example of when it should be used.
Q4) The first basic step in interpreting t-test results is to find the p-value associated with a particular t and the corresponding degrees of freedom.
A)True
B)False
Q5) The first step in interpreting a multiple regression model is to examine the _____.
Q6) _____ is the appropriate statistical tool to use when comparing the means of three or more groups to see if they are significantly different from one another.
Q7) What is ANOVA and when is it the appropriate statistical technique? What test is used to determine significance? Give an example of a research question that can be analyzed using ANOVA.
Q8) Multivariate dependence techniques are variants of the _____.
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Chapter 16: Communicating Research Results
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Q1) Graphics used in a research report do not need to be interpreted for the reader in the text of the report.
A)True
B)False
Q2) The purpose of an oral presentation of a research report is to present all of the details of the research.
A)True
B)False
Q3) The most common independent variable for line charts is time.
A)True
B)False
Q4) The purpose of charts in a research report is to translate numbers into a visual form that displays the relationship between the numbers.
A)True
B)False
Q5) The purpose of the _____ is to highlight the most important findings of a research project and to provide an opportunity to ask questions.
Q6) _____ contain the captions for the columns in a table.
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