Business Research Methods
Test Questions
Course Introduction
Business Research Methods is a foundational course that equips students with the essential skills and techniques necessary for conducting systematic and effective research in the field of business. The course covers key concepts such as research design, data collection methods (both qualitative and quantitative), sampling techniques, and data analysis. Students learn how to formulate research problems, develop hypotheses, and use appropriate methodologies to gather and interpret data for decision-making. Emphasis is placed on ethical considerations, critical evaluation of sources, and the application of findings to solve real-world business challenges. Through a combination of theoretical instruction and practical projects, students gain confidence in undertaking independent research and presenting their conclusions persuasively.
Recommended Textbook
Marketing Research Essentials 9th Edition by Carl McDaniel
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision
Making
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Q1) When PepsiCo attempts to determine the impact on sales when the package design of a 12-ounce can of Pepsi is changed,this represents what type of function?
A)Basic
B)Predictive
C)Diagnostic
D)Pure
E)Descriptive
Answer: C
Q2) Marketing research is a good way to discover opportunities for increased sales and profits in the marketplace.
A)True
B)False
Answer: True
Q3) An important link exists between customer satisfaction and customer loyalty to a brand.
A)True
B)False Answer: True
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Q1) Which of the following is not an advantage of Internet surveys over telephone surveys?
A)allows for greater probing on specific questions
B)higher response rates
C)drastically reduced data collection costs
D)real-time reporting of results
E)All are advantages of the Internet over telephone surveys.
Answer: A
Q2) Explain how marketing research can help a company retain its customers and turn them into brand loyal customers.
Answer: A discussion of customer satisfaction research and the marketing concept would be expected for this question.
Q3) Target marketing most closely identifies with which of the following orientations?
A)production orientation
B)systems orientation
C)goal orientation
D)consumer orientation
E)All are part of the requirements for adopting the marketing concept.
Answer: D
Page 4
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Q1) An advertising agency such as Young & Rubicam is an example of what type of marketing research organization?
A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Field service
Answer: B
Q2) Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?
A)Casuist
B)Deontology
C)Rule utilitarianism
D)Individual choice
E)Utilitarianism
Answer: E
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) In terms of research ethics,which of the following is not an important right that respondents have?
A)right to choose
B)right to objectivity
C)right to be informed
D)right to safety
Q2) When a market research supplier subcontracts out data collection activities to another firm,they are using what kind of a company?
A)data analysis
B)field service
C)quality control
D)target marketing
E)None of the above
Q3) Custom,or ad hoc,research firms are primarily in the business of executing custom,one-of-a-kind marketing research projects for corporate clients.
A)True
B)False
Q4) Primary information users are sometimes referred to as client organizations.
A)True
B)False
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) An intranet provides easy access to external data.
A)True
B)False
Q2) When Kellogg's increases its square feet of shelf space for its Corn Flakes in Kansas City supermarkets to determine the impact of this change on unit sales,this is an example of what kind of research design?
A)Experiment
B)Focus group
C)Secondary data analysis
D)Descriptive study
E)Experience survey
Q3) A management decision problem describes an action that needs to be taken.
A)True
B)False
Q4) Research findings which are "interesting" need to be translated into decision-making information in order to be useful.
A)True
B)False
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Chapter 3: A: Problem Definition and the Research Process
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Q1) Which of the following is a problem associated with laboratory experiments?
A)They provide little useful information about a population.
B)The participants may act differently in a real-world setting.
C)The cost of simulating the real-world environment outweighs the benefits.
D)all of the above
E)none of the above
Q2) Which of the following is a key question at the problem-definition stage?
A)Why is the information being sought?
B)Does the information already exist?
C)Can the question really be answered?
D)Is there an understanding of the decision making environment?
E)all of the above
Q3) Because consumers' responses on surveys aren't always consistent with their actions,researchers sometimes turn to this type of research.
A)syndicated research
B)observation research
C)experimental research
D)cause and effect research
E)none of the above
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Chapter 4: Secondary Data and Databases
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Q1) All of the following are advantages of secondary data EXCEPT that it:
A)may provide a solution to the problem.
B)may help to clarify the problem during exploratory research.
C)may suggest alternative methods of primary data research.
D)may alert the researcher to potential problems in research.
E)may have a lack of availability.
Q2) A personalized computer information system that is designed and managed by a marketing manager using the company's databases is called a(n): A)MBO system.
B)DSS.
C)PERT system.
D)GIS.
E)marketing research aggregator.
Q3) The issue of consumer privacy is an important aspect of behavioral targeting methods.
A)True
B)False
Q4) The marketing research aggregator industry is a $100 million business annually.
A)True
B)False
Page 9
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Chapter 4: A: Secondary Data and Databases
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Q1) Several marketing research firms are paying people to participate in online surveys,to track their click streams,or to evaluate Web sites.
A)True
B)False
Q2) Describe a situation in which a marketing research aggregator could benefit a client or marketing research supplier.
Q3) When comparing the collection of secondary data with primary data,secondary data relative to primary data:
A)takes less time to collect.
B)costs less to collect.
C)is more convenient.
D)all of the above
E)none of the above
Q4) Market basket analysis is a common application of _______.
A)GIS systems
B)blogs
C)cookies
D)data mining
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Chapter 5: Qualitative Research
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Q1) The use of focus group discussions is decreasing noticeably in marketing research studies.
A)True
B)False
Q2) When a researcher says to a respondent: "Imagine that you are a BMW automobile.If this car were a person,what would this person be like?",what type of projective technique is being used?
A)Word association test
B)Sentence completion test
C)Third-person technique
D)Personification
E)Cartoon test
Q3) A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee's comments,this is called an storytelling test.
A)True
B)False
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Chapter 5: A: Qualitative Research
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Q1) Disadvantages of depth interviews relative to focus groups would not include which of the following?
A)depth interviews cost more
B)time devoted to an individual respondent is less in-depth interviews
C)no group dynamics effect
D)depth interviews are more physically exhausting to interviewer,who doesn't cover as much topical ground
E)All are disadvantages of depth interviews relative to focus groups.
Q2) Most focus group participants are recruited via door-to-door interviews.
A)True
B)False
Q3) Professional respondents are actively recruited as focus group participants.
A)True
B)False
Q4) It is estimated that over 550,000 focus groups are conducted worldwide each year. A)True
B)False
Q5) Why is it so important that there be a good rapport among focus group participants?
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Chapter 6: Traditional Survey Research
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Q1) When a client wants to obtain survey results quickly,which survey method is the best choice?
A)Mail
B)Phone
C)Mall intercept
D)The Internet
E)FedEx
Q2) Part of the U.S.Census for 2010 was done by door-to-door interviews.
A)True
B)False
Q3) When a researcher is conducting a taste test for a new type of chili and asks the respondent how the chili tasted and is told: "It tasted pretty good," what type of response is the interviewer using when the interviewer than asks: "What do you mean by 'pretty good?'"
A)Duplication
B)Measurement bias
C)Probing
D)Surrogate questioning
E)CAI questioning
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Chapter 6: A: Traditional Survey Research
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Q1) Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?
A) the need to know why certain things are done or not done
B) the need to know who does certain things
C) the need to explain cause and effect relationships
D) the need to know how consumers make decisions
E) All are reasons for the high rate of usage of surveys in marketing research
Q2) A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city.In the process of verifying the responses for one of the interviewers,the researcher found that the interviewer surveyed consecutive houses in a particular subdivision,instead of selecting every third house.What kind of error has occurred here?
A)selection error
B)measurement error
C)processing error
D)interviewer error
E)none of the above
Q3) What are the major factors that determine the selection of a particular survey method?
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Chapter 7: Online Marketing Research
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Q1) When BMW owners in St.Louis are asked by BMW USA to join an online panel of owners of BMW's in Missouri,this is an example of:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
Q2) When a research participant is given a private blog where he can answer a series of questions at his convenience by creating an immediate perfect transcription of his comments,this is called:
A)online individual depth interviewing.
B)an online focus group.
C)a web community.
D)a panel group.
E)sugging.
Q3) A key factor in the increase of online panel research is the declining response rates of telephone interviews.
A)True
B)False
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Chapter 7: A: Online Marketing Research
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Q1) Online focus groups have an advantage over traditional focus groups in that they reduce:
A)objectivity
B)participation rates
C)travel costs
D)group dynamics
E)none of the above
Q2) Why might a market researcher prefer a panel consisting of respondents recruited via a closed online panel recruitment effort rather than an open-online panel recruitment?
Q3) From the researcher's point of view,the most important thing for panel companies to consider is:
A)recruiting panel members in the most cost effective way.
B)having a large number of panel members.
C)maintaining quality standards in recruiting panel members.
D)none of the above.
Q4) One of the advantages of Internet surveys is their ability to access hard-to-reach respondents.
A)True
B)False
Page 16
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Chapter 8: Primary Data Collection: Observation
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Q1) When a researcher asks a participant to sit in front of a computer screen and to "push" an imaginary shopping cart around the "aisles of a supermarket layout" presented on the screen to record the behavior of this participant,this is a type of:
A)virtual shopping.
B)disguised research.
C)EEG research.
D)ethnographic research.
E)People reader research.
Q2) When McDonald's hires someone to drive around the state of Missouri visiting McDonald's restaurants and pretending to be a customer so that this person can fill out a survey summarizing the performance of the restaurant and its employees,this is an example of a(n):
A)an EEG study.
B)mystery shopper.
C)a natural situation.
D)a GSR study.
E)open observation.
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Chapter 8: A: Primary Data Collection: Observation
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Q1) A manufacturer of a new product is conducting a test market.Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process.How would you collect data to support those two objectives?
Q2) Internet tracking is fundamentally another form of observation research.
A)True
B)False
Q3) Ethnographic research is derived from which field?
A)mathematics
B)anthropology
C)sociology
D)garbology
E)none of the above
Q4) A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
A)pupilometer
B)EEG
C)Voice-pitch analysis
D)GSR
E)none of the above
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) In order for an experimenter to attempt to demonstrate causality in an experiment,she can hope to claim that A caused B only when A occurred after B on a time line.
A)True
B)False
Q2) A test market study is a type of:
A)laboratory experiment.
B)virtual shopping study.
C)maturation study.
D)field experiment.
E)descriptive study.
Q3) Which type of experimental design occurs when a Ford dealer offers two free domestic tickets on American Airlines to anyone who buys a new Ford from this dealer in January?
A)Before-after with control group design
B)Solomon 4 design
C)One-shot case study
D)After-only with control group design
E)One-group pretest-posttest design
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Q1) Concomitant variation occurs when 2 variables are _______.
A)causally related
B)experimentally related
C)correlated
D)none of the above
Q2) When respondents drop out of an experiment before it is completed,this is Referred to as ________________.
A)maturation
B)history
C)instrument variation
D)mortality
E)selection bias
Q3) If the researcher can show that the experimental or treatment variable actually produced the differences observed in the dependent variable,then the experiment can be said to be which of the following?
A)internally valid
B)extraneously valid
C)externally valid
D)laboratory valid
E)none of the above
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Chapter 10: The Concept of Measurement
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Q1) The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.
A)reliability
B)concomitant variation
C)operational definition
D)validity
E)content validity
Q2) Any marketing concept (e.g."brand loyalty")has a one best operational definition.
A)True
B)False
Q3) Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event.
A)True
B)False
Q4) A measurement rule tells the researcher what to do to measure something. A)True
B)False
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Chapter 10: A: The Concept of Measurement
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Q1) If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.
A)True
B)False
Q2) In marketing research,this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.
A)nominal
B)ratio
C)interval
D)reliable
E)ordinal
Q3) A constitutive definition is similar to a dictionary definition.
A)True
B)False
Q4) Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) What type of scale is the following?
How would you rate the TV ads for UMB Bank in St.Louis? Not interesting : _____ : _____ : _____
A)Semantic differential scale
B)Stapel scale
C)Likert scale
D)Forced choice scale
E)Itemized rating scale
Q2) What type of scale is the following?
Unexciting 1 2 3 4 5 6 7 Exciting Don't Know
A)Graphic rating scale
B)Nonforced choice scale
C)Itemized rating scale
D)Rank-order scale
E)Stapel scale
Q3) In scaling,numbers are assigned as indicants of the properties of people,objects,or events.
A)True
B)False
23
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) One technique that is never used for identifying buying motives is observation research.
A)True
B)False
Q2) Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows:
____styling
____handling
____horsepower
____towing capability
____economy
100% TOTAL
This scale illustrates which kind of technique?
A)constant sum
B)purchase intent
C)rank order
D)semantic differential
E)none of the above
Q3) List and briefly describe considerations in selecting a scale.
Page 24
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Chapter 12: Questionnaire Design
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Q1) A set of questions intended to generate data necessary to achieve the objectives of a research project is called a(n):
A)probe.
B)discussion guide.
C)panel survey.
D)questionnaire.
E)personal interview.
Q2) Most mall intercept studies are conducted by field service companies.
A)True
B)False
Q3) What type of question is the following: "Have you purchased a high-quality RCA television set in the past year?"
A)This is a loaded question.
B)This is a double-barreled question.
C)This is an ambiguous question.
D)This is a leading question.
E)This is an unfair question.
Q4) A survey study should always include a pretest of the survey questions. A)True B)False
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Chapter 12: A: Questionnaire Design
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Q1) A lower incidence population would cost more money to reach than a higher incidence population.
A)True
B)False
Q2) Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey.
A)beginning
B)middle
C)end
D)Such questions should not be asked at all.
E)None of the above are correct.
Q3) A proper layout for a questionnaire is needed to:
A)make it attractive to the respondent.
B)elicit answers that are more carefully thought out and detailed.
C)impose standardization on the questionnaire.
D)compensate for poorly worded questions.
E)all of the above
Q4) In a survey,there should never be a model introduction/opening and closing.
A)True
B)False
Page 26
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Chapter 13: Basic Sampling Issues
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Q1) Which of the following is the most popular type of cluster sample in marketing research?
A)Convenience sample
B)Simple random sample
C)Multi-stage area sample
D)Systematic sample
E)Area sample
Q2) A sample includes every member of the population of interest to the researcher.
A)True
B)False
Q3) The entire group of people about whom the researcher wants to obtain information in a marketing research study is called the:
A)area sample.
B)population.
C)sampling frame.
D)convenience sample.
E)sample.
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Chapter 13: A: Basic Sampling Issues
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Q1) In marketing research,it is always preferable to take a census rather than a sample of the population under study.
A)True
B)False
Q2) Convenience samples should not be used in marketing research.
A)True
B)False
Q3) Probability samples are more popular in marketing research than nonprobability samples.
A)True
B)False
Q4) Which of the following types of samples enables the researcher to compute sampling error?
A)nonprobability
B)convenience
C)probability
D)all of the above
Q5) Stratified sampling is a type of probability sampling.
A)True
B)False
28
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Chapter 14: Sample Size Determination
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Q1) If z = 1.96,the standard deviation is 3.5,and the error is plus or minus $0.25,what is the Approximate sample size needed for this study?
A)54
B)215
C)384
D)753
E)96
Q2) If the mean of a set of scores equals 4,what is the z-score for a score of 2 if the standard
Deviation of the scores equals 0.5?
A) 1.5
B)+ 1.5
C) 4.0
D)+ 2.5
E)+ 4.0
Q3) The normal distribution is symmetric about the mean.
A)True
B)False
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Chapter 14: A: Sample Size Determination
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Q1) A range of values with which the true population value is estimated to fall is known as the point estimate.
A)True
B)False
Q2) Holding constant at a 95% level of confidence,if the standard deviation increases,then the sample size required to represent the population in question will be
A)larger
B)about the same
C)smaller
D)not applicable
Q3) Assuming the research objectives of the study can be accomplished,researchers would much prefer to estimate the required sample size using the sample proportion formula rather than the sample means formula.Why?
Q4) In a normal distribution,the mean,median,and mode are equal.
A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) The final computer check of data that has been entered into a computer is called:
A)editing.
B)scanning.
C)coding.
D)validation.
E)machine cleaning.
Q2) Which of the following graphs would be the simplest way to report the net income of Wal-Mart over the 10-year period?
A)Bar charts
B)Line charts
C)Pie charts
D)Stacked-bar charts
E)3-D Pie charts
Q3) Descriptive statistics are the most efficient way to summarize large data sets.
A)True
B)False
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) _____________ is a form of data entry in which responses on questionnaires are read in automatically by the data entry device.
A)Automatic Entry
B)Automatic Delivery
C)Scanning Technology
D)None of the above
Q2) The process of converting information into a form that can be read by a computer is known as _______.
A)scanning
B)coding
C)machine cleaning
D)data entry
E)none of the above
Q3) Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.
A)True
B)False
Q4) Means can be calculated using nominal,ordinal,or interval data.
A)True
B)False
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) Suppose that you wanted to know if the "favorability rating" of the Mayor of St.Louis Was still at 65 percent when this survey question was asked three months ago.If the sample size of your study is to be 200 registered voters,what is the approximate value of the standard error of the proportion for these data?
A)0.001
B)0.534
C)0.005
D)0.034
E)0.386
Q2) A statistical difference is important from a manager's viewpoint only if the difference is "sufficiently different."
A)True
B)False
Q3) In statistical testing,Type I errors and Type II errors are complementary. A)True
B)False
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) What is the meaning of testing a hypothesis at an alpha level of 0.05?
A)There is 95% confidence that the observed results are due to sampling error or because of sample randomness.
B)The chances of not rejecting the null hypothesis when it is false is more than 5%.
C)There is a 95% chance that the observed result from the sample analysis will also occur in the population.
D)The probability of committing a Type II error is about 5%.
E)There is 95% chance of a gamma error.
Q2) What is the purpose of hypothesis testing?
A)to draw conclusive decisions about sample estimates
B)to determine whether there is support to draw conclusions about some characteristics of the population given the evidence provided by the sample results
C)to summarize and describe the sample data
D)to test whether the sample is scientifically drawn from a target population
E)to conduct statistical tests on census data
Q3) Researchers very rarely know the population mean.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) When the data describing the association between two variables are used to create a Straight-line through the data points such that this line summarizes the relationship between these variables,this is called a(n):
A)multiple regression procedure.
B)ANOVA procedure.
C)chi-square procedure.
D)least-squares procedure.
E)two-group t-test procedure.
Q2) When more than two variables are involved in a research study,the appropriate statistical Tests are called:
A)univariate techniques.
B)spurious techniques.
C)multivariate techniques.
D)one-dimensional techniques
E)bivariate techniques.
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) In a regression output in SPSS,R<sup>2 </sup>represents:
A)the independent variable.
B)the dependent variable.
C)the estimated slope of the regression line.
D)the coefficient of determination.
Q2) In correlation analysis,the closer the value of R is to -1 or +1,the stronger the correlation between the two variables in question.
A)True
B)False
Q3) The percentage of total variation in the dependent variable that is described by the independent variable is expressed by_________.
A)coefficient of determination
B)correlation coefficient
C)coefficient of covariation
D)regression coefficient
E)none of the above
Q4) Draw a graph depicting a strong but inverse correlation between X(Sales)and number of times the sales force did not reach its quota.Interpret the relationship.
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Chapter 18: Multivariate Data Analysis
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Q1) In data mining,which task deals with using regression to predict subgroup membership
With high predictive accuracy?
A)Modeling
B)Clustering
C)Factoring
D)Classification
E)Application
Q2) The goal of discriminant analysis is to predict a categorical variable.
A)True
B)False
Q3) Which type of multivariate analysis should be used when a researcher wants to reduce a
Set of variables to a smaller set of composite variables by identifying underlying dimensions of the data?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
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Chapter 18: A: Multivariate Data Analysis
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Q1) Which of the following is not a step in conjoint analysis?
A)collecting trade-off data
B)estimating factor loadings
C)estimating preference structures
D)predicting consumers' choice
Q2) Which of the following would not be an application best suited for multiple regression analysis?
A)estimating the relationship between various demographic and lifestyle variables and the attitude toward a particular product
B)determining which variables best predict the sales of a particular product or service
C)estimating the effect of several marketing mix variables on product sales
D)reducing a large number of potential predictor variables to a smaller set of composite variables
Q3) If the goal of an analysis is to group respondents into mutually exclusive and collectively exhaustive subgroups,the preferred procedure would be cluster analysis.
A)True
B)False
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38
Chapter 19: Communicating the Research Results
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Q1) The recommendations included in a research report are created by what type of process?
A)ANOVA
B)Induction
C)Chi-square analysis
D)Deduction
E)Statistical analysis
Q2) In a research report,the recommendations are derived by the process of induction.
A)True
B)False
Q3) All of the following should be included on the title page of a research report EXCEPT:
A)the name of the project.
B)the name of the client organization.
C)the name of the research firm.
D)the date of the report.
E)the executive summary.
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Chapter 19: A: Communicating the Research Results
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Q1) ____________ are conclusions applied to marketing strategies or tactics that focus on a client's achievement of differential advantage.
A)References
B)Endorsements
C)Approvals
D)Recommendations
Q2) The report methodology section serves as the primary guide for interpreting findings and drawing conclusions.
A)True
B)False
Q3) The conclusion should always include at least some statistical information.
A)True
B)False
Q4) Which of the following is not an objective of the marketing research report?
A)to explain why the research was done
B)to state the specific research objectives
C)to explain how the research was done
D)to explain how much the project cost the client
E)All of the above are objectives of the marketing research report.
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Chapter 20: Managing Marketing Research
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Q1) Imagine you are responsible for your research department budget.What steps would you take to make sure the funds are allocated wisely?
Q2) Which of the following is not a key factor in the effective use of marketing research information?
A)perceived credibility of the report by users
B)perceived usefulness of the report by users
C)degree of client/researcher interaction
D)perceived credibility of the user of the report
E)All of the above are key factors in the effective use of marketing research information.
Q3) The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.
A)True
B)False
Q4) By reducing the organizational distance between the client and staff members,it is easier for them to appreciate the client's situation and focus on serving his or her needs.
A)True
B)False
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Chapter 20: A: Managing Marketing Research
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Q1) A key argument against the traditional accounting way of determining return on Investment is that it:
A)adds profit return to expenditure instead of multiplying it.
B)divides profit return by expenditure instead of subtracting it.
C)divides profit return by expenditure instead of adding it.
D)multiplies profit return by expenditure instead of adding it.
E)subtracts profit return by expenditure instead of multiplying it.
Q2) According to the textbook,how often should progress reports for a research study be sent to a client?
A)Daily
B)Weekly
C)Monthly
D)Bi-monthly
E)Quarterly
Q3) When Market Directions asked marketing research clients to rate the importance of statements regarding research departments,the most important factor was maintaining client confidentiality.
A)True
B)False
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Page 42