Entrepreneurship and New Venture Creation Test Preparation
Course Introduction
Entrepreneurship and New Venture Creation explores the fundamental principles and practices involved in launching and developing new business ventures. The course covers topics such as opportunity identification, business model development, market analysis, funding strategies, and resource acquisition. Students will learn the entrepreneurial mindset, assess risks and rewards, construct business plans, and understand legal and ethical considerations. Through case studies, interactive activities, and the development of their own startup proposals, participants gain practical skills essential for turning innovative ideas into viable, sustainable businesses.
Recommended Textbook
Marketing Research An Applied Orientation 6th Edition by Naresh K Malhotra
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Page 2
Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Which of the following is true about a decision support system?
A)DSS can enhance decision-making effectiveness by using "what if" analysis.
B)DSS have been further developed to expert systems that utilize artificial intelligence procedures to incorporate expert judgment.
C)The information provided by a DSS is rigidly structured and cannot be easily manipulated.
D)Both A and B are correct.
Answer: D
Q2) Customized services ________.
A)specialize in one or a few phases of the marketing research project
B)are research studies conducted for different client firms but in a different way
C)collect and sell common pools of data designed to serve information needs shared by a number of clients
D)offer a wide variety of marketing research services tailored to suit a client's specific needs
Answer: D
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3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) ________ is the problem confronting the decision maker. It asks what the decision maker needs to do.
A)The environmental context of the problem
B)The management decision problem
C)The marketing research problem
D)Problem definition
Answer: B
Q2) The "Got Milk?" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption.
A)objectives
B)the legal environment
C)the economic environment
D)buyer behavior
Answer: D
Q3) The marketing research problem is information oriented.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Research Design
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Sample Questions
Q1) Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company. Joan is about to embark on what type of research?
A)simple research
B)exploratory research
C)descriptive research
D)causal research
Answer: B
Q2) A descriptive design requires a clear specification of the who, what, when, where, why, and way (the six Ws)of the research.
A)True
B)False
Answer: True
Q3) The client should not take undue advantage of the research firm to solicit unfair concessions for the current project by making false promises of future research contracts.
A)True
B)False
Answer: True
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Chapter 4: Exploratory Research Design: Secondary Data
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Sample Questions
Q1) Data published anonymously or in a form that attempts to hide the details of the data collection methodology and process should be viewed with suspicion.
A)True
B)False
Q2) Financial, operating, and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS)industrial categories.
A)True
B)False
Q3) What are purchase panels and media panels? Develop examples of marketing situations where you would use each. Be sure to explain the type of information you would collect and the makeup of the panel respondents.
Q4) It is not possible to reconfigure the available data, for example, convert the units of measurements, so that the resulting data are more useful to the problem at hand.
A)True
B)False
Q5) Discuss the disadvantages of different types of scanner data.
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6
Chapter 5: Exploratory Research Design: Qualitative Research
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Q1) Whenever a new marketing research problem is being addressed, ________ research must be preceded by appropriate ________ research.
A)qualitative; quantitative
B)observational; experimental
C)quantitative; qualitative
D)experimental; observational
Q2) Discuss the advantages of online focus groups.
Q3) Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites.
A)True
B)False
Q4) ________ are the most important qualitative research procedure.
A)Focus groups
B)Depth interviews
C)Projective techniques
D)Association techniques
Q5) Discuss the disadvantages of online focus groups.
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Q6) Identify and discuss the ethical issues related to the respondents and the general public that may be of concern in qualitative research.
Chapter 6: Descriptive Research Design: Survey and Observation
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Q1) Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?
A)The computer checks the responses for appropriateness and consistency.
B)Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated.
C)Multiple questions appear on the screen at one time.
D)Interim and update reports on data collection or results can be provided almost instantaneously.
Q2) In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of
A)mechanical observation
B)personal observation
C)content analysis
D)trace analysis
Q3) The various data-collection modes are mutually exclusive.
A)True
B)False
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Chapter 7: Causal Research Design: Experimentation
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Q1) Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the exposure of a group to an independent variable, treatment, or event the effects of which are to be determined?
A)T
B)O
C)R
D)X
Q2) ________ result when the researcher is unable to achieve full manipulation of scheduling or allocation of treatments to test units but can still apply part of the apparatus of true experimentation.
A)Quasi-experimental designs
B)True experimental designs
C)Statistical designs
D)Preexperimental designs
Q3) Discuss the trade-offs that must be made in experimental design formulation when trying to obtain realistic amounts of internal and external validity.
Q4) Briefly define internal and external validity.
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Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling
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Sample Questions
Q1) The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information?
A)Each respondent was given a several cards, each listing one personality characteristic.
B)Respondents are asked to sort cards and to rank order the personality characteristics.
C)Use interval scale data to examine differences in the personality characteristics of readers and nonreaders and relate them to marketing strategy variables.
D)All of the above statements belong in the process.
Q2) When using constant sum scales, if respondents allocate more points than those allotted, the researcher must modify such data in some way or eliminate the respondent from analysis.
A)True
B)False
Q3) In paired comparison scaling, the data obtained are interval in nature.
A)True
B)False
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Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) The number of scale categories used in noncomparative itemized scales is fixed at five.
A)True
B)False
Q2) The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning.
A)True
B)False
Q3) ________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.
A)Construct validity
B)Content validity
C)Criterion validity
D)Internal consistency validity
Q4) Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.
A)True
B)False
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Q5) Explain how continuous rating scales can be easily implemented on the Internet.
Chapter 10: Questionnaire and Form Design
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Q1) When trying to overcome respondents' unwillingness to answer, the researcher might list the possible responses a respondent might make. More specifically, the list is an effort by the researcher to ________.
A)increasing the unwillingness of respondents
B)obtain sensitive information
C)put the information request in context
D)reduce the effort required of the respondents
Q2) ________ is socioeconomic and demographic characteristics used to classify respondents.
A)Qualifying information
B)Identification information
C)Basic information
D)Classification information
Q3) Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.
A)True
B)False
Q4) What are the guidelines for the placement of branching questions?
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Chapter 11: Sampling: Design and Procedures
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Q1) ________ is a sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample.
A)Nonprobability sampling
B)Probability sampling
C)Convenience sampling
D)Judgmental sampling
Q2) The criteria for the selection of stratification variables consist of all of the following except ________.
A)homogeneity
B)relatedness
C)cost
D)order
Q3) Quota sampling permits assessment of sampling error.
A)True
B)False
Q4) The second stage in quota sampling is to develop the control categories, or quotas, of population elements.
A)True
B)False
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Chapter 12: Sampling: Final and Initial Sample Size
Determination
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Sample Questions
Q1) The z value for a point is the number of standard deviations a point is away from the mean.
A)True
B)False
Q2) Which statement is not true about nonresponse issues in sampling?
A)Nonresponse error is one of the most significant problems in survey research.
B)Response rates themselves do not indicate whether the respondents are representative of the original sample.
C)For a given study, if the nonrespondents differ from the respondents on the characteristics of interests, the sample estimates will only be mildly biased.
D)Increasing the response rate may not reduce nonresponse bias.
Q3) The mathematical symbols " <sub>X</sub>" and "S<sub>X</sub>" represent a ________ for the population and the sampling distribution respectively.
A)proportion
B)standard deviation
C)standard error of the mean
D)variance
Q4) Discuss four of the methods of reducing refusals to participate in a survey.
Page 14
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Chapter 13: Fieldwork
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Sample Questions
Q1) In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers do not reveal the identity of the ultimate client unless instructed to do so.
A)True
B)False
Q2) The evaluation of field workers should be based on which of the following criteria?
A)cost and time
B)response rates
C)quality of the data
D)all of the above
Q3) List the guidelines for asking questions.
Q4) Discuss four of the probing techniques.
Q5) "Do not summarize or paraphrase the respondent's answers." would be instructions included in the ________ aspect of field worker training?
A)terminating the interview
B)probing
C)recording the answer
D)asking questions
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Chapter 14: Data Preparation
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Q1) For multivariate statistical techniques, when there is ________, multivariate analysis of variance and covariance and canonical correlation, and multiple discriminant analysis can be used.
A)variable interdependence
B)one dependent variable
C)more than one dependent variable
D)interobject similarity
Q2) When setting up the code book for a questionnaire, you would allow 2 columns to code the response to the question
"Do you have a valid passport? 1.yes 2.no"
A)True
B)False
Q3) Data cleaning includes consistency checks and treatment of missing responses. The checks at this stage are less extensive than the checks made during editing.
A)True
B)False
Q4) Discuss the procedures for coding unstructured or open-ended questions.
Q5) List the procedures for statistically adjusting data and briefly discuss the uses for each.
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Chapter 15: Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
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Sample Questions
Q1) The McNemar test is another paired sample nonparametric test that is used in the special case of a binary variable where the researcher wishes to test differences in proportions.
A)True
B)False
Q2) Which statement is not related to statistics associated with cross-tabulation?
A)The statistical significance of the observed association is commonly measured by the chi-square statistic.
B)The t test could be conducted on the mean of one sample or two samples of observations.
C)Generally, the strength of association is of interest only if the association is statistically significant.
D)The strength of association can be measured by the phi correlation coefficient, the contingency coefficient, Cramer's V, and the lambda coefficient.
Q3) Frequency data may be used to construct a histogram, or a vertical bar chart.
A)True
B)False
Q4) Give three reasons why cross-tabulation is widely used in marketing research.
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Q5) Discuss the relationship between cross-tabulation and frequency distribution.
Chapter 16: Analysis of Variance and Covariance
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Q1) Analysis of covariance is most useful when the covariate is not linearly related to the dependent variable and is not related to the factors.
A)True
B)False
Q2) In one-way ANOVA, the null hypothesis may be tested by ________.
A)the t statistic
B)F statistic
C)chi-square
D)eta<sup>2 </sup>
Q3) A test finding that some differences exist between some of the treatment groups is a test of the ________.
A)significance of the overall effect
B)significance of the main effect
C)multiple <sup>2 </sup>
D)significance of the interaction effect
Q4) SSS1U1B1within S1U1B0is the variation in Y related to the variation within each category of X.
A)True B)False
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Chapter 17: Correlation and Regression
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Q1) Both r and r<sup>2</sup> are symmetric measures of association.In other words, the correlation of X and Y is the same as the correlation of Y and X.
A)True
B)False
Q2) Multicollinearity arises when intercorrelations among the predictors are very low.
A)True
B)False
Q3) ________ is a statistical procedure for analyzing associative relationships between a metric dependent variable and one or more independent variables.
A)Regression analysis
B)Partial correlation coefficient
C)ANOVA
D)Product moment correlation
Q4) When determining the correlation coefficient, r, it does matter which variable is considered to be the dependent variable and which is the independent.
A)True
B)False
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Chapter 18: Discriminant and Logit Analysis
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Q1) Cox and Snell R square and Nagelkerke R2 are measures of model fit used in
A)logistic regression
B)OLS regression
C)the binary logit model
D)Both A and C are correct.
Q2) In discriminant analysis, we can obtain some idea of the relative importance of the variables by ________.
A)examining the absolute magnitude of the standardized discriminant function coefficients
B)examining the structure correlations, or canonical loadings or discriminant loadings
C)examining the unstandardized discriminant function coefficients
D)A and B are correct
Q3) The stepwise discriminant analysis method is appropriate when, based on previous research or a theoretical model, the researcher wants the discrimination to be based on all the predictors.
A)True
B)False
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Chapter 19: Factor Analysis
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Q1) m represents ________ in the factor model, X<sub>i </sub>= A<sub>i1</sub> F<sub>1 </sub>+ A<sub>i2</sub> F<sub>2 </sub>+<sub> </sub>A<sub>i3</sub> F<sub>3 </sub>+ ...+ A<sub>im</sub> F<sub>m </sub>+<sub> </sub>V<sub>i</sub>U<sub>i,</sub>.
A)the number of variables
B)the number of common factors
C)the mth standardized variable
D)the common factors
Q2) The various methods of factor analysis are differentiated by the approach used to derive the weights or factor score coefficients.
A)True
B)False
Q3) Discuss the process of selecting surrogate variables. Also discuss how the researcher should decide on which variable to choose in complex situations.
Q4) Which of the following is a way to interpret factors?
A)based on the variables that load high on a factor
B)by plotting the variables using the factor loadings as coordinates
C)both A and B
D)none of the above
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Chapter 20: Cluster Analysis
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Q1) The ________ is a nonhierarchical method in which a cluster center is selected and all objects within a pre-specified threshold value from the center are grouped together.
A)optimizing partitioning method
B)sequential threshold method
C)parallel threshold method
D)Ward's procedure
Q2) Which of the following is not a procedure to check the quality of clustering results?
A)Perform cluster analysis on the same data using different distance measures.Compare the results across measures to determine the stability of the solutions.
B)Delete variables randomly.Perform clustering based on the reduced set of variables.Compare the results with those obtained by clustering based on the entire set of variables.
C)Use the same method of clustering and compare the results.
D)Split the data randomly into halves.Perform clustering separately on each half.Compare cluster centroids across the two subsamples.
Q3) Why should the clustering of variables be used?
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Chapter 21: Multidimensional Scaling and Conjoint Analysis
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Q1) The fit of an MDS solution is commonly assessed by the stress measure. Stress is a goodness-of-fit measure; higher values of stress indicate better fits.
A)True
B)False
Q2) How does hybrid conjoint analysis simplify the data collection task?
Q3) Which of the following is not a way to assess reliability and validity of the MDS solution?
A)Collect input data at two different points in time and then determine test-retest reliability.
B)Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli.
C)Add a random error term to the input data, subject the resulting data to MDS analysis, and compare the solutions.
D)All of the above are ways to assess reliability and validity.
Q4) Each dimension determined in MDS represents only one attribute.
A)True
B)False
Q5) Contrast conjoint analysis with MDS.
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Chapter 22: Structural Equation Modeling and Path Analysis
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Q1) Dependence relationships are represented with ________ in a path model.
A)two-headed straight arrows
B)two-headed curved arrows
C)ovals
D)boxes
E)None of the above
Q2) GFI of .95 or higher is a way to help make sure that the model is identified.
A)True
B)False
Q3) Which of the following are true regarding exogenous constructs?
A)An exogenous construct is the latent, multi-item equivalent of an independent variable in traditional multivariate analysis.
B)An exogenous construct is determined by factors outside of the model.
C)Graphically, an exogenous construct does not have any paths coming to it.
D)A and C are correct.
E)A, B, and C are correct.
Q4) A 0.04 value for RMSEA is considered conservative.
A)True
B)False
Q5) Describe the assessment of reliability in a measurement model.
Page 24
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Chapter 23: Report Preparation and Presentation
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Q1) The marketing research report could be distributed in a variety of formats including hard copy and electronic. However, it is not advisable that research reports be published or posted directly to the Web.
A)True
B)False
Q2) The conclusions and recommendations section should only include a summary of the statistical results.
A)True
B)False
Q3) In order for the report to accurately present the methodology, results, and conclusions of the project, without slanting the findings to conform to the expectations of management, the research must be ________.
A)terse
B)comprehensive
C)objective
D)none of the above
Q4) The marketing research report serves as a historical record of the project.
A)True
B)False
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Chapter 24: International Marketing Research
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Q1) Explain why back translation and parallel translation are needed.
Q2) Relevant values and attitudes toward time, achievement, work, authority, wealth, scientific method, risk, innovation, change, and the Western world are considered in the ________ of the framework for international marketing research.
A)information and technological environment
B)sociocultural environment
C)structural environment
D)government environment
Q3) What are the two significant challenges marketing researchers will face as a result of the passage of NAFTA?
Q4) Three massive markets have developed since the end of the Cold War, some of which will require significant amounts of market research before entrance into that market can occur. The three markets are the Americas, Europe, and China.
A)True
B)False
Q5) Define direct translation, back translation, and parallel translation.
Q6) Describe/define the four major types of equivalences.
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