Research Methods in Business
Exam Materials
Course Introduction
Research Methods in Business introduces students to the fundamental principles and techniques necessary for conducting effective research in a business context. The course covers the entire research process, including problem identification, literature review, research design, data collection methods, sampling, and data analysis. Emphasis is placed on both qualitative and quantitative research methodologies, ethical considerations, and the application of statistical tools to interpret data. Students will also learn how to develop research proposals and communicate findings clearly and persuasively to stakeholders. By the end of the course, learners will have the practical skills needed to design, conduct, and evaluate research projects that address real-world business challenges.
Recommended Textbook
Essentials of Marketing Research 1st Edition by Naresh K. Malhotra
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13 Chapters
1331 Verified Questions
1331 Flashcards
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Page 2
Chapter 1: Introduction to Marketing Research
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services.
A)True
B)False
Answer: False
Q2) Describe the stakeholders in marketing research.How do ethical issues arise?
Answer: Marketing research has often been described as having four stakeholders: (1)the marketing researcher, (2)the client, (3)the respondent, and (4)the public (Figure 1.8).These stakeholders have certain responsibilities to each other and to the research project.Ethical issues arise when the interests of these stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities.
Q3) Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.
A)True
B)False
Answer: True
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3
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) To identify the underlying causes of the problem, the researcher should ________.
A)conduct a problem audit
B)define the management decision problem
C)assess what past research was done for the firm
D)assess competitor success
E)all of the above
Answer: A
Q2) In graphical models, the variables and their relationships are stated in prose form.
A)True
B)False
Answer: False
Q3) While every step in a marketing research project is important, research design formulation is the most important step.
A)True
B)False
Answer: False
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Chapter 3: Research Design, Secondary and Syndicated Data
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) In a short essay, discuss the advantages and uses of secondary data.Include a discussion of the disadvantages of secondary data to support your answer.
Answer: a.The main advantages of secondary data are the time and money they can save.While it is rare for secondary data to provide all the answers to a nonroutine research problem, analysis of secondary data should always be the first step taken toward solving a research problem.Secondary data can help a researcher (1)identify the problem, (2)better understand and define the problem, (3)develop an approach to the problem, (4)formulate an appropriate research design, (5)answer certain research questions and test some hypotheses, and (6)interpret primary data with more insight.Given these advantages and uses of secondary data, the basic rule of research is to examine available secondary data first.The research project should proceed to primary data collection only when secondary data sources have been exhausted or yield marginal returns.
b.The value of secondary data is typically limited by their degree of fit to the current research problem and by concerns regarding data accuracy.The objectives, nature, and methods used to collect secondary data may not be compatible with the present situation.Also, secondary data may be lacking in terms of its accuracy, compatibility of units of measurement, or time frame.
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Chapter 4: Qualitative Research
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96 Flashcards
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Sample Questions
Q1) Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.
A)True
B)False
Q2) ________ are the most important qualitative research procedure.
A)Focus groups
B)Depth interviews
C)Projective techniques
D)Association techniques
Q3) Quantitative research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis.
A)True
B)False
Q4) A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion.
A)True
B)False
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6
Chapter 5: Survey and Observation
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Sample
Questions
Q1) A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________.
A)focus groups
B)electronic groups
C)exploratory groups
D)mail panels
E)household constituencies
Q2) A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.
A)True
B)False
Q3) Which of the following methods of collecting survey data is the least popular in the United States?
A)telephone interview
B)mail interview
C)observational interview
D)electronic interview
E)personal interview
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Page 7
Chapter 6: Experimentation and Causal Research
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Sample Questions
Q1) In a short essay, define randomization and list and discuss the two types of true experimental design.
Q2) A static group involves a prior measurement of the test units.
A)True
B)False
Q3) A ________ is an artificial setting for experimentation in which the researcher constructs the desired conditions.
A)statistical environment
B)laboratory environment
C)field environment
D)virtual environment
E)construct condition design
Q4) Which of the following is NOT one of the broad categories of experimental designs?
A)concurrent design
B)preexperimental design
C)statistical design
D)true experimental
E)All are broad categories of experimental designs.
Q5) In a short essay, list and discuss the three specific preexperimental designs.
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Chapter 7: Measurement and Scaling
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.
A)True
B)False
Q2) A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.
A)True
B)False
Q3) Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.
A)True
B)False
Q4) Of the three itemized rating scales considered, the semantic differential scale is used the least.
A)True
B)False
Q5) Discuss measurement and scaling.What are they and how are they related?
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Chapter 8: Questionnaire and Form Design
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87 Flashcards
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Sample Questions
Q1) A question that gives the respondent a clue as to what the answer should be is called a(n)________.
A)filtered question
B)double-barreled question
C)leading question
D)open-ended question
E)clue question
Q2) According to the text, pretests are best done by ________ interviews.
A)telephone
B)electronic
C)mail
D)personal
E)online
Q3) According to the text, at what point are telephone interviews considered to be too long?
A)over 10 minutes
B)over 15 minutes
C)over 20 minutes
D)over 25 minutes
E)over 30 minutes
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Chapter 9: Sampling: Design and Procedures
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86 Verified Questions
86 Flashcards
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Sample Questions
Q1) The target population should be defined in terms of elements, sample units, extent, and time frame.
A)True
B)False
Q2) Convenience samples are appropriate to use with exploratory research.
A)True
B)False
Q3) The number of units to be included in a study is called the ________.
A)census
B)sampling frame
C)sample size
D)incident
E)company roster
Q4) Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called nonprobability sampling techniques.
A)True
B)False
Q5) In a short essay, list and discuss the four probability sampling techniques used in marketing research.
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Chapter 10: Data Collection and Preparation
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Sample Questions
Q1) To validate the study, the supervisors call 1 percent to 10 percent of the respondents to inquire whether the field workers actually conducted the interviews.
A)True
B)False
Q2) To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.
A)True
B)False
Q3) Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing?
A)The recorded data are legible.
B)All instructions, including skip patterns, are followed.
C)The answers to unstructured questions are recorded verbatim.
D)For structured questions, the data seem reasonable.
E)The answers to unstructured questions are meaningful and complete enough to be coded.
Q4) In a short essay, discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.
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12
Chapter 11: Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross-Tabulation
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88 Flashcards
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Sample Questions
Q1) ________ is the square root of the variance and is expressed in the same units as the data.
A)Range
B)Standard error
C)Standard deviation
D)Mean
E)Statistical significance
Q2) The difference between the smallest and largest values of a distribution is called the ________.
A)range
B)variance
C)median
D)mean
E)body
Q3) Cross-tabulation examines associations between variables, not causation.
A)True
B)False
Q4) Discuss the relationship between cross-tabulation and frequency distribution.
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Q5) In a short essay, list and discuss at least three statistics associated with cross-tabulation.
Chapter 12: Data Analysis: Hypothesis Testing Related to
Differences, Correlation, and Regression
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Sample Questions
Q1) Which of the following is NOT an example of a statement that is about a single variable against a known or given standard?
A)The market share for the new product will exceed 15 percent.
B)The proportion of households with an Internet connection in the United States exceeds the proportion of those in Germany.
C)At least 65 percent of customers will like the new package design.
D)The average monthly household expenditure on groceries exceeds $500.
E)The new service plan will be preferred by at least 70 percent of the customers.
Q2) A statistic summarizing the strength of association between two metric variables is called the ________.
A)product moment correlation
B)covariance correlation
C)inverse correlation
D)bivariate correlation
E)F-statistic
Q3) In a short essay, discuss paired samples and list at least three examples of hypotheses that are related to paired samples.
Q4) In a short essay, discuss t-test, the t statistic, and the t distribution.
Page 14
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Chapter 13: Report Preparation and Presentation
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Sample Questions
Q1) Unexpectedly low response rates should be reported to the client.
A)True
B)False
Q2) As a general rule, graphic aids should be used whenever practical.
A)True
B)False
Q3) As a general guideline, a pie chart should not require more than four sections.
A)True
B)False
Q4) According to the text, the key to an effective presentation is ________.
A)advanced technology
B)preparation
C)detailed descriptions
D)professionalism
E)video equipment
Q5) List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.
Q6) In a short essay, discuss the importance of the report and its presentation for a marketing research project.
Page 15
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