Research Methods in Business Test Bank
Course Introduction
Research Methods in Business introduces students to the fundamental techniques and principles essential for conducting systematic and effective research within a business context. The course covers the entire research process, including the identification and formulation of research problems, literature review, research design, qualitative and quantitative data collection methods, data analysis, and interpretation of results. Students will also learn about the ethical considerations in business research, the use of statistical tools, and the application of findings to decision making. By engaging in both theoretical discussions and practical projects, students will gain the knowledge and skills necessary to critically assess research and apply methodological approaches to solve real-world business challenges.
Recommended Textbook
Modern Marketing Research Concepts Methods and Cases 2nd Edition by Fred M. Feinberg
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Chapter 1: The Purpose and Process of Marketing Research
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Sample Questions
Q1) One of the steps in the research process is to process and code data.Coding involves reviewing the data forms as to legibility,consistency,and completeness.
A)True
B)False
Answer: False
Q2) Decision criteria are rules for
A) choosing objectives, given various information needs
B) choosing sampling procedures, given the size of the sample C) choosing the appropriate quantitative analysis, given the form of the collected data
D) selecting among courses of action, given various data outcomes Answer: D
Q3) A research project costs
$80,000.Selling price is $30.00 and variable costs are $20.00.What is the break even point to cover the costs of the research? Answer: 8,000 units ((80,000/(30-20))
Q4) Research objectives answer the question,"Why is the project being conducted?"
A)True
B)False
Answer: True
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Chapter 2: Research Design and Data Sources
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Sample Questions
Q1) Exploratory research is appropriate for all of the following research objectives <u>except</u>
A) portraying the characteristics of marketing phenomena and determining the frequency of occurrence
B) identifying or developing a more precise formulation of problems or opportunities
C) gaining a perspective regarding the breadth of variables operating in a situation
D) establishing priorities regarding the potential significance of various problems or opportunities
Answer: A
Q2) Discuss the relative advantages and disadvantages of secondary data. Answer: Advantages of secondary data include lower financial and time costs.Disadvantages relate to the extent the data fit the information needs of the project in terms of aggregation,accuracy,and timeliness.
Q3) Continuous performance monitoring requires a cross-sectional research design. A)True
B)False
Answer: False
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Chapter 3: Measurement in Marketing Research
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Sample Questions
Q1) Measurement error is minimized when a direct correspondence exists between the number system and the marketing phenomena being measured.
A)True
B)False
Answer: True
Q2) The primary methods of measuring reliability include all of the following<u>except</u>
A) test-retest
B) construct
C) alternative-forms
D) split-half
Answer: B
Q3) All of the following are methods of estimating validity <u>except</u>
A) test-retest validity
B) construct validity
C) content validity
D) concurrent validity
E) predictive validity
Answer: A
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Chapter 4: Causal Designs and Marketing Experiments
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Sample Questions
Q1) The question of whether the observed effects on the test units could have been caused by variables other than the treatment refers to:
A) external validity
B) internal validity
C) possible instrumentation effects
D) possible concomitant variation
Q2) In a randomized block design,the dependent variable must be of at least ordinal scale.
A)True
B)False
Q3) An experimental design involves the specification of treatments to be manipulated,test units to be used,and independent variables to be measured.
A)True
B)False
Q4) Identify and define the symbols used in experimental syntax.
Q5) Deterministic causation is the scientific notion that the effect always follows the cause.
A)True
B)False
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Chapter 5: Data Collection: Exploratory and Conclusive Research
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Sample Questions
Q1) Key qualifications for a moderator include
A) conveyance of incomplete understanding
B) rigid structure
C) detachment from group
D) both a and c
Q2) Personal interviews are used extensively in international research.
A)True
B)False
Q3) Basic limitations of the telephone interview include all of the following <u>except</u>
A) limited amount of data that can be obtained
B) lack of scalability
C) cannot record nonverbal information
D) potential bias that can result from an incomplete listing of the target population
Q4) All of the following are purposes for focus groups <u>except</u>
A) to help generate hypotheses that can be further tested quantitatively
B) to generate information helpful in structuring consumer questionnaires
C) to provide overall background information on a product category
D) to conclusively identify causes of specific marketing problems
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Chapter 6: Designing Surveys and Data Collection
Instruments
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Sample Questions
Q1) All of the following would be considered advantages of open-ended questions <u>except</u>
A) can serve as an excellent first question on a topic
B) are relatively easy to code and analyze
C) can establish rapport and gain the respondent's cooperation
D) exert minimal influence on subsequent responses, because respondents are not biased by predetermined set of response alternatives
Q2) The recognition method
A) is a form of unaided recall
B) may create suggestion bias
C) involves presenting to the respondent the actual event
D) all of the above
E) both b and c
Q3) A question should be phrased so as to permit the respondent to admit a lack of knowledge.
A)True
B)False
Q4) Open-ended questions are most appropriate for exploratory research purposes.
A)True
B)False
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Chapter 7: Sampling
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Sample Questions
Q1) Statistical theory,specifically the central limit theorem,tells us that we can be 68 percent certain that the true population mean lies within one standard error from the sample mean.
A)True
B)False
Q2) Degrees of freedom is the
A) sample size - 1
B) sample size - number of statistics calculated from the same data
C) sample size - number of control characteristics used for the same data
D) sample size - number of variables within the same data
Q3) A _______________ is,loosely speaking,what researchers wish to make inferences about but for which researchers lack the resources (time,funds,energy)to conduct a full census.
A) sampling units
B) study population
C) sampling frame
D) sample element
Q4) Discuss the various implications of the central limit theorem to the practice of sampling.
Q5) Discuss the constraints that affect sample size decisions.
Page 9
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Chapter 8: Data Analysis and Statistical Methods:
Univariate and Bivariate Analyses
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Q1) To use the chi-square test with the cross-tabulation of nominal data,expected cell sizes should be _______________ or greater.
A) 5
B) 10
C) 18
D) 30
Q2) The F-test measures the proportion of variation in the dependent variable explained by the entire model,including all the independent variables taken together.
A)True
B)False
Q3) A "two-tailed test" is used to test the alternative hypothesis that a sample statistic is less than a particular value.
A)True
B)False
Q4) Define,and describe the relationship between,SS<sub>XY</sub>,covariance,the linear correlation coefficient,the coefficient of determination,and r<sup>2</sup>-adjusted.
Q5) What is the power of the test and how does it relate to error?
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Chapter 9: Multiple Regression: Modeling Multivariate
Relationships
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Sample Questions
Q1) Standardized residuals are useful in seeing whether there are any strong outliers.
A)True
B)False
Q2) Which list of common variables below would be examples of continuous data?
A) price, time, volume, length, sales
B) gender, coupon used, college degree, promotion (yes/no)
C) education level, age group, survey scale response (e.g., 1 to 7)
D) ethnic group, product category, SKU, payment method
Q3) The error term in a binary regression using a logit model is assumed to be a
A) normal distribution
B) Gumbel distribution
C) bivariate distribution
D) Poisson distribution
Q4) The model used most often in marketing that includes item-specific information is referred to as the
A) Gumbel Logit model (GLM)
B) Multinomial Logit model (MNL)
C) Guadagni & Little Logit model (GLLM)
D) Kaiser Probit model (KPM)
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Chapter 10: Multivariate Methods of Marketing Research I:
Factor, cluster, and Discriminant Analyses
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Q1) A confusion matrix crosstabulates the distances between discriminant functions to facilitate graphical analysis.
A)True
B)False
Q2) In hierarchical cluster analysis,once a group of objects is clustered together,they are together for life,i.e.the program never separates them during the analysis.
A)True
B)False
Q3) A scree plot gives a simple,but fairly crude,visual representation of
A) how quickly the quality of the factors degrade in terms of incremental variance
B) the hierarchy of the clustering solution
C) which segments correspond to which clusters
D) the factor loadings for each of the factors
Q4) Discuss the possible applications in marketing research for factor analysis.
Q5) Varimax rotation involves an oblique rotation of the factors.
A)True
B)False
Q6) What is a latent class,and how does it apply to segmentation analysis?
Page 12
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Chapter 11: Multivariate Methods of Marketing Reseach Ii:
Conjoint Analysis and Multidimensional Scaling
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Q1) What does an adaptive conjoint program do?
Q2) _______________ summarizes data about associations between a fixed set of objects to reveal relationships between them,such as brands in a particular class.
A) Multidimensional scaling
B) Discriminant analysis
C) Cluster analysis
D) Segmentation analysis
Q3) Disadvantages of adaptive conjoint include all of the following <u>except</u>
A) greater costs
B) it sometimes requires dedicated lab facilities
C) the number of attribute levels that it can handle is limited
D) greater complexity
Q4) The virtual of the perceptual map produced by MDS is that it is always a 2-dimensional image that can be quickly understood by researchers and that is not burdened with quantitative information.
A)True
B)False
Q5) Given the part worths above,what is the utility for a 75-watt bulb that burns for 1500 hours and costs $2.50?
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Chapter 12: Advanced Topics, research Frontiers, and
Preparing the Final Report
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Q1) The model for selection in question #23 is used instead of others because
A) it calculates a more accurate error term
B) its normally-distributed error is somewhat easier to work with
C) it predicts more accurately the factor loading
D) its Gumbel-distributed error is somewhat easier to work with
Q2) Product recommendation systems use heterogeneity,hierarchical Bayes modeling,and sample selection bias correction in a single application to predict products a customer will like.
A)True
B)False
Q3) Having used a Bayesian estimation process,to determine the best value for a parameter,researchers look
A) at the standard errors plot
B) at the highest point of the posterior distribution
C) for the highest factor loading
D) for the highest beta value
Q4) For most reports,what is the typical format (of 7 sections)?
Q5) The selection equation of the Heckman model is an ordered logit model.
A)True
B)False
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