Business Research Methods
Exam Answer Key
Course Introduction
Business Research Methods introduces students to the principles and techniques essential for conducting systematic research in a business context. The course covers the formulation of research problems, the development of research designs, and methods of data collection and analysis, both qualitative and quantitative. Emphasis is placed on interpreting and applying research findings to support decision-making processes in organizations. Students also explore ethical considerations and the practical challenges involved in business research, gaining valuable skills to evaluate and undertake research projects relevant to various business disciplines.
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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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Q1) Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.
A)marketing variables; environment
B)marketing variables; marketing information system
C)marketing information system; environment
D)none of the above
Answer: A
Q2) Which of the issues listed below would be addressed using problem-solving research?
A)the need to understand market potential
B)the need to understand current cultural trends
C)the need to understand changes in consumer behavior
D)the need to determine where to locate retail outlets
Answer: D
Q3) Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and conducting statistical analysis of quantitative data.
A)True
B)False
Answer: False
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach
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Q1) The economic environment component of the environmental context is comprised of purchasing power, gross income, disposable income, discretionary income, prices, savings, credit availability, and general economic conditions.
A)True
B)False
Answer: True
Q2) "The number and geographical location of the buyers and non-buyers" is a factor that should be considered in the "objectives" component of the environmental context of the problem.
A)True
B)False
Answer: False
Q3) Regulatory policies and norms within which organizations must operate, refer to the ________ factor of the environmental context of the problem.
A)legal environment
B)economic environment
C)objectives
D)buyer behavior
Answer: A
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Chapter 3: Research Design
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Q1) A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time.
A)True
B)False
Answer: True
Q2) Specifying the measurement and scaling procedures is one of the components involved in research design.
A)True
B)False
Answer: True
Q3) When conducting exploratory research, the focus of the investigation may shift constantly as new insights are discovered.
A)True
B)False
Answer: True
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Chapter 4: Exploratory Research Design: Secondary Data
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Q1) ________ combines geography with demographic information and a company's sales data or other proprietary information to develop thematic maps.
A)Single-source data
B)Demographic mapping
C)Computer mapping
D)Thematic mapping
Q2) As compared to primary data, secondary data are collected ________.
A)rapidly and easily
B)at a relatively low cost
C)in a short time
D)all of the above
Q3) The uses of retail and wholesale audit data include all of the following except ________.
A)identifying shelf space allocation and inventory problems
B)establishing profiles of specific user groups
C)developing sales potentials and forecasts
D)analyzing distribution problems
Q4) What are the major advantages of secondary internal data?
Q5) Discuss the advantages and uses of secondary data.
Q6) Discuss the disadvantages of different types of scanner data.
Page 6
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Chapter 5: Exploratory Research Design: Qualitative Research
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Q1) Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.
A)True
B)False
Q2) Quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis.
A)True
B)False
Q3) ________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.
A)Data display
B)Data reduction
C)Data determination
D)Conclusion drawing and verification
Q4) Discuss the five themes qualitative research has uncovered about baby boomers. Why is this type of research important?
Q5) Discuss the disadvantages of online focus groups.
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Chapter 6: Descriptive Research Design: Survey and Observation
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Q1) Telephones offer access to geographically dispersed respondents and hard to reach areas.
A)True
B)False
Q2) Discuss the personal interviewing methods.
Q3) Limitations of e-mail surveys include all of the following except ________.
A)Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization
B)Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9")must appear explicitly, just as on paper
C)There is inherent self-selection bias
D)Some e-mail software products limit the length of the body of an e-mail message
Q4) Which of the following is a disadvantage of the survey method of data collection?
A)The questionnaire is simple to administer.
B)The data obtained are reliable because the responses are limited to the alternatives stated.
C)Wording questions properly is not easy.
D)Coding, analysis, and interpretation of data are relatively simple.
Page 8
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Chapter 7: Causal Research Design: Experimentation
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Q1) Which statement is not true about why it is difficult to conduct field experiments in the international arena?
A)In many countries, the TV stations are owned and operated by the government with severe restrictions on television advertising. This makes field experiments manipulating advertising levels extremely difficult.
B)The lack of major supermarkets in the Baltic states makes it difficult to conduct field experiments to determine the effect of in-store promotions on the sales of products.
C)Even when basic infrastructures such as roads, transportation, and warehouse facilities are adequate, they do not help in achieving desired levels of distribution.
D)Even when experiments are designed, it is difficult to control for the time order of occurrence of variables and the absence of other possible causal factors, two of the necessary conditions for causality.
Q2) Test units are individuals, organizations, or other entities whose response to independent variables or treatments is being studied.
A)True
B)False
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Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling
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Q1) If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, ________ scaling is being used.
A)constant sum
B)q-sort
C)paired comparison
D)rank order
Q2) Why is there confusion over whether constant sum data are ordinal or metric?
Q3) ________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
A)Preference scales
B)Comparative scales
C)Non-comparative scales
D)None of the above
Q4) When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.
A)True
B)False
Q5) Discuss measurement and scaling. What are they and how are they related?
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Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) In situations where the respondents are expected to have no opinions, as opposed to simply being reluctant to disclose it, the accuracy of data may be improved by a non-forced scale that includes a "no opinion" category.
A)True
B)False
Q2) The ________ is confusing and difficult to apply. It is the least used of the itemized scales.
A)continuous rating scale
B)Stapel scale
C)semantic differential scale
D)Likert scale
Q3) The size of the correlation coefficient, a common measure of relationship between variables in itemized rating scales, is influenced by the number of scale categories. The correlation coefficient increases with a reduction in the number of categories.
A)True
B)False
Q4) What differentiates mathematically derived scales from the other non-comparative scaling techniques?
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Chapter 10: Questionnaire and Form Design
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Q1) All aspects of the questionnaire should be tested, including question content, wording, sequence, form and layout, question difficulty, and instructions.
A)True
B)False
Q2) Which of the following statements is true about difficult questions?
A)Difficult questions should be placed at the end of the section on basic information.
B)Difficult questions should be placed at the end of the identification section.
C)Difficult questions should be placed at the end of the classification section.
D)All of the statements are correct.
Q3) Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.
A)determining the order of scales
B)choosing question wording
C)choosing question structure
D)individual question content
Q4) The responses obtained from the pretest should be coded and analyzed.
A)True
B)False
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Chapter 11: Sampling: Design and Procedures
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Q1) The sample size decision should be guided by certain qualitative considerations. Which of the following is not one of those considerations?
A)the resource constraints
B)the average size of samples in similar studies
C)the sampling technique to be used
D)the nature of the results
Q2) Which situation poses ethical concerns for the researcher in terms of preserving the anonymity of the respondents?
A)when the population size is large
B)sampling details that are too revealing
C)verbatim quotations in reports to the client
D)both B and C
Q3) Discuss the uses of nonprobability and probability sampling.
Q4) The elements within a stratum should be as heterogeneous as possible, but the elements in different strata should be as homogeneous as possible.
A)True
B)False
Q5) Discuss the advantages of systematic sampling.
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Chapter 12: Sampling: Final and Initial Sample Size
Determination
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Q1) If the researcher is required to estimate several parameters, not just one, the calculation of sample size in these cases should be based on a consideration of all the parameters that must be estimated.
A)True
B)False
Q2) When the sample size is 10 percent or more of the population size, the standard error formulas will overestimate the standard deviation of the population mean or proportion. Hence, these should be adjusted by a finite population correction factor.
A)True
B)False
Q3) ________ is a statistical procedure that attempts to account for nonresponse by assigning differential weights to the data depending on the response rates.
A)Weighting
B)Trend analysis
C)Subjective estimates
D)Imputation
Q4) Discuss what can be done to reduce not-at-homes.
Q5) Discuss four of the methods of reducing refusals to participate in a survey.
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Chapter 13: Fieldwork
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Questions
Q1) Which SPSS data entry product allows you to upload a copy of the questionnaire to a Web server so that data-entry operators or respondents can log on using a password and enter their results without having to install anything on their local machine?
A)SPSS DE Builder
B)SPSS Data Entry Station
C)SPSS Data Entry Enterprise Server (DEES)
D)none of the above
Q2) When recording respondents' answers, interviewers should include all probes and comments.
A)True
B)False
Q3) Which SPSS data entry product allows you to simply print the form after it has been designed for a mail survey or personal interviewing?
A)SPSS DE Builder
B)SPSS Data Entry Station
C)SPSS Data Entry Enterprise Server (DEES)
D)none of the above
Q4) Discuss four of the probing techniques.
Q5) List and discuss the major areas of the fieldwork/data collection process.
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Chapter 14: Data Preparation
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Q1) ________ is a multivariate dependence technique with more than one dependent variable.
A)Two-group discriminant analysis
B)Multiple regression
C)Multidimensional scaling
D)Multiple discriminant analysis
Q2) Ethical issues that arise during the data preparation and analysis step of marketing research process pertain mainly to the researcher.
A)True
B)False
Q3) When using univariate techniques, the number of samples is determined based on how the data are treated for the purpose of analysis, not based on how the data were collected.
A)True
B)False
Q4) The effect of weighting is to increase or to decrease the number of cases in the sample that possess certain characteristics.
A)True
B)False
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Chapter 15: Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
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Q1) If the population standard deviation was assumed to be known, rather than estimated from the sample, a ________ would be appropriate rather than a
A)z test; t test
B)t test; F test
C)t test; z test
D)z test; F test
Q2) The difference between the smallest and the largest values in a distribution is the
A)mean
B)median
C)mode
D)range
Q3) ________ occurs when the sample results lead to the rejection of a null hypothesis that is in fact true.
A)Type I error
B)Two-tailed error
C)Type II error
D)One-tailed error
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Q4) Discuss the relationship between cross-tabulation and frequency distribution.
Chapter 16: Analysis of Variance and Covariance
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Q1) In examining the differences among means, one-way analysis of variance involves the decomposition of the total variation observed in the independent variable.
A)True
B)False
Q2) The value of <sup>2</sup> varies between 0 and 1.
A)True
B)False
Q3) Repeated measures analysis of variance may be thought of as an extension of the ________ to the case of more than two related samples.
A)z test
B)F test
C)t test
D)paired samples t test
Q4) An interaction effect occurs when the effect of an independent variable on a dependent variable is different for different categories or levels of another independent variable.
A)True
B)False
Q5) What are the general steps involved in performing an ANCOVA?
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Chapter 17: Correlation and Regression
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Q1) The correlation coefficient between two variables varies depending on their underlying units of measurement.
A)True
B)False
Q2) ________ is best to use to determine how strongly sales are related to advertising expenditures.
A)Multiple regression analysis
B)Partial correlation coefficient
C)ANOVA
D)Product moment correlation (r)
Q3) The product moment correlation, r<sup>2</sup>, is an index used to determine whether a linear, or straight-line, relationship exists between X and Y. It indicates the degree to which the variation in one variable, X, is related to the variation in another variable, Y.
A)True
B)False
Q4) Standardized variables have a mean of 1 and a variance of zero.
A)True
B)False
Q5) In what ways can regression analysis be used?
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Chapter 18: Discriminant and Logit Analysis
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Q1) The ________ is a test of significance of the logistic regression coefficient based on the asymptotic normality property of maximum likelihood estimates.
A)Nagelkerke R2
B)Wald statistic
C)Wilks'
D)Cox and Snell R square
Q2) In the discriminant analysis model, the coefficients, or weights (b), are estimated so that the groups differ as much as possible on the values of the discriminant function. This occurs when the ratio of between-group sum of squares to within-group sum of squares for the discriminant scores is at a maximum.
A)True
B)False
Q3) Discriminant/logit analysis is similar to regression and ANOVA in which of the areas stated below (Table 18.1 in the text)?
A)number of dependent variables
B)number of independent variables
C)both A and B
D)none of the above
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Chapter 19: Factor Analysis
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Q1) It is recommended that the factors extracted should account for at least ________ of the variance.
A)50 %
B)60%
C)65%
D)70%
Q2) 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
Q3) Under what general circumstances is factor analysis used?
Q4) The factor matrix is also called the factor pattern matrix.
A)True
B)False
Q5) What are the steps involved in conducting factor analysis (Figure 19.3 in the text)?
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Chapter 20: Cluster Analysis
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Q1) A ________ is a lower-triangle matrix containing pairwise distances between objects or cases.
A)classification matrix
B)correlation matrix
C)similarity/distance coefficient matrix
D)factor matrix
Q2) Choice of a clustering method and choice of a distance measure are interrelated.
A)True
B)False
Q3) Why should the clustering of variables be used?
Q4) The ________ are the initial starting points in nonhierarchical clustering.
A)factor scores
B)cluster centers
C)cluster centroids
D)factor loadings
Q5) Cluster analysis does not classify variables as dependent or independent.
A)True
B)False
Q6) What are the steps in conducting cluster analysis (Figure 20.3 in the text)?
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Chapter 21: Multidimensional Scaling and Conjoint Analysis
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Q1) Which of the Kruskal's stress formula 1 values below represent a perfect fit of the MDS model?
A)1.00
B)0.90
C)0.10
D)0
Q2) The conjoint analysis procedure is based on trade-offs respondents make when evaluating alternatives.
A)True
B)False
Q3) If individual-respondent level analysis has been conducted, the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.
A)True
B)False
Q4) In conjoint analysis, the dependent variable is usually preference or intention to buy. 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) GFI of .95 or higher is a way to help make sure that the model is identified.
A)True
B)False
Q2) SEM can be thought of as a combination of MANOVA and multiple regression analysis.
A)True
B)False
Q3) The validity of the measurement model depends on:
A)Goodness-of-fit results.
B)Composite reliability.
C)Convergent validity.
D)Discriminant validity.
E)All of the above
Q4) Which of the following is true about Structural Equation Modeling?
A)In SEM, the constructs are unobservable or latent factors that are representative by multiple variables.
B)SEM explicitly takes into account the measurement error.
C)SEM is mainly used as an exploratory technique.
D)A and B are true
E)A, B, and C are true.
24
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Chapter 23: Report Preparation and Presentation
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Q1) Every table should have a number.
A)True
B)False
Q2) ________ are used to set off data items in the written report.
A)Leaders
B)White spaces
C)Dots
D)Hyphens
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) Report preparation and presentation is the final step in the marketing research project.
A)True
B)False
Q5) What are the advantages to publishing marketing research reports on the Web?
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Chapter 24: International Marketing Research
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Q1) Telephone usage in Europe is much lower than in the United States, and many households do without telephones. This would be a marketing research concern found in the ________ of the framework for international marketing research.
A)information and technological environment
B)sociological environment
C)structural environment
D)government environment
Q2) Government environment considerations include all of the following except ________.
A)whether special rules and regulations are imposed on foreign multinationals and their marketing practices
B)whether the government may be an important member of the distribution channel
C)whether there are laws related to the elements of the marketing mix
D)all of the above
Q3) The role of marketing in economic development is the same in all countries.
A)True
B)False
Q4) What are the two significant challenges marketing researchers will face as a result of the passage of NAFTA?
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