Business Research Methods
Exam Bank
Course Introduction
Business Research Methods explores the principles and practices involved in conducting systematic inquiries to support decision-making in business settings. The course covers the fundamentals of research design, including qualitative and quantitative methodologies, data collection techniques, and sampling strategies. Students will learn how to formulate research questions, develop hypotheses, analyze data using statistical tools, and interpret results to provide actionable business insights. Emphasis is placed on ethical considerations, effective communication of findings, and the application of research outcomes to solve real-world business problems. Through case studies and hands-on projects, students gain practical skills necessary for gathering and evaluating information to inform managerial decisions.
Recommended Textbook
Essentials of Marketing Research 1st Edition by William G. Zikmund
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Chapter 1: The Role of Marketing Research
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Q1) When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes,this was an example of which type of research?
A) distribution research
B) promotion research
C) pricing research
D) product research
Answer: B
Q2) When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing,this was an example of which type of research?
A) pricing research
B) promotion research
C) product research
D) distribution research
Answer: C
Q3) The two types of marketing research based on the specificity of its purpose are called basic and _____ research.
Answer: applied
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Chapter 2: Data Mining Procedures and Knowledge Systems
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Q1) _____ is the bar-coded information that contains product information that can be read by optical scanners.
A) RFID
B) NFC
C) CRM
D) UPC
Answer: D
Q2) Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment.What is Melanie performing?
A) environmental scanning
B) behavioral tracking
C) search engine marketing
D) electronic data interchange
Answer: A
Q3) Numerical,text,voice,and image data that enter a decision support system are known as ______.
Answer: input
Q4) Parties that furnish information on the World Wide Web are called _____. Answer: content providers
Page 4
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Chapter 3: The Marketing Research Process
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Q1) Deliverables is the term used when describing the expected outcomes of basic research.
A)True
B)False
Answer: False
Q2) In its simplest form,a research hypothesis is a "guess" about the outcome of a research study.
A)True
B)False
Answer: True
Q3) When the researcher has only one or a small number of research objectives that can be addressed in a single study,that study is referred to as a _____.
A) research project
B) research program
C) research assessment
D) research snapshot
Answer: A
Q4) _____ research aims to clarify ambiguous situations.
Answer: Exploratory
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) When a marketing manager conducts a test market but has already decided to ignore the results if they do not support a national launch of the product,this is an example of _____.
A) a pseudo-research study
B) a pretest
C) a forecast analysis
D) informed consent
Q2) One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in important types of situations.
A)True
B)False
Q3) A marketing research supplier that provides standardized information for many different clients (such as different automobile manufacturers)is known as a(n)______ research service.
Q4) A unidimensional research service provides a unique methodology for investigating a business specialty area like retail location.
A)True
B)False
Page 6
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Chapter 5: Qualitative Research
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Q1) _____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent.
A) Probing
B) Interrogating
C) Clarifying
D) Testing
Q2) The sentence completion method is a type of free-association technique.
A)True
B)False
Q3) Leapfrogging is a procedure in which one respondent stimulates thought among the others in a focus group.
A)True
B)False
Q4) _____ is a way of studying culture through methods that involve becoming highly active within that culture.
A) Grounded theory
B) Ethnography
C) Phenomenology
D) Case studies
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Techniques that use secondary data to select the best location for a retail or wholesale operation are called _____ techniques.
Q2) When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets,this is an example of _____.
A) site analysis
B) model building
C) database marketing
D) market tracking
Q3) A researcher has been commissioned by a major U.S.consumer packaged-goods company to determine the market potential for peanut butter in China.Discuss some concerns the researcher may have when attempting to find and use secondary data in this country.
Q4) Fact-finding is the simplest form of secondary data research.
A)True
B)False
Q5) Tracking industry unit sales over the past twelve months is a form of ______ tracking.
Q6) Data that were collected previously for a different research study are known as ______ data.
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Chapter 7: Survey Research
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Q1) Barbara received a phone call asking her to participate in a survey.She told the interviewer that she was too busy and could not participate.This is an example of a(n)_____.
A) random sampling error
B) administrative error
C) nonresponse error
D) respondent error
Q2) Which of the following has been considered the mainstay of commercial survey research for years?
A) mall-intercept interviews
B) Internet surveys
C) telephone interviews
D) e-mail surveys
Q3) A response bias occurs when respondents tend to answer questions with a certain slant.
A)True
B)False
Q4) The categories of response bias are mutually exclusive from one another. A)True
B)False
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Chapter 8: Observation
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Q1) When an observer observes a subject in a natural setting,this is an example of ______ observation.
Q2) Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?
A) pictorial records
B) verbal behavior
C) expressive behavior
D) spatial relations
Q3) In a phenomenological approach,the researcher does not interact with those he or she is observing.
A)True
B)False
Q4) All of the following are observable phenomena EXCEPT _____.
A) attitudes
B) verbal behavior
C) spatial relations and locations
D) neurological activity
Q5) A machine that allows one to measure what portions of the brain are active at a given time is called a(n)_____ device.
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Chapter 9: Conducting Marketing Experiments
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Sample Questions
Q1) A researcher is examining the impact of pictures in advertisements and whether including instructions to imagine impact subjects' mental imagery.She manipulated three treatment levels of pictures: concrete picture,abstract picture,or no picture.Instructions to imagine were either present or not present.How many cells are there in this experiment?
A) 2
B) 3
C) 5
D) 6
Q2) A cohort effect in an experiment is a function of time and the naturally occurring events that coincide with growth and experience.
A)True
B)False
Q3) The people administering an experiment must be aware of the experimental hypotheses.
A)True
B)False
Q4) An experiment in which each subject receives only one treatment combination is called a(n)_____ design.
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Chapter 10: Measurement and Attitude Scaling
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Q1) Scales provide _____ rules that indicate that a certain value on a scale corresponds to some true value of a concept.
Q2) Researchers face a wide variety of choices in measuring attitudinal concepts.
A)True
B)False
Q3) Researchers often model behavior as a function of attitudes and intentions.
A)True
B)False
Q4) What type of scale is the following?
Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant.
Modern _______________ Old-fashioned
A) graphic rating
B) Likert
C) linear
D) category
Q5) _____ validity represents the uniqueness or distinctiveness of a measure.
Q6) _____ is the accuracy of a measure or the extent to which a score truthfully represents a concept.
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Chapter 11: Questionnaire Design
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Q1) Asking general questions before specific questions in order to obtain unbiased responses is called telescoping.
A)True
B)False
Q2) Two researchers used an Internet survey that takes respondents about 45 minutes to complete.They had a large percentage of respondents that simply just stopped doing the questionnaire,resulting in a large number of incomplete surveys.The respondents who stopped are referred to as _____.
A) drop-outs
B) orphans
C) break-offs
D) run-aways
Q3) "Do you own a cell phone? ______ Yes ______ No" is an example of what type of question?
A) leading
B) simple-dichotomy
C) loaded
D) open-ended response
Q4) List the six key decisions in questionnaire design.
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) Lists of respondents who have agreed to participate in marketing research along with the e-mail contact information for these individuals are called _____.
A) interactive samples
B) online panels
C) perpetual samples
D) e-samples
Q2) A list of all of the members of the San Diego chapter of Notre Dame alumni is an example of a sampling frame.
A)True
B)False
Q3) A census is any complete group whose members share some common set of characteristics.
A)True
B)False
Q4) Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.
A)True
B)False
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Chapter 13: Reviewing Statistical Theory and Determining
Sample Size
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Q1) Describe the measures of dispersion and explain why standard deviation is used most often.
Q2) One of the most common probability distributions in statistics is the _____ distribution.
A) normal
B) bell
C) central
D) confidence interval
Q3) When you add up a set of scores and divide the result by the number of scores,you have determined the ______ of the distribution,which is a measure of central tendency.
Q4) Measures computed from sample data are called _____.
A) sample statistics
B) population parameters
C) sample frequencies
D) normalized scores
Q5) A specified range of numbers within which a population mean is expected to lie is known as the ______ estimate.
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Q6) Traditionally,market researchers have used the ______ percent confidence level in research studies.
Chapter 14: Basic Data Analysis
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Q1) A common form of elaboration analysis is to do cross-tabulation of data within subgroups of the sample under study.
A)True
B)False
Q2) Arranging data so that the number of times each category occurs is called a _____ table.
A) cross-tabulation
B) frequency
C) percentage
D) pre-coding
Q3) The researcher examining descriptive statistics for any particular variable is using which type of statistics?
A) multivariate
B) interval
C) nominal
D) univariate
Q4) Discrete coding can be used for dichotomous responses like "yes "or "no."
A)True
B)False
Q5) What is descriptive analysis and how is it used in marketing research?
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Chapter 15: Testing for Differences Between Groups and for Relationships Among
Variables
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Q1) Discuss the pros and cons of raw regression estimates and standardized regression estimates and discuss when each is appropriate.
Q2) Which of the following is most appropriate if the purpose of the regression analysis is forecasting?
A) standardized regression coefficient ( )
B) Y-intercept a
C) coefficient of determination (R²)
D) raw parameter estimates
Q3) List the steps in interpreting a multiple regression model.
Q4) One way to test the significance of contingency tables is by means of the t-test.
A)True
B)False
Q5) If the purpose of the regression analysis is forecasting,then standardized regression estimates must be used.
A)True
B)False
Q6) The formula for determining the degrees of freedom for a chi-square test is ______.
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Chapter 16: Communicating Research Results
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Q1) Eight slices in a pie chart is a typical maximum.
A)True
B)False
Q2) The most common independent variable for line charts is time.
A)True
B)False
Q3) Jan has several very detailed and complex charts of results from a six-month research study.She created them mainly for justification of some of the recommendations she plans on making to the client,but they are not necessary for understanding the research project's results,in general.Where should Jan place these charts in the research report?
A) executive summary
B) body
C) appendix
D) methodology section
Q4) Which of the following contain the captions for the rows of a table?
A) boxheads
B) footnotes
C) source notes
D) stubheads
Page 18
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