Business Research Methods
Exam Preparation Guide
Course Introduction
Business Research Methods provides an introduction to the principles and techniques used in conducting systematic and objective business research. The course covers the research process from problem identification and literature review to research design, data collection (both qualitative and quantitative methods), data analysis, and the interpretation and presentation of findings. Emphasis is placed on developing skills to critically evaluate research studies and to design and execute research projects that address real-world business issues. Students gain practical experience through case studies, hands-on assignments, and the use of statistical tools, preparing them to make informed, evidence-based decisions in a business environment.
Recommended Textbook
Basic Marketing Research Pearson New International Edition 4th Edition by Naresh K. Malhotra
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Chapter 1: Introduction to Marketing Research
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Sample Questions
Q1) Companies whose primary service offering is their expertise in collecting data for research projects are called ________.
A) field services
B) Internet services
C) coding and data entry services
D) data analysis services
E) research directorates
Answer: A
Q2) Research undertaken to help solve specific marketing problems is called ________.
A) problem-solving research
B) problem-manipulation research
C) problem-identification research
D) problem-correction research
E) problem exception
Answer: A
Q3) Social media embody social computing tools commonly referred to as Web 1.0.
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) While every step in a marketing research project is important, research design formulation is the most important step.
A)True
B)False
Answer: False
Q2) The ________ provides a useful framework for interacting with the DM and identifying the underlying causes of the problem.
A) problem audit
B) management problem
C) problem definition
D) none of the above
Answer: A
Q3) The corporate culture as it relates to decision making is one of the issues discussed with the decision maker during the problem audit.
A)True
B)False
Answer: True
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Chapter 3: Research Design
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Q1) All of the following are tasks a researcher must perform in formulating a research design EXCEPT:
A) specify the information needed.
B) determine how to make the research design error free.
C) specify the measurement and scaling procedures.
D) determine the sampling process and sample size.
E) develop a plan of analysis.
Answer: B
Q2) A cause-and-effect study is a major type of descriptive study.
A)True
B)False
Answer: False
Q3) Which of the following is NOT an example of a descriptive research goal?
A) to develop a profile of a target market
B) to determine the cause of a sales decrease
C) to estimate the frequency of product use as a basis for sales forecasts
D) to determine the degree to which marketing variables are associated
E) to determine the relationship between product use and perception of product characteristics
Answer: B
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Chapter 4: Exploratory Research Design: Secondary Data
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Sample Questions
Q1) Which of the following provide information on individuals, organizations, and services?
A) bibliographic databases
B) numeric databases
C) directory databases
D) full-text databases
E) special-purpose databases
Q2) Psychographics refers to ________.
A) qualitative inventories of business personalities
B) pictorial renderings of individuals' psychological traits
C) psychological assessments of consumers' behavior
D) graphic depictions of psychological testing results
E) quantified psychological profiles of individuals
Q3) All of the following are examples of guides that a researcher should first consult when proceeding with a marketing research project EXCEPT:
A) Business Information Sources.
B) Monthly Catalog of US Government Publications.
C) Encyclopedia of Business Information Sources.
D) A Guide to Consumer and Industrial Markets.
E) A and C
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Chapter 5: Exploratory Research Design: Syndicated
Sources of Secondary Data
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Q1) For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?
A) purchase panels
B) audit services
C) surveys
D) media panels
E) online surveys
Q2) A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.
A) scanner panels/cable TV
B) scanner panels
C) purchase panels
D) media panels
Q3) In a short essay, describe the uses of scanner data and list at least three advantages and three disadvantages of using scanner data.
Q4) The Nielsen Page is the name of Nielsen's blog.
A)True
B)False
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Chapter 6: Exploratory Research Design: Qualitative Research
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Q1) ________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.
A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Statistical research
Q2) A projective technique in which respondents are presented with a list of words, one at a time, is called ________.
A) word association
B) sentence completion
C) story completion
D) role playing
E) piecewise thought-listing
Q3) Depth interviews are described as loosely structured conversations with individuals drawn from the target audience.
A)True
B)False
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Chapter 7: Descriptive Research Design: Survey and Observation
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Q1) The collection of survey data through social media sites can be automated, but does not allow the researcher to customize reach to various segments of consumers.
A)True
B)False
Q2) Analysis of the comments, photos, videos, audio, and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors. An analysis of these constitutes a form of observation known as trace analysis.
A)True
B)False
Q3) Sugging is fund-raising under the guise of research.
A)True
B)False
Q4) The percentage of the total attempted interviews that are completed is referred to as response rate.
A)True
B)False
Q5) In a short essay, list and discuss the three primary methods researchers use in an attempt to improve response rates.
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Chapter 8: Causal Research Design: Experimentation
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Sample Questions
Q1) An experiment was conducted to test the effects of coupon value on redemption. Personal interviews were conducted in New York with 280 shoppers who were entering a supermarket. These shoppers were given a coupon for one of four brands prior to entering the store. Two coupon values were used, one offering 15-cents off and the other 50-cents off. Shoppers were randomly assigned to these two coupon-value levels. Four brands-Tide detergent, Kellogg's corn flakes, Aim toothpaste, and Joy liquid dishwashing detergent were used. These same shoppers were re-interviewed upon leaving the store and asked to report on any coupons used in the store. What extraneous variable most likely will influence the results of this experiment?
A) maturation
B) mortality
C) statistical regression
D) history
E) testing effects
Q2) An effect in which a prior measurement affects the test unit's response to the independent variable is called nonresponse bias.
A)True
B)False
Q3) In a short essay, list and discuss the three specific preexperimental designs.
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Chapter 9: Measurement and Scaling: Fundamentals and Comparative Scaling
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Sample Questions
Q1) Which statement is not true about the interval scale?
A) Numerically equal distances on the scale represent equal values in the characteristics being measured.
B) Both the zero point and the units of measurement are arbitrary.
C) Only proportionate transformations of the form y = bx, where b is a positive constant are allowed.
D) All of the above are correct.
Q2) A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale.
A)True
B)False
Q3) According to the text, the constant sum should be considered an ordinal scale. A)True
B)False
Q4) Temperature scales such as Celsius and Fahrenheit are examples of interval scales. A)True B)False
Q5) Discuss measurement and scaling. What are they and how are they related?
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Chapter 10: Measurement and Scaling: Noncomparative Scaling Techniques
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Q1) A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n) ________.
A) Likert scale
B) semantic differential
C) Stapel scale
D) opinion rating scale
E) penta scales
Q2) In semantic differential scales, the negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right-or-left-hand sides without reading the labels.
A)True
B)False
Q3) In a short essay, list and discuss the three ways in which researchers may assess validity.
Q4) In a short essay, discuss issues related to scale anchors in international research.
Page 12
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Chapter 11: Questionnaire and Form Design
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Q1) For questionnaires to be used in surveys to be conducted in social media, the general principles and guidelines for questionnaire design remain the same as those for traditional media.
A)True
B)False
Q2) Respondents for the pretest and for the actual survey should not be drawn from the same population.
A)True
B)False
Q3) Dichotomous questions allow the respondent to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives.
A)True
B)False
Q4) Questions that prespecify the set of response alternatives and the response format are called structured questions.
A)True
B)False
Q5) In a short essay, list the ten steps to designing the ideal questionnaire.
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Chapter 12: Sampling: Design and Procedures
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Q1) ________ is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.
A) Convenience sampling
B) Snowball sampling
C) Simple random sampling
D) Systematic sampling
E) Window sampling
Q2) In sampling, an incident is the object or person about which or from which the information is desired.
A)True
B)False
Q3) In sampling, a(n) ________ is the object or person about which or from which the information is desired.
A) element
B) incident
C) hypothesis
D) census
E) information unit
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Chapter 13: Sampling: Final and Initial Sample Size
Determination
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Q1) Statistical calculation of sample size requires determining the z value.
A)True
B)False
Q2) Statistical inference is the process of generalizing the sample results to the population results.
A)True
B)False
Q3) The reason sample size for online surveys generally exceeds that determined statistically is because ________.
A) the population variance is larger online
B) the population variance is smaller online
C) federal regulations require larger samples online
D) statistics become less relevant online because statistical theory is weaker online
E) the marginal cost of collecting and analyzing larger sample is low
Q4) Sample size can be computed by using the formula for the standard error.
A)True
B)False
Q5) In a short essay, discuss sampling issues facing researchers involved in international marketing research.
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Chapter 14: Fieldwork: Data Collection
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Q1) According to the text, the typical interviewer is a single woman aged 18 to 34, with an above-average education and an above-average household income.
A)True
B)False
Q2) List and discuss the major areas of the fieldwork/data collection process.
Q3) A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called ________.
A) probing
B) sampling
C) factoring
D) recording
E) selecting
Q4) Field workers who collect data typically have research backgrounds and extensive training.
A)True
B)False
Q5) In a short essay, discuss the process of selecting qualified field workers.
Q6) In a short essay, discuss the process of validating fieldwork.
Page 16
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Chapter 15: Data Preparation and Analysis Strategy
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Q1) A book containing coding instructions and the necessary information about variables in the data set is called a(n) ________.
A) editing book
B) sampling record
C) codebook
D) questionnaire
E) checking book
Q2) Multivariate statistical techniques are appropriate for analyzing data if there are several measurements of each element and each variable is analyzed in isolation.
A)True
B)False
Q3) The data preparation process for social media is exactly similar to that for data collected by traditional means.
A)True
B)False
Q4) Data cleaning is the last stage of the data preparation process.
A)True
B)False
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Chapter 16: Frequency Distribution, Hypothesis Testing, and
Cross-Tabulation
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Q1) The most common measures of variability are the ________ and ________.
A) median; range
B) variance; mean
C) mean; median
D) range; variance
E) difference; trend line
Q2) According to the text, accepting the alternative hypothesis will lead to changes in opinions or actions.
A)True
B)False
Q3) In a short essay, list and discuss the two types of errors that can occur whenever inferences are drawn about a population.
Q4) In a short essay, discuss measures of location as they are associated with frequencies. Include a discussion of mean, mode, and median to support your answer.
Q5) Cross-tabulation with two variables is known as twice-tabulation.
A)True
B)False
Q6) Discuss the relationship between cross-tabulation and frequency distribution.
Page 18
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Chapter 17: Hypothesis Testing Related to Differences
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Q1) A z-test is a univariate hypothesis test using the standard normal distribution.
A)True
B)False
Q2) According to the text, hypotheses related to differences in population means if the population variance is unknown can be tested using the ________.
A) F distribution
B) p distribution
C) t distribution
D) z distribution
E) chi-square distribution
Q3) Which statement is not true concerning the t distribution?
A) Compared to the normal distribution, the t distribution has more area in the tails and less in the center.
B) As the number of degrees of freedom increases, the t distribution approaches the normal distribution.
C) The t distributions are skewed to the left.
D) The population variance is unknown and is estimated by the sample variance s².
Q4) In a short essay, discuss t-test, the t statistic, and the t distribution.
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Chapter 18: Correlation and Regression
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Q1) The distances for all the points from the regression line are squared and added together to arrive at the sum of the squared errors, which is a measure of total error.
A)True
B)False
Q2) Standardization may be desirable because it is easier to compare the beta coefficients than it is to compare the raw coefficients.
A)True
B)False
Q3) According to the text, a scatter diagram is also known as a scattergram.
A)True
B)False
Q4) The product moment correlation is also referred to as all of the following EXCEPT:
A) simple correlation.
B) bivariate correlation.
C) correlation coefficient.
D) Pearson correlation.
E) F-statistic.
Q5) In a short essay, discuss multiple regression and the multiple regression model.
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Chapter 19: Report Preparation and Presentation
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Q1) A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a histogram.
A)True
B)False
Q2) The ________ should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.
A) letter of transmittal
B) letter of estimation
C) letter of authorization
D) letter of recommendation
E) letter of invoice
Q3) Recommendations that are made should be ________.
A) complex
B) so rigorous they stimulate technical experts
C) only for those who worked on the project
D) A and C
E) directly usable as inputs into management decision making
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