Business Research Methods
Practice Exam
Course Introduction
Business Research Methods provides students with the foundational principles and practical approaches necessary for designing, conducting, and analyzing business research. The course covers both qualitative and quantitative research methodologies, data collection techniques, sampling strategies, and ethical considerations in business research. Students learn how to develop research questions, review academic literature, design research instruments, analyze and interpret data using statistical tools, and present findings effectively. Emphasis is placed on applying research methods to real-world business problems, enabling students to make informed decisions and contribute valuable insights within organizational contexts.
Recommended Textbook
Marketing Research Essentials 8th Edition by Carl McDaniel Jr
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1012 Verified Questions
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Page 2
Chapter 2: Problem Definition and the Research Process
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Sample Questions
Q1) Ideally, who should define the problem in the marketing research process?
A) Entry-level employees
B) Middle managers
C) Always the CEO
D) Top Management
Answer: D
Q2) Secondary research can help define the research problem.
A)True
B)False
Answer: True
Q3) Managers may have the ability to look up previous research projects if their company has a sophisticated __________.
A) pilot study
B) experience survey
C) Intranet
D) situation analysis
E) none of the above
Answer: C
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Chapter 3: Secondary Data and Databases
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Sample Questions
Q1) A neural network is a computer program that mimics the processes of the human brain.
A)True
B)False
Answer: True
Q2) Marketing research aggregators repackage research that has already been conducted.
A)True
B)False
Answer: True
Q3) A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________.
A) lack of availability
B) lack of relevance
C) inaccuracy
D) insufficiency
E) none of the above
Answer: A
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Page 4
Chapter 4: Qualitative Research
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Sample Questions
Q1) What is the top motivation for respondents to participate in focus groups?
A) financial incentives
B) interest in the topic
C) opportunity for expression
D) convenient time
E) none of the above
Answer: A
Q2) Which of the following academic backgrounds would a qualitative researcher most likely have?
A) Math
B) Natural sciences
C) Psychology
D) Computer sciences
E) None of the above are qualified for qualitative research.
Answer: C
Q3) In-depth interviews typically are less expensive than focus groups.
A)True
B)False
Answer: False
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Chapter 5: Traditional Survey Research
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Sample Questions
Q1) When survey respondents deliberately falsify their income this is known as which type of bias?
A) interviewer bias
B) nonresponse bias
C) measurement instrument bias
D) response bias
E) none of the above
Q2) This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.
A) measurement error
B) interviewer error
C) processing error
D) selection error
E) none of the above
Q3) What are the major factors that determine the selection of a particular survey method?
Q4) If the client needs to have survey results quickly, the Internet is not the best choice.
A)True
B)False
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Chapter 6: Online Marketing Research
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Sample Questions
Q1) When evaluating a webpage which of the following domains would automatically seems a qualified resource for secondary research?
A) .edu
B) .mil
C) .gov
D) .us
E) all of the above
Q2) A client needs a survey done quickly, and is on a limited budget. The client's target market consists of persons from 25-to-54 years old. You suggest an email questionnaire survey. Your colleague argues that Internet samples never produce representative samples, because so many households are not online. How would you respond to your colleague, and why would an email survey produce the data needed, given your time and budgetary constraints?
Q3) ____________________is a group of individuals who agreed to receive invitations to do online surveys for a particular panel company.
A) open online panel
B) closed online panel
C) commercial online panel
D) end consumer online panel
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Page 7
Chapter 7: Primary Data Collection: Observation
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Sample Questions
Q1) Which of the following is not a "natural" situation for observation?
A) getting people to participate in a simulated store situation so that their behavior can be observed
B) when the observed has no knowledge that they are being observed
C) observer plays no part in the behavior of interest
D) (a) and (c)
E) all of the above
Q2) Recruiting people to do their shopping in a simulated supermarket so they can be observed is a ____________________.
A) contrived
B) natural
C) disguised
D) none of the above
Q3) Which of the following is not a condition conducive to observation?
A) The behavior of interest lasts over a long period of time.
B) The behavior must not be repetitive.
C) The behavior needs to be observable or inferable.
D) (a) and (b)
E) all of the above
Q4) Describe how ethnography works online.
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Chapter 8: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) In early December, sales reports show a spike in orders for G.I. Joe toys. The company reduced the cost of the toys in the last ten shopping days before Christmas. Why can't they say that the decreased price caused the spike in orders for the toys?
a. concomitant variation
b. appropriate time order of occurrence
c. laboratory experiment
d. none of the above
Q2) If experimental test groups for a reading enhancement program are standard Kindergarteners at a typical public school, but the program is designed for students learning English as a second language, what issue might you take with the experiment?
A) mortality
B) instrument variation
C) maturation
D) selection bias
Q3) Your client is interested in determining which of two Internet banner ads is more effective. Design a field experiment. Be sure to identify the independent and dependent variables.
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Page 9
Chapter 9: The Concept of Measurement and Attitude
Scales
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Sample Questions
Q1) Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.
A)True
B)False
Q2) Ratio and Interval scale data can both produce data in which arithmetic means and metric measures of dispersion can be computed. However, there are several important differences in these two levels of measurement. What are they?
Q3) Marketers sometimes measure constructs that do not have a true zero point.
A)True
B)False
Q4) A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet. What type of scale is being used?
A) Likert
B) semantic differential
C) itemized rating scale
D) graphic rating scales
E) none of the above
Q5) List and briefly describe the measurement process.
Page 10
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Chapter 10: Questionnaire Design
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Sample Questions
Q1) The pretest of a questionnaire would not be done for:
A) getting the respondent's reaction to the questionnaire.
B) checking for the appropriateness of the sample of respondents.
C) checking for misinterpretations by respondents.
D) checking for potentially biasing questions.
E) All of the above would be part of a pretest.
Q2) Which of the following questions potentially biases the respondents?
A) "We are conducting a study concerning the high quality of First National Bank services"
B) "Do you shop at a lower class store like Wal-Mart?"
C) "How satisfied are you with McDonald's food quality and location?"
D) (a) and (b)
E) all of the above
Q3) What element of probing is found in the question "What does the term outpatient mean to you?"
A) Comprehension or Interpretation
B) Paraphrasing
C) Confidence or judgment
D) recall
Q4) What are Field Management Companies and when are they cost effective?
Page 11
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Chapter 11: Basic Sampling Issues
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Sample
Questions
Q1) Suppose a marketing researcher was doing a survey of snow skiers residing in South Louisiana, for the specific purpose of estimating the feasibility of offering discounted snow ski rental equipment. The idea was gauge the need, interest and price expectations of these snow skiers as they head to Colorado or some other snow skiing destination. What type of sample would be needed?
Q2) The process for obtaining information from a group is __________________.
A) a questionnaire
B) a survey
C) a measure
D) a sampling
Q3) Characterize the ideal sampling frame. How often is an "ideal" sampling frame available? If an "ideal" sampling frame isn't available, what kind of sample frame is needed?
Q4) Of the following, which is the most important consideration when choosing a sample?
A) size of the sample
B) size of the population
C) how well the sample represents the population
D) how well the population represents the sample
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Chapter 12: Sample Size Determination
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Sample Questions
Q1) Researchers can determine via statistical techniques sample size. However, these techniques can only be applied to which of the following types of sample?
A) cluster
B) simple random
C) nonprobability
D) stratified
E) none of the above
Q2) A researcher wants to estimate the percentage of all adults that have used the Internet to seek pre-purchase information in the past 30 days, with a tolerable sampling error (E) of 0.03 and a confidence level of 97.5%. If secondary data indicated that 25% of all adults had used the Internet for such a purpose, what is the sample size?
Q3) Budget is rarely a consideration when determining sample size.
A)True
B)False
Q4) The standard deviation of a distribution of sample means is called the standard error of the mean.
A)True
B)False
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Chapter 13: Data Processing, Data Analysis, and Statistical Testing
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Sample Questions
Q1) Failing to reject the null hypothesis when it is actually false.
A) type I error
B) type II error
C) test error
D) two-tailed test
Q2) Open-ended questions are tabulated on a point system.
A)True
B)False
Q3) Scanning data is the most frequently used questionnaire tool.
A)True
B)False
Q4) This measure of central tendency can be computed only from interval or ratio data.
A) mode
B) median
C) mean
D) All of the above must be computed from interval or ratio data.
E) None of the above can be computed from interval or ratio data.
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
Q6) Give the five steps in the analysis process.
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Chapter 14: More Powerful Statistical Methods
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Sample Questions
Q1) An R<sup>2 </sup>of 0 indicates no relationship between variables.
A)True
B)False
Q2) This analytical technique helps determine what features a new product or service should have and how it should be priced.
A) factor analysis
B) perceptual mapping
C) multiple discriminant analysis
D) conjoint analysis
Q3) The goal of factor analysis is to identify as many factors as possible.
A)True
B)False
Q4) The R<sup>2 </sup>statistic ranges from -1 to 1.
A)True
B)False
Q5) Bivariate statistical techniques are often used to establish cause and effect relationships between two or more variables.
A)True
B)False
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Chapter 15: Communicating Results and Managing Marketing Research
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Sample Questions
Q1) By clearly defining research objectives upfront and incorporating them in every phase of the research project, one will produce better results that can then be used as the basis for subsequent projects.
A)True
B)False
Q2) Providing regular updates can increase client confidence in the research process.
A)True
B)False
Q3) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
Q4) ___________ is newer knowledge that has the potential to create significant marketing impact.
A) Innovation
B) Insight
C) A & B
D) Neither A nor B
Q5) Compare and contrast the conclusions and recommendations portions of the research report.
Page 16
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