Business Research Methods
Study Guide Questions
Course Introduction
Business Research Methods introduces students to the fundamental principles and techniques used to conduct research in the business environment. The course explores various research designs, including qualitative and quantitative methods, and covers topics such as data collection techniques, sampling strategies, questionnaire design, data analysis, and interpretation of results. Through hands-on projects and case studies, students learn how to formulate research problems, develop hypotheses, and apply ethical considerations in research. This course equips students with the skills necessary to critically evaluate and conduct business research, enabling informed decision-making in professional settings.
Recommended Textbook
Exploring Marketing Research 11th Edition by
Barry J. Babin
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Page 2
Chapter 1: The Role of Marketing Research
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Q1) In terms of marketing research,the ____ a decision is strategically to the organization,the ____ likely that research will be undertaken.
A)less risky;less
B)more important;more
C)more important;less
D)less risky;more
Answer: B
Q2) Systematic research usually takes very little time to complete.
A)True
B)False
Answer: False
Q3) A company that applies the marketing concept in its dealings with its customers is using a(n)____________________ orientation.
Answer: marketing
Q4) Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies.
A)True
B)False Answer: False
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Chapter 2: Information Systems and Knowledge Management
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Q1) Amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site.This is an example of ____.
A)push technology
B)electronic data interchange
C)pull technology
D)a URL
Answer: A
Q2) The goal of a CRM system is to describe customer relationships so that managers can access information themselves.
A)True
B)False
Answer: True
Q3) Which technique covertly discovers and records the websites that consumers visit?
A)cloud storage
B)history sniffing
C)RFID rags
D)Boolean operators
Answer: B
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Chapter 3: The Marketing Research Process
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Q1) Managers at Procter & Gamble view marketing research at a strategic planning level.Therefore,the company conducts numerous related studies that come together to help in their product planning decisions.This is referred to as a:
A)research project
B)research program
C)research philosophy
D)research integration
Answer: B
Q2) Concomitant variation is sufficient evidence to determine causality in experiments.
A)True
B)False
Answer: False
Q3) Terminal causality means the cause is necessary and sufficient to bring about the effect.
A)True
B)False
Answer: False
Q4) A formal statement explaining some outcome is called a(n)____________________.
Answer: hypothesis
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) All of the following are advantages of in-house research EXCEPT ____.
A)quick turnaround
B)better internal collaboration
C)more objectivity
D)cheaper costs
Q2) A research organization that develops a unique methodology for studying a specialty area in marketing (such as brand-name evaluation)is called a(n)____________________ research service.
Q3) One key question that can be used to determine whether a research participant is being treated ethically as a result of an experimental procedure is "Can the research subject be easily returned to his or her initial state?"
A)True
B)False
Q4) A session in which research subjects are fully informed and provided with a chance to ask any questions that they may have about an experiment is called a(n)____________________ session.
Q5) Discuss possible sources of conflict between marketing management and marketing research.
Q6) Define marketing ethics and explain how it applies to marketing research.
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Chapter 5: Qualitative Research Tools
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Q1) An interviewer who reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word" is using a(n)____________________ technique.
Q2) Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.
A)quantitative marketing research
B)qualitative marketing research
C)extensive marketing research
D)grounded marketing research
Q3) Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores.As such,the company is engaging in
A)an experiment
B)a test market
C)a case study
D)causal research
Q4) An indirect method of questioning that allows a respondent to ascribe his feelings to a third-party is a(n)____________________ technique.
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Chapter 6: Secondary Data Research in a Digital Age
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Q1) Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n)____.
A)media source
B)commercial source
C)trade association source
D)primary source
Q2) Which index describes the relationship between retail demand and supply?
A)index of retail sales
B)index of retail utilization
C)index of retail saturation
D)index of retail sites
Q3) The mathematical result of describing the relationship between retail demand and supply for a specific geographic area for a specific product is known as the index of
Q4) Marketing researchers frequently use internal accounting data to generate sales forecasts.
A)True
B)False
Q5) Identify various internal and proprietary sources of secondary data.
Q6) Discuss the advantages and disadvantages of secondary data.
Page 8
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Chapter 7: Survey Research
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Q1) The number of "no contacts" in survey research has been decreasing because of the increased use of telephone answering machines by consumers.
A)True B)False
Q2) A response bias occurs when respondents tend to answer questions with a certain slant.
A)True B)False
Q3) When answers to a phone survey can be entered directly into a computer to speed up the time needed for data processing,____________________ is being used.
Q4) When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer,acquiescence bias has occurred.
A)True B)False
Q5) Chance variations in sampling due to the elements included in the sample are called ____________________ error.
Q6) Name and describe the types of response bias.
Q7) Explain the advantages and disadvantages of surveys.
Page 9
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Chapter 8: Observation
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Q1) A consumer uses a special ID card whenever he purchases items from the supermarket,allowing purchase behavior to be linked to household demographics.The consumer is participating in a(n)____________________ panel.
Q2) All of the following are errors associated with direct observation EXCEPT ____.
A)subjectivity
B)entrapment
C)accuracy
D)interpretation
Q3) Scanner data can be used to monitor supermarket sales in response to a local newspaper ad promotion.
A)True
B)False
Q4) The manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from.This is an example of ____ observation.
A)direct
B)indirect
C)contrived
D)mechanical
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Chapter 9: Conducting Marketing Experiments
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Q1) Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the dependent variables?
A)confound
B)interaction
C)randomization
D)repeated measures
Q2) The people administering an experiment must be aware of the experimental hypotheses.
A)True
B)False
Q3) The term linkage refers to a specific treatment combination associated with an experimental group.
A)True
B)False
Q4) Experimental research attempts to find causal relationships among variables.
A)True
B)False
Q5) Compare and contrast internal validity and external validity and discuss which one is most important in experimental research.
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Chapter 10: Measurement and Attitude Scaling
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Q1) Interval scales are able to represent absolute quantities including a meaningful absolute zero.
A)True
B)False
Q2) Attitudes are measured with a(n)____________________ approach by taking belief scores assessed with some type of rating scale and multiplying each belief score by an evaluation also supplied using some type of rating scale,and then summing each resulting product.
Q3) When respondents are asked to divide up a fixed number of points to indicate the relative importance of features on a new car,a(n)____________________ scale is being used.
Q4) A respondent is asked: "How often,on the average,do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never,rarely,sometimes,often,or very often.This is best described as a(n)____ scale.
A)semantic differential
B)Likert
C)category
D)constant-sum
Q5) What is reliability and how is it assessed?
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Chapter 11: Questionnaire Design
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Q1) "What is your favorite hobby,playing video games,or what?" is an example of what type of question.
A)loaded
B)branching
C)filter
D)leading
Q2) "Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S.banks are responsible for the high foreclosures on home mortgages" is an example of a(n)____ question.
A)counterbiasing
B)open-ended response
C)counterbalancing
D)double-barreled
Q3) Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories.That is,the categories should be ____.
A)exhaustive
B)mutually exclusive
C)positively worded
D)balanced
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Chapter 12: Sampling Designs and Sampling Procedures
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Q1) ____________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a population will be represented to the extent that the investigator desires.
Q2) Systematic sampling can,under certain conditions,yield a random sample.
A)True
B)False
Q3) Multistage area sampling uses cluster sampling in combination with other random sampling procedures.
A)True
B)False
Q4) Multistage samples are frequently used due to their low cost.
A)True
B)False
Q5) The difference between the results of a sample and the results of a census that is conducted with identical procedures is called ____________________ error.
Q6) Name and describe the types of probability sampling.
Q7) When initial subjects are selected randomly and additional subjects are obtained from recommendations of names from the initial subjects,the ____________________ sampling technique is being used.
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Chapter 13: Big Data Basics: Describing Samples and Populations
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Q1) Summary measures about variables computed using only data taken from a sample are called sample:
A)statistics
B)parameters
C)estimates
D)scores
Q2) An estimate of the population mean in the form of a single value,usually the sample mean,is called a ____.
A)confidence interval estimate
B)standard deviation
C)point estimate
D)variant
Q3) Discuss the three factors required to specify sample size.
Q4) Describe the measures of dispersion and explain why standard deviation is used most often.
Q5) The confidence interval increases as the sample size,n,increases.
A)True
B)False
Q6) The middle score in a set of rank ordered scores is called the ____________________ score. Page 15
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Chapter 14: Basic Data Analysis
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Q1) The number of respondents or observations (in a row or column)used as a basis for computing percentages in a contingency table is referred to as the ____.
A)reference point
B)moderator
C)statistical base
D)analytical point
Q2) A planogram is a graphical way of showing the frequency distribution in which the height of a bar corresponds to the frequency of a category.
A)True
B)False
Q3) A 3 x 4 table represents a contingency table with twelve variables.
A)True
B)False
Q4) Another name for an observed or computed significance level is the ____________________.
Q5) The appropriate technique for addressing a research question involving relationships among multiple less-than interval variables is
Q6) What is a contingency table and how is it useful in marketing research?
Page 17
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Chapter 15: Testing for Differences Between Groups and for
Predictive Relationships
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Q1) Cross-tabulation tables typically provide an easy,intuitive way of understanding data.
A)True
B)False
Q2) In the formula df = n - k,k represents the ____.
A)number of observations
B)degrees of freedom of the denominator
C)number of independent variables
D)sample size
Q3) When the on-time performance of airlines is used to predict the number of customer complaints in a regression equation,on-time performance is the ____ variable and the number of customer complaints is the ____ variable.
A)independent;dependent
B)dependent;dependent
C)dependent;independent
D)independent;predictor
Q4) A(n)____________________ variable has two distinct levels that are coded as 0 and 1.
Q6) Discuss the steps in interpreting a multiple regression output. Page 18
Q5) Multivariate dependence techniques are variants of the
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Chapter 16: Communicating Research Results
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Q1) The ____________________ of the report contains several sections,including the introduction,methodology,and results.
Q2) An effective oral presentation of a research report should include adapting the report to fit the needs of the audience.
A)True
B)False
Q3) The findings of the study should be presented in the ____ section.
A)introduction
B)recommendations
C)appendix
D)results
Q4) One way to communicate a research report to the managers of an organization is through the organization's Intranet.
A)True
B)False
Q5) Graphics used in a research report do not need to be interpreted for the reader in the text of the report.
A)True
B)False
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Chapter 17: Beyond the Basics in Basic Data Analysis
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Q1) The mean square between groups is equal to ____.
A)SSB/c-1
B)SSE/cn-c
C)MSB/MSE
D)c-1/cn-c
Q2) A(n)____________________ experimental design results in some empty cells.
Q3) Which design results in some empty cells?
A)balanced experimental design
B)unbalanced experimental design
C)incomplete experimental design
D)pseudo-experimental design
Q4) The SST is computed by squaring the deviation of each observed value from the grand mean and summing these values.
A)True
B)False
Q5) A post-hoc comparison tests the statistical significance of all possible group differences between means provided that a hypothesis about such differences exists.
A)True
B)False
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Chapter 18: Advanced Topics in Linear Analytics
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Q1) The least-squares regression line minimizes the sum of the squared deviations of the actual values from the predicted values in the regression line.
A)True
B)False
Q2) If the coefficient of determination between X and Y is .28,approximately what percentage of the variance in Y can be explained by X?
A)28%
B)58%
C)78%
D)88%
Q3) Standardized variables are generated by subtracting the mean of a variable from each observation and multiplying the result by the standard deviation of that variable.
A)True
B)False
Q4) Discuss the pros and cons of raw regression estimates and standardized regression estimates and explain when each is appropriate.
Q5) Underspecification leads to a pattern in ____________________.
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Chapter 19: Testing Hypotheses With Glm Procedures
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Q1) In hierarchical regression,the base model typically includes only direct effects.
A)True
B)False
Q2) In an experiment,both the independent variable and the moderator variable often are ____.
A)at least interval
B)ratio scale
C)nominal or ordinal
D)irrelevant
Q3) Which technique focuses on resampling?
A)moderation
B)bootstrapping
C)hierarchical regression
D)slopes testing
Q4) A hypothesis should be general,not specific.
A)True
B)False
Q5) Time pressure,time of day,and region provide common ____________________ variables.
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Chapter 20: Introducing Multivariate Data Analysis
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Q1) In discriminant analysis,a number that serves as a benchmark is a ____.
A)cutting score
B)discriminant function
C)discriminant factor
D)Wald statistic
Q2) In logistic regression,the dependent variable takes on a value of zero to indicate ____.
A)success
B)occurrence
C)failure
D)frequency
Q3) The type of measurement scales used will determine which multivariate statistical techniques are appropriate for the data.
A)True
B)False
Q4) -2LL serves as an overall indictor of the predictive power of a logistic regression model.
A)True
B)False
Q5) Describe discriminant analysis and its uses.
Page 24
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Chapter 21: Multivariate Data Analysis: Analytics With
Interdependence Techniques
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Q1) The first step in cluster analysis is determining how many ____________________ to analyze.
Q2) Which type of variance is unique to each individual variable?
A)common variance
B)specific variance
C)error variance
D)systematic variance
Q3) The error variance is the source of variance that is external to variables or factors such as faulty measurement or other error sources.
A)True
B)False
Q4) In factor analysis,what does the researcher seek during data reduction?
A)statistical significance
B)latency
C)parsimony
D)construct validity
Q5) The two types of multivariate techniques are ____________________ methods and ____________________ methods.
Q6) In a big data environment,data ____________________ is a key goal.
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Chapter 22: Primer on Structural Equations Modeling
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Q1) What is a multivariate tool that combines a factor analytic and regression approach to provide path estimates to a proposed model,but falls short of providing an assessment of fit?
A)partial least squares (PLS)
B)MANOVA
C)partial correlations
D)discriminant analysis
Q2) Which technique provides a means for measuring objects in a multidimensional space based on respondents' judgments of how similar different objects are?
A)partial least squares (PLS)
B)multidimensional scaling
C)partial correlations
D)discriminant analysis
Q3) Partial least squares (PLS)originated in the physical sciences.
A)True
B)False
Q4) A fixed parameter is one that has been correctly estimated.
A)True
B)False
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