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Research Methods
Chapter 1: Multiple Choice Questions
1. _____ is the application of the scientific method in searching for the truth
about business phenomena.
a. Induction
b. Application research
c. Business research
d. Science
2. All of the following are important aspects of the business research process
EXCEPT:
a. searching for and collecting information
b. idea and theory development
c. analyzing data
d. making results publicly available
3. Which of the following are the two types of research based on the specificity of
its purpose?
a. basic and applied
b. scientific and non-scientific
c. cross-sectional and qualitative
d. quantitative and secondary
4. _____ is conducted to address a specific business decision for a specific firm
or organization.
a. Basic business research
b. Qualitative business research
c. Quantitative business research
d. Applied business research
5. Which type of research tries to verify a theory or to learn more about a
concept and is not intended to solve a particular business problem? a.
performance-monitoring research
b. basic research
c. total quality management
d. the scientific method
6. Which of the following refers to the way researchers go about using knowledge
and evidence to reach objective conclusions about the real world? a. qualitative
method
b. quantitative method
c. scientific method
d. primary method
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7. The Chief Financial Officer (CFO) requested research to determine if the
financing option the company implemented for a new capital investment initiative
achieved the objective of reducing the company’s tax liability. Which type of
research is appropriate for evaluating this course of action? a. basic research
b. post-hoc research
c. evaluation research
d. financial research
8. When Target stores monitors the sales activities of its retail stores in order to
detect any indication of dollar sales changes, this is an example of which type
of research? a. relationship marketing research
b. total quality management research
c. basic research
d. performance-monitoring research
9. When a manager decides not to do research because a decision needs to be made
before the results of the study can be analyzed, this is an example of which aspect in
the determination of the need for marketing research? a. nature of the decision
b. time constraints
c. availability of the data
d. cost considerations
10. In general, the _____ important a decision is strategically to the organization, the
_____ likely that research will be undertaken. a. less; more
b. more; more
c. more; less
d. none of the above
11. When a marketing manager is trying to decide whether a strategic decision
should be postponed until some additional research can be conducted, which of
the following questions should this manager ask himself or herself?
a. Is the proposed research expenditure the best use of the available funds?
b. Will the information gained by business research improve the quality of the
marketing decision enough to warrant the expenditure?
c. Will the payoff from the research be worth the dollar expenditures for
research?
d. all of the above
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Research Methods
Chapter 2 (Part A): Multiple Choice Questions
1. Psychologists explain that humans’ better recall of information that is
presented visually compared to information presented verbally is due to the fact
that the information is stored both visually and verbally. Because it is stored
using this dualcoding process, it is easier to retrieve from memory. This formal
logical explanation of this phenomenon is an example of a(n):
a. theory
b. construct
c. operationalization
d. latency
2. What are the two goals of theory?
a. speculation and confirmation
b. understanding and predicting
c. deducting and inducting
d. abstraction and concretization
3. Leadership, which is a generalized idea about a human trait, is an example of a(n):
a. hypothesis
b. proposition
c. concept
d. abstraction
4. In theory development, which of the following is the level of knowledge expressing
a concept that exists only as an idea or a quality apart from an object?
a. empirical level
b. primary level
c. conceptual level
d. abstract level
5. At what level do we “experience” reality?
a. empirical level
b. abstract level
c. primary level
d. secondary level
6. “Employees dressed professionally will generate greater sales than those
dressed casually” is an example of a: a. theory
b. proposition
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c. hypothesis
d. variation
7. When a researcher collects data to test a theory, what is this testing called?
a. confirmatory testing
b. empirical testing
c. conceptualization
d. deductive testing
8. Which of the following is an empirical assessment of a concept?
a. hypothesis
b. variable
c. construct
d. item
9. The process of identifying the actual measurement scales to assess the variables of
interest is called:
a. operationalizing
b. synthesizing
c. verifying
d. conceptualizing
10. _______ is the logical process of deriving a conclusion about a specific
instance based on a known general premise or something known to be true.
a. Deductive reasoning
b. Inductive reasoning
c. Latent reasoning
d. Abstract reasoning
11. If all the trees a person has seen in his life have been green and therefore
he concludes that all trees are green, which type of reasoning is he using?
a. deductive reasoning
b. inductive reasoning
c. generalized reasoning
d. conceptual reasoning
12. A researcher is testing the hypothesis stating a positive relationship between
consumers’ attitudes toward a brand and their intention to purchase that brand. To
test this, she uses a set of prescribed procedures for establishing and connecting
theoretical statements about these two constructs, for analyzing empirical
evidence gathered through surveys, and for predicting future purchases. This
researcher is following the:
a. hypothetical method
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b. scientific method
c. deductive method
d. inductive method
13. Which of the following is a step involved in the application of the
scientific method?
a. statement of hypotheses
b. formulation of concepts and propositions
c. analysis and evaluation of data
d. all of the above
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Research Methods
Chapter 3: Multiple Choice Questions
1.
_____ is the process of developing and deciding among alternative ways of
resolving a problem or choosing from among alternative opportunities. a.
Business
b.
Business research
c.
Decision making
d.
Verification
2.
Janna discovers a market segment that is underserved by competitors’
products. For Janna’s company, this segment represents a:
a.
business threat
b.
business opportunity
c.
backward linkage
d.
test market
3.
Which of the following is the first stage of the business research process?
a. planning a research design
b. defining the research objectives
c. analyzing the data
d. planning a sample
4.
Carol was invited to participate in a research study along with ten other
employees to discuss their experiences using the company intranet. The group
was asked to discuss their experiences and were encouraged to feed on each
other’s comments. What is this type of study called?
a. multivariate research
b. literature review
c. pretest
d. focus group interview
5.
The most common way to generate primary data in business research is by
means
of:
a. experimentation
b. surveys
c. observation
d. focus groups
6.
Which of the following is a research technique in which a sample is
interviewed in some form or the behavior of respondents is observed and
described in some way?
a. experiment
b. observation study
c. survey
d. personal interview
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7.
Which of the following is a method of data collection that is used in surveys?
a.
telephone
b.
mail
c.
the Internet
d.
all of the above
8.
All of the following are examples of an observation study EXCEPT:
a.
a mystery shopper pretending to be a customer in a McDonald’s outlet
b.
a cable laid across the street that records the number of cars that pass a
certain intersection
c.
determining how long employees spend taking breaks to smoke
cigarettes
d.
a consumer responding to a questionnaire about advertising
9.
An employee who pretends to be a customer in order to observe the sales
behavior of a clerk at a cosmetics counter in a department store is called a(n):
a.
secondary data researcher
b.
mystery shopper
c.
pilot researcher
d.
undercover researcher
10.
Which of the following involves any procedure that draws conclusions based
on measurements of a portion of the entire population?
a.
sampling
b.
theorizing
c.
segmenting
d.
causal inference
11.
Evan has completed the fieldwork of collecting data, and now he is checking the
data collection forms for omissions, legibility, and consistency in classification.
a.
b.
c.
d.
12.
analyzing the data
editing the data
coding the data
reporting the results
The rules for interpreting, categorizing, recording, and transferring the data to
the data storage media are called:
a.
edits
b.
hypotheses
c.
theories
d.
codes
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Research Methods
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Research Methods
Chapter 4: Multiple Choice Questions
1. When a respondent in a research study agrees to participate in the research study,
this is known as:
a. a right to privacy
b. informed consent
c. jamming
d. forecasting
2. One right a research participant has is that information involved in the research
will not be shared with others, which is known as: a. consent
b. active research
c. passive research
d. confidentiality
3. Mark is conducting research studies for two national rental car companies. Mark’s
action represents a potential:
a. illegal situation
b. advocacy situation
c. push poll
d. conflict of interest
4. Many people believe that the collection and dissemination of their personal
information without their knowledge or consent is a serious violation of their right
to:
a. refuse to participate in a research study
b. anonymity
c. tell the truth
d. privacy
5. In a personal interview, a respondent who replies: "I do not want to answer that
question about my income last year" is exercising which right in a research study?
a. right to privacy
b. right to be informed
c. right of informed consent
d. right to terminate the interview at any time
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Chapter 5: Multiple Choice Questions
1. A written expression of the key question(s) that a researcher user wishes to
answer is referred to as a:
a. problem definition
b. decision statement
c. research proposal
d. hypothesis
2. When a researcher defines and develops a decision statement and the steps
involved in translating it into more precise research terminology, he or she
is involved in what process?
a. hypotheses development
b. research planning
c. research process
d. problem definition
3. Which of the following is the FIRST step of the problem definition process?
a. determine the unit of analysis
b. identify the problem
c. identify key symptoms in the situation
d. determine the relevant variables
4. All of the following are steps in the problem-definition process EXCEPT:
a. identify key problem(s) from symptoms
b. determine the unit of analysis
c. develop dummy tables
d. determine relevant variables
5. When a researcher determines what or who should provide the data and at
what level of aggregation, he or she is determining the: a. hypotheses
b. research questions
c. analysis technique
d. unit of analysis
6. In research, anything that varies or changes from one instance to another is
called a:
a. variable
b. constant
c. category
d. classification
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7. Something that does not change from one instance to another is called a:
a. hypothesis
b. constant
c. variable
d. category
8. All of the following are types of variables EXCEPT:
a. continuous
b. categorical
c. constant
d. dependent
9. A variable that can take on a range of values that correspond to some
quantitative amount is called a:
a. categorical variable
b. continuous variable
c. classificatory variable
d. independent variable
10. What type of variable is "gender”?
a. continuous variable
b. primary variable
c. dependent variable
d. categorical variable
11. What type of variable is "dollar sales volume"?
a. continuous variable
b. independent variable
c. categorical variable
d. classificatory variable
12. In the statement: "Years of sales experience is an important variable in predicting
unit sales performance," what type of variable is "years of experience"?
a. dependent variable
b. independent variable
c. categorical variable.
d. classificatory variable
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13. In the statement: "Years of sales experience is an important predictor of dollar
sales performance," what type of variable is "dollar sales performance"?
a. dependent variable
b. categorical variable
c. classificatory variable
d. independent variable
14. A statement such as: "If we increase price five percent, sales will likely drop
eight percent or more," is an example of a:
a. hypothesis
b. dependent variable
c. problem definition
d. research objective
15. A written statement of the research design is called a:
a. research hypothesis
b. research proposal
c. research question
d. research summary
16. Sharon is a management professor who received a grant from the American
Management Association to study how employees make decisions in crossfunctional groups. Sharon’s research is: a. applied business research
b. dependent business research
c. funded business research
d. analytical business research
17. Tables placed in a research proposal that are exact representations of the actual
tables that will show results in the final report but contain hypothetical results
are called:
a. dummy tables
b. surrogate tables
c. interim tables
d. placeholder tables
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Research Methods
Chapter 6: Multiple Choice Questions
1. Obtaining secondary data is typically _____ and _____ expensive than obtaining
primary data.
a. faster; more
b. slower; more
c. faster; less
d. slower; less
2. All of the following are common reasons why secondary data do not
adequately satisfy research needs EXCEPT: a. outdated information
b. too expensive
c. variation in definition of terms
d. different units of measurement
3. Which of the following is a disadvantage of secondary data?
a. user has no control over their reliability and validity
b. inability to convert the data
c. typically require additional access to research respondents
d. all of the above
4. Shawn is interested in average monthly sales for automobiles in Memphis, TN.
He found information on the Internet that gives annual automobile sales by cities,
so he took the annual sales for Memphis and divided it by twelve to get a monthly
average for that city. This is an example of: a. data mining
b. data division
c. data conversion
d. data validation
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5. What is it called when a researcher compares secondary data from one source
with data from another?
a. data conversion
b. cross-check
c. data mining
d. data enhancement
6. Lance has noticed that companies that advertise a lot seem to have higher sales
than those that do not. His use of secondary data to help specify this relationship
is an example of:
a. data conversion
b. validation
c. reliability
d. model building
7. Every year, Westview Marble goes through the process of estimating sales for the
upcoming year by looking at the company’s previous years’ sales and market
sales along with economic trends and predictions by experts. This process of
predicting sales totals over a specific time period is called: a. model building
b. trend analysis
c. sales forecasting
d. market potential estimation
8. Many companies use powerful computers to dig through volumes of data to
discover patterns about their customers and products. This activity is called:
a. data mining
b. data digging
c. sagging
d. neural networking
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9. Secondary data that originate inside the organization are called:
a. first order data
b. internal and proprietary data
c. exclusive data
d. internal and valid data
10. All of the following are producers of external secondary data
EXCEPT: a. libraries
b. trade associations
c. government
d. media
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Chapter 7 (Part A): Multiple Choice Questions
1. The people who answer survey questions are referred to as:
a. researchers
b. clients
c. respondents
d. users
2. A survey can collect information using which of the following techniques?
a. telephone
b. face-to-face interviews
c. mail
d. all of the above
3. Which of the following can be the target of survey research techniques?
a. wholesalers
b. employees
c. consumers
d. all of the above
4. When a research study is not conducted according to the plan in the proposal for
the research study, what kind of error has occurred?
a. random sampling error
b. systematic error
c. respondent error
d. implementation error
5. Systematic errors are also called:
a. random sampling error
b. interviewer error
c. nonresponse error
d. nonsampling errors
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6. People who are not contacted or who refuse to cooperate are called:
a. random errors
b. biased respondents
c. sample selection errors
d. nonrespondents
7. 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. random sampling error
b. administrative error
c. nonresponse error
d. interviewer error
8. When a respondent tells an interviewer that his annual income last year
was $50,000 (because he is embarrassed to admit that it was $25,000), this
is an example of:
a. nonresponse error
b. auspices bias
c. interviewer cheating
d. deliberate falsification
9. When a research company pulls a random sample of people from a phone
book and that sample does not include people with unlisted numbers or who
do not have landline telephone service, we say that the sample contains:
a. sample selection error
b. acquiescence bias
c. social desirability error
d. auspices bias
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10. When an interviewer unintentionally and mistakenly checks the wrong
response on a checklist during an interview, this is an example of:
a. interviewer cheating
b. auspices bias
c. interviewer error
d. social desirability bias
11. When an interviewer fails to write the respondent's answer to a question
verbatim because the respondent talks faster than the interviewer can write, this
is an example of:
a. acquiescence error
b. interviewer error
c. auspices bias
d. interviewer cheating
12. Surveys are classified based on all of the following EXCEPT:
a. number of questions
b. method of communication
c. degrees of structure and disguise in the questionnaire
d. time frame in which the data are gathered
13. When an interviewer asks the respondent to state which of six salary categories
represents his gross income the previous year, this is an example of a(n):
a. unstructured question
b. social desirability question
c. structured question
d. disguised question
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14. When an interviewer asks a respondent: "Why do you shop at Macy's department
store?", this is an example of a(n)
a. structured question
b. disguised question
c. unstructured question
d. curb-stone question
15. Data collected at a single point in time represent a:
a. longitudinal study
b. point study
c. static study
d. cross-sectional study
16. Lori is participating in a research study in which she completes a questionnaire
every year. She has been doing this for the past five years, and the purpose of the
research is to study how consumers’ attitudes and preferences toward various
food products change as they age. This type of study in which respondents are
questioned at multiple points in time is called a:
a. cross-sectional study
b. longitudinal study
c. permanent study
d. structured study
17. Which of the following is a type of longitudinal study that gathers data from the
same sample of individuals or households that record their purchases over
time? a. cross-sectional
b. cohort
c. consumer panel
d. tracking study
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Research Methods
Chapter 8: Multiple Choice Questions
1. _____ is the process of describing some property of a phenomenon,
usually by assigning numbers, in a reliable and valid way. a. Research
b. Analysis
c. Validation
d. Measurement
2. Scales that assign a value to an object for identification or
classification purposes are called _____ scales.
a. ordinal
b. nominal
c. interval
d. ratio
3. Coding household income into "Above $100,000," "Between $50,000
and $100,000," and "Below $50,000" is an example of a(n) _____ scale.
a. interval
b. test-retest
c. criterion
d. nominal
4. Which type of scale is, at the most, a ranking scale?
a. ratio
b. interval
c. nominal
d. ordinal
5. When respondents are asked to place local shopping malls so that their
first choice is 1, their second choice is 2, and so forth, this is bestdescribed as an example of a(n) _____ scale.
a. ordinal
b. ratio
c. interval
d. nominal
6. A scale which arranges brands in an ordered sequence in which there is an
equal interval between each point on the scale is an example of a(n) _____
scale. a. interval
b. ratio
c. nominal
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Research Methods
d. ordinal
7. The Fahrenheit temperature scale is best described as an example of a(n)
_____ scale.
a. ratio
b. nominal
c. interval
d. ordinal
8. Which type of scale represents the highest form of measurement?
a. nominal scale
b. ordinal
c. ratio
d. interval
9. Measures that can take on only one of a finite number of values are called:
a. discrete measures
b. neutral measures
c. limited measures
d. continuous measures
10. Which of the following is a discrete measure?
a. nominal scales
b. sensitive scales
c. ratio scales
d. all of the above
11. Measures that reflect the intensity of a concept by assigning values that
can take on any value along some scale range are called:
a. discrete measures
b. continuous measures
c. absolute measures
d. valid measures
12. A(n) _____ is a single characteristic or fundamental feature of an
object, person, situation, or issue.
a. concept
b. variable
c. attribute
d. construct
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13. Carla is using education, income, and occupation to develop a measure
of social class. What type of measure for social class is she developing?
a. index measure
b. valid measure
c. reliable measure
d. concurrent measure
14. Which of the following means that the value assigned for a response
is treated oppositely from the other items in a scale?
a. reverse coding
b. indexing
c. alpha coding
d. convergence
15. Which of the following is an indicator of a measure’s internal consistency?
a. reliability
b. validity
c. coefficient beta
d. sensitivity
16. When a researcher measures the reliability of an instrument by comparing
the results of the odd-numbered questions with the results of the evennumbered questions, this is an example of _____ reliability. a. test-retest
b. split-half
c. equivalent-forms
d. criterion
17. The most commonly applied estimate of a composite scale’s reliability is:
a. coefficient alpha
b. coefficient beta
c. criterion coefficient
d. an index coefficient
18. The ability of a measuring instrument to measure what it is supposed
to measure is the basic purpose of _____.
a. reliability
b. validity
c. sensitivity
d. indexing
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Dr. Panagiotis Zervopoulos
Research Methods
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Research Methods
Chapter 10: Multiple Choice Questions
1. When a researcher wants to estimate national market share based on the results of
the test market for a new product in St. Louis and Kansas City, this is an example
of:
a. descriptive statistics
b. the central limit theorem
c. inferential statistics
d. the standardized normal distribution
2. Measures computed from sample data are called:
a. sample statistics
b. population parameters
c. sample frequencies
d. normalized scores
3. Nicole has developed a set of data organized by summarizing the number of times
a particular value of a variable occurs. This is an example of a: a. population
parameter
b. mean
c. frequency distribution
d. median
4. _____ is the long-run relative frequency with which an event will occur.
a. Probability
b. Central tendency
c. Estimation
d. Deviation
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5. If 206 people in a sample of 560 people say that they "liked a product" that they
purchased during a test market study in Cincinnati, the proportion of people in this
study who said that they liked this product was about:
a. .40
b. .37
c. .56
d. 2.71
6. Which of the following is a measure of the central tendency of a set of scores?
a. mode
b. median
c. mean
d. all of the above
7. The arithmetic average of a set of numbers is referred to as the _____.
a. proportion
b. mode
c. mean
d. median
8. Find the mean score of the following set of scores: 2, 5, 7, 4, 8 .
a. 4.8
b. 5.2
c. 7
d. 26
9. The value below which half the values in a distribution fall is the _____.
a. mean
b. median
c. mode
d. range
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10. The measure of central tendency that identifies the value that occurs most often is
called the:
a. mean
b. median
c. mode
d. range
11. Which of the following is a measure of dispersion?
a. mean
b. proportion
c. range
d. all of the above
12. If the price of CD players in Denver range from $59 to $179, the range of these
prices is: a. $238
b. $3.03
c. $120
d. $179
13. If the average units produced in a month by a Ford Motor Co. plant for Ford
Explorers is 22, but only 18 Explorers are produced on a given day in that same
month, the deviation score for this one day is:
a. +4
b. -4
c. 40
d. 2
14. Which of the following eliminates the drawback of having the measure of
dispersion in squared units rather than in the original measurement units? a.
standard deviation
b. variance
c. deviation
d. mean
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15. Find the approximate standard deviation of the following set of scores: 3, 6, 2, 7,
8.
a. 2.24
b. 2.59
c. 3.32
d. 6.70
16. One of the most common probability distributions in statistics is the _____
distribution.
a. normal
b. standard
c. central
d. confidence interval
17. All of the following are characteristics of the standardized normal distribution
EXCEPT:
a. symmetrical about its mean
b. has an infinite number of cases
c. mean identifies the normal curve’s highest point (the mode)
d. has a mean of 1 and a standard deviation of 0
18. If the population mean is assumed to be 20 and the sample standard deviation is 5,
a score of 15 would have a Z-value of approximately: a. +1.00
b. -7.00
c. -1.00
d. +5.00
19. A frequency distribution of the population elements is called a:
a. normal distribution
b. sample statistic
c. population distribution
d. standard error
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20. Which of the following represents the standard deviation of the sampling
distribution? a. range
b. standard median
c. dispersion
d. standard error of the mean
21. Which theory states that as sample size increases, the distribution of sample
means of size n, randomly selected, approaches a normal distribution?
a. prospect theory
b. central-limit theorem
c. dispersion theory
d. entropy
22. If the sample standard deviation is 10.5 and the sample mean is 48 based on a
study with a sample size of 120, the 95 percent confidence interval about the mean
is between approximately: a. 44.37 and 51.63
b. 46.12 and 49.88
c. 47.88 and 48.12
d. 40.0 and 50.0
23. In statistical terms, _____ the sample size _____ the width of the confidence
interval about the mean at a given confidence level.
24. a. increasing; decreases
b. increasing; increases
c. decreasing; decreases
d. none of the above
25. Which of the following is a step in determining sample size?
a. estimate the standard deviation of the population
b. make a judgment about the allowable magnitude of error
c. determine a confidence level
d. all of the above
25. If 35 percent of TV viewers recalled seeing an ad for a Ford Explorer on a particular
television program based on a sample of 800 viewers, the 95 percent confidence
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interval for this study would be between approximately: a. 30 percent and 40
percent
b. 32 percent and 38 percent
c. 28 percent and 42 percent
d. 20 percent and 30 percent
26. If a researcher wants to study the impact of a price change in each of three regions
of the U.S. (Eastern, Midwestern, and Western), the researcher should have a
sample size of retailers in each region of at least _____ stores. a. 30
b. 40
c. 100
d. 1000
Dr. Panagiotis Zervopoulos
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