BUSINESS RESEARCH METHODS
MIDTERM
In a research study, a potential respondent who is not at home at either the
first or second attempt to reach this person by phone is called a(n) - correct
answer-no contact
Small research firms typically only have a director of marketing research and a
research analyst. - correct answer-false
A research organization that specializes in studies about advertising
effectiveness is an example of a(n) _____. - correct answer-standardized
research service
A researcher has assessed the reliability and validity of his data and is
comfortable in thinking the data accurately matches reality. Which
characteristic of valuable information does this best describe? - correct
answer-quality
When a hotel customer decides to fill out a customer satisfaction survey to
complain about having to wait an hour for room service to deliver his dinner,
this is an example of _____. - correct answer-self-selection bias
_____ refers to basic research usually performed by academic researchers
that is financially supported by some public or private institution, as in federal
government grants. - correct answer-funded business research
What type of error is caused by the improper administration or execution of
the research task? - correct answer-administrative error
The most common procedure to try to ensure that experimental and control
groups do not differ from each other in important ways at the beginning of a
research study is random assignment of subjects to treatment and control
groups. - correct answer-true
_____ is the amount of time it takes to make a choice between two
alternatives and is used as a measure of the strength of preference. - correct
answer-response latency
, Alice 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
_____. - correct answer-longitudinal study
Systematic errors are _____ because they include all sources of error other
than those introduced directly by the sampling procedure. - correct
answer-nonsampling errors
All of the following are examples of internal secondary data EXCEPT _____. -
correct answer-census data
A longitudinal study that gathers data from the same sample of individuals or
households over time is called a repeated measures study. - correct
answer-true
Probing is an interview technique that tries to draw deeper and more elaborate
explanations from a discussion. - correct answer-true
The practice of using databases to promote one-to-one relationships with
customers and create precisely targeted promotions is called _____ - correct
answer-database marketing
The purpose of exploratory research is to provide conclusive evidence for a
particular business action. - correct answer-false
The primary barriers to scientific decisions are time, money, and consensus. -
correct answer-true
When drivers are unaware that a machine is recording how many cars pass a
certain intersection that is being considered for a site for a new Wendy's
franchise, this is an example of a(n) ____ - correct answer-unobtrusive
method
Surveys provide accurate means of assessing information about a population,
but they are expensive and an inefficient means of doing so. - correct
answer-false
MIDTERM
In a research study, a potential respondent who is not at home at either the
first or second attempt to reach this person by phone is called a(n) - correct
answer-no contact
Small research firms typically only have a director of marketing research and a
research analyst. - correct answer-false
A research organization that specializes in studies about advertising
effectiveness is an example of a(n) _____. - correct answer-standardized
research service
A researcher has assessed the reliability and validity of his data and is
comfortable in thinking the data accurately matches reality. Which
characteristic of valuable information does this best describe? - correct
answer-quality
When a hotel customer decides to fill out a customer satisfaction survey to
complain about having to wait an hour for room service to deliver his dinner,
this is an example of _____. - correct answer-self-selection bias
_____ refers to basic research usually performed by academic researchers
that is financially supported by some public or private institution, as in federal
government grants. - correct answer-funded business research
What type of error is caused by the improper administration or execution of
the research task? - correct answer-administrative error
The most common procedure to try to ensure that experimental and control
groups do not differ from each other in important ways at the beginning of a
research study is random assignment of subjects to treatment and control
groups. - correct answer-true
_____ is the amount of time it takes to make a choice between two
alternatives and is used as a measure of the strength of preference. - correct
answer-response latency
, Alice 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
_____. - correct answer-longitudinal study
Systematic errors are _____ because they include all sources of error other
than those introduced directly by the sampling procedure. - correct
answer-nonsampling errors
All of the following are examples of internal secondary data EXCEPT _____. -
correct answer-census data
A longitudinal study that gathers data from the same sample of individuals or
households over time is called a repeated measures study. - correct
answer-true
Probing is an interview technique that tries to draw deeper and more elaborate
explanations from a discussion. - correct answer-true
The practice of using databases to promote one-to-one relationships with
customers and create precisely targeted promotions is called _____ - correct
answer-database marketing
The purpose of exploratory research is to provide conclusive evidence for a
particular business action. - correct answer-false
The primary barriers to scientific decisions are time, money, and consensus. -
correct answer-true
When drivers are unaware that a machine is recording how many cars pass a
certain intersection that is being considered for a site for a new Wendy's
franchise, this is an example of a(n) ____ - correct answer-unobtrusive
method
Surveys provide accurate means of assessing information about a population,
but they are expensive and an inefficient means of doing so. - correct
answer-false
