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Chapter 01 Research in Business Multiple Choice Questions 1. A. B. C. D. E.
Which of the following is an example of a business decision maker? Politician's election consultant Church pastor Manager of a non-profit program Business manager of a consumer goods product All of the above
Level: Moderate 2. The acronym, RFP, stands for _____ and refers to the document used to invite research firms to propose ideas for addressing the research needs of the organiz ation. A. Request for proposal B. Recency frequency population C. Research firm proposal D. Recognition of problem E. Recently formed protocols Level: Easy 3. he A. B. C. D. E.
The problem or opportunity that requires a business decision on the part of t decision maker is called a _____. Management dilemma Research problem Challenge Measurement approach Return on business investment
Level: Easy
4. Northwest Airlines applied mathematical models to determine which customers i n its database were currently responsible for most of its profitability and whic h customers were not currently profitable but had similar characteristics to the most profitable customers. Northwest Airlines utilized _____ to identify these customers. A. Computer programming B. Data warehousing C. Customer relationships management D. Data mining E. Intervention Level: Moderate 5. The main purpose of a(n) _____ is to share company information and computing resources among internal audiences. A. Decision system B. Intranet C. Extranet
D. Internet E. Data warehouse Level: Easy 6. on al A. B. C. D. E.
A private network that uses Internet protocols and the public telecommunicati system to share an organization's information, data, or operations the extern suppliers, vendors, or customers is called a(n) _____. Decision system Intranet Extranet Internet Data warehouse
Level: Easy
7. The question, "Should we do business research?" is often stimulated by data f rom a(n) _____. A. Data warehouse B. Intelligence system C. Decision system D. Intranet E. Both B and C Level: Moderate 8. A. B. C. D. E.
Which of the following is not a possible source of business intelligence? Competitor web sites Government reports Business research reports Clipping services All of the above are possible sources
Level: Moderate 9. Recordings of public proceedings, speeches by elected officials, and informat ion on agency web sites are all examples of business intelligence available from _____ sources. A. Competitive B. Cultural C. Government D. Demographic E. Technological Level: Moderate
10. Intuitive decision makers tend to base business decisions on _____. A. Business research B. Secondary data C. Primary data D. Proprietary research
E. All of the above Level: Moderate 11. Visionary decision makers tend to base business decisions on _____. A. Proprietary business research B. Instinct C. Secondary data D. Past experience E. All of the above Level: Moderate 12. Which tier in the hierarchy of business decision makers sees research as the fundamental first step in any business venture? A. Base tier B. Middle tier C. Top tier D. All of the above E. None of the above Level: Easy
13. Minute Maid sees research as the fundamental first step in any business deci sion and it created proprietary methods for conducting research. At what level o f the hierarchy of business decision makers does Minute Maid operate? A. Top tier B. Middle tier C. Ase tier D. Foundation tier E. Information tier Level: Easy 14. Some organizations make decisions based on past experience, instincts, or qu alitative data collection. These organizations are operating at the _____ tier o f the hierarchy of business decision makers. A. Top B. Middle C. Base D. Pinnacle E. Information Level: Easy 15. Business research may be considered unnecessary when _____. A. Management has insufficient resources to conduct an appropriate study B. The risk associated with the decision at hand is low C. The information is applicable to the critical decision D. Both A and B E. Both A and C
Level: Moderate
16. When a business research firm provides both quantitative and qualitative met hodology expertise and conducts all phases of research from planning to executio n and reporting, the firm is considered a(n) _____ firm. A. Internal B. Interactive C. Proprietary D. Omnibus E. Full-service Level: Easy 17. Which term below refers to a research program or technique that is owned by a single firm? A. Proprietary B. Omnibus C. Full-service D. Limited service E. Internal Level: Moderate 18. All of the following except _____ can be used to describe custom fullservice business research firms? A. Ad hoc research B. Custom-designed research C. Custom researchers D. Syndicated E. All of the above Level: Easy
19. What type of research firm dominates the small research firms operated by a single person or a small staff? A. Proprietary B. Syndicated C. Full-service D. Specialty E. Internal Level: Moderate 20. Specialty firms can establish expertise in all of the following areas except _____. A. Methodology B. Process C. Industry D. Incentives E. Geographic region
Level: Moderate 21. Researchers who study retail shoppers by tracing their footsteps and recordi ng the amount of time a shopper spends reading labels are conducting _____ studi es. A. Survey B. Interviewing C. Observation D. Focus groups E. Empathic Level: Moderate
22. Specialty research suppliers who provide the screening and recruiting of pro bability samples for a wide range of survey studies are called _____. A. Sampling specialists B. Field business specialists C. Headhunters D. Screeners E. Syndicators Level: Moderate 23. A _____ study combines one or a few questions from several business decision makers who need information from the same population. A. Syndicated B. Proprietary research C. Omnibus D. Sampling E. Full-service Level: Easy 24. Which of the following is an advantage of using an omnibus study? A. Ability to reach a convenience sample of consumers B. Cost of less than $2000 per question C. Ability to receive full-service research services D. Ability to receive results in 24-48 hours E. All of the above Level: Difficult
25. What type of research do trade associations generally conduct? A. Basic research B. Practical research C. Applied research D. Ad hoc research E. All of the above Level: Moderate
26. Which of the following is not a required characteristic of good research? A. Clearly defined purpose B. Detailed research process C. Focused on theory D. Thorough research design E. Recognition of limitations Level: Moderate 27. Good research follows the standards of the ______. A. American Manufacturers Association B. Scientific method C. Scientific management D. American Association of Public Opinion Research E. FTC Level: Easy 28. Which term refers to procedures for generating replicable research that are systematic and empirically-based? A. Scientific management B. Total quality management C. Scientific method D. Theoretical research E. Applied research Level: Easy
29. For the limitations of a study to be revealed appropriately, the researcher should _____. A. Compare the desired procedure with the actual procedure B. Compare the desired sample with the actual sample C. Ensure that the recommendations do not exceed the scope of the study D. Address the time restraints imposed on the study E. Both A and B Level: Moderate 30. Which characteristic of good research involves distinguishing between the or ganization's symptoms, its problems, the manager's perception of the problems, a nd the research problem? A. Clearly defined purpose B. Detailed research process C. Thorough research design D. High ethical standards E. Justifiable conclusions Level: Easy 31. Which of the following is not included in the statement of the decision prob lem? A. Scope B. Limitations
C. Precise meaning of all D. Desired procedures E. Organizational symptoms Level: Moderate
32. The procedures used in the research are specified in the _____ section of a research report. A. Problem statement B. Research design C. Limitations D. Findings E. Conclusions Level: Easy 33. Researchers have the ethical responsibility to guard the welfare of _____. A. Research participants B. Clients C. Colleagues D. Organizations to which they belong E. All of the above Level: Easy 34. Which of the following considerations is not a potential ethical dilemma for a researcher? A. Psychological harm to respondents B. Physical harm to respondents C. Omission of significant procedural details in the research process D. Invasion of privacy E. Exploitation of respondents Level: Moderate 35. The goal of the research design is to maximize the _____ of the results. A. Objectivity B. Subjectivity C. Profitability D. Morality E. Reportability Level: Moderate
36. Are any of the following not a good reason for managers to be well grounded in basic research? A. Do research for themselves B. Make competent decisions on whether to make or 'buy' research from researcher s outside the firm C. Define their own needs and form researchable questions for the specialist D. Judge the logic of a research approach
E. All are good reasons Level: Easy 37. Which of the following types of research is conducted to evaluate specific c ourses of action or forecast current or future values? A. Reporting studies B. Explanation studies C. Description studies D. Prediction studies E. Observation studies Level: Medium 38. Which of the following is not an example of research? A. An experiment in product taste preferences B. A statistical analysis of errors in the recording of inventories C. A test of cognitive dissonance theory and major investment decisions D. A simulation of the information flows in an organization E. A decision to change the firm's method of ing Level: Medium
39. Applied research: A. Has little direct impact on policy decisions B. Is problem directed but not decision directed C. Is problem directed and closely related to policy or action needs D. Calls for a hypothesis to initiate the research E. Is usually conducted in the laboratory Level: Medium 40. Data was analyzed and it showed that: a salesperson's performance is directl y and positively related to the salesperson's level of education. This is an exa mple of what type of research? A. Descriptive B. Reporting C. Predictive D. Explanatory E. Experimental Level: Medium 41. A predictive study showed that a company would gain a 10% market share if it reduced its product price by $5. The study assumed competitors would keep the p rices of their products unchanged. A. This study can be used in all situations B. The company should reduce its product price by $5 C. As the company cannot control the price decisions of its competitors so the s tudy is not very useful D. A new study focusing on a smaller number of variables is required E. Market fluctuations make this study important for prediction
Level: Medium
42. An estimate of next year's market share is an example of what type of resear ch? A. Descriptive B. Reporting C. Predictive D. Explanatory E. Longitudinal Level: Medium 43. Which of the following is pure rather than applied research: A. Sleep duration, as impacting work efficiency B. Disruption of cognitive ability under stress C. The relationship between leadership traits and corporate success D. Work towards the discovery of a possible new element E. Comparing brand logos after a change Level: Medium 44. Most firms in the business research industry are _____. A. Syndicated data providers B. Small firms and one-person shops C. Large full-service suppliers D. Wholesale distributors E. Advertising agencies Level: Easy 45. Ethnographic research is based on the study of _____. A. Anthropology B. Marketing C. Economics D. Statistics E. Psychology Level: Difficult
46. Research methods courses recognize that students preparing to manage any fun ction need training in a disciplined process for conducting an inquiry of a mana gement dilemma. Which is the following is not a reason for such training? A. More government intervention B. Information overload C. Greater computing power and speed D. More government cooperation through information sharing E. Shifting global centers of economic activity and competition Level: Medium
47. A business intelligence system in conjunction with business research often h as the task of: A. Create an platform for surveillance of corporate competitors B. Discovering opportunities that influence strategic decisions C. Generate numerous elements of data organized for retrieval D. Relying heavily on those methodologies that proved themselves in the last sev eral decades of the 20th centuryâ surveys and focus groups E. None of the above Level: Medium 48. In the early part of your career, you will likely be asked to perform a numb er of reporting studies. Many managers consider the execution of such studies: A. An excellent way for new employees to become familiar with their employer and its industry B. The least valuable type of research C. A way to discover answers to the questions who, what, when, where, and someti mes, how D. The primary means to control a process once we can explain and predict it E. Essential to evaluate specific courses of action or forecast current or futur e values Level: Moderate
Essay Questions 49. The hierarchy of business decision makers categorizes organizations based on how they use business research to make decisions. List and explain the three le vels in the hierarchy. The three levels in the hierarchy are the base tier, the middle tier, and the to p tier. Organizations in the base tier are called intuitive decision makers beca use they use past experience and intuition to make decisions. The middle tier or ganizations are called standardized decision makers because they base some decis ions on business research and others are past experience. The top tier is called the visionaries because they consider research to be the foundation of any good decision. This group may also develop specific proprietary methods of research. Level: Moderate 50. Sometimes business research may be unnecessary. Explain when this could occu r. Business research may be unnecessary in several situations. If the value of addr essing the problem is less than the cost of the research, research is unnecessar y. If the organization suffers from constraints of time, money, or skill, the re search may not be appropriate. If the necessary information cannot be collected in a manner that is applicable to the research, it may not be necessary. Finally , if the decision is of low-risk anyway, research is unnecessary. Level: Moderate 51. What is the difference between applied research and basic research? Applied research is research that has a practical problem-solving emphasis and i
s conducted to reveal answers to specific questions related to action, performan ce, or policy needs. Basic research is designed to solve problems of a theoretic al nature with little direct impact on strategic or tactical decisions. Level: Easy
52. What characteristics of research are associated with the standards of the sc ientific method? Exhibit 1-8 lists several characteristics of research that should result in good research following the standards of the scientific method. These include a clea rly defined purpose, detailed research process, thorough research design, high e thical standards, discussion of limitations, adequate analyses, unambiguous find ings, justifiable conclusions, and an honest assessment of the researcher's expe rience. Level: Moderate
Which of the following is an example of a business decision maker? Politician's election consultant Church pastor Manager of a non-profit program Business manager of a consumer goods product All of the above
Level: Moderate 2. The acronym, RFP, stands for _____ and refers to the document used to invite research firms to propose ideas for addressing the research needs of the organiz ation. A. Request for proposal B. Recency frequency population C. Research firm proposal D. Recognition of problem E. Recently formed protocols Level: Easy 3. he A. B. C. D. E.
The problem or opportunity that requires a business decision on the part of t decision maker is called a _____. Management dilemma Research problem Challenge Measurement approach Return on business investment
Level: Easy
4. Northwest Airlines applied mathematical models to determine which customers i n its database were currently responsible for most of its profitability and whic h customers were not currently profitable but had similar characteristics to the most profitable customers. Northwest Airlines utilized _____ to identify these customers. A. Computer programming B. Data warehousing C. Customer relationships management D. Data mining E. Intervention Level: Moderate 5. The main purpose of a(n) _____ is to share company information and computing resources among internal audiences. A. Decision system B. Intranet C. Extranet
D. Internet E. Data warehouse Level: Easy 6. on al A. B. C. D. E.
A private network that uses Internet protocols and the public telecommunicati system to share an organization's information, data, or operations the extern suppliers, vendors, or customers is called a(n) _____. Decision system Intranet Extranet Internet Data warehouse
Level: Easy
7. The question, "Should we do business research?" is often stimulated by data f rom a(n) _____. A. Data warehouse B. Intelligence system C. Decision system D. Intranet E. Both B and C Level: Moderate 8. A. B. C. D. E.
Which of the following is not a possible source of business intelligence? Competitor web sites Government reports Business research reports Clipping services All of the above are possible sources
Level: Moderate 9. Recordings of public proceedings, speeches by elected officials, and informat ion on agency web sites are all examples of business intelligence available from _____ sources. A. Competitive B. Cultural C. Government D. Demographic E. Technological Level: Moderate
10. Intuitive decision makers tend to base business decisions on _____. A. Business research B. Secondary data C. Primary data D. Proprietary research
E. All of the above Level: Moderate 11. Visionary decision makers tend to base business decisions on _____. A. Proprietary business research B. Instinct C. Secondary data D. Past experience E. All of the above Level: Moderate 12. Which tier in the hierarchy of business decision makers sees research as the fundamental first step in any business venture? A. Base tier B. Middle tier C. Top tier D. All of the above E. None of the above Level: Easy
13. Minute Maid sees research as the fundamental first step in any business deci sion and it created proprietary methods for conducting research. At what level o f the hierarchy of business decision makers does Minute Maid operate? A. Top tier B. Middle tier C. Ase tier D. Foundation tier E. Information tier Level: Easy 14. Some organizations make decisions based on past experience, instincts, or qu alitative data collection. These organizations are operating at the _____ tier o f the hierarchy of business decision makers. A. Top B. Middle C. Base D. Pinnacle E. Information Level: Easy 15. Business research may be considered unnecessary when _____. A. Management has insufficient resources to conduct an appropriate study B. The risk associated with the decision at hand is low C. The information is applicable to the critical decision D. Both A and B E. Both A and C
Level: Moderate
16. When a business research firm provides both quantitative and qualitative met hodology expertise and conducts all phases of research from planning to executio n and reporting, the firm is considered a(n) _____ firm. A. Internal B. Interactive C. Proprietary D. Omnibus E. Full-service Level: Easy 17. Which term below refers to a research program or technique that is owned by a single firm? A. Proprietary B. Omnibus C. Full-service D. Limited service E. Internal Level: Moderate 18. All of the following except _____ can be used to describe custom fullservice business research firms? A. Ad hoc research B. Custom-designed research C. Custom researchers D. Syndicated E. All of the above Level: Easy
19. What type of research firm dominates the small research firms operated by a single person or a small staff? A. Proprietary B. Syndicated C. Full-service D. Specialty E. Internal Level: Moderate 20. Specialty firms can establish expertise in all of the following areas except _____. A. Methodology B. Process C. Industry D. Incentives E. Geographic region
Level: Moderate 21. Researchers who study retail shoppers by tracing their footsteps and recordi ng the amount of time a shopper spends reading labels are conducting _____ studi es. A. Survey B. Interviewing C. Observation D. Focus groups E. Empathic Level: Moderate
22. Specialty research suppliers who provide the screening and recruiting of pro bability samples for a wide range of survey studies are called _____. A. Sampling specialists B. Field business specialists C. Headhunters D. Screeners E. Syndicators Level: Moderate 23. A _____ study combines one or a few questions from several business decision makers who need information from the same population. A. Syndicated B. Proprietary research C. Omnibus D. Sampling E. Full-service Level: Easy 24. Which of the following is an advantage of using an omnibus study? A. Ability to reach a convenience sample of consumers B. Cost of less than $2000 per question C. Ability to receive full-service research services D. Ability to receive results in 24-48 hours E. All of the above Level: Difficult
25. What type of research do trade associations generally conduct? A. Basic research B. Practical research C. Applied research D. Ad hoc research E. All of the above Level: Moderate
26. Which of the following is not a required characteristic of good research? A. Clearly defined purpose B. Detailed research process C. Focused on theory D. Thorough research design E. Recognition of limitations Level: Moderate 27. Good research follows the standards of the ______. A. American Manufacturers Association B. Scientific method C. Scientific management D. American Association of Public Opinion Research E. FTC Level: Easy 28. Which term refers to procedures for generating replicable research that are systematic and empirically-based? A. Scientific management B. Total quality management C. Scientific method D. Theoretical research E. Applied research Level: Easy
29. For the limitations of a study to be revealed appropriately, the researcher should _____. A. Compare the desired procedure with the actual procedure B. Compare the desired sample with the actual sample C. Ensure that the recommendations do not exceed the scope of the study D. Address the time restraints imposed on the study E. Both A and B Level: Moderate 30. Which characteristic of good research involves distinguishing between the or ganization's symptoms, its problems, the manager's perception of the problems, a nd the research problem? A. Clearly defined purpose B. Detailed research process C. Thorough research design D. High ethical standards E. Justifiable conclusions Level: Easy 31. Which of the following is not included in the statement of the decision prob lem? A. Scope B. Limitations
C. Precise meaning of all D. Desired procedures E. Organizational symptoms Level: Moderate
32. The procedures used in the research are specified in the _____ section of a research report. A. Problem statement B. Research design C. Limitations D. Findings E. Conclusions Level: Easy 33. Researchers have the ethical responsibility to guard the welfare of _____. A. Research participants B. Clients C. Colleagues D. Organizations to which they belong E. All of the above Level: Easy 34. Which of the following considerations is not a potential ethical dilemma for a researcher? A. Psychological harm to respondents B. Physical harm to respondents C. Omission of significant procedural details in the research process D. Invasion of privacy E. Exploitation of respondents Level: Moderate 35. The goal of the research design is to maximize the _____ of the results. A. Objectivity B. Subjectivity C. Profitability D. Morality E. Reportability Level: Moderate
36. Are any of the following not a good reason for managers to be well grounded in basic research? A. Do research for themselves B. Make competent decisions on whether to make or 'buy' research from researcher s outside the firm C. Define their own needs and form researchable questions for the specialist D. Judge the logic of a research approach
E. All are good reasons Level: Easy 37. Which of the following types of research is conducted to evaluate specific c ourses of action or forecast current or future values? A. Reporting studies B. Explanation studies C. Description studies D. Prediction studies E. Observation studies Level: Medium 38. Which of the following is not an example of research? A. An experiment in product taste preferences B. A statistical analysis of errors in the recording of inventories C. A test of cognitive dissonance theory and major investment decisions D. A simulation of the information flows in an organization E. A decision to change the firm's method of ing Level: Medium
39. Applied research: A. Has little direct impact on policy decisions B. Is problem directed but not decision directed C. Is problem directed and closely related to policy or action needs D. Calls for a hypothesis to initiate the research E. Is usually conducted in the laboratory Level: Medium 40. Data was analyzed and it showed that: a salesperson's performance is directl y and positively related to the salesperson's level of education. This is an exa mple of what type of research? A. Descriptive B. Reporting C. Predictive D. Explanatory E. Experimental Level: Medium 41. A predictive study showed that a company would gain a 10% market share if it reduced its product price by $5. The study assumed competitors would keep the p rices of their products unchanged. A. This study can be used in all situations B. The company should reduce its product price by $5 C. As the company cannot control the price decisions of its competitors so the s tudy is not very useful D. A new study focusing on a smaller number of variables is required E. Market fluctuations make this study important for prediction
Level: Medium
42. An estimate of next year's market share is an example of what type of resear ch? A. Descriptive B. Reporting C. Predictive D. Explanatory E. Longitudinal Level: Medium 43. Which of the following is pure rather than applied research: A. Sleep duration, as impacting work efficiency B. Disruption of cognitive ability under stress C. The relationship between leadership traits and corporate success D. Work towards the discovery of a possible new element E. Comparing brand logos after a change Level: Medium 44. Most firms in the business research industry are _____. A. Syndicated data providers B. Small firms and one-person shops C. Large full-service suppliers D. Wholesale distributors E. Advertising agencies Level: Easy 45. Ethnographic research is based on the study of _____. A. Anthropology B. Marketing C. Economics D. Statistics E. Psychology Level: Difficult
46. Research methods courses recognize that students preparing to manage any fun ction need training in a disciplined process for conducting an inquiry of a mana gement dilemma. Which is the following is not a reason for such training? A. More government intervention B. Information overload C. Greater computing power and speed D. More government cooperation through information sharing E. Shifting global centers of economic activity and competition Level: Medium
47. A business intelligence system in conjunction with business research often h as the task of: A. Create an platform for surveillance of corporate competitors B. Discovering opportunities that influence strategic decisions C. Generate numerous elements of data organized for retrieval D. Relying heavily on those methodologies that proved themselves in the last sev eral decades of the 20th centuryâ surveys and focus groups E. None of the above Level: Medium 48. In the early part of your career, you will likely be asked to perform a numb er of reporting studies. Many managers consider the execution of such studies: A. An excellent way for new employees to become familiar with their employer and its industry B. The least valuable type of research C. A way to discover answers to the questions who, what, when, where, and someti mes, how D. The primary means to control a process once we can explain and predict it E. Essential to evaluate specific courses of action or forecast current or futur e values Level: Moderate
Essay Questions 49. The hierarchy of business decision makers categorizes organizations based on how they use business research to make decisions. List and explain the three le vels in the hierarchy. The three levels in the hierarchy are the base tier, the middle tier, and the to p tier. Organizations in the base tier are called intuitive decision makers beca use they use past experience and intuition to make decisions. The middle tier or ganizations are called standardized decision makers because they base some decis ions on business research and others are past experience. The top tier is called the visionaries because they consider research to be the foundation of any good decision. This group may also develop specific proprietary methods of research. Level: Moderate 50. Sometimes business research may be unnecessary. Explain when this could occu r. Business research may be unnecessary in several situations. If the value of addr essing the problem is less than the cost of the research, research is unnecessar y. If the organization suffers from constraints of time, money, or skill, the re search may not be appropriate. If the necessary information cannot be collected in a manner that is applicable to the research, it may not be necessary. Finally , if the decision is of low-risk anyway, research is unnecessary. Level: Moderate 51. What is the difference between applied research and basic research? Applied research is research that has a practical problem-solving emphasis and i
s conducted to reveal answers to specific questions related to action, performan ce, or policy needs. Basic research is designed to solve problems of a theoretic al nature with little direct impact on strategic or tactical decisions. Level: Easy
52. What characteristics of research are associated with the standards of the sc ientific method? Exhibit 1-8 lists several characteristics of research that should result in good research following the standards of the scientific method. These include a clea rly defined purpose, detailed research process, thorough research design, high e thical standards, discussion of limitations, adequate analyses, unambiguous find ings, justifiable conclusions, and an honest assessment of the researcher's expe rience. Level: Moderate
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