Business Research Methods 9th Edition By Zikmund Test Bank

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Business Research Methods 9th Edition By Zikmund Test Bank

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WITH ANSWERS
Business Research Methods 9th Edition By Zikmund Test Bank

Chapter 5The Human Side of Business Research: Organizational and Ethical Issues

Student: ___________________________________________________________________________

  1. One reason for an organization to hire an outside research agency is because an outside agency may have special skills that the company research department may not possess.
    True    False

 

  1. One advantage of using an outside agency to conduct research at cheaper costs.
    True    False

 

  1. If secrecy is a major concern, then it is best to use an outside research agency.
    True    False

 

  1. Often the term client is used by the research department to refer to line management for whom services are being performed.
    True    False

 

  1. Small research firms typically only have a director of marketing research and a research analyst.
    True    False

 

  1. The manager of decision support systems supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data.
    True    False

 

  1. In most organizations, business research directors typically have a formalized role.
    True    False

 

  1. Rushing into a research project may result in conducting a study that is not needed.
    True    False

 

  1. Researchers measure past, current, and future events.
    True    False

 

  1. A research analyst can effectively serve as a link between management and the research specialist.
    True    False

 

  1. A good example of the business research concept in action is the use of cross-functional teams within the organization.
    True    False

 

  1. A syndicated service is a research supplier that provides standardized information for many clients in return for a fee.
    True    False

 

  1. A standardized research service provides a unique methodology for investigating a business specialty area like retail location.
    True    False

 

  1. A custom research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing.
    True    False

 

  1. Ethical questions are really philosophical questions.
    True    False

 

  1. Being asked by a client to share information from research conducted for another client poses an ethical dilemma for researchers.
    True    False

 

  1. Absolutism is a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action.
    True    False

 

  1. The issue as to whether the respondent in a research study can choose to answer or not to answer a specific question is a matter of confidentiality.
    True    False

 

  1. The obligation on the part of the researcher to protect the identity of an individual research respondent is a matter of confidentiality.
    True    False

 

  1. The use of spyware violates the right to privacy and confidentiality of Internet users.
    True    False

 

  1. A false experimental effect that is used to create the perception of a true experimental effect is called a placebo effect.
    True    False

 

  1. An Institutional Review Board (IRB) is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives.
    True    False

 

  1. The terms sugging and frugging imply selling and fundraising under the guise of research.
    True    False

 

  1. The purpose of a push poll is to push consumers into a pre-determined response.
    True    False

 

  1. A breech of confidentiality occurs when one researcher works for two competing companies.
    True    False

 

  1. A possible advantage of an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project _____.
    A. more objectively
    B. at a lower cost
    C. faster
    D. all of these choices

 

  1. Best Buy is expanding internationally, but the managers are concerned that they need to better understand a foreign market before entering it.  The company has conducted research in-house in the United States, but it really doesnt have the capacity to conduct this type of research in other countries.  Which of the following is the best reason for hiring an outside agency for this purpose?
    A. An outside agency may have local expertise allowing it to specialize in research in a foreign market.
    B. An outside agency can usually conduct research more quickly than doing it in-house.
    C. An outside agency often can be more objective.
    D. An outside agency is often more economical.

 

  1. All of the following are advantages of in-house research EXCEPT _____.
    A. quick turn-around
    B. better collaboration with employees
    C. more objectivity
    D. cheaper costs

 

  1. Which term is used to refer to the entity for whom research services are being performed?
    A. doer
    B. participant
    C. intermediary
    D. client

 

  1. Who is responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities?
    A. director of business research
    B. manager of decision support systems
    C. research analyst
    D. research vice president

 

  1. Calebs job at a research firm is to provide technical assistance with questionnaire design.  Which of the following best describes Calebs job title?
    A. director of research
    B. research assistant
    C. forecast analyst
    D. research generalist

 

  1. Another name for a research assistant is _____.
    A. junior analyst
    B. research analyst
    C. research vice president
    D. account executive

 

  1. Which position in a mid-sized research firm supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data?
    A. director of marketing research
    B. manager of decision support systems
    C. research analyst
    D. research assistant

 

  1. A job posting for a research firm advertised it was looking for someone who can use SPSS software to forecast sales.  What is this position typically called in a research firm?
    A. forecast analyst
    B. statistical analyst
    C. research assistant
    D. research analyst

 

  1. All of the following are problems a research director typically faces EXCEPT _____.
    A. spends more time in meetings and managing than actually conducting research
    B. research management role often is not formally recognized
    C. often does not have the tools available to conduct the research properly
    D. research is often seen as a hodgepodge of techniques available to answer individual, unrelated questions

 

  1. Which of the following errors become more prominent when research studies are rushed?
    A. conducting a study that is not needed
    B. addressing the wrong issue
    C. sampling difficulties
    D. all of these choices

 

  1. Which of the following can effectively serve as a link between management and the research specialist?
    A. marketing research director
    B. research generalist
    C. research assistant
    D. research liaison

 

  1. _____ teams are composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose.
    A. Specialized
    B. Cross-functional
    C. Hybrid
    D. Task-oriented

 

  1. 3-M Corporation puts together teams of employees from various functional areas such as engineering, production, finance, and marketing who share a common purpose, such as new-product development.  These types of teams are referred to as _____.
    A. cross-functional teams
    B. syndicated teams
    C. synergistic teams
    D. focus groups

 

  1. Commercial providers of research services are called _____.
    A. research suppliers
    B. research generalists
    C. research analysts
    D. research syndicators

 

  1. A(n) _____ is a research supplier that provides standardized information for many clients in return for a fee.
    A. full-service firm
    B. boutique service
    C. one-stop service
    D. syndicated service

 

  1. When J.D. Power and Associates sells the results of its research studies on new-car satisfaction to automobile producers, J.D. Power is acting as a _____.
    A. pseudo-research supplier
    B. syndicated service
    C. cross-functional team
    D. custom research supplier

 

  1. Research firms that develop a unique methodology for investigating a business specialty area is referred to as a _____.
    A. standardized research service
    B. custom research service
    C. focused research service
    D. research intermediary

 

  1. A research organization that specializes in studies about advertising effectiveness is an example of a(n) _____.
    A. cross-functional team
    B. standardized research service
    C. research generalist
    D. advocacy research organization

 

  1. When AT&T hires a research agency to conduct research tailored to its unique needs, this is called _____.
    A. custom research
    B. syndicated research
    C. limited research
    D. commercial research

 

  1. _____ is the application of morals to business behavior related to the exchange environment.
    A. Moral relativism
    B. Moral idealism
    C. Business idealism
    D. Business ethics

 

  1. Principles reflecting ones beliefs about what is ethical and unethical are called _____.
    A. guiding principles
    B. ethical imperatives
    C. functional standards
    D. moral standards

 

  1. Claire believes she is a moral person, but she does believe that it is acceptable to tell a lie in certain situations.  Which of the following term best reflects Claires beliefs?
    A. relativism
    B. idealism
    C. situationalism
    D. conformism

 

  1. Which term reflects the degree to which one bases ones morality on moral standards?
    A. relativism
    B. idealism
    C. absolutism
    D. conformism

 

  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

 

  1. Before participating in a research study, John was provided with information regarding the purpose of the study and was asked to sign a form agreeing to participate in the study.  John has given _____ to participate in the study.
    A. implicit consent
    B. informed consent
    C. ideal consent
    D. voluntary consent

 

  1. 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

 

  1. Which of the following is generally considered to be a public place in which unobtrusive observation is not a serious invasion of privacy?
    A. an airport check-in counter at Logan Airport in Boston
    B. the St. Louis Art Museum
    C. a Radio Shack retail store
    D. all of these choices

 

  1. Which of the following is a type of software that is placed on users computers without consent or knowledge while using the Internet?
    A. pop-ups
    B. spyware
    C. stealth file
    D. COPPA

 

  1. Janice is participating in an experimental study of an herbal supplement that is supposed to give users more energy.  Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a blank pill that does not contain the herbal supplement.  What effect is Janice demonstrating?
    A. false negative
    B. type I error
    C. type II error
    D. placebo

 

  1. The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a(n) _____.
    A. wrap-up session
    B. post-hoc session
    C. debriefing session
    D. placebo session

 

  1. All of the following are questions used to determine whether the experimental procedures treat a research participant unethically EXCEPT _____.
    A. Is the research subject subjected to substantial or psychological trauma?
    B. Can the research subject be easily returned to his or her initial state?
    C. Has the research subject provided consent to participate in an experiment?
    D. Is the research participant informed of the purpose of the experiment prior to participating?

 

  1. Most universities require researchers to submit research proposals to a committee that carefully reviews them to make sure no harm can come to any research participant.  What is this committee called?
    A. human subjects review committee
    B. experimental design review committee
    C. ethical research review committee
    D. confidentiality review committee

 

  1. Mary received a phone call asking her to participate in a research study on car insurance.  However, after about four questions, the person on the phone went into a sales pitch and tried to get her to switch her car insurance to another company.  What is this called?
    A. conflict of interest
    B. pitch polling
    C. sugging
    D. commercial research

 

  1. A research firm has been hired by an attorney to undertake research that will support his clients defense in a legal dispute regarding whether or not the company can sell essentially the same product to different markets under a different name and charge higher prices in some markets.  What type of research is the firm being asked to conduct?
    A. push poll
    B. advocacy research
    C. confidentiality research
    D. deceptive research

 

  1. When a political candidate has staff workers phone registered voters of another party to ask a leading and negative question about his opposing candidate, this is a form of _____.
    A. a push poll
    B. advocacy research
    C. a research supplier
    D. a cross-functional team

 

  1. A(n) _____ occurs when one researcher works for two competing companies.
    A. breech of confidentiality
    B. ethical violation
    C. conflict of interest
    D. legal conflict

 

  1. Mark is currently conducting research studies for Enterprise and Avis, two national rental car companies.  In fact, Mark has conducted studies for two other rental car companies in the past five years.  Marks actions represent a potential _____.
    A. illegal situation
    B. advocacy situation
    C. push poll
    D. conflict of interest

 

  1. A research firm has been hired by an attorney to undertake research that will support his clients defense in a legal dispute.  What type of research is the firm being asked to conduct?
    A. push poll
    B. advocacy research
    C. confidentiality research
    D. deceptive research

 

  1. 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

 

  1. When research is performed by employees of the company that will benefit from the research, it is called _____ research.
    ________________________________________

 

  1. When an organizations research department refers to the managers for whom it is performing research services, it is common to refer to the manager as the departments ______.
    ________________________________________

 

  1. An individual that is responsible for contacting clients, designing research projects, preparing research proposals, selecting research suppliers, and supervising data collection, analysis, and reporting activities is commonly referred to as a ______.
    ________________________________________

 

  1. An employee who provides technical assistance such as running computer programs and manipulating data to generate a sales forecast is called a(n) _____.
    ________________________________________

 

  1. A individual within the research organization who acts as a go-between between management and the research specialist because he or she is an expert in the needs of both parties is known as a ______.
    ________________________________________

 

  1. Teams that are composed of representatives of research, new product development, production, and finance to study the feasibility of the national launch of a new product are knows as _____ teams.
    ________________________________________

 

  1. A commercial research company that conducts research for clients is known as a(n) ______.
    ________________________________________

 

  1. A research supplier that provides standardized information for many different clients (such as different automobile manufacturers) is known as a(n) ______ research service.
    ________________________________________

 

  1. A research organization that develops a unique methodology for studying a specialty area (such as brand-name evaluation) is called a(n) ______ research service.
    ________________________________________

 

  1. When a research supplier designs a research study that is tailored to the needs of the client, this is known as a(n) ______ research study.
    ________________________________________

 

  1. The attempt to decide what is right and what is wrong in the conduct of business research studies is called ________.
    ________________________________________

 

  1. A(n) _____ refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications.
    ________________________________________

 

  1. _____ is a term that reflects the degree to which one bases ones morality on moral standards.
    ________________________________________

 

  1. _____ means that information involved in the research will not be shared with others.
    ________________________________________

 

  1. A session in which research subjects are fully informed and provided a chance to ask any questions that they may have about an experiment is called a(n) _____ session.
    ________________________________________

 

  1. Selling under the guise of research is called _____.
    ________________________________________

 

  1. Fund-raising under the guise of research is called _____.
    ________________________________________

 

  1. When telemarketing is conducted under the guise of a research study, this is called ________ .
    ________________________________________

 

  1. A(n) _____ occurs when one researcher works for two competing companies.
    ________________________________________

 

  1. Research that is conducted to support a specific claim in a legal action (e.g. a certain miles per gallon performance in city driving conditions) is known as ______ research.
    ________________________________________

 

  1. Explain when research should be conducted externally and when it should be done internally.

 

 

 

 

 

  1. Name and describe the various research positions in mid-sized research firms.

 

 

 

 

 

  1. Discuss the sources of conflict between management and research.

 

 

 

 

 

  1. Raising Canes is a restaurant located primarily in the south and the owner is interested in expanding nationwide.  Name and describe the various types of research suppliers and discuss which type could meet his need for finding the best locations in new markets.

 

 

 

 

 

  1. Define business ethics and explain how it applies to research.

 

 

 

 

 

  1. You have been asked to participate in a business research study.  Discuss the rights and obligations of your role as a research participant.

 

 

 

 

 

  1. You have been tasked with writing the section of a research manual for a company that deals with the rights and obligations of the researcher.  Explain what you would include in this manual.

 

 

 

 

 

 

 

Chapter 5The Human Side of Business Research: Organizational and Ethical Issues Key

  1. One reason for an organization to hire an outside research agency is because an outside agency may have special skills that the company research department may not possess.
    TRUE

 

  1. One advantage of using an outside agency to conduct research at cheaper costs.
    FALSE

 

  1. If secrecy is a major concern, then it is best to use an outside research agency.
    FALSE

 

  1. Often the term client is used by the research department to refer to line management for whom services are being performed.
    TRUE

 

  1. Small research firms typically only have a director of marketing research and a research analyst.
    FALSE

 

  1. The manager of decision support systems supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data.
    TRUE

 

  1. In most organizations, business research directors typically have a formalized role.
    FALSE

 

  1. Rushing into a research project may result in conducting a study that is not needed.
    TRUE

 

  1. Researchers measure past, current, and future events.
    FALSE

 

  1. A research analyst can effectively serve as a link between management and the research specialist.
    FALSE

 

  1. A good example of the business research concept in action is the use of cross-functional teams within the organization.
    TRUE

 

  1. A syndicated service is a research supplier that provides standardized information for many clients in return for a fee.
    TRUE

 

  1. A standardized research service provides a unique methodology for investigating a business specialty area like retail location.
    TRUE

 

  1. A custom research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing.
    FALSE

 

  1. Ethical questions are really philosophical questions.
    TRUE

 

  1. Being asked by a client to share information from research conducted for another client poses an ethical dilemma for researchers.
    TRUE

 

  1. Absolutism is a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action.
    FALSE

 

  1. The issue as to whether the respondent in a research study can choose to answer or not to answer a specific question is a matter of confidentiality.
    FALSE

 

  1. The obligation on the part of the researcher to protect the identity of an individual research respondent is a matter of confidentiality.
    TRUE

 

  1. The use of spyware violates the right to privacy and confidentiality of Internet users.
    TRUE

 

  1. A false experimental effect that is used to create the perception of a true experimental effect is called a placebo effect.
    TRUE

 

  1. An Institutional Review Board (IRB) is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives.
    FALSE

 

  1. The terms sugging and frugging imply selling and fundraising under the guise of research.
    TRUE

 

  1. The purpose of a push poll is to push consumers into a pre-determined response.
    TRUE

 

  1. A breech of confidentiality occurs when one researcher works for two competing companies.
    FALSE

 

  1. A possible advantage of an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project _____.
    A.more objectively
    B. at a lower cost
    C. faster
    D. all of these choices

 

  1. Best Buy is expanding internationally, but the managers are concerned that they need to better understand a foreign market before entering it.  The company has conducted research in-house in the United States, but it really doesnt have the capacity to conduct this type of research in other countries.  Which of the following is the best reason for hiring an outside agency for this purpose?
    A.An outside agency may have local expertise allowing it to specialize in research in a foreign market.
    B. An outside agency can usually conduct research more quickly than doing it in-house.
    C. An outside agency often can be more objective.
    D. An outside agency is often more economical.

 

  1. All of the following are advantages of in-house research EXCEPT _____.
    A.quick turn-around
    B. better collaboration with employees
    C. more objectivity
    D. cheaper costs

 

  1. Which term is used to refer to the entity for whom research services are being performed?
    A.doer
    B. participant
    C. intermediary
    D. client

 

  1. Who is responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities?
    A.director of business research
    B. manager of decision support systems
    C. research analyst
    D. research vice president

 

  1. Calebs job at a research firm is to provide technical assistance with questionnaire design.  Which of the following best describes Calebs job title?
    A.director of research
    B. research assistant
    C. forecast analyst
    D. research generalist

 

  1. Another name for a research assistant is _____.
    A.junior analyst
    B. research analyst
    C. research vice president
    D. account executive

 

  1. Which position in a mid-sized research firm supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data?
    A.director of marketing research
    B. manager of decision support systems
    C. research analyst
    D. research assistant

 

  1. A job posting for a research firm advertised it was looking for someone who can use SPSS software to forecast sales.  What is this position typically called in a research firm?
    A.forecast analyst
    B. statistical analyst
    C. research assistant
    D. research analyst

 

  1. All of the following are problems a research director typically faces EXCEPT _____.
    A.spends more time in meetings and managing than actually conducting research
    B. research management role often is not formally recognized
    C. often does not have the tools available to conduct the research properly
    D. research is often seen as a hodgepodge of techniques available to answer individual, unrelated questions

 

  1. Which of the following errors become more prominent when research studies are rushed?
    A.conducting a study that is not needed
    B. addressing the wrong issue
    C. sampling difficulties
    D. all of these choices

 

  1. Which of the following can effectively serve as a link between management and the research specialist?
    A.marketing research director
    B. research generalist
    C. research assistant
    D. research liaison

 

  1. _____ teams are composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose.
    A.Specialized
    B. Cross-functional
    C. Hybrid
    D. Task-oriented

 

  1. 3-M Corporation puts together teams of employees from various functional areas such as engineering, production, finance, and marketing who share a common purpose, such as new-product development.  These types of teams are referred to as _____.
    A.cross-functional teams
    B. syndicated teams
    C. synergistic teams
    D. focus groups

 

  1. Commercial providers of research services are called _____.
    A.research suppliers
    B. research generalists
    C. research analysts
    D. research syndicators

 

  1. A(n) _____ is a research supplier that provides standardized information for many clients in return for a fee.
    A.full-service firm
    B. boutique service
    C. one-stop service
    D. syndicated service

 

  1. When J.D. Power and Associates sells the results of its research studies on new-car satisfaction to automobile producers, J.D. Power is acting as a _____.
    A.pseudo-research supplier
    B. syndicated service
    C. cross-functional team
    D. custom research supplier

 

  1. Research firms that develop a unique methodology for investigating a business specialty area is referred to as a _____.
    A.standardized research service
    B. custom research service
    C. focused research service
    D. research intermediary

 

  1. A research organization that specializes in studies about advertising effectiveness is an example of a(n) _____.
    A.cross-functional team
    B. standardized research service
    C. research generalist
    D. advocacy research organization

 

  1. When AT&T hires a research agency to conduct research tailored to its unique needs, this is called _____.
    A.custom research
    B. syndicated research
    C. limited research
    D. commercial research

 

  1. _____ is the application of morals to business behavior related to the exchange environment.
    A.Moral relativism
    B. Moral idealism
    C. Business idealism
    D. Business ethics

 

  1. Principles reflecting ones beliefs about what is ethical and unethical are called _____.
    A.guiding principles
    B. ethical imperatives
    C. functional standards
    D. moral standards

 

  1. Claire believes she is a moral person, but she does believe that it is acceptable to tell a lie in certain situations.  Which of the following term best reflects Claires beliefs?
    A.relativism
    B. idealism
    C. situationalism
    D. conformism

 

  1. Which term reflects the degree to which one bases ones morality on moral standards?
    A.relativism
    B. idealism
    C. absolutism
    D. conformism

 

  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

 

  1. Before participating in a research study, John was provided with information regarding the purpose of the study and was asked to sign a form agreeing to participate in the study.  John has given _____ to participate in the study.
    A.implicit consent
    B. informed consent
    C. ideal consent
    D. voluntary consent

 

  1. 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

 

  1. Which of the following is generally considered to be a public place in which unobtrusive observation is not a serious invasion of privacy?
    A.an airport check-in counter at Logan Airport in Boston
    B. the St. Louis Art Museum
    C. a Radio Shack retail store
    D. all of these choices

 

  1. Which of the following is a type of software that is placed on users computers without consent or knowledge while using the Internet?
    A.pop-ups
    B. spyware
    C. stealth file
    D. COPPA

 

  1. Janice is participating in an experimental study of an herbal supplement that is supposed to give users more energy.  Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a blank pill that does not contain the herbal supplement.  What effect is Janice demonstrating?
    A.false negative
    B. type I error
    C. type II error
    D. placebo

 

  1. The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a(n) _____.
    A.wrap-up session
    B. post-hoc session
    C. debriefing session
    D. placebo session

 

  1. All of the following are questions used to determine whether the experimental procedures treat a research participant unethically EXCEPT _____.
    A.Is the research subject subjected to substantial or psychological trauma?
    B. Can the research subject be easily returned to his or her initial state?
    C. Has the research subject provided consent to participate in an experiment?
    D. Is the research participant informed of the purpose of the experiment prior to participating?

 

  1. Most universities require researchers to submit research proposals to a committee that carefully reviews them to make sure no harm can come to any research participant.  What is this committee called?
    A.human subjects review committee
    B. experimental design review committee
    C. ethical research review committee
    D. confidentiality review committee

 

  1. Mary received a phone call asking her to participate in a research study on car insurance.  However, after about four questions, the person on the phone went into a sales pitch and tried to get her to switch her car insurance to another company.  What is this called?
    A.conflict of interest
    B. pitch polling
    C. sugging
    D. commercial research

 

  1. A research firm has been hired by an attorney to undertake research that will support his clients defense in a legal dispute regarding whether or not the company can sell essentially the same product to different markets under a different name and charge higher prices in some markets.  What type of research is the firm being asked to conduct?
    A.push poll
    B. advocacy research
    C. confidentiality research
    D. deceptive research

 

  1. When a political candidate has staff workers phone registered voters of another party to ask a leading and negative question about his opposing candidate, this is a form of _____.
    A.a push poll
    B. advocacy research
    C. a research supplier
    D. a cross-functional team

 

  1. A(n) _____ occurs when one researcher works for two competing companies.
    A.breech of confidentiality
    B. ethical violation
    C. conflict of interest
    D. legal conflict

 

  1. Mark is currently conducting research studies for Enterprise and Avis, two national rental car companies.  In fact, Mark has conducted studies for two other rental car companies in the past five years.  Marks actions represent a potential _____.
    A.illegal situation
    B. advocacy situation
    C. push poll
    D. conflict of interest

 

  1. A research firm has been hired by an attorney to undertake research that will support his clients defense in a legal dispute.  What type of research is the firm being asked to conduct?
    A.push poll
    B. advocacy research
    C. confidentiality research
    D. deceptive research

 

  1. 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

 

  1. When research is performed by employees of the company that will benefit from the research, it is called _____ research.
    in-house

 

  1. When an organizations research department refers to the managers for whom it is performing research services, it is common to refer to the manager as the departments ______.
    client

 

  1. An individual that is responsible for contacting clients, designing research projects, preparing research proposals, selecting research suppliers, and supervising data collection, analysis, and reporting activities is commonly referred to as a ______.
    research analyst

 

  1. An employee who provides technical assistance such as running computer programs and manipulating data to generate a sales forecast is called a(n) _____.
    forecast analyst

 

  1. A individual within the research organization who acts as a go-between between management and the research specialist because he or she is an expert in the needs of both parties is known as a ______.
    research generalist

 

  1. Teams that are composed of representatives of research, new product development, production, and finance to study the feasibility of the national launch of a new product are knows as _____ teams.
    cross-functional

 

  1. A commercial research company that conducts research for clients is known as a(n) ______.
    research supplier

 

  1. A research supplier that provides standardized information for many different clients (such as different automobile manufacturers) is known as a(n) ______ research service.
    syndicated

 

  1. A research organization that develops a unique methodology for studying a specialty area (such as brand-name evaluation) is called a(n) ______ research service.
    standardized

 

  1. When a research supplier designs a research study that is tailored to the needs of the client, this is known as a(n) ______ research study.
    custom

 

  1. The attempt to decide what is right and what is wrong in the conduct of business research studies is called ________.
    business ethics

 

  1. A(n) _____ refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications.
    ethical dilemma

 

  1. _____ is a term that reflects the degree to which one bases ones morality on moral standards.
    Idealism

 

  1. _____ means that information involved in the research will not be shared with others.
    Confidentiality

 

  1. A session in which research subjects are fully informed and provided a chance to ask any questions that they may have about an experiment is called a(n) _____ session.
    debriefing

 

  1. Selling under the guise of research is called _____.
    sugging

 

  1. Fund-raising under the guise of research is called _____.
    frugging

 

  1. When telemarketing is conducted under the guise of a research study, this is called ________ .
    push polling

 

  1. A(n) _____ occurs when one researcher works for two competing companies.
    conflict of interest

 

  1. Research that is conducted to support a specific claim in a legal action (e.g. a certain miles per gallon performance in city driving conditions) is known as ______ research.
    advocacy

 

  1. Explain when research should be conducted externally and when it should be done internally.

When the firm facing a decision encounters one of the following situations, they should consider having the research performed by an outside agency:
(1) An outside agency often can provide a fresh perspective.
(2) An outside agency often can be more objective.
(3) An outside agency may have special skills.
(4) An outside agency will have local knowledge and expertise and may specialize in research from its home area.

Likewise, there are conditions that make in-house research more attractive:
(1) If the research project needs to be completed very quickly.
(2) If the research project will require the close collaboration of many other employees from diverse areas of the organization.
(3) In-house research can almost always be done more cheaply than that done by an outside firm.
(4) If secrecy is a major concern.

 

  1. Name and describe the various research positions in mid-sized research firms.

In mid-sized marketing research firms, someone usually holds the position of director of marketing research, who provides leadership in research efforts and integrates all staff-level research activities.  A research analyst is responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities.  Research assistants (or associates) provide technical assistance with questionnaire design, data analyses, and so forth.  Another common name for this position is junior analyst.  The manager of decision support systems supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data and may be assisted by a forecast analyst, who provides technical assistance, such as running computer programs and manipulating data to forecast sales.

 

  1. Discuss the sources of conflict between management and research.

In practice, the relationship between the research department and the users of research frequently is characterized by misunderstanding and conflicts arising from:
(1) Research that implies criticism managers may not want to find results that are critical of their work.
(2) Money financial managers often see research as a cost rather than as an investment or a way of lowering risk.
(3) Time it takes time to complete a research project, and errors are more prominent if the research is rushed.
(4) Intuitive decision making managers are action-oriented decision makers, and they often rely on gut reaction and intuition, which is often successful.  Thus, they often do not believe a research project will help improve their decision making.
(5) Future decisions based on past experience managers wish to predict the future, but researchers measure only current or past events.

 

  1. Raising Canes is a restaurant located primarily in the south and the owner is interested in expanding nationwide.  Name and describe the various types of research suppliers and discuss which type could meet his need for finding the best locations in new markets.

A syndicated service is a research supplier that provides standardized information for many clients in return for a fee.  A standardized research service provider develops a unique methodology for investigating a business specialty area, such as retail location.  This is the type of research service most likely to best meet this clients needs.  Limited-service research suppliers specialize in particular research activities, such as field interviewing, data warehousing, or data processing.   Other providers offer custom research, which is a research project that is tailored specifically to a clients unique needs.

 

  1. Define business ethics and explain how it applies to research.

Business ethics is the application of morals to business behavior related to the exchange environment.  An ethical dilemma refers to a situation in which one chooses from alternative courses of actions, each with different ethical implications.  Researchers, managers, and even consumers face ethical dilemmas practically every day.  Each party in the research processresearchers, clients, and participantshas certain rights and obligations toward the other parties.  Like the rest of business, research works best when all parties act ethically.

 

  1. You have been asked to participate in a business research study.  Discuss the rights and obligations of your role as a research participant.

Most business research is conducted with the research participants informed consent.  In other cases, they may not be aware that they are being monitored in some way.  The ethical responsibilities vary depending on whether participation is active or passive.

One obligation of a research participant is honesty.  When someone willingly consents to participate actively, it is generally expected that he or she will provide truthful answers.  In return for being truthful, the subject has the right to expect confidentiality, meaning that information involved in the research will not be shared with others.  A participants right to privacy involves his or her freedom to choose whether to comply with the investigators request.  Research companies should adhere to the principles of the do-not-call policy and should respect consumers Internet privacy as well.  Since some experimental research involves some degree of deception, participants have the right to be protected from harm and the right to be informed.

 

  1. You have been tasked with writing the section of a research manual for a company that deals with the rights and obligations of the researcher.  Explain what you would include in this manual.

Researchers have the right to cooperation from the sponsoring client and to be paid in full and in a timely manner for work that is done professionally.  Researchers have several obligations in the following areas:
(1) The purpose of research is research meaning the researcher should not mix sales or fundraising and research by using research as a guise for selling, raising funds, or conducting research that isnt research.  Sugging is the term for selling under the guise of research, and frugging is used to mean fund-raising under the guise of research.  Pseudo-research is conducted not to gather information for business decisions but to bolster a point of view and satisfy other needs, and push polls attempt to push consumers into a pre-determined response.  Service monitoring is also often presented as research, but this practice is acceptable as long as the researcher allows the consumer the option of either being contacted or not being contacted.
(2) Objectivity researchers should maintain high standards to be certain that their data are accurate.
(3) Misrepresentation of research researchers are obligated to be honest in presenting results and errors.
(4) Confidentiality the researcher must abide by any confidentiality agreement with research participants as well as the research sponsor.
(5) Dissemination of faulty conclusions a user of research shall not knowingly disseminate conclusions from a given research project or service that are inconsistent with or not warranted by the data.

Chapter 15Questionnaire Design

Student: ___________________________________________________________________________

  1. For a questionnaire to fulfill a researchers purposes, the questions must meet the basic criteria of reliability and validity.
    True    False

 

  1. A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the problem under study.
    True    False

 

  1. Accuracy means that the information collected from a questionnaire is numerical.
    True    False

 

  1. Fortunately, there is a step-by-step process for ensuring accuracy in the wording of questions in surveys.
    True    False

 

  1. Question wording and sequence can substantially influence accuracy.
    True    False

 

  1. Open-ended response questions give respondents a large number of specific alternative responses.
    True    False

 

  1. Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.
    True    False

 

  1. Open-ended response questions are frequently used in causal research.
    True    False

 

  1. Open-ended response questions are valuable at the beginning of personal interview sessions.
    True    False

 

  1. The cost of administering open-ended questions is much lower than that of administering fixed-alternative questions.
    True    False

 

  1. One disadvantage of open-ended response questions is the possibility that interviewer bias will affect the results.
    True    False

 

  1. It is best to use open-ended questions when the sampling frame consists of respondents with varying levels of education.
    True    False

 

  1. Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.
    True    False

 

  1. A fixed-alternative question is better than an open-ended question because it reduces the possibility of respondents giving socially-desirable answers.
    True    False

 

  1. A frequency-determination question allows the respondent to provide multiple answers to a single question.
    True    False

 

  1. Totally exhaustive means no overlap exists among the fixed-alternative categories in a questions response options.
    True    False

 

  1. Surveys used in telephone interviews should be written in a formal style.
    True    False

 

  1. A loaded question is one that is very long and taxing on respondents.
    True    False

 

  1. A counterbiasing technique is used with the expectation that two alternative phrasings of the same question will yield a more accurate total response than will a single phrasing.
    True    False

 

  1. A question covering several issues at once is referred to as a double-barreled question.
    True    False

 

  1. Telescoping error occurs when respondents think that recent events took place longer ago than they really did.
    True    False

 

  1. Order bias in questionnaire design frequently occurs when broader questions are asked before specific issues are explored.
    True    False

 

  1. Asking general questions before specific questions in order to obtain unbiased responses is called the funnel technique.
    True    False

 

  1. The question, Did you watch the Super Bowl? on a survey about Super Bowl advertising effects is an example of a funneling question.
    True    False

 

  1. A multiple-grid question includes several questions of the same format all arranged in a grid format.
    True    False

 

  1. The paging layout format on an Internet questionnaire (going from screen to screen) greatly facilities skip patterns.
    True    False

 

  1. A status bar in an Internet survey gives respondents an indication of questionnaire length.
    True    False

 

  1. A radio button is a message box that can be used to provide highlighted information.
    True    False

 

  1. Funneling software allows variables, such as answers from previous questions, to be inserted into unfolding questions in an Internet survey.
    True    False

 

  1. Preliminary tabulations from pretests can provide meaningful information to researchers.
    True    False

 

  1. Which of the following refers to the extent that all information collected in a questionnaire addresses a research question that will help the decision maker address the current business problem?
    A. relevant
    B. accuracy
    C. frequency
    D. counterbalanced

 

  1. A questionnaire that collects information that is valid is said to be _____.
    A. relevant
    B. accurate
    C. counterbalanced
    D. balanced

 

  1. A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) _____.
    A. sentence completion question
    B. unbalanced question
    C. fixed-alternative question
    D. open-ended question

 

  1. Name five alternative energy sources is an example of what type of question?
    A. fixed-alternative
    B. pivot
    C. open-ended response
    D. filter

 

  1. Another term for fixed-alternative questions is ______ questions.
    A. open-ended response
    B. closed-ended
    C. pivot
    D. concise

 

  1. What is your gender? ______ M     ______ F is an example of what type of question?
    A. loaded
    B. leading
    C. fixed-alternative
    D. filter

 

  1. All of the following are disadvantages of open-ended response questions EXCEPT _____.
    A. cost
    B. interviewer bias
    C. the information provided by responses is not useful to decision makers
    D. articulate individuals give a large share of the responses but they may not be representative of the entire population

 

  1. Compared to open-ended response questions, fixed-alternative questions _____.
    A. require less interviewer skill
    B. take less time
    C. are easier for the respondent to answer
    D. all of these choices

 

  1. Which type of question requires the respondent to choose one of two alternatives?
    A. simple-dichotomy
    B. bipolar
    C. dual-coded
    D. checklist

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