Business Research Methods International Edition 9th Edition by William G. Zikmund - Test Bank

Business Research Methods International Edition 9th Edition by William G. Zikmund – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

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

 

TRUE/FALSE

 

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.

 

ANS:  T                    PTS:   1                    DIF:    Easy               REF:   p. 75

OBJ:   LO: 05-01

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  F

Researchers nearly always save money by doing research in-house relative to hiring an outside agency.

 

PTS:   1                    DIF:    Moderate       REF:   p. 76               OBJ:   LO: 05-01

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  F

If secrecy is a major concern, then the research is best done in-house.

 

PTS:   1                    DIF:    Moderate       REF:   p. 76               OBJ:   LO: 05-01

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 77

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  F

In small firms, the vice president of marketing may be in charge of all significant marketing research.  Mid-size and larger firms typically have a director of marketing research and a research analyst as well as other research positions.

 

PTS:   1                    DIF:    Moderate       REF:   p. 77               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 78

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  F

One problem typically faced by business research directors is that the research management role often is not formally recognized.

 

PTS:   1                    DIF:    Moderate       REF:   p. 79               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 80

OBJ:   LO: 05-03

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

9. Researchers measure past, current, and future events.

 

ANS:  F

Researchers measure only current and past events.

 

PTS:   1                    DIF:    Moderate       REF:   p. 82               OBJ:   LO: 05-03

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  F

This describes a research generalist.  A research analyst is responsible for client contact, project design, preparation of proposals, and so on.

 

PTS:   1                    DIF:    Moderate       REF:   p. 83               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 84

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 85

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 85

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  F

This describes a limited-service research provider.  Custom research projects are tailored specifically to a client’s unique needs.

 

PTS:   1                    DIF:    Moderate       REF:   p. 86               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

15. Ethical questions are really philosophical questions.

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 88

OBJ:   LO: 05-04      NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 88

OBJ:   LO: 05-04      NAT:  AACSB Ethics| CB&E Model Research| Blooms Application

 

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

 

ANS:  F

This is relativism.

 

PTS:   1                    DIF:    Moderate       REF:   p. 88               OBJ:   LO: 05-04

NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

18. 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.

 

ANS:  F

This is informed consent.

 

PTS:   1                    DIF:    Moderate       REF:   p. 89               OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 91

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 91

OBJ:   LO: 05-05      NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 91

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

22. 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.

 

ANS:  F

IRB’s review a proposed research design to try to make sure that no harm can come to any research participant.

 

PTS:   1                    DIF:    Moderate       REF:   p. 93               OBJ:   LO: 05-05

NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 93

OBJ:   LO: 05-05      NAT:  AACSB Ethics| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 95

OBJ:   LO: 05-05      NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:  F

This is referred to as a conflict of interest.

 

PTS:   1                    DIF:    Moderate       REF:   p. 98               OBJ:   LO: 05-06

NAT:  AACSB Ethics| CB&E Model Research| Blooms Knowledge

 

MULTIPLE CHOICE

 

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

 

 

ANS:  A                    PTS:   1                    DIF:    Hard               REF:   p. 74

OBJ:   LO: 05-01

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

2. 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 doesn’t 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.

 

 

ANS:  A                    PTS:   1                    DIF:    Hard               REF:   p. 74

OBJ:   LO: 05-01

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

3. 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

 

 

ANS:  C                    PTS:   1                    DIF:    Hard               REF:   p. 75

OBJ:   LO: 05-01

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

4. Which term is used to refer to the entity for whom research services are being performed?

a.	doer
b.	participant
c.	intermediary
d.	client

 

 

ANS:  D                    PTS:   1                    DIF:    Moderate        REF:   p. 77

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

5. 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

 

 

ANS:  C                    PTS:   1                    DIF:    Moderate        REF:   p. 78

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

6. Caleb’s job at a research firm is to provide technical assistance with questionnaire design.  Which of the following best describes Caleb’s job title?

a.	director of research
b.	research assistant
c.	forecast analyst
d.	research generalist

 

 

ANS:  B                    PTS:   1                    DIF:    Hard               REF:   p. 78

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

7. Another name for a research assistant is _____.

a.	junior analyst
b.	research analyst
c.	research vice president
d.	account executive

 

 

ANS:  A                    PTS:   1                    DIF:    Moderate        REF:   p. 78

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

8. 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

 

 

ANS:  B                    PTS:   1                    DIF:    Moderate        REF:   p. 78

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

9. 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

 

 

ANS:  A                    PTS:   1                    DIF:    Hard               REF:   p. 78

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

10. 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

 

 

ANS:  C                    PTS:   1                    DIF:    Hard               REF:   p. 79

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

11. 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

 

 

ANS:  D                    PTS:   1                    DIF:    Easy               REF:   p. 81

OBJ:   LO: 05-03

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

12. 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

 

 

ANS:  B                    PTS:   1                    DIF:    Moderate        REF:   p. 83

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

13. _____ 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

 

 

ANS:  B                    PTS:   1                    DIF:    Moderate        REF:   p. 84

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

14. 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

 

 

ANS:  A                    PTS:   1                    DIF:    Hard               REF:   p. 84

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

15. Commercial providers of research services are called _____.

a.	research suppliers
b.	research generalists
c.	research analysts
d.	research syndicators

 

 

ANS:  A                    PTS:   1                    DIF:    Moderate        REF:   p. 85

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

16. 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

 

 

ANS:  D                    PTS:   1                    DIF:    Moderate        REF:   p. 85

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

17. 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

 

 

ANS:  B                    PTS:   1                    DIF:    Hard               REF:   p. 85

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

18. 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

 

 

ANS:  A                    PTS:   1                    DIF:    Moderate        REF:   p. 85

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

19. 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

 

 

ANS:  B                    PTS:   1                    DIF:    Hard               REF:   p. 85

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

20. When AT&T hires a research agency to conduct research tailored to it’s unique needs, this is called _____.

a.	custom research
b.	syndicated research
c.	limited research
d.	commercial research

 

 

ANS:  A                    PTS:   1                    DIF:    Hard               REF:   p. 86

OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

21. _____ 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

 

 

ANS:  D                    PTS:   1                    DIF:    Moderate        REF:   p. 87

OBJ:   LO: 05-04      NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

22. Principles reflecting one’s beliefs about what is ethical and unethical are called _____.

a.	guiding principles
b.	ethical imperatives
c.	functional standards
d.	moral standards

 

 

ANS:  D                    PTS:   1                    DIF:    Moderate        REF:   p. 88

OBJ:   LO: 05-04      NAT:  AACSB Ethics| CB&E Model Research| Blooms Knowledge

 

23. 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 Claire’s beliefs?

a.	relativism
b.	idealism
c.	situationalism
d.	conformism

 

 

ANS:  A                    PTS:   1                    DIF:    Hard               REF:   p. 88

OBJ:   LO: 05-04      NAT:  AACSB Ethics| CB&E Model Research| Blooms Application

 

24. Which term reflects the degree to which one bases one’s morality on moral standards?

a.	relativism
b.	idealism
c.	absolutism
d.	conformism

 

 

ANS:  B                    PTS:   1                    DIF:    Moderate        REF:   p. 88

OBJ:   LO: 05-04      NAT:  AACSB Ethics| CB&E Model Research| Blooms Knowledge

 

25. 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

 

 

ANS:  B                    PTS:   1                    DIF:    Moderate        REF:   p. 89

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

26. 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

 

 

ANS:  B                    PTS:   1                    DIF:    Hard               REF:   p. 89

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

27. 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

 

 

ANS:  D                    PTS:   1                    DIF:    Moderate        REF:   p. 89

OBJ:   LO: 05-05      NAT:  AACSB Ethics| CB&E Model Research| Blooms Knowledge

 

28. 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

 

 

ANS:  D                    PTS:   1                    DIF:    Easy               REF:   p. 90

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

29. 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

 

 

ANS:  B                    PTS:   1                    DIF:    Moderate        REF:   p. 91

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

30. 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

 

 

ANS:  D                    PTS:   1                    DIF:    Hard               REF:   p. 91

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

31. 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

 

 

ANS:  C                    PTS:   1                    DIF:    Moderate        REF:   p. 91

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

32. 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?

 

 

ANS:  D                    PTS:   1                    DIF:    Hard               REF:   p. 92

OBJ:   LO: 05-05      NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

33. 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

 

 

ANS:  A                    PTS:   1                    DIF:    Moderate        REF:   p. 93

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

34. 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

 

 

ANS:  C                    PTS:   1                    DIF:    Hard               REF:   p. 93

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

35. A research firm has been hired by an attorney to undertake research that will support his client’s 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

 

 

ANS:  A                    PTS:   1                    DIF:    Hard               REF:   p. 95

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

36. 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

 

 

ANS:  A                    PTS:   1                    DIF:    Moderate        REF:   p. 95

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

37. 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

 

 

ANS:  C                    PTS:   1                    DIF:    Moderate        REF:   p. 98

OBJ:   LO: 05-06      NAT:  AACSB Ethics| CB&E Model Research| Blooms Knowledge

 

38. 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.  Mark’s actions represent a potential _____.

a.	illegal situation
b.	advocacy situation
c.	push poll
d.	conflict of interest

 

 

ANS:  D                    PTS:   1                    DIF:    Hard               REF:   p. 98

OBJ:   LO: 05-06

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

39. A research firm has been hired by an attorney to undertake research that will support his client’s 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

 

 

ANS:  B                    PTS:   1                    DIF:    Hard               REF:   p. 99

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

40. 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

 

 

ANS:  A                    PTS:   1                    DIF:    Moderate        REF:   p. 100

OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Application

 

COMPLETION

 

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

 

ANS:  in-house

 

PTS:   1                    DIF:    Moderate       REF:   p. 74               OBJ:   LO: 05-01

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

2. When an organization’s research department refers to the managers for whom it is performing research services, it is common to refer to the manager as the department’s ______.

 

ANS:  client

 

PTS:   1                    DIF:    Moderate       REF:   p. 77               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

3. 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 ______.

 

ANS:  research analyst

 

PTS:   1                    DIF:    Moderate       REF:   p. 78               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  forecast analyst

 

PTS:   1                    DIF:    Moderate       REF:   p. 78               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

5. 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 ______.

 

ANS:  research generalist

 

PTS:   1                    DIF:    Moderate       REF:   p. 83               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

6. 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.

 

ANS:  cross-functional

 

PTS:   1                    DIF:    Moderate       REF:   p. 84               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  research supplier

 

PTS:   1                    DIF:    Moderate       REF:   p. 85               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  syndicated

 

PTS:   1                    DIF:    Moderate       REF:   p. 85               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  standardized

 

PTS:   1                    DIF:    Moderate       REF:   p. 85               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

10. 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.

 

ANS:  custom

 

PTS:   1                    DIF:    Moderate       REF:   p. 86               OBJ:   LO: 05-02

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

11. The attempt to decide what is “right” and what is “wrong” in the conduct of business research studies is called ________.

 

ANS:  business ethics

 

PTS:   1                    DIF:    Moderate       REF:   p. 88               OBJ:   LO: 05-04

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  ethical dilemma

 

PTS:   1                    DIF:    Moderate       REF:   p. 88               OBJ:   LO: 05-04

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

13. _____ is a term that reflects the degree to which one bases one’s morality on moral standards.

 

ANS:  Idealism

 

PTS:   1                    DIF:    Moderate       REF:   p. 88               OBJ:   LO: 05-04

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  Confidentiality

 

PTS:   1                    DIF:    Moderate       REF:   p. 89               OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

15. 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.

 

ANS:  debriefing

 

PTS:   1                    DIF:    Moderate       REF:   p. 91               OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

16. Selling under the guise of research is called _____.

 

ANS:  sugging

 

PTS:   1                    DIF:    Moderate       REF:   p. 93               OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  frugging

 

PTS:   1                    DIF:    Moderate       REF:   p. 93               OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

18. When telemarketing is conducted under the “guise” of a research study, this is called ________ .

 

ANS:  push polling

 

PTS:   1                    DIF:    Moderate       REF:   p. 95               OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:  conflict of interest

 

PTS:   1                    DIF:    Moderate       REF:   p. 98               OBJ:   LO: 05-06

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

20. 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.

 

ANS:  advocacy

 

PTS:   1                    DIF:    Moderate       REF:   p. 99               OBJ:   LO: 05-05

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

ESSAY

 

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

 

ANS:

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.

 

PTS:   1                    DIF:    Moderate       REF:   p. 74               OBJ:   LO: 05-01

NAT:  AACSB Communication| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:

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.

 

PTS:   1                    DIF:    Moderate       REF:   p. 77               OBJ:   LO: 05-02

NAT:  AACSB Communication| CB&E Model Research| Blooms Knowledge

 

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

 

ANS:

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.

 

PTS:   1                    DIF:    Moderate       REF:   p. 79               OBJ:   LO: 05-03

NAT:  AACSB Communication| CB&E Model Research| Blooms Comprehension

 

4. 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.

 

ANS:

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 client’s 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 client’s unique needs.

 

PTS:   1                    DIF:    Hard              REF:   p. 85               OBJ:   LO: 05-02

NAT:  AACSB Communication| CB&E Model Research| Blooms Application

 

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

 

ANS:

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 process–researchers, clients, and participants–has certain rights and obligations toward the other parties.  Like the rest of business, research works best when all parties act ethically.

 

PTS:   1                    DIF:    Moderate       REF:   p. 88               OBJ:   LO: 05-04

NAT:  AACSB Ethics| CB&E Model Research| Blooms Comprehension

 

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

 

ANS:

Most business research is conducted with the research participant’s 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 participant’s right to privacy involves his or her freedom to choose whether to comply with the investigator’s 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, participant’s have the right to be protected from harm and the right to be informed.

 

PTS:   1                    DIF:    Moderate       REF:   p. 89               OBJ:   LO: 05-05

NAT:  AACSB Communication| CB&E Model Research| Blooms Application

 

7. 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.

 

ANS:

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 isn’t 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.

 

PTS:   1                    DIF:    Moderate       REF:   p. 93               OBJ:   LO: 05-05

NAT:  AACSB Communication| CB&E Model Research| Blooms Application