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Business Research Methods 9th Edition By Zikmund – Test Bank
SAMPLE TEST
Chapter 3–Theory Building
Student:
___________________________________________________________________________
1. A theory is an abstract, untestable explanation of some events.
True False

2. Knowledge and confirmation are the two purposes of theory.

True False

3. Theories allow researchers to build on previous knowledge.

True False

4. A concept is a generalized idea about a class of objects, attributes, or occurrences.

True False

5. Risk aversion is an example of a construct.

True False

6. The hierarchy of theory organizes concepts in sequence from the most concrete and
individual to the most general.
True False
7. As concepts become more abstract, the easier it is to measure them.
True False

8. The empirical level of the ladder of abstraction is the level of knowledge that is verifiable by
experience or observation.
True False

9. The basic or scientific business researcher operates at two levels: on the abstract level of
concepts (and hypotheses) and on the empirical level of variables ( and propositions).
True False

10. The term inherent construct refers to a concept that is not directly observable or
measurable.
True False

11. In its simplest form, a research hypothesis is a “guess” about the outcome of a research
study.
True False

12. Empirical testing means that something has been examined against reality using data.
True False

13. A concept is a formal statement explaining some outcome.

True False

14. Statistics can be used to prove that a research hypothesis is true.

True False

15. The process of identifying the actual measurement scales to asses the variables of interest
is known as operationalizing.
True False

16. In most scientific situations there is typically only one theory to explain certain phenomena.
True False

17. Theories are derived from deductive reasoning and selective reasoning.
True False

18. Deductive reasoning derives a conclusion about a general knowledge based on specific
instances.
True False

19. The scientific method is a set of prescribed procedures for establishing and connecting
theoretical statements about events, for analyzing empirical evidence, and for predicting
events yet unknown.
True False

20. The first step in the scientific method is to formulate concepts and propositions.
True False

21. A formal, logical explanation of some events that includes descriptions of how things relate
to one another is called a(n) _____.
A. hypothesis
 B. theory
C. causal statement
D. empirical study

22. Psychologists explain that humans’ better recall of information that is presented visually
compared to information presented verbally is due to the fact that the information is stored
both visually and verbally. Because it is stored using this dual-coding process, it is easier to
retrieve from memory. This formal logical explanation of this phenomenon is an example of
a(n) _____.
A. theory
B. construct
C. operationalization
D. abstraction

23. What are the two goals of theory?

A. speculating and confirming
B. understanding and predicting
C. deducting and inducting
D. abstracting and concretizing

24. A(n) ____ is a generalized idea about a class of objects that has been given a name.
A. variable
B. theory
C. node
D. construct

25. Which of the following is considered the basic unit for theory development?
A. concept
B. proposition
C. hypothesis
D. variable

26. Self-efficacy, which is a generalized idea about how humans perceive their own abilities, is
an example of a(n) _____.
A. hypothesis
B. proposition
C. concept
D. abstraction

27. The organization of concepts in sequence from the most concrete and individual to the
most general is called the _____.
A. conceptual hierarchy
B. ladder of abstraction
C. conceptual progression
D. operationalization of constructs

28. In theory development, which of the following is the level of knowledge expressing a
concept that exists only as an idea or a quality apart from an object?
A. empirical level
B. primary level
C. conceptual level
D. abstract level
29. At what level do we “experience” reality?
A. empirical level
B. abstract level
C. primary level
D. secondary level

30. A concept that is not directly observable or measurable but can be estimated through proxy
measures is called a(n) _____.
A. indirect construct
B. secondary construct
C. higher order construct
D. latent construct

31. Empathy is a concept that is not directly observable or measurable but is measured
through other measures, such as an individual’s thoughts and behaviors toward others. This is
an example of a(n) _____.
A. latent construct
B. empirical construct
C. secondary construct
D. higher order construct

32. Which of the following is a statement explaining the logical linkage among certain concepts
by asserting a universal connection between concepts?
A. hypothesis
B. proposition
C. construct
D. theory

33. “Employees dressed professionally will perform better than those dressed casually” is an
example of a _____.
A. theory
B. proposition
C. hypothesis
D. variation

34. Which of the following means that something has been examined against reality using
data?
A. causality
B. manipulation
C. empirical testing
D. spurious association

35. When a researcher collects data to test the hypothesis that consumers will be more
satisfied if a business offers compensation after the consumer complains, we say that _____
testing is being conducted.
A. validation
B. confirmation
C. observational
D. empirical

36. Anything that may assume different numerical values is considered a(n) _____.
A. variable
B. construct
 C. item
D. data point

37. Which of the following is an empirical assessment of a concept?

A. hypothesis
B. variable
C. construct
D. item

38. When the data from an empirical study are consistent with a research hypothesis, we say
that the hypothesis is _____.
A. confirmed
B. conclusive
C. supported
D. true

39. The process of identifying the actual measurement scales to assess the variables of
interest is called _____.
A. operationalizing
B. synthesizing
C. verifying
D. conceptualizing

40. _____ is the logical process of deriving a conclusion about a specific instance based on a
known general premise or something known to be true.
A. Deductive reasoning
B. Inductive reasoning
C. Latent reasoning
D. Abstract reasoning

41. The logical process of establishing a general proposition on the basis of observation of
particular facts is known as _____.
A. deductive reasoning
B. generalized reasoning
C. inductive reasoning
D. conceptual reasoning

42. If all the trees a person has seen in his life have been green and therefore he concludes
that all trees are green, which type of reasoning is he using?
A. deductive reasoning
B. inductive reasoning
C. generalized reasoning
D. conceptual reasoning

43. A researcher is testing the hypothesis stating a positive relationship between business
owners’ level of risk tolerance and the insurance coverage for the business. To test this, the
researcher uses a set of prescribed procedures for establishing and connecting theoretical
statements about these two constructs, for analyzing empirical evidence gathered through
surveys, and for predicting future behavior. This researcher is following the _____.
A. hypothetical method
B. scientific method
C. deductive method
D. inductive method
44. Which of the following is a step involved in the application of the scientific method?
A. statement of hypotheses
B. formulation of concepts and propositions
C. analysis and evaluation of data
D. all of these choices

45. What is the LAST step in the application of the scientific method?
A. assessment of relevant existing knowledge of a phenomenon
B. proposal of an explanation of the phenomenon and statement of new problems raised by
the research
C. design of research to test the hypothesis
D. acquisition of meaningful empirical data

46. A formal, logical explanation of some events that includes predictions of how things relate
to one another is known as a(n) _____.
________________________________________

47. The two purpose of theory are understanding and _____.

________________________________________

48. _____ are the building blocks of theory.

________________________________________

49. The organization of concepts in sequence from the most concrete and individual to the
most general is called the _____.
________________________________________

50. In theory development, the level of knowledge expressing a concept that exists only as an
idea or a quality apart from an object is the ____ level.
________________________________________

51. A concept that is not directly observable or measurable, but can be estimated through a
proxy measure is known as a(n) _____ construct.
________________________________________

52. Statements explaining the logical linkage among certain concepts by asserting a universal
connection between concepts are called _____.
________________________________________

53. A(n) _____ is a formal statement explaining some outcome and is testable.
________________________________________

54. _____ involves applying statistics to data to test hypotheses.

________________________________________

55. When the data are inconsistent with a hypothesis, we say the hypothesis is _____,
________________________________________

56. If it is hypothesized that higher levels of compensation will positively influence workers’
intention to stay with a company, level of compensation measured in dollars and intentions to
stay using a scale are examples of _____.
________________________________________
57. A researcher is using income, education, and zip code as an indication of social class.
This process of identifying the actual measurement scales to assess social class is called
_____.
________________________________________

58. Going from the general to the specific is done in _____ reasoning.
________________________________________

59. _____ reasoning establishes a general proposition on the basis of observation of particular
facts.
________________________________________

60. A set of prescribed procedures for establishing and connecting theoretical statements
about events, for analyzing empirical evidence, and for predicting events yet unknown is called
the _____.
________________________________________

61. What is a theory and a hypothesis, and what role do they play in marketing research?

62. Explain the difference between aconcept and a variable and give an example of each.

63. How does a hypothesis differ from a proposition? Give an example of each.

64. Discuss the types of reasoning researchers use to build theories.

65. List the steps a researcher will likely follow when applying the scientific method to develop
and test theories

Chapter 3–Theory Building Key

1. A theory is an abstract, untestable explanation of some events.
FALSE

2. Knowledge and confirmation are the two purposes of theory.

FALSE

3. Theories allow researchers to build on previous knowledge.

TRUE

4. A concept is a generalized idea about a class of objects, attributes, or occurrences.

TRUE

5. Risk aversion is an example of a construct.

TRUE

6. The hierarchy of theory organizes concepts in sequence from the most concrete and
individual to the most general.
FALSE

7. As concepts become more abstract, the easier it is to measure them.

FALSE

8. The empirical level of the ladder of abstraction is the level of knowledge that is verifiable by
experience or observation.
TRUE

9. The basic or scientific business researcher operates at two levels: on the abstract level of
concepts (and hypotheses) and on the empirical level of variables ( and propositions).
FALSE

10. The term inherent construct refers to a concept that is not directly observable or
measurable.
FALSE

11. In its simplest form, a research hypothesis is a “guess” about the outcome of a research
study.
TRUE

12. Empirical testing means that something has been examined against reality using data.
TRUE

13. A concept is a formal statement explaining some outcome.

FALSE

14. Statistics can be used to prove that a research hypothesis is true.

FALSE

15. The process of identifying the actual measurement scales to asses the variables of interest
is known as operationalizing.
TRUE

16. In most scientific situations there is typically only one theory to explain certain phenomena.
FALSE
17. Theories are derived from deductive reasoning and selective reasoning.
FALSE

18. Deductive reasoning derives a conclusion about a general knowledge based on specific
instances.
FALSE

19. The scientific method is a set of prescribed procedures for establishing and connecting
theoretical statements about events, for analyzing empirical evidence, and for predicting
events yet unknown.
TRUE

20. The first step in the scientific method is to formulate concepts and propositions.
FALSE

21. A formal, logical explanation of some events that includes descriptions of how things relate
to one another is called a(n) _____.
A.hypothesis
B. theory
C. causal statement
D. empirical study

22. Psychologists explain that humans’ better recall of information that is presented visually
compared to information presented verbally is due to the fact that the information is stored
both visually and verbally. Because it is stored using this dual-coding process, it is easier to
retrieve from memory. This formal logical explanation of this phenomenon is an example of
a(n) _____.
A.theory
B. construct
C. operationalization
D. abstraction

23. What are the two goals of theory?

A.speculating and confirming
B. understanding and predicting
C. deducting and inducting
D. abstracting and concretizing

24. A(n) ____ is a generalized idea about a class of objects that has been given a name.
A.variable
B. theory
C. node
D. construct

25. Which of the following is considered the basic unit for theory development?
A.concept
B. proposition
C. hypothesis
D. variable

26. Self-efficacy, which is a generalized idea about how humans perceive their own abilities, is
an example of a(n) _____.
 A.hypothesis
B. proposition
C. concept
D. abstraction

27. The organization of concepts in sequence from the most concrete and individual to the
most general is called the _____.
A.conceptual hierarchy
B. ladder of abstraction
C. conceptual progression
D. operationalization of constructs

28. In theory development, which of the following is the level of knowledge expressing a
concept that exists only as an idea or a quality apart from an object?
A.empirical level
B. primary level
C. conceptual level
D. abstract level

29. At what level do we “experience” reality?

A.empirical level
B. abstract level
C. primary level
D. secondary level

30. A concept that is not directly observable or measurable but can be estimated through proxy
measures is called a(n) _____.
A.indirect construct
B. secondary construct
C. higher order construct
D. latent construct

31. Empathy is a concept that is not directly observable or measurable but is measured
through other measures, such as an individual’s thoughts and behaviors toward others. This is
an example of a(n) _____.
A.latent construct
B. empirical construct
C. secondary construct
D. higher order construct

32. Which of the following is a statement explaining the logical linkage among certain concepts
by asserting a universal connection between concepts?
A.hypothesis
B. proposition
C. construct
D. theory

33. “Employees dressed professionally will perform better than those dressed casually” is an
example of a _____.
A.theory
B. proposition
C. hypothesis
D. variation
34. Which of the following means that something has been examined against reality using
data?
A.causality
B. manipulation
C. empirical testing
D. spurious association

35. When a researcher collects data to test the hypothesis that consumers will be more
satisfied if a business offers compensation after the consumer complains, we say that _____
testing is being conducted.
A.validation
B. confirmation
C. observational
D. empirical

36. Anything that may assume different numerical values is considered a(n) _____.
A.variable
B. construct
C. item
D. data point

37. Which of the following is an empirical assessment of a concept?

A.hypothesis
B. variable
C. construct
D. item

38. When the data from an empirical study are consistent with a research hypothesis, we say
that the hypothesis is _____.
A.confirmed
B. conclusive
C. supported
D. true

39. The process of identifying the actual measurement scales to assess the variables of
interest is called _____.
A.operationalizing
B. synthesizing
C. verifying
D. conceptualizing

40. _____ is the logical process of deriving a conclusion about a specific instance based on a
known general premise or something known to be true.
A.Deductive reasoning
B. Inductive reasoning
C. Latent reasoning
D. Abstract reasoning

41. The logical process of establishing a general proposition on the basis of observation of
particular facts is known as _____.
A.deductive reasoning
B. generalized reasoning
 C. inductive reasoning
D. conceptual reasoning

42. If all the trees a person has seen in his life have been green and therefore he concludes
that all trees are green, which type of reasoning is he using?
A.deductive reasoning
B. inductive reasoning
C. generalized reasoning
D. conceptual reasoning

43. A researcher is testing the hypothesis stating a positive relationship between business
owners’ level of risk tolerance and the insurance coverage for the business. To test this, the
researcher uses a set of prescribed procedures for establishing and connecting theoretical
statements about these two constructs, for analyzing empirical evidence gathered through
surveys, and for predicting future behavior. This researcher is following the _____.
A.hypothetical method
B. scientific method
C. deductive method
D. inductive method

44. Which of the following is a step involved in the application of the scientific method?
A.statement of hypotheses
B. formulation of concepts and propositions
C. analysis and evaluation of data
D. all of these choices

45. What is the LAST step in the application of the scientific method?
A.assessment of relevant existing knowledge of a phenomenon
B. proposal of an explanation of the phenomenon and statement of new problems raised by
the research
C. design of research to test the hypothesis
D. acquisition of meaningful empirical data

46. A formal, logical explanation of some events that includes predictions of how things relate
to one another is known as a(n) _____.
theory

47. The two purpose of theory are understanding and _____.

predicting

48. _____ are the building blocks of theory.

Concepts

49. The organization of concepts in sequence from the most concrete and individual to the
most general is called the _____.
ladder of abstraction

50. In theory development, the level of knowledge expressing a concept that exists only as an
idea or a quality apart from an object is the ____ level.
abstract
51. A concept that is not directly observable or measurable, but can be estimated through a
proxy measure is known as a(n) _____ construct.
latent

52. Statements explaining the logical linkage among certain concepts by asserting a universal
connection between concepts are called _____.
propositions

53. A(n) _____ is a formal statement explaining some outcome and is testable.
hypothesis

54. _____ involves applying statistics to data to test hypotheses.

Empirical testing

55. When the data are inconsistent with a hypothesis, we say the hypothesis is _____,
not supported

56. If it is hypothesized that higher levels of compensation will positively influence workers’
intention to stay with a company, level of compensation measured in dollars and intentions to
stay using a scale are examples of _____.
variables

57. A researcher is using income, education, and zip code as an indication of social class.
This process of identifying the actual measurement scales to assess social class is called
_____.
operationalizing

58. Going from the general to the specific is done in _____ reasoning.
deductive

59. _____ reasoning establishes a general proposition on the basis of observation of particular
facts.
Inductive

60. A set of prescribed procedures for establishing and connecting theoretical statements
about events, for analyzing empirical evidence, and for predicting events yet unknown is called
the _____.
scientific method

61. What is a theory and a hypothesis, and what role do they play in marketing research?
A theory is a formal, logical explanation of some events that includes predictions of how things
relate to one another. The two purposes of theory are understanding and predicting.
Accomplishing the first goal allows the theorist to gain an understanding of the relationship among
various phenomena. Thus a theory enables us to predict the behavior or characteristics of one
phenomenon from the knowledge of another phenomenon.
A hypothesis is a formal statement explaining some outcome. Hypotheses must be testable and
should be written as propositions. We often apply statistics to data to empirically test hypotheses.
When the data are consistent with a hypothesis, we say the hypothesis is supported. When the
data are inconsistent with the hypothesis, we say the hypothesis is not supported. Because our
results are based on statistics, there is always the possibility that our conclusion is wrong, so from
an absolute perspective, statistics cannot prove a hypothesis is true.

62. Explain the difference between aconcept and a variable and give an example of each.
A concept (or construct) is a generalized idea about a class of objects, attributes, occurrences, or
processes that has been given a name. Supervisory behavior or risk aversion are examples of
concepts. A variable is anything that may assume different numerical values and is the empirical
assessment of a concept. For example, supervisory behavior may be assessed through variables
such as amount of time spent training employees, number of employees supervised, and degree
to which employees are involved in decision-making.

63. How does a hypothesis differ from a proposition? Give an example of each.
Propositions are statements explaining the logical linkage among certain concepts by asserting a
universal connection between concepts. An example of a proposition might be: Changes in tax
law will influence individuals’ charitable giving. A hypothesis is a formal statement of an unproven
proposition that is empirically testable. An example of a hypothesis might be: Tax laws limiting
the deductibility of charitable contributions will decrease charitable giving.

64. Discuss the types of reasoning researchers use to build theories.

At the abstract, conceptual level, a theory may be developed with deductive reasoning by going
from a general statement to a specific assertion. Deductive reasoning is the logical process of
deriving a conclusion about a specific instance, based on a known general premise or something
known to be true. At the empirical level, a theory may be developed with inductive reasoning,
which is the logical process of establishing a general proposition on the basis of observation of
particular facts.

65. List the steps a researcher will likely follow when applying the scientific method to develop
and test theories
66. Assessment of relevant existing knowledge of a phenomenon
2. Formulation of concepts and propositions
3. Statement of hypotheses
4. Design of research to test the hypotheses
5. Acquisition of meaningful empirical data
6. Analysis and evaluation of data
7. Proposal of an explanation of the phenomenon and statement of new problems raised by
the research

Chapter 5–The 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

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

True False

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

True False

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

5. Small research firms typically only have a director of marketing research and a research
analyst.
True False
6. The manager of decision support systems supervises the collection and analysis of sales,
inventory, and other periodic customer relationship management (CRM) data.
True False

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

True False

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

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

True False

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

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

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

13. A standardized research service provides a unique methodology for investigating a

business specialty area like retail location.
True False

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

15. Ethical questions are really philosophical questions.

True False

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

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

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.
True False

19. The obligation on the part of the researcher to protect the identity of an individual research
respondent is a matter of confidentiality.
True False
20. The use of spyware violates the right to privacy and confidentiality of Internet users.
True False

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

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.
True False

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

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

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

26. 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

27. 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.

28. 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

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

30. 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

31. 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

32. Another name for a research assistant is _____.

A. junior analyst
B. research analyst
C. research vice president
D. account executive

33. 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

34. 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

35. 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

36. 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

37. 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
38. _____ 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

39. 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

40. Commercial providers of research services are called _____.

A. research suppliers
B. research generalists
C. research analysts
D. research syndicators

41. 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

42. 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

43. 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

44. 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

45. 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

46. _____ 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

47. 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

48. 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

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

50. 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

51. 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

52. 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

53. 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

54. 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

55. 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

56. 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

57. 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?

58. 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

59. 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

60. 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

61. 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

62. 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

63. 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

64. 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

65. 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

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

67. 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
______.
________________________________________

68. 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 ______.
________________________________________

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

70. 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 ______.
________________________________________

71. 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.
________________________________________

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

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

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

75. 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.
________________________________________

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

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

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

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

80. 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.
________________________________________
81. Selling under the guise of research is called _____.
________________________________________

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

________________________________________

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

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

85. 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.
________________________________________

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

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

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

89. 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.

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

91. You have been asked to participate in a business research study. Discuss the rights and
obligations of your role as a research participant.
92. 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 5–The 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

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

FALSE

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

FALSE

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

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

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

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

FALSE

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

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

FALSE

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

11. A good example of the business research concept in action is the use of cross-functional
teams within the organization.
TRUE
12. A syndicated service is a research supplier that provides standardized information for
many clients in return for a fee.
TRUE

13. A standardized research service provides a unique methodology for investigating a

business specialty area like retail location.
TRUE

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

15. Ethical questions are really philosophical questions.

TRUE

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

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

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.
FALSE

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

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

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

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.
FALSE

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

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

25. A breech of confidentiality occurs when one researcher works for two competing
companies.
FALSE
26. 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

27. 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.

28. 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

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

30. 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

31. 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

32. Another name for a research assistant is _____.

A.junior analyst
B. research analyst
C. research vice president
D. account executive

33. 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

34. 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

35. 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

36. 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

37. 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

38. _____ 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

39. 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

40. Commercial providers of research services are called _____.

A.research suppliers
B. research generalists
C. research analysts
D. research syndicators
41. 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

42. 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

43. 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

44. 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

45. 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

46. _____ 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

47. 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

48. 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

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

50. 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

51. 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

52. 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

53. 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

54. 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

55. 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
56. 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

57. 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?

58. 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

59. 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

60. 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

61. 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

62. 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
63. 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

64. 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

65. 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

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

67. 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
______.
client

68. 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

69. 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

70. 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

71. 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

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

74. 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

75. 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

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

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

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

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

80. 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

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

sugging

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

frugging

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

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

85. 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

86. 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.

87. 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.

88. 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.

89. 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 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.

90. 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 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.

91. 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 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.

92. 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 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.