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Business Research Methods 9th Edition By Zikmund –
Test Bank
Sample Test

Chapter 6–Problem Definition: The Foundation of Business Research

Student:
______________________________________________________________
_____________

1. A decision statement is a written expression of the key question(s) that

a research user wishes to answer.
True False
2. The term problem definition refers to the process of defining and
developing a decision statement and the steps involved in translating it
into more precise research terminology, including a set of research
objectives.
True False

3. The problem definition stage is the easiest stage of the research

process.
True False

4. It is easier to define the problem in business situations that are not

cyclical.
True False

5. When a sudden change in the business situation takes place, it can be

easier to define the problem.
True False

6. A problem occurs when there is a difference between the current

conditions and a more preferable set of conditions.
True False

7. The first step in the problem-definition process is to determine the unit

of analysis.
True False

8. Conducting a situation analysis often requires exploratory research.

True False
9. One of the best ways to identify the symptoms of a problem is to
conduct a literature review.
True False

10. Interrogative techniques simply involve asking multiple what,

where, who, when, why, and how questions.
True False

11. Probing is an interview technique that tries to draw deeper and

more elaborate explanations from a discussion.
True False

12. Symptoms need to be translated into a problem and then a

decision statement.
True False

13. The situation analysis ends once researchers have a clear idea of
the managerial objectives from the research effort.
True False

14. The unit of analysis for a study indicates the level of significance
that will be acceptable for acting on the results.
True False

15. Sales, income, and age are examples of variables.

True False

16. A point estimate is something that does not change.

True False
17. An absolute variable is one that can take on a range of values that
correspond to some quantitative amount.
True False

18. An independent variable is a variable that is predicted and/or

explained by other variables.
True False

19. Research questions express the research objectives in terms of

questions that can be addressed by research.
True False

20. Managerial benchmarks specify a performance criterion upon

which a decision can be based.
True False

21. The greater the number of research objectives, the better the
research.
True False

22. A research proposal is a written statement of the research design.

True False

23. A wise researcher will not agree to do a research job for which no
written proposal exists.
True False
24. Basic business research refers to research usually performed by
academic researchers and supported by some public or private
institution.
True False

25. Tables placed in research proposals that are exact

representations of the actual tables that will show results in the final
report with the exception that the results are hypothetical (fictitious) are
referred to as surrogate tables.
True False

26. A written expression of the key question(s) that a research user

wishes to answer is referred to as a _____.
A. problem definition
B. decision statement
C. research proposal
D. hypothesis

27. An IT manager of a hospital needs to know the information

technology needs of the healthcare providers and office personnel, so
he decides to have research conducted. When he writes a list of key
questions that he wishes to answer through research, what is he
creating?
A. research proposal
B. written report
C. decision statement
D. hypotheses

28. When a researcher defines and develops a decision statement

and the steps involved in translating it into more precise research
terminology, he or she is involved in what process?
A. hypotheses development
B. research planning
 C. research process
D. problem definition

29. Which of the following make defining problems more difficult?

A. situation is recurring or routine
B. a dramatic change occurs
C. symptoms are scattered
D. symptoms are consistent

30. All of the following are gaps that represent problems EXCEPT
_____.
A. actual business performance is less than possible business
performance
B. actual business performance is greater than expected business
performance
C. actual business performance is worse than expected business
performance
D. expected business performance is greater than possible business
performance

31. Which of the following is the FIRST step of the problem definition
process?
A. determine the unit of analysis
B. identify the problem
C. identify key symptoms in the situation
D. determine the relevant variables

32. Once the researcher has identified the key symptoms and
identified the key problem(s) from those symptoms, what is the next
step the researcher will take in the problem-definition process?
A. determine the unit of analysis
B. write managerial decision statement and corresponding research
objectives
 C. determine the relevant variables and how to measure them
D. write research questions and/or research hypotheses

33. Which of the following is the LAST step of the problem definition
process?
A. write research questions and/or hypotheses
B. determine the relevant variables
C. determine the unit of analysis
D. understand the background of the problem

34. All of the following are steps in the problem-definition process

EXCEPT _____.
A. identify key problem(s) from symptoms
B. determine the unit of analysis
C. develop dummy tables
D. determine relevant variables

35. A(n) _____ involves the gathering of background information to

familiarize researchers and managers with the decision-making
environment.
A. situation analysis
B. exploratory review
C. environmental scan
D. preliminary analysis

36. A researcher is gathering background information to familiarize

himself with his new client’s business environment. He is analyzing
marketplace conditions and conducting interviews with employees of the
company. This researcher is conducting a _____.
A. gap analysis
B. pre-research analysis
C. basic analysis
D. situation analysis
37. All of the following are helpful hints that can be useful in the
interview process when attempting to understand the situation EXCEPT
_____.
A. develop hypotheses before conducting interviews
B. develop many alternative decisions and problems
C. think about possible solutions to the problem
D. be open-minded

38. A researcher is asking managers and line workers questions such

as what type of problems they experience, where they are most likely to
experience them, who is responsible for them, and how the problems
get resolved. Asking these what, where, who, when, why, and how
questions to get a better understanding of his client’s business decision-
making situation is an example of using _____.
A. peeling techniques
B. iceberg technique
C. 80/20 techniques
D. interrogative techniques

39. An interview technique that tries to draw deeper and more

elaborate explanations from the discussion is called _____.
A. probing
B. peeling
C. immersion
D. ethnography

40. Which of the following is the most important question a researcher

can ask when using a probing technique?
A. How does that make you feel?
B. Why do you think that is so?
C. What has changed?
D. What does _____ make you think of?
41. Which of the following essentially answers the question, “What
information is needed to address this situation?”
A. dependent variable
B. independent variable
C. research objectives
D. research design

42. When a researcher determines what or who should provide the

data and at what level of aggregation, he or she is determining the
_____.
A. hypotheses
B. research questions
C. analysis technique
D. unit of analysis

43. Which of the following is a possible unit of analysis in a research

study?
A. an employee
B. a sales region
C. a zip code area
D. all of these choices

44. In research, anything that varies or changes from one instance to

another is called a _____.
A. variable
B. constant
C. category
D. classification

45. A researcher is conducting an experiment in which different

formats of a prospectus sent to prospective investors are
manipulated. The format of the prospectus is considered to be a(n)
_____.
A. constant
 B. unit
C. dependent variable
D. variable

46. Something that does not change from one instance to another is
called a _____.
A. hypothesis
B. constant
C. variable
D. category

47. All of the following are types of variables EXCEPT _____.

A. continuous
B. categorical
C. constant
D. dependent

48. A variable that can take on a range of values that correspond to

some quantitative amount is called a _____.
A. categorical variable
B. continuous variable
C. classificatory variable
D. independent variable

49. What type of variable is “dollar sales volume”?

A. continuous variable
B. independent variable
C. categorical variable
D. classificatory variable

50. Which type of variable indicates membership in some group?

A. continuous variable
 B. categorical variable
C. lexicographic variable
D. dependent variable

51. Categorical variables are also called _____ variables.

A. independent
B. index
C. dependent
D. classificatory

52. What type of variable is “gender”?

A. continuous variable
B. primary variable
C. dependent variable
D. categorical variable

53. A(n) _____ is a process outcome or a variable that is predicted

and/or explained by other variables.
A. primary variable
B. absolute variable
C. dependent variable
D. independent variable

54. In the statement: “Years of sales experience is an important

predictor of dollar sales performance,” what type of variable is “dollar
sales performance”?
A. dependent variable
B. categorical variable
C. classificatory variable
D. independent variable
55. A(n) _____ variable is one that is expected to influence the
dependent variable in some way.
A. primary
B. interactive
C. independent
D. first-order

56. In the statement: “Years of sales experience is an important

variable in predicting unit sales performance,” what type of variable is
“years of experience”?
A. dependent variable
B. independent variable
C. categorical variable.
D. classificatory variable

57. Which of the following expresses the research objectives in terms

of questions that can be addressed by research?
A. situation analysis
B. dependent variable
C. research question
D. independent variable

58. A statement such as: “Increasing price five percent will cause
sales to drop by eight percent or more,” is an example of a _____.
A. hypothesis
B. dependent variable
C. problem definition
D. research objective

59. A specific performance criterion upon which a decision can be

based is called a(n) _____.
A. managerial action standard
B. managerial benchmark
 C. unit of analysis
D. standardized variable

60. A statement such as: “If our new floor cleaner reaches a local
market share of three percent after nine months of test marketing the
product in Phoenix, we will launch the product nationally,” is an example
of a _____.
A. hypothesis
B. situation analysis
C. managerial action standard
D. problem definition

61. A written statement of the research design is called a _____.

A. research hypothesis
B. research proposal
C. research question
D. research summary

62. Todd has prepared a document that includes the deliverables and
a definition of the problem for a research client. In this document, he
described how he will conduct a survey along with a schedule of costs
and deadlines. What is this document called?
A. research proposal
B. research statement
C. research blueprint
D. managerial action statement

63. _____ refers to basic research usually performed by academic

researchers that is financially supported by some public or private
institution, as in federal government grants.
A. Philanthropic business research
B. Priority business research
C. Underwritten business research
D. Funded business research
64. Sharon is a management professor who received a grant from the
American Management Association to study how employees make
decisions in cross-functional groups. Sharon’s research is _____.
A. applied business research
B. dependent business research
C. funded business research
D. analytical business research

65. Tables placed in a research proposal that are exact

representations of the actual tables that will show results in the final
report but contain hypothetical results are called _____.
A. dummy tables
B. surrogate tables
C. interim tables
D. placeholder tables

66. “What is to be measured in this research study?” is a fundamental

question to ask at the ______ stage of a research design.
________________________________________

67. A _____ is a written expression of the key question(s) that a

research user wishes to answer.
________________________________________

68. A(n) _____ occurs when there is a difference between the current
conditions and a more preferable set of conditions.
________________________________________
69. A preliminary study of background information that led up to the
current situation is called a(n) ______.
________________________________________

70. _____ is an interview technique that tries to draw deeper and

more elaborate explanations from a discussion with a decision maker.
________________________________________

71. A researcher is studying purchasing managers to determine how

they decide to use credit in purchase situations for their companies. In
this case, purchasing managers are the _____.
________________________________________

72. Anything that changes in value from one instance to another in a

research study is called a(n) ______.
________________________________________

73. Income is an example of a(n) ______ variable.

________________________________________

74. The variable that is measured to determine the outcome of the

research process is called the ______ variable.
________________________________________

75. If type of promotional offer is manipulated in an experiment to

determine its effect on consumers’ intent to purchase a product, the
type of promotional offer is the ______ variable.
________________________________________
76. The research objectives of a study are translated into research
________ that can be answered by the research study.
________________________________________

77. A performance criterion that expresses what a manager will do if a

criterion is achieved in a research study is called a(n) ______.
________________________________________

78. A written statement of the research design for a study is called the
_____ .
________________________________________

79. Basic research usually performed by academic researchers and

supported by some public or private institution is called _____ business
research.
________________________________________

80. Tables in a research proposal which contain fictitious, but realistic,

data of the likely outcome of the research study are referred to as
______ tables.
________________________________________

81. Define problem definition and discuss factors that make defining
problems more difficult.
82. What are the three types of gaps that may reflect a problem,
indicating that research may be needed to assist a business in making
some decision? Give an explanation of each.

83. A researcher has been hired by a business owner to help her

understand why she is losing customers. List the steps the researcher
should follow in defining the problem for this research study.

84. Devise a study that contains continuous, categorical, dependent,

and independent variables and the research objective(s) of your
study. Be sure to label each variable accordingly and identify the unit of
analysis in your study.

85. Explain the difference between research questions and

hypotheses.
 86. What is a research proposal and how is it useful for both the
researcher and the client?

87. How does a research proposal differ from the final research
report? What is the best way for the researcher to let management
know exactly what kind of results will be produced by the research?

Chapter 6–Problem Definition: The Foundation of Business Research Key

1. A decision statement is a written expression of the key question(s) that

a research user wishes to answer.
TRUE

2. The term problem definition refers to the process of defining and

developing a decision statement and the steps involved in translating it
into more precise research terminology, including a set of research
 objectives.
TRUE

3. The problem definition stage is the easiest stage of the research

process.
FALSE

4. It is easier to define the problem in business situations that are not

cyclical.
FALSE

5. When a sudden change in the business situation takes place, it can be

easier to define the problem.
TRUE

6. A problem occurs when there is a difference between the current

conditions and a more preferable set of conditions.
TRUE

7. The first step in the problem-definition process is to determine the unit

of analysis.
FALSE

8. Conducting a situation analysis often requires exploratory research.

TRUE

9. One of the best ways to identify the symptoms of a problem is to

conduct a literature review.
FALSE
10. Interrogative techniques simply involve asking multiple what,
where, who, when, why, and how questions.
TRUE

11. Probing is an interview technique that tries to draw deeper and

more elaborate explanations from a discussion.
TRUE

12. Symptoms need to be translated into a problem and then a

decision statement.
TRUE

13. The situation analysis ends once researchers have a clear idea of
the managerial objectives from the research effort.
TRUE

14. The unit of analysis for a study indicates the level of significance
that will be acceptable for acting on the results.
FALSE

15. Sales, income, and age are examples of variables.

TRUE

16. A point estimate is something that does not change.

FALSE
17. An absolute variable is one that can take on a range of values that
correspond to some quantitative amount.
FALSE

18. An independent variable is a variable that is predicted and/or

explained by other variables.
FALSE

19. Research questions express the research objectives in terms of

questions that can be addressed by research.
TRUE

20. Managerial benchmarks specify a performance criterion upon

which a decision can be based.
FALSE

21. The greater the number of research objectives, the better the
research.
FALSE

22. A research proposal is a written statement of the research design.

TRUE

23. A wise researcher will not agree to do a research job for which no
written proposal exists.
TRUE

24. Basic business research refers to research usually performed by

academic researchers and supported by some public or private
 institution.
FALSE

25. Tables placed in research proposals that are exact

representations of the actual tables that will show results in the final
report with the exception that the results are hypothetical (fictitious) are
referred to as surrogate tables.
FALSE

26. A written expression of the key question(s) that a research user

wishes to answer is referred to as a _____.
A.problem definition
B. decision statement
C. research proposal
D. hypothesis

27. An IT manager of a hospital needs to know the information

technology needs of the healthcare providers and office personnel, so
he decides to have research conducted. When he writes a list of key
questions that he wishes to answer through research, what is he
creating?
A.research proposal
B. written report
C. decision statement
D. hypotheses

28. When a researcher defines and develops a decision statement

and the steps involved in translating it into more precise research
terminology, he or she is involved in what process?
A.hypotheses development
B. research planning
C. research process
D. problem definition
29. Which of the following make defining problems more difficult?
A.situation is recurring or routine
B. a dramatic change occurs
C. symptoms are scattered
D. symptoms are consistent

30. All of the following are gaps that represent problems EXCEPT
_____.
A.actual business performance is less than possible business
performance
B. actual business performance is greater than expected business
performance
C. actual business performance is worse than expected business
performance
D. expected business performance is greater than possible business
performance

31. Which of the following is the FIRST step of the problem definition
process?
A.determine the unit of analysis
B. identify the problem
C. identify key symptoms in the situation
D. determine the relevant variables

32. Once the researcher has identified the key symptoms and
identified the key problem(s) from those symptoms, what is the next
step the researcher will take in the problem-definition process?
A.determine the unit of analysis
B. write managerial decision statement and corresponding research
objectives
C. determine the relevant variables and how to measure them
D. write research questions and/or research hypotheses
33. Which of the following is the LAST step of the problem definition
process?
A.write research questions and/or hypotheses
B. determine the relevant variables
C. determine the unit of analysis
D. understand the background of the problem

34. All of the following are steps in the problem-definition process

EXCEPT _____.
A.identify key problem(s) from symptoms
B. determine the unit of analysis
C. develop dummy tables
D. determine relevant variables

35. A(n) _____ involves the gathering of background information to

familiarize researchers and managers with the decision-making
environment.
A.situation analysis
B. exploratory review
C. environmental scan
D. preliminary analysis

36. A researcher is gathering background information to familiarize

himself with his new client’s business environment. He is analyzing
marketplace conditions and conducting interviews with employees of the
company. This researcher is conducting a _____.
A.gap analysis
B. pre-research analysis
C. basic analysis
D. situation analysis

37. All of the following are helpful hints that can be useful in the
interview process when attempting to understand the situation EXCEPT
_____.
 A.develop hypotheses before conducting interviews
B. develop many alternative decisions and problems
C. think about possible solutions to the problem
D. be open-minded

38. A researcher is asking managers and line workers questions such

as what type of problems they experience, where they are most likely to
experience them, who is responsible for them, and how the problems
get resolved. Asking these what, where, who, when, why, and how
questions to get a better understanding of his client’s business decision-
making situation is an example of using _____.
A.peeling techniques
B. iceberg technique
C. 80/20 techniques
D. interrogative techniques

39. An interview technique that tries to draw deeper and more

elaborate explanations from the discussion is called _____.
A.probing
B. peeling
C. immersion
D. ethnography

40. Which of the following is the most important question a researcher

can ask when using a probing technique?
A.How does that make you feel?
B. Why do you think that is so?
C. What has changed?
D. What does _____ make you think of?

41. Which of the following essentially answers the question, “What

information is needed to address this situation?”
A.dependent variable
B. independent variable
 C.research objectives
D. research design

42. When a researcher determines what or who should provide the

data and at what level of aggregation, he or she is determining the
_____.
A.hypotheses
B. research questions
C. analysis technique
D. unit of analysis

43. Which of the following is a possible unit of analysis in a research

study?
A.an employee
B. a sales region
C. a zip code area
D. all of these choices

44. In research, anything that varies or changes from one instance to

another is called a _____.
A.variable
B. constant
C. category
D. classification

45. A researcher is conducting an experiment in which different

formats of a prospectus sent to prospective investors are
manipulated. The format of the prospectus is considered to be a(n)
_____.
A.constant
B. unit
C. dependent variable
D. variable
46. Something that does not change from one instance to another is
called a _____.
A.hypothesis
B. constant
C. variable
D. category

47. All of the following are types of variables EXCEPT _____.

A.continuous
B. categorical
C. constant
D. dependent

48. A variable that can take on a range of values that correspond to

some quantitative amount is called a _____.
A.categorical variable
B. continuous variable
C. classificatory variable
D. independent variable

49. What type of variable is “dollar sales volume”?

A.continuous variable
B. independent variable
C. categorical variable
D. classificatory variable

50. Which type of variable indicates membership in some group?

A.continuous variable
B. categorical variable
C. lexicographic variable
D. dependent variable
51. Categorical variables are also called _____ variables.
A.independent
B. index
C. dependent
D. classificatory

52. What type of variable is “gender”?

A.continuous variable
B. primary variable
C. dependent variable
D. categorical variable

53. A(n) _____ is a process outcome or a variable that is predicted

and/or explained by other variables.
A.primary variable
B. absolute variable
C. dependent variable
D. independent variable

54. In the statement: “Years of sales experience is an important

predictor of dollar sales performance,” what type of variable is “dollar
sales performance”?
A.dependent variable
B. categorical variable
C. classificatory variable
D. independent variable

55. A(n) _____ variable is one that is expected to influence the

dependent variable in some way.
A.primary
B. interactive
 C.independent
D. first-order

56. In the statement: “Years of sales experience is an important

variable in predicting unit sales performance,” what type of variable is
“years of experience”?
A.dependent variable
B. independent variable
C. categorical variable.
D. classificatory variable

57. Which of the following expresses the research objectives in terms

of questions that can be addressed by research?
A.situation analysis
B. dependent variable
C. research question
D. independent variable

58. A statement such as: “Increasing price five percent will cause
sales to drop by eight percent or more,” is an example of a _____.
A.hypothesis
B. dependent variable
C. problem definition
D. research objective

59. A specific performance criterion upon which a decision can be

based is called a(n) _____.
A.managerial action standard
B. managerial benchmark
C. unit of analysis
D. standardized variable
60. A statement such as: “If our new floor cleaner reaches a local
market share of three percent after nine months of test marketing the
product in Phoenix, we will launch the product nationally,” is an example
of a _____.
A.hypothesis
B. situation analysis
C. managerial action standard
D. problem definition

61. A written statement of the research design is called a _____.

A.research hypothesis
B. research proposal
C. research question
D. research summary

62. Todd has prepared a document that includes the deliverables and
a definition of the problem for a research client. In this document, he
described how he will conduct a survey along with a schedule of costs
and deadlines. What is this document called?
A.research proposal
B. research statement
C. research blueprint
D. managerial action statement

63. _____ refers to basic research usually performed by academic

researchers that is financially supported by some public or private
institution, as in federal government grants.
A.Philanthropic business research
B. Priority business research
C. Underwritten business research
D. Funded business research

64. Sharon is a management professor who received a grant from the

American Management Association to study how employees make
 decisions in cross-functional groups. Sharon’s research is _____.
A.applied business research
B. dependent business research
C. funded business research
D. analytical business research

65. Tables placed in a research proposal that are exact

representations of the actual tables that will show results in the final
report but contain hypothetical results are called _____.
A.dummy tables
B. surrogate tables
C. interim tables
D. placeholder tables

66. “What is to be measured in this research study?” is a fundamental

question to ask at the ______ stage of a research design.
problem definition

67. A _____ is a written expression of the key question(s) that a

research user wishes to answer.
decision statement

68. A(n) _____ occurs when there is a difference between the current
conditions and a more preferable set of conditions.
problem

69. A preliminary study of background information that led up to the

current situation is called a(n) ______.
situation analysis
70. _____ is an interview technique that tries to draw deeper and
more elaborate explanations from a discussion with a decision maker.
Probing

71. A researcher is studying purchasing managers to determine how

they decide to use credit in purchase situations for their companies. In
this case, purchasing managers are the _____.
unit of analysis

72. Anything that changes in value from one instance to another in a

research study is called a(n) ______.
variable

73. Income is an example of a(n) ______ variable.

continuous

74. The variable that is measured to determine the outcome of the

research process is called the ______ variable.
dependent

75. If type of promotional offer is manipulated in an experiment to

determine its effect on consumers’ intent to purchase a product, the
type of promotional offer is the ______ variable.
independent

76. The research objectives of a study are translated into research

________ that can be answered by the research study.
questions
 77. A performance criterion that expresses what a manager will do if a
criterion is achieved in a research study is called a(n) ______.
managerial action standard

78. A written statement of the research design for a study is called the
_____ .
research proposal

79. Basic research usually performed by academic researchers and

supported by some public or private institution is called _____ business
research.
funded

80. Tables in a research proposal which contain fictitious, but realistic,

data of the likely outcome of the research study are referred to as
______ tables.
dummy

81. Define problem definition and discuss factors that make defining
problems more difficult.

Problem definition is the process of defining and developing a decision

statement and the steps involved in translating it into more precise research
terminology, including a set of research objectives. Factors that make it more
difficult to define problems include:
(1) Situation frequency – recurring and/or routine situations allow easier
problem definition and may even be automated through a company’s DSS.
(2) Dramatic changes – it is easier to define the problem when a sudden
change in the business situation takes place.
(3) How widespread are the symptoms? – the more scattered any symptoms
are, the more difficult it is to put them together into some coherent problem.
(4) Symptom ambiguity – the higher the ambiguity, the more difficult it is to
define the problem.
 82. What are the three types of gaps that may reflect a problem,
indicating that research may be needed to assist a business in making
some decision? Give an explanation of each.

The gap can come about in a number of ways:

(1) Business performance is worse than expected business performance. For
example, sales, profits, and margins could be below targets set by
management. Or employee turnover is higher than expected.
(2) Actual business performance is less than possible business
performance. Realization of this gap first requires that management has
some idea of what is possible.
(3) Expected business performance is greater than possible business
performance. This could be due to management having an unrealistic view of
possible performance levels.

83. A researcher has been hired by a business owner to help her

understand why she is losing customers. List the steps the researcher
should follow in defining the problem for this research study.

(1) Understand the business situation by identifying key symptoms

(2) Identify key problem(s) from symptoms
(3) Write managerial decision statement and corresponding research
objectives
(4) Determine the unit of analysis
(5) Determine the relevant variables
(6) Write research questions and/or research hypotheses

84. Devise a study that contains continuous, categorical, dependent,

and independent variables and the research objective(s) of your
study. Be sure to label each variable accordingly and identify the unit of
analysis in your study.

Students’ applications will vary, but they should demonstrate an

understanding of what a variable is and the types of variables. A variable is
anything that varies or changes from one instance to another. A continuous
variable is one that can take on a range of values that correspond to some
quantitative amount. Age, sales, or satisfaction are examples. Categorical
variables indicate membership in some group. For example, male/female;
freshman, sophomore, junior, or senior. A dependent variable is a process
outcome or a variable that is predicted and/or explained by other
variables. An independent variable is one that is expected to influence the
dependent variable in some way. For example, advertising expenditures
(independent variable) might influence sales (dependent
variable). Independent and dependent variables can be continuous variables
or categorical variables.

85. Explain the difference between research questions and

hypotheses.

Research questionsexpress the research objectives in terms of questions that

can be addressed by research. For example, a research question might be
“Are consumers’ perceptions of food quality, price, and atmosphere related to
customer loyalty?” Hypotheses are more specific than research
questions. One key distinction between research questions and hypotheses
is that hypotheses can generally specify the direction of a relationship. For
example, a hypothesis might be stated as, “Food quality perceptions are
related positively to customer commitment toward a restaurant.” At times, a
researcher may suspect that two variables are related but have insufficient
theoretical rationale to support the relationship as positive or negative. In this
case, hypotheses cannot be offered. At times in research, particularly in
exploratory research, a proposal can only offer research questions. Research
hypotheses are much more specific and therefore require considerably more
theoretical support. In addition, research questions are interrogative, whereas
research hypotheses are declarative.

86. What is a research proposal and how is it useful for both the
researcher and the client?

The research proposal is a written statement of the research design. It

includes a statement explaining the purpose of the study (in the form of
research objectives or deliverables) and a definition of the problem, often in
the form of a decision statement. It outlines the particular research
methodology and details procedures that will be used during each stage of the
research process. Normally a schedule of costs and deadlines is included. It
becomes the primary communication document between the researcher and
the research user.
A research proposal is useful to both the researcher and the client in two
ways:
(1) Planning tool – forces the researcher to think critically about each stage of
the research process. Research clients evaluate the proposed study with
particular emphasis on whether or not it will provide useful information and
whether it will do so within a reasonable budget. It helps managers decide if
the proper information will be obtained and if the proposed research will
accomplish what is desired.
(2) Contract – serves as the researcher’s bid to offer a specific service. Both
the researcher and client should sign the proposal indicating agreement on
what will be done. Thus, it is a record of the researcher’s obligations and
provides a standard for determining whether the actual research was
conducted as originally planned.

87. How does a research proposal differ from the final research
report? What is the best way for the researcher to let management
know exactly what kind of results will be produced by the research?

The proposal and the final research report will contain much of the same
information. The proposal describes the data collection, measurement, data
analysis, and so forth, in future tense. In the report, the actual results are
presented. In this sense, the proposal anticipates the research
outcome. Perhaps the best way to let management know exactly what kind of
results will be produced by research is by using dummy tables. Dummy
tables are placed in research proposals and are exact representations of the
actual tables that will show results in the final report with one exception: the
results are hypothetical. A researcher can present dummy tables to the
decision maker and ask if he or she can make a decision based on findings
like these.