Question 1

Which of the following is not a special concern for international research during report preparation and presentation?

Accepted Answer

A) the need to prepare reports for management in different countries and in different languages 
B) the presenter should be sensitive to cultural norms 
C) the subjective experience and gut feelings of managers could vary widely across countries,necessitating that different recommendations be made for implementing the research findings in different countries 
D) whether clients should use the research results in an ethical manner 
A) the need to prepare reports for management in different countries and in different languages 
B) the presenter should be sensitive to cultural norms 
C) the subjective experience and gut feelings of managers could vary widely across countries,necessitating that different recommendations be made for implementing the research findings in different countries 
D) whether clients should use the research results in an ethical manner

Question 2

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

Accepted Answer

A) True 
 B)False

Question 3

Discuss why the report and its presentation are important parts of the marketing research project.

Accepted Answer

The report and its presentation are impo

Question 4

If you are trying to decide if something should be included or left out of the marketing research report,you are being mindful of the ________ element of report writing.

Accepted Answer

A) terse 
B) comprehensive 
C) objective 
D) none of the above 
A) terse 
B) comprehensive 
C) objective 
D) none of the above

Question 5

After the presentation,key executives in the client firm should be given time to read the report in detail.

Accepted Answer

A) True 
 B)False

Question 6

When developing a table,the footnotes should come after the source notes.

Accepted Answer

A) True 
 B)False

Question 7

If managers evaluate the quality of the entire project based on the quality of the report and presentation,which reason for the importance of the report and presentation most applies?

Accepted Answer

A) Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation. 
B) The involvement of many marketing managers in the project is limited to the written report and the oral presentation. 
C) Management decisions are guided by the report and the presentation.The researcher should assist the client in evaluating the research process in retrospect. 
D) The report and presentation are the tangible products of the research effort. 
A) Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation. 
B) The involvement of many marketing managers in the project is limited to the written report and the oral presentation. 
C) Management decisions are guided by the report and the presentation.The researcher should assist the client in evaluating the research process in retrospect. 
D) The report and presentation are the tangible products of the research effort.

Question 8

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

Accepted Answer

A) True 
 B)False

Question 9

The results section is normally the longest part of the report and may comprise several chapters.

Accepted Answer

A) True 
 B)False

Question 10

A letter of transmittal authorizes the researcher to proceed with the project.

Accepted Answer

A) True 
 B)False

Question 11

The techniques used for analysis should be described in detailed non-technical terms.

Accepted Answer

A) True 
 B)False

Question 12

What is AS Visual Analytics?

Accepted Answer

The SAS Visual Analytics has autochartin

Question 13

The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes,such as projecting them to unintended populations.

Accepted Answer

A) True 
 B)False

Question 14

The key to an effective presentation is preparation.

Accepted Answer

A) True 
 B)False

Question 15

As a follow-up to the marketing research report,the researcher might assist the client with implementing the findings.

Accepted Answer

A) True 
 B)False

Question 16

If the client was pleased with the research project and report,there is no need for the researcher to evaluate the research project.

Accepted Answer

A) True 
 B)False

Question 17

The conclusions and recommendations section should only include a summary of the statistical results.

Accepted Answer

A) True 
 B)False

Question 18

All of the following should be considered when writing the marketing research report except ________.

Accepted Answer

A) how easy the report is to follow 
B) the arrangement of data items 
C) who the reader will be 
D) how to present the information objectively 
A) how easy the report is to follow 
B) the arrangement of data items 
C) who the reader will be 
D) how to present the information objectively

Question 19

The research design section contains a description of the theoretical foundations that guided the research,any analytical models formulated,research questions,hypotheses,and the factors that influenced the research design.

Accepted Answer

A) True 
 B)False

Question 20

Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?

Accepted Answer

A) The report should assume that the reader has prior knowledge of the problem situation and all the relevant information. 
B) The report should include a discussion of the information needs,data-collection methods,scaling techniques,questionnaire design and pre-testing,sampling techniques,and fieldwork. 
C) The interpretation of the basic results should be differentiated from the results per se. 
D) Factors that limit the generalizability of the findings,such as the nature and representativeness of the sample,mode and time of data collection,and various sources of error should be clearly identified. 
A) The report should assume that the reader has prior knowledge of the problem situation and all the relevant information. 
B) The report should include a discussion of the information needs,data-collection methods,scaling techniques,questionnaire design and pre-testing,sampling techniques,and fieldwork. 
C) The interpretation of the basic results should be differentiated from the results per se. 
D) Factors that limit the generalizability of the findings,such as the nature and representativeness of the sample,mode and time of data collection,and various sources of error should be clearly identified.

Exam 23: Report Preparation and Presentation

Which of the following is not a special concern for international research during report preparation and presentation?

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

Discuss why the report and its presentation are important parts of the marketing research project.

If you are trying to decide if something should be included or left out of the marketing research report,you are being mindful of the ________ element of report writing.

After the presentation,key executives in the client firm should be given time to read the report in detail.

When developing a table,the footnotes should come after the source notes.

If managers evaluate the quality of the entire project based on the quality of the report and presentation,which reason for the importance of the report and presentation most applies?

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

The results section is normally the longest part of the report and may comprise several chapters.

A letter of transmittal authorizes the researcher to proceed with the project.

The techniques used for analysis should be described in detailed non-technical terms.

What is AS Visual Analytics?

The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes,such as projecting them to unintended populations.

The key to an effective presentation is preparation.

As a follow-up to the marketing research report,the researcher might assist the client with implementing the findings.

If the client was pleased with the research project and report,there is no need for the researcher to evaluate the research project.

The conclusions and recommendations section should only include a summary of the statistical results.

All of the following should be considered when writing the marketing research report except ________.

The research design section contains a description of the theoretical foundations that guided the research,any analytical models formulated,research questions,hypotheses,and the factors that influenced the research design.

Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Filters