Question 1

What are the steps in the report preparation process (Figure 22.1 in the text)?

Accepted Answer

1.problem definition,approach,research d

Question 2

________ can communicate relative location and other comparative information.

Accepted Answer

A) Pie charts 
B) Pictographs 
C) Schematic figures and flow charts 
D) Geographic maps 
A) Pie charts 
B) Pictographs 
C) Schematic figures and flow charts 
D) Geographic maps

Question 3

Discuss report dissemination in the context of mobile marketing research.

Accepted Answer

In the current on-the-go environment,fir

Question 4

List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.

Accepted Answer

Report preparation and presentation invo

Question 5

While each report is unique,report formats do not vary with the researcher or the marketing research firm conducting the project,the client for whom the project is being conducted or the nature of the project itself.

Accepted Answer

A) True 
 B)False

Question 6

The histogram is a horizontal bar chart in which the width of the bars represents the relative or cumulative frequency of occurrence of a specific variable.

Accepted Answer

A) True 
 B)False

Question 7

The ________ section of the marketing research report highlights the discussions with the decision makers and industry experts,and discusses the secondary data analysis,the qualitative research that was conducted,and the factors that were considered.

Accepted Answer

A) table of contents 
B) approach to the problem 
C) title page 
D) problem definition 
A) table of contents 
B) approach to the problem 
C) title page 
D) problem definition

Question 8

________ can be used to display the steps or components of a process.

Accepted Answer

A) Pie charts 
B) Pictographs 
C) Schematic figures and flow charts 
D) Geographic maps 
A) Pie charts 
B) Pictographs 
C) Schematic figures and flow charts 
D) Geographic maps

Question 9

It is unethical to draw conclusions if data analysis did not reveal anything new or significant.

Accepted Answer

A) True 
 B)False

Question 10

A ________ can be used to present absolute and relative magnitudes,differences,and change.

Accepted Answer

A) line chart 
B) pictograph 
C) bar chart 
D) histogram 
A) line chart 
B) pictograph 
C) bar chart 
D) histogram

Question 11

A list of tables,list of graphs,list of appendices,and list of exhibits are found in which part of the marketing research report?

Accepted Answer

A) table of contents 
B) letter of transmittal 
C) letter of authorization 
D) executive summary 
A) table of contents 
B) letter of transmittal 
C) letter of authorization 
D) executive summary

Question 12

A pie chart is useful for displaying relationships over time or relationships among several variables.

Accepted Answer

A) True 
 B)False

Question 13

A logical organization leads to a coherent marketing research report.

Accepted Answer

A) True 
 B)False

Question 14

Which statement is not true about the research design section of the marketing research report?

Accepted Answer

A) The topics should be presented in a non-technical,easy to understand manner. 
B) The technical detail should be included in an appendix. 
C) A description of the theoretical foundations that guided the research should be included. 
D) This section of the report should justify the specific methods selected. 
A) The topics should be presented in a non-technical,easy to understand manner. 
B) The technical detail should be included in an appendix. 
C) A description of the theoretical foundations that guided the research should be included. 
D) This section of the report should justify the specific methods selected.

Question 15

________ are used to set off data items in the written report.

Accepted Answer

A) Leaders 
B) White spaces 
C) Dots 
D) Hyphens 
A) Leaders 
B) White spaces 
C) Dots 
D) Hyphens

Question 16

Ethical issues arise when ________.

Accepted Answer

A) client firms such as tobacco companies,use marketing research findings to formulate questionable marketing programs 
B) a client distorts the research findings to develop a biased advertising campaign that makes brand claims that have not been substantiated by marketing research 
C) the marketing research problem is defined to suit hidden agendas 
D) All of the above are correct. 
A) client firms such as tobacco companies,use marketing research findings to formulate questionable marketing programs 
B) a client distorts the research findings to develop a biased advertising campaign that makes brand claims that have not been substantiated by marketing research 
C) the marketing research problem is defined to suit hidden agendas 
D) All of the above are correct.

Question 17

Variation in type size and skillful use of white space can take away from the appearance and readability of the marketing research report.

Accepted Answer

A) True 
 B)False

Question 18

________ do not depict results precisely,hence,caution should be exercised when using them.

Accepted Answer

A) Line charts 
B) Pictographs 
C) Bar charts 
D) Histograms 
A) Line charts 
B) Pictographs 
C) Bar charts 
D) Histograms

Question 19

As a general guideline,a pie chart should not require more than ________ sections.

Accepted Answer

A) six 
B) seven 
C) eight 
D) ten 
A) six 
B) seven 
C) eight 
D) ten

Question 20

The ________ is often the only portion of the marketing research report that executives read.

Accepted Answer

A) title page 
B) letter of transmittal 
C) letter of authorization 
D) executive summary 
A) title page 
B) letter of transmittal 
C) letter of authorization 
D) executive summary

Exam 23: Report Preparation and Presentation

What are the steps in the report preparation process (Figure 22.1 in the text)?

________ can communicate relative location and other comparative information.

Discuss report dissemination in the context of mobile marketing research.

List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.

While each report is unique,report formats do not vary with the researcher or the marketing research firm conducting the project,the client for whom the project is being conducted or the nature of the project itself.

The histogram is a horizontal bar chart in which the width of the bars represents the relative or cumulative frequency of occurrence of a specific variable.

The ________ section of the marketing research report highlights the discussions with the decision makers and industry experts,and discusses the secondary data analysis,the qualitative research that was conducted,and the factors that were considered.

________ can be used to display the steps or components of a process.

It is unethical to draw conclusions if data analysis did not reveal anything new or significant.

A ________ can be used to present absolute and relative magnitudes,differences,and change.

A list of tables,list of graphs,list of appendices,and list of exhibits are found in which part of the marketing research report?

A pie chart is useful for displaying relationships over time or relationships among several variables.

A logical organization leads to a coherent marketing research report.

Which statement is not true about the research design section of the marketing research report?

________ are used to set off data items in the written report.

Ethical issues arise when ________.

Variation in type size and skillful use of white space can take away from the appearance and readability of the marketing research report.

________ do not depict results precisely,hence,caution should be exercised when using them.

As a general guideline,a pie chart should not require more than ________ sections.

The ________ is often the only portion of the marketing research report that executives read.

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