Question 1

The authorizes the researcher to proceed with the project and specifies the scope and the terms of the contract.

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 C

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

If you are trying to write about the budget, timeframe, and other organizational constraints pertaining to the marketing research project without eroding the client's confidence in the research or unduly minimizing the importance of those topics, you are working on the section of the marketing research report.

Accepted Answer

A)  approach 
B)  limits and caveats 
C)  problem definition 
D)  research design 
A)  approach 
B)  limits and caveats 
C)  problem definition 
D)  research design B

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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 6

The researcher should remember that the rule is, "Tell it like it is" when writing the objective section of the marketing research report.

Accepted Answer

A) True 
 B)False

Question 7

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 8

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

Accepted Answer

A) True 
 B)False

Question 9

Discuss the results section of the marketing research report.

Accepted Answer

The results section is normally the long

Question 10

The marketing research report serves as a historical record of the project.

Accepted Answer

A) True 
 B)False

Question 11

Ethical issues arise when .

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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)  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. 
C)  The interpretation of the basic results should be differentiated from the results per se. 
D)  The report should include a discussion of the information needs, data- collection methods, scaling techniques, questionnaire design and pre- testing, sampling techniques, and fieldwork. 
A)  The report should assume that the reader has prior knowledge of the problem situation and all the relevant information. 
B)  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. 
C)  The interpretation of the basic results should be differentiated from the results per se. 
D)  The report should include a discussion of the information needs, data- collection methods, scaling techniques, questionnaire design and pre- testing, sampling techniques, and fieldwork.

Question 14

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 15

How can the marketing researcher make the report appropriate for audiences with different levels of technical sophistication and interest in the project?

Accepted Answer

Such conflicting needs may be

Question 16

If you are deliberating over whether to call the marketing research report "Practices Followed in Selecting Long- Distance Carriers" or "Long Distance Service Study," you are concerned with which elements of the marketing research report?

Accepted Answer

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

Question 17

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

Question 18

The executive summary should be the first part of the report written.

Accepted Answer

A) True 
 B)False

Question 19

The marketing research report could be distributed in a variety of formats including hard copy and electronic. However, it is not advisable that research reports be published or posted directly to the Web.

Accepted Answer

A) True 
 B)False

Question 20

Every table should have a number.

Accepted Answer

A) True 
 B)False

Exam 23: Report Preparation and

The authorizes the researcher to proceed with the project and specifies the scope and the terms of the contract.

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

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

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.

The researcher should remember that the rule is, "Tell it like it is" when writing the objective section of the marketing research report.

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

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

Discuss the results section of the marketing research report.

The marketing research report serves as a historical record of the project.

Ethical issues arise when .

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

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

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.

How can the marketing researcher make the report appropriate for audiences with different levels of technical sophistication and interest in the project?

If you are deliberating over whether to call the marketing research report "Practices Followed in Selecting Long- Distance Carriers" or "Long Distance Service Study," you are concerned with which elements of the marketing research report?

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.

The executive summary should be the first part of the report written.

The marketing research report could be distributed in a variety of formats including hard copy and electronic. However, it is not advisable that research reports be published or posted directly to the Web.

Every table should have a number.

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Measurement and Scaling

Questionnaire and Form

Sampling: Design and

Sampling: Final and Initial

Fieldwork

Data Preparation

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Multidimensional Scaling and

Structural Equation Modeling

International Marketing

Filters