Exam 23: Report Preparation and

The section of the marketing research report 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.

When it is said that a report should be concise, it is meant that it should be as brief as possible but not at the expense of completeness.

Report formats are likely to vary based on all of the following except .

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

When writing the final report, the researcher should draw conclusions but should not make recommendations.

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

What are the advantages to publishing marketing research reports on the Web?

In the United Airlines example given in your text, it was stated that all departments of the company used the results of its in- flight customer satisfaction survey. Which department used the customer satisfaction report to evaluate the performance of United, both internally in achieving its goals, and externally compared to the competition?

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

The key to an effective presentation is preparation.

Effective oral presentation techniques include all of the following except .

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

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.

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?

are an attractive way of illustrating trends and changes over time.

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

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.

In order for the report to accurately present the methodology, results, and conclusions of the project, without slanting the findings to conform to the expectations of management, the research must be .

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.

To what length should the researcher go when writing the conclusions and recommendations section of the marketing research report?