Question 1

Report preparation and presentation is the final step in the marketing research project.

Accepted Answer

A) True 
 B)False

Question 2

The section contains a clear statement of the management decision problem and the marketing research problem.

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

Question 3

Define the "Tell 'Em" principle and the "KISS 'Em" principle.

Accepted Answer

The "Tell 'Em" principle is effective fo

Question 4

can communicate relative location and other comparative information.

Accepted Answer

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

Question 5

Information such as the title of the report, information about the researcher or organization conducting the research, the name of the client and the date of release should appear on/in the .

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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 8

The oral presentation is not important because the executives are also given a written report with all the important information in it.

Accepted Answer

A) True 
 B)False

Question 9

The letter of transmittal does all of the following except .

Accepted Answer

A)  identifies the need for further action on the part of the client 
B)  discusses the major results 
C)  summarizes the researcher's overall experiences with the project 
D)  all of the above 
A)  identifies the need for further action on the part of the client 
B)  discusses the major results 
C)  summarizes the researcher's overall experiences with the project 
D)  all of the above

Question 10

Which statement is not true about the report preparation and presentation process?

Accepted Answer

A)  The researcher should assist the client in understanding the report. 
B)  The findings should be presented in such a way that they can be used directly as input into decision making. 
C)  The researcher should assist the client in evaluating the research process in retrospect. 
D)  Conclusions should be drawn but recommendations should not be made. 
A)  The researcher should assist the client in understanding the report. 
B)  The findings should be presented in such a way that they can be used directly as input into decision making. 
C)  The researcher should assist the client in evaluating the research process in retrospect. 
D)  Conclusions should be drawn but recommendations should not be made.

Question 11

Which of the following is a way in which the researcher might assist the client after the marketing research report has been presented?

Accepted Answer

A)  further research projects 
B)  help the client firm make the information generated in the marketing research project a part of the firm's marketing (management) information system (MIS) and decision support system (DSS) 
C)  selection of a new product or advertising agency, development of a pricing policy, marketing segmentation, or other marketing actions 
D)  all of the above 
A)  further research projects 
B)  help the client firm make the information generated in the marketing research project a part of the firm's marketing (management) information system (MIS) and decision support system (DSS) 
C)  selection of a new product or advertising agency, development of a pricing policy, marketing segmentation, or other marketing actions 
D)  all of the above

Question 12

A marketing research report should do all of the following except .

Accepted Answer

A)  take into account the reader's technical sophistication and interest in the project 
B)  take into account the circumstances under which the report will be read 
C)  be written for a specific reader or readers 
D)  use technical jargon 
A)  take into account the reader's technical sophistication and interest in the project 
B)  take into account the circumstances under which the report will be read 
C)  be written for a specific reader or readers 
D)  use technical jargon

Question 13

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 14

It is o.k. to include only the major headings and subheadings in the table of contents.

Accepted Answer

A) True 
 B)False

Question 15

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 16

If you are trying to determine the best way to present data in a table, you should refer to the for suggestions.

Accepted Answer

A)  guidelines for oral presentations 
B)  guidelines for report writing 
C)  guidelines for tables 
D)  guidelines for graphs 
A)  guidelines for oral presentations 
B)  guidelines for report writing 
C)  guidelines for tables 
D)  guidelines for graphs

Question 17

Often the researcher must cater to the needs of several audiences with different levels of technical sophistication and interest in the project. Such conflicting needs may be met by including different sections in the report for different readers. Under no circumstances should separate reports be written.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

The arrangement of data items in a table should emphasize the most significant aspect of the data.

Accepted Answer

A) True 
 B)False

Exam 23: Report Preparation and

Report preparation and presentation is the final step in the marketing research project.

The section contains a clear statement of the management decision problem and the marketing research problem.

Define the "Tell 'Em" principle and the "KISS 'Em" principle.

can communicate relative location and other comparative information.

Information such as the title of the report, information about the researcher or organization conducting the research, the name of the client and the date of release should appear on/in the .

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

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

The oral presentation is not important because the executives are also given a written report with all the important information in it.

The letter of transmittal does all of the following except .

Which statement is not true about the report preparation and presentation process?

Which of the following is a way in which the researcher might assist the client after the marketing research report has been presented?

A marketing research report should do all of the following except .

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

It is o.k. to include only the major headings and subheadings in the table of contents.

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

If you are trying to determine the best way to present data in a table, you should refer to the for suggestions.

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

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

The arrangement of data items in a table should emphasize the most significant aspect of the data.

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