Question 1

Marketing research reports are ________,and you must consider both in all phases of the research process,including planning the report.

Accepted Answer

A) written for mid- and upper-level management 
B) written for both paper and electronic presentations 
C) primarily focused on communicating statistics and meaning of charts 
D) tailored to specific audiences and purposes 
A) written for mid- and upper-level management 
B) written for both paper and electronic presentations 
C) primarily focused on communicating statistics and meaning of charts 
D) tailored to specific audiences and purposes D

Question 2

A well-organized report,with appropriate headings and subheadings,will:

Accepted Answer

A) Substantially improve readability. 
B) Be more likely to help win additional business. 
C) Gain more attention from top management. 
D) Add credibility to the overall research effort. 
A) Substantially improve readability. 
B) Be more likely to help win additional business. 
C) Gain more attention from top management. 
D) Add credibility to the overall research effort. A

Question 3

Citing the work of others not only allows the researcher to avoid charges of plagiarism but also adds credibility to his or her message.

Accepted Answer

A) True 
 B)False  True

Question 4

Research updates can be disseminated on an ongoing basis to managers through regular newsletters or through:

Accepted Answer

A) Public news stories. 
B) Annual reports. 
C) Updates to key managers. 
D) Social media tools,such as Twitter. 
A) Public news stories. 
B) Annual reports. 
C) Updates to key managers. 
D) Social media tools,such as Twitter.

Question 5

The best research will drive the appropriate marketing action even if the audience has trouble understanding the results and their meaning.

Accepted Answer

A) True 
 B)False

Question 6

In situations in which research information will be provided in litigation,where there is certain to be an adversary,a researcher may be asked to provide an exhaustive description of the methods used in conducting the study as well as the methods that were not chosen.

Accepted Answer

A) True 
 B)False

Question 7

Why is the marketing report important both for the client and the marketing researcher? Why is the communication of the results critical?

Accepted Answer

Answers should focus on the importance o

Question 8

Results uncovered from a marketing research study will ultimately have little or no effect on how a company conducts its business if not:

Accepted Answer

A) Presented to key managers. 
B) Shared with the sales team. 
C) Disseminated throughout the organization. 
D) Printed in an attractive form. 
A) Presented to key managers. 
B) Shared with the sales team. 
C) Disseminated throughout the organization. 
D) Printed in an attractive form.

Question 9

The first item that every market researcher should consider when preparing his or her presentation is:

Accepted Answer

A) Determine key points the audience needs to hear. 
B) Identify and analyze the audience. 
C) Make sure visuals portray key points. 
D) Plan a coherent ending that summarizes findings. 
A) Determine key points the audience needs to hear. 
B) Identify and analyze the audience. 
C) Make sure visuals portray key points. 
D) Plan a coherent ending that summarizes findings.

Question 10

Preparing and writing the marketing research report is an important step in the culmination of a research project.Describe the tools and advances involved in the report writing process.

Accepted Answer

Answers should focus on report writing a

Question 11

________ are part of a trend to keep results simple and actionable with written explanations reduced to their essential meanings.

Accepted Answer

A) Infographics 
B) Videos 
C) Charts 
D) Graphs 
A) Infographics 
B) Videos 
C) Charts 
D) Graphs

Question 12

The abstract or executive summary should be very carefully written,conveying the information that is suitable for review only by top-level management.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is particularly useful for illustrating relative size or static comparisons?

Accepted Answer

A) Pie charts 
B) Flow diagrams 
C) Bar charts 
D) Tables 
A) Pie charts 
B) Flow diagrams 
C) Bar charts 
D) Tables

Question 14

Many formal reports contain repetitions and in many lengthy reports,repetition actually enhances reader comprehension.

Accepted Answer

A) True 
 B)False

Question 15

Citing the work of others not only allows you to avoid charges of plagiarism but also:

Accepted Answer

A) Adds importance to your message. 
B) Adds credibility to your message. 
C) Enhances the details of the report. 
D) Demonstrates that you have access to authoritative research. 
A) Adds importance to your message. 
B) Adds credibility to your message. 
C) Enhances the details of the report. 
D) Demonstrates that you have access to authoritative research.

Question 16

What might replace a written and oral report?

Accepted Answer

A) Using charts and graphs only 
B) A documentary-style video 
C) Online reporting 
D) A series of oral briefings 
A) Using charts and graphs only 
B) A documentary-style video 
C) Online reporting 
D) A series of oral briefings

Question 17

Truncated graphs(having breaks in the scaled values on either axis)are:

Accepted Answer

A) An abbreviated way to present data accurately. 
B) An interesting way to present difficult data. 
C) Can be an acceptable way to present hard-to-understand concepts. 
D) Acceptable only if the audience is familiar with the data. 
A) An abbreviated way to present data accurately. 
B) An interesting way to present difficult data. 
C) Can be an acceptable way to present hard-to-understand concepts. 
D) Acceptable only if the audience is familiar with the data.

Question 18

"Nice-to-know"information should not clutter the body of the report but should instead be inserted at the end for the reader who desires or requires additional information.

Accepted Answer

A) True 
 B)False

Question 19

________ are useful to compare items over time or show correlations among items.

Accepted Answer

A) Pie charts 
B) Bar charts 
C) Flow diagrams 
D) Tables 
A) Pie charts 
B) Bar charts 
C) Flow diagrams 
D) Tables

Question 20

The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

Accepted Answer

A) True 
 B)False

Marketing research reports are ________,and you must consider both in all phases of the research process,including planning the report.

A well-organized report,with appropriate headings and subheadings,will:

Citing the work of others not only allows the researcher to avoid charges of plagiarism but also adds credibility to his or her message.

Research updates can be disseminated on an ongoing basis to managers through regular newsletters or through:

The best research will drive the appropriate marketing action even if the audience has trouble understanding the results and their meaning.

In situations in which research information will be provided in litigation,where there is certain to be an adversary,a researcher may be asked to provide an exhaustive description of the methods used in conducting the study as well as the methods that were not chosen.

Why is the marketing report important both for the client and the marketing researcher? Why is the communication of the results critical?

Results uncovered from a marketing research study will ultimately have little or no effect on how a company conducts its business if not:

The first item that every market researcher should consider when preparing his or her presentation is:

Preparing and writing the marketing research report is an important step in the culmination of a research project.Describe the tools and advances involved in the report writing process.

________ are part of a trend to keep results simple and actionable with written explanations reduced to their essential meanings.

The abstract or executive summary should be very carefully written,conveying the information that is suitable for review only by top-level management.

Which of the following is particularly useful for illustrating relative size or static comparisons?

Many formal reports contain repetitions and in many lengthy reports,repetition actually enhances reader comprehension.

Citing the work of others not only allows you to avoid charges of plagiarism but also:

What might replace a written and oral report?

Truncated graphs(having breaks in the scaled values on either axis)are:

"Nice-to-know"information should not clutter the body of the report but should instead be inserted at the end for the reader who desires or requires additional information.

________ are useful to compare items over time or show correlations among items.

The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process & Defining the Problem and Research Objectives

Research Design

Secondary Data & Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Fieldwork and Data Quality

Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Making Use of Associations Tests

Understanding Regression Analysis Basics

Filters

Exam 16: Writing the Research Report

Marketing research reports are ________,and you must consider both in all phases of the research process,including planning the report.

A well-organized report,with appropriate headings and subheadings,will:

Citing the work of others not only allows the researcher to avoid charges of plagiarism but also adds credibility to his or her message.

Research updates can be disseminated on an ongoing basis to managers through regular newsletters or through:

The best research will drive the appropriate marketing action even if the audience has trouble understanding the results and their meaning.

In situations in which research information will be provided in litigation,where there is certain to be an adversary,a researcher may be asked to provide an exhaustive description of the methods used in conducting the study as well as the methods that were not chosen.

Why is the marketing report important both for the client and the marketing researcher? Why is the communication of the results critical?

Results uncovered from a marketing research study will ultimately have little or no effect on how a company conducts its business if not:

The first item that every market researcher should consider when preparing his or her presentation is:

Preparing and writing the marketing research report is an important step in the culmination of a research project.Describe the tools and advances involved in the report writing process.

________ are part of a trend to keep results simple and actionable with written explanations reduced to their essential meanings.

The abstract or executive summary should be very carefully written,conveying the information that is suitable for review only by top-level management.

Which of the following is particularly useful for illustrating relative size or static comparisons?

Many formal reports contain repetitions and in many lengthy reports,repetition actually enhances reader comprehension.

Citing the work of others not only allows you to avoid charges of plagiarism but also:

What might replace a written and oral report?

Truncated graphs(having breaks in the scaled values on either axis)are:

"Nice-to-know"information should not clutter the body of the report but should instead be inserted at the end for the reader who desires or requires additional information.

________ are useful to compare items over time or show correlations among items.

The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process & Defining the Problem and Research Objectives

Research Design

Secondary Data & Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Fieldwork and Data Quality

Using Basic Descriptive Analysis Performing Population Estimates and Testing Hypotheses

Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Making Use of Associations Tests

Understanding Regression Analysis Basics

Filters