Exam 20: The Marketing Research Report: Preparation and Presentation

Alyssa is organizing a written marketing research report for her client, Princess Jewelry. Princess is a well-established company that wants to update its image and become more "modern." It has hired a number of younger "hot shots" from Ivy League business schools. One of these "hot shots" asked Alyssa to conduct research to determine whether or not Princess should expand into other countries. Which of the following should she consider as she is constructing the report?

In a long report it is wise to use "signals and signposts" for the reader in the form of headings and subheadings.

A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as:

Which of the following would help the reader locate information in the research report?

Visuals that translate numbers into visual displays so that relationships and trends become comprehensible are referred to as:

Which of the following is NOT true about the title page?

The marketing research report may be the only part of the project that a client sees.

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

Which of the following identify exact values?

Which of the following refers to the principles that determine how scientific investigation tools are deployed and interpreted?

A reference page or endnotes (if appropriate)should precede the appendix.

Rob is editing his latest marketing research report for a client outside his organization. He reads the following sentence to himself: "The performance of the investigation of the SCW that was conducted by the SEPG office showed the following end results for the 3LM." Which of the following stylistic suggestions was NOT violated?

The online report writing tool is provided by the text's authors because report preparation is so critical to the marketing researcher.

Pie charts are circles divided into sections that are useful for illustrating trends.

Marketing research users, as well as research suppliers, have agreed that the research report is one of the most important aspects of the marketing research process.

Which of the following is a violation of general guidelines for headings?

Because visuals are produced from computer programs, there is no likelihood that they may be used in an unethical fashion.

On the table of contents, pages contained in the front matter section of the report should be numbered with uppercase Roman numerals.

In a table it would be wise to report survey data as accurately as possible; using three to four decimal places is desirable.

The body of the report consists of the following: introduction, research objectives, methodology, results, limitations, and conclusions and recommendations.