Question 1

According to the text, the last step in the report preparation and presentation process is recommendations.

Accepted Answer

A) True 
 B)False  False

Question 2

An attractive way of illustrating trends and changes over time is to use a ________.

Accepted Answer

A) bar chart 
B) histogram 
C) line chart 
D) pie chart 
E) streamline 
A) bar chart 
B) histogram 
C) line chart 
D) pie chart 
E) streamline C

Question 3

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

Accepted Answer

A) True 
 B)False  True

Question 4

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a histogram.

Accepted Answer

A) True 
 B)False

Question 5

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

Accepted Answer

A) True 
 B)False

Question 6

An attractive way of illustrating trends and changes over time is to use a line chart.

Accepted Answer

A) True 
 B)False

Question 7

Given the possibility of being sued by the client, the researcher should not make recommendations or suggest any actions.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following are advantages to publishing marketing research reports on the Web?

Accepted Answer

A) These reports can include all kinds of multimedia presentations. 
B) The dissemination is immediate. 
C) Reports can be searched electronically to identify materials of interest. 
D) A and C only 
E) A, B, and C 
A) These reports can include all kinds of multimedia presentations. 
B) The dissemination is immediate. 
C) Reports can be searched electronically to identify materials of interest. 
D) A and C only 
E) A, B, and C

Question 9

In a short essay, discuss why initial research findings should be communicated to the client's key decision makers.

Accepted Answer

The process begins by interpreting the r

Question 10

The ________ is an extremely important part of the report, as this is often the only portion of the report that executives read.

Accepted Answer

A) executive summary 
B) problem definition section 
C) research design section 
D) conclusions and recommendations section 
E) the invoice statement 
A) executive summary 
B) problem definition section 
C) research design section 
D) conclusions and recommendations section 
E) the invoice statement

Question 11

Data should be arranged in a table to emphasize the most significant aspect of the data.

Accepted Answer

A) True 
 B)False

Question 12

The letter of transmittal should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

Accepted Answer

A) True 
 B)False

Question 13

A ________ is a chart that connects a series of data points using continuous lines.

Accepted Answer

A) pictograph 
B) bar chart 
C) line chart 
D) histogram 
E) streamline 
A) pictograph 
B) bar chart 
C) line chart 
D) histogram 
E) streamline

Question 14

The KISS 'em principle stands for Keep It Short, Stupid!

Accepted Answer

A) True 
 B)False

Question 15

A marketing research firm should produce reports that are uniform across clients and follow the same format.

Accepted Answer

A) True 
 B)False

Question 16

A round chart divided into sections is called a ________.

Accepted Answer

A) pie chart 
B) line chart 
C) pictograph 
D) histogram 
E) round graph 
A) pie chart 
B) line chart 
C) pictograph 
D) histogram 
E) round graph

Question 17

The ________ section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

Accepted Answer

A) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) approach to the problem 
A) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) approach to the problem

Question 18

In a pictograph, the area of each section, as a percentage of the total circle, reflects the percentage associated with the value of a specific variable.

Accepted Answer

A) True 
 B)False

Question 19

The ________ should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

Accepted Answer

A) letter of transmittal 
B) letter of estimation 
C) letter of authorization 
D) letter of recommendation 
E) letter of invoice 
A) letter of transmittal 
B) letter of estimation 
C) letter of authorization 
D) letter of recommendation 
E) letter of invoice

Question 20

It is important to reinforce key information in the text of the report with all of the following EXCEPT the use of ________.

Accepted Answer

A) tables 
B) graphs 
C) pictures 
D) maps 
E) underlining 
A) tables 
B) graphs 
C) pictures 
D) maps 
E) underlining

According to the text, the last step in the report preparation and presentation process is recommendations.

An attractive way of illustrating trends and changes over time is to use a ________.

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a histogram.

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

An attractive way of illustrating trends and changes over time is to use a line chart.

Given the possibility of being sued by the client, the researcher should not make recommendations or suggest any actions.

Which of the following are advantages to publishing marketing research reports on the Web?

In a short essay, discuss why initial research findings should be communicated to the client's key decision makers.

The ________ is an extremely important part of the report, as this is often the only portion of the report that executives read.

Data should be arranged in a table to emphasize the most significant aspect of the data.

The letter of transmittal should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

A ________ is a chart that connects a series of data points using continuous lines.

The KISS 'em principle stands for Keep It Short, Stupid!

A marketing research firm should produce reports that are uniform across clients and follow the same format.

A round chart divided into sections is called a ________.

The ________ section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

In a pictograph, the area of each section, as a percentage of the total circle, reflects the percentage associated with the value of a specific variable.

The ________ should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

It is important to reinforce key information in the text of the report with all of the following EXCEPT the use of ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Filters

Exam 13: Report Preparation and Presentation

According to the text, the last step in the report preparation and presentation process is recommendations.

An attractive way of illustrating trends and changes over time is to use a ________.

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a histogram.

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

An attractive way of illustrating trends and changes over time is to use a line chart.

Given the possibility of being sued by the client, the researcher should not make recommendations or suggest any actions.

Which of the following are advantages to publishing marketing research reports on the Web?

In a short essay, discuss why initial research findings should be communicated to the client's key decision makers.

The ________ is an extremely important part of the report, as this is often the only portion of the report that executives read.

Data should be arranged in a table to emphasize the most significant aspect of the data.

The letter of transmittal should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

A ________ is a chart that connects a series of data points using continuous lines.

The KISS 'em principle stands for Keep It Short, Stupid!

A marketing research firm should produce reports that are uniform across clients and follow the same format.

A round chart divided into sections is called a ________.

The ________ section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

In a pictograph, the area of each section, as a percentage of the total circle, reflects the percentage associated with the value of a specific variable.

The ________ should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

It is important to reinforce key information in the text of the report with all of the following EXCEPT the use of ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Filters