Question 1

According to the text, every table should have a number and a title.

Accepted Answer

A) True 
 B)False

Question 2

In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project.

Accepted Answer

A marketing research report should be wr

Question 3

After the oral presentation, the researcher should ________.

Accepted Answer

A) help the client understand the findings 
B) help the client implement the findings 
C) evaluate the entire marketing research project 
D) all of the above 
E) none of the above 
A) help the client understand the findings 
B) help the client implement the findings 
C) evaluate the entire marketing research project 
D) all of the above 
E) none of the above

Question 4

A ________ is a chart that displays data in bars positioned horizontally or vertically.

Accepted Answer

A) line chart 
B) pictograph 
C) bar chart 
D) pie chart 
E) grid 
A) line chart 
B) pictograph 
C) bar chart 
D) pie chart 
E) grid

Question 5

A graphical depiction that makes use of small pictures or symbols to display the data is called a ________.

Accepted Answer

A) pictograph 
B) pie chart 
C) line chart 
D) histogram 
E) symbology 
A) pictograph 
B) pie chart 
C) line chart 
D) histogram 
E) symbology

Question 6

Which of the following sections of the report gives the background to the problem, highlights discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered?

Accepted Answer

A) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) letter of transmittal 
A) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) letter of transmittal

Question 7

A pie chart is a chart that displays data in bars positioned horizontally or vertically.

Accepted Answer

A) True 
 B)False

Question 8

In a short essay, discuss the importance of the report and its presentation for a marketing research project.

Accepted Answer

The report and its presentation are the

Question 9

An excellent check on the clarity of the report is ________.

Accepted Answer

A) limiting the report to no more than 100 pages 
B) limiting the report to 50 pages 
C) having 2 people write the report 
D) putting it on the web for unsolicited comments 
E) having 2 or 3 people who are unfamiliar with the report read the report and give comments 
A) limiting the report to no more than 100 pages 
B) limiting the report to 50 pages 
C) having 2 people write the report 
D) putting it on the web for unsolicited comments 
E) having 2 or 3 people who are unfamiliar with the report read the report and give comments

Question 10

Leaders are designations placed in the left-hand column of a table.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) two 
B) four 
C) five 
D) six 
E) seven 
A) two 
B) four 
C) five 
D) six 
E) seven

Question 12

The client writes a ________ to the researcher before work on the project begins.

Accepted Answer

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

Question 13

If a research report will be used across different countries and languages only one report should be prepared.

Accepted Answer

A) True 
 B)False

Question 14

A report prepared for top management should emphasize the operating details.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT a step in the report preparation and presentation process?

Accepted Answer

A) questionnaire design 
B) data analysis 
C) oral presentation 
D) research follow-up 
E) interpretations, conclusions, and recommendations 
A) questionnaire design 
B) data analysis 
C) oral presentation 
D) research follow-up 
E) interpretations, conclusions, and recommendations

Question 16

The involvement of many marketing managers in the research project is limited to the written report and the oral presentation.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is NOT a suggestion to follow when writing a marketing research report?

Accepted Answer

A) Technical jargon should be used. 
B) The report should be easy to follow. 
C) Objectivity should guide report writing. 
D) Reinforce key information in the text with tables, graphs, and pictures. 
E) Several revisions of the report may be needed before the final document emerges. 
A) Technical jargon should be used. 
B) The report should be easy to follow. 
C) Objectivity should guide report writing. 
D) Reinforce key information in the text with tables, graphs, and pictures. 
E) Several revisions of the report may be needed before the final document emerges.

Question 18

An important reason for client follow-up is to ________.

Accepted Answer

A) get paid 
B) get face time 
C) evaluate the client 
D) research the research already done 
E) discuss further research projects 
A) get paid 
B) get face time 
C) evaluate the client 
D) research the research already done 
E) discuss further research projects

Question 19

In a short essay, discuss the advantages to publishing marketing research reports on the Web.Give an example of how one company has benefited from such use of new media.

Accepted Answer

There are a number of advantages to publ

Question 20

A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

Accepted Answer

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

According to the text, every table should have a number and a title.

In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project.

After the oral presentation, the researcher should ________.

A ________ is a chart that displays data in bars positioned horizontally or vertically.

A graphical depiction that makes use of small pictures or symbols to display the data is called a ________.

Which of the following sections of the report gives the background to the problem, highlights discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered?

A pie chart is a chart that displays data in bars positioned horizontally or vertically.

In a short essay, discuss the importance of the report and its presentation for a marketing research project.

An excellent check on the clarity of the report is ________.

Leaders are designations placed in the left-hand column of a table.

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

The client writes a ________ to the researcher before work on the project begins.

If a research report will be used across different countries and languages only one report should be prepared.

A report prepared for top management should emphasize the operating details.

Which of the following is NOT a step in the report preparation and presentation process?

The involvement of many marketing managers in the research project is limited to the written report and the oral presentation.

Which of the following is NOT a suggestion to follow when writing a marketing research report?

An important reason for client follow-up is to ________.

In a short essay, discuss the advantages to publishing marketing research reports on the Web.Give an example of how one company has benefited from such use of new media.

A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

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, every table should have a number and a title.

In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project.

After the oral presentation, the researcher should ________.

A ________ is a chart that displays data in bars positioned horizontally or vertically.

A graphical depiction that makes use of small pictures or symbols to display the data is called a ________.

Which of the following sections of the report gives the background to the problem, highlights discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered?

A pie chart is a chart that displays data in bars positioned horizontally or vertically.

In a short essay, discuss the importance of the report and its presentation for a marketing research project.

An excellent check on the clarity of the report is ________.

Leaders are designations placed in the left-hand column of a table.

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

The client writes a ________ to the researcher before work on the project begins.

If a research report will be used across different countries and languages only one report should be prepared.

A report prepared for top management should emphasize the operating details.

Which of the following is NOT a step in the report preparation and presentation process?

The involvement of many marketing managers in the research project is limited to the written report and the oral presentation.

Which of the following is NOT a suggestion to follow when writing a marketing research report?

An important reason for client follow-up is to ________.

In a short essay, discuss the advantages to publishing marketing research reports on the Web.Give an example of how one company has benefited from such use of new media.

A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

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