Question 1

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 2

In a short essay,discuss why it is important to evaluate a marketing research project.Include a listing of at least five specific questions that should be asked when evaluating the marketing research project.

Accepted Answer

Every marketing research project provide

Question 3

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 4

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 5

Instead of ruling the table horizontally or vertically,it is suggested that ________ be used to set off data items.

Accepted Answer

A)  white spaces 
B)  leaders 
C)  stubs 
D)  hyphens 
E)  asterisks 
A)  white spaces 
B)  leaders 
C)  stubs 
D)  hyphens 
E)  asterisks

Question 6

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 7

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 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

The client writes a letter of estimation to the researcher before work on the project begins.

Accepted Answer

A) True 
 B)False

Question 11

The problem definition 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) True 
 B)False

Question 12

Instead of ruling the table horizontally or vertically,it is suggested that leaders be used to set off data items.

Accepted Answer

A) True 
 B)False

Question 13

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 14

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 15

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 16

As a general rule,graphic aids should be used whenever practical.

Accepted Answer

A) True 
 B)False

Question 17

If ease of locating items is critical,an alphabetical arrangement is most appropriate.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  problem definition 
B)  data analysis 
C)  recommendations 
D)  research follow-up 
E)  reading of the report by the client 
A)  problem definition 
B)  data analysis 
C)  recommendations 
D)  research follow-up 
E)  reading of the report by the client

Question 19

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 20

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

Accepted Answer

A) True 
 B)False

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

In a short essay,discuss why it is important to evaluate a marketing research project.Include a listing of at least five specific questions that should be asked when evaluating the marketing research project.

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.

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

Instead of ruling the table horizontally or vertically,it is suggested that ________ be used to set off data items.

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

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

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

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

The client writes a letter of estimation to the researcher before work on the project begins.

The problem definition 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.

Instead of ruling the table horizontally or vertically,it is suggested that leaders be used to set off data items.

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

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

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.

As a general rule,graphic aids should be used whenever practical.

If ease of locating items is critical,an alphabetical arrangement is most appropriate.

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

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

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

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

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

In a short essay,discuss why it is important to evaluate a marketing research project.Include a listing of at least five specific questions that should be asked when evaluating the marketing research project.

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.

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

Instead of ruling the table horizontally or vertically,it is suggested that ________ be used to set off data items.

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

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

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

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

The client writes a letter of estimation to the researcher before work on the project begins.

The problem definition 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.

Instead of ruling the table horizontally or vertically,it is suggested that leaders be used to set off data items.

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

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

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.

As a general rule,graphic aids should be used whenever practical.

If ease of locating items is critical,an alphabetical arrangement is most appropriate.

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

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

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

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