Question 1

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

Question 2

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

Question 3

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 4

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)  A and B 
E)  A, B, and C 
A)  help the client understand the findings 
B)  help the client implement the findings 
C)  evaluate the entire marketing research project 
D)  A and B 
E)  A, B, and C

Question 5

Which of the following sections of the report gives the background to the problem,highlights discussions with the decision makers and industry experts,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 6

Dots or hyphens that are used to impart uniformity and improve readability of a table are called ________.

Accepted Answer

A)  stubs 
B)  footnotes 
C)  headings 
D)  leaders 
E)  brackets 
A)  stubs 
B)  footnotes 
C)  headings 
D)  leaders 
E)  brackets

Question 7

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 8

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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

Accepted Answer

A)  line chart 
B)  pictograph 
C)  histogram 
D)  pie chart 
E)  box and whiskers chart 
A)  line chart 
B)  pictograph 
C)  histogram 
D)  pie chart 
E)  box and whiskers chart

Question 11

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 12

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 13

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

Accepted Answer

A)  Leaders 
B)  Stubs 
C)  Footnotes 
D)  Headings 
E)  Brackets 
A)  Leaders 
B)  Stubs 
C)  Footnotes 
D)  Headings 
E)  Brackets

Question 14

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 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

The executive summary should concisely describe all of the following EXCEPT:

Accepted Answer

A)  the problem. 
B)  the approach. 
C)  the research design. 
D)  major results. 
E)  All of the selections should be concisely described in the executive summary. 
A)  the problem. 
B)  the approach. 
C)  the research design. 
D)  major results. 
E)  All of the selections should be concisely described in the executive summary.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The first step in the report preparation and presentation process is problem definition.

Accepted Answer

A) True 
 B)False

Question 20

In a ________,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)  line chart 
B)  pictograph 
C)  histogram 
D)  pie chart 
E)  line out 
A)  line chart 
B)  pictograph 
C)  histogram 
D)  pie chart 
E)  line out

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.

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.

After the oral presentation,the researcher should ________.

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

Dots or hyphens that are used to impart uniformity and improve readability of a table are called ________.

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

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

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

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

The client writes a ________ 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.

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

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.

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

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

The executive summary should concisely describe all of the following EXCEPT:

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

The first step in the report preparation and presentation process is problem definition.

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Filters

Exam 19: Report Preparation and Presentation

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.

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.

After the oral presentation,the researcher should ________.

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

Dots or hyphens that are used to impart uniformity and improve readability of a table are called ________.

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

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

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

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

The client writes a ________ 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.

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

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.

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

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

The executive summary should concisely describe all of the following EXCEPT:

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

The first step in the report preparation and presentation process is problem definition.

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Filters