Question 1

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 C

Question 2

Which of the following should be included in the limitations and caveats section of the research report?

Accepted Answer

A)  sanctions levied by the Federal Trade Commission 
B)  lack of National Science Foundation approval 
C)  lack of acceptance by NASA 
D)  respondents requiring cash incentive 
E)  the populations to which the results should not be extended 
A)  sanctions levied by the Federal Trade Commission 
B)  lack of National Science Foundation approval 
C)  lack of acceptance by NASA 
D)  respondents requiring cash incentive 
E)  the populations to which the results should not be extended E

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.

Accepted Answer

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

Question 6

According to the text, the key to an effective presentation is ________.

Accepted Answer

A)  advanced technology 
B)  preparation 
C)  detailed descriptions 
D)  professionalism 
E)  video equipment 
A)  advanced technology 
B)  preparation 
C)  detailed descriptions 
D)  professionalism 
E)  video equipment

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Which of the following filler words is appropriate to use during a presentation?

Accepted Answer

A)  "uh" 
B)  "y'know" 
C)  "all right" 
D)  A and C 
E)  No filler words should be used during a presentation. 
A)  "uh" 
B)  "y'know" 
C)  "all right" 
D)  A and C 
E)  No filler words should be used during a presentation.

Question 9

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 10

According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.

Accepted Answer

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

Question 11

________ is the last step in the marketing research project.

Accepted Answer

A)  Data collection 
B)  Questionnaire coding 
C)  Data analysis 
D)  Research design 
E)  Report preparation and presentation 
A)  Data collection 
B)  Questionnaire coding 
C)  Data analysis 
D)  Research design 
E)  Report preparation and presentation

Question 12

Unexpectedly low response rates should be reported to the client.

Accepted Answer

A) True 
 B)False

Question 13

A principle that is effective for structuring a presentation is

Accepted Answer

A)  "go for it." 
B)  "slide and glide." 
C)  "fourth and goal." 
D)  "preach it." 
E)  "tell 'em." 
A)  "go for it." 
B)  "slide and glide." 
C)  "fourth and goal." 
D)  "preach it." 
E)  "tell 'em."

Question 14

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 15

Report preparation and presentation is the last step in the marketing research project.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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

Question 17

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 18

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 19

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 20

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

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

Which of the following should be included in the limitations and caveats section of the research report?

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

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

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.

According to the text, the key to an effective presentation is ________.

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

Which of the following filler words is appropriate to use during a presentation?

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

According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.

________ is the last step in the marketing research project.

Unexpectedly low response rates should be reported to the client.

A principle that is effective for structuring a presentation is

A round chart divided into sections is called a ________.

Report preparation and presentation is the last step in the marketing research project.

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

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

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

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.

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

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

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

Which of the following should be included in the limitations and caveats section of the research report?

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

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

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.

According to the text, the key to an effective presentation is ________.

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

Which of the following filler words is appropriate to use during a presentation?

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

According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.

________ is the last step in the marketing research project.

Unexpectedly low response rates should be reported to the client.

A principle that is effective for structuring a presentation is

A round chart divided into sections is called a ________.

Report preparation and presentation is the last step in the marketing research project.

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

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

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

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.

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

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