Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 3

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 4

Which of the following is a controversial recent trend in the focus-group service sector?

Accepted Answer

A)  meals no longer being provided to focus group participants 
B)  reduced incentives to participants 
C)  entire industries no longer using focus groups 
D)  focus groups declining in price 
E)  ghostwriters filling in for focus group moderators during report writing 
A)  meals no longer being provided to focus group participants 
B)  reduced incentives to participants 
C)  entire industries no longer using focus groups 
D)  focus groups declining in price 
E)  ghostwriters filling in for focus group moderators during report writing

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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 7

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

Question 8

In a short essay, discuss at least five elements that should be included in the research design section of the marketing research report.

Accepted Answer

The report section on research design sh

Question 9

________ 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 10

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 11

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 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

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

A round chart divided into sections is called a pie chart.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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 18

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

Accepted Answer

A)  limit 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)  limit 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 19

Data should be arranged in a table to emphasize the most ________.

Accepted Answer

A)  expensive aspect of the data 
B)  current aspect of the data 
C)  significant aspect of the data 
D)  reliable aspect of the data 
E)  expensive part of the project 
A)  expensive aspect of the data 
B)  current aspect of the data 
C)  significant aspect of the data 
D)  reliable aspect of the data 
E)  expensive part of the project

Question 20

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

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

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.

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.

Which of the following is a controversial recent trend in the focus-group service sector?

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

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

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

In a short essay, discuss at least five elements that should be included in the research design section of the marketing research report.

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

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.

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

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

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

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

A round chart divided into sections is called a pie chart.

After the oral presentation, the researcher should ________.

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

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

Data should be arranged in a table to emphasize the most ________.

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.

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

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

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.

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.

Which of the following is a controversial recent trend in the focus-group service sector?

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

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

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

In a short essay, discuss at least five elements that should be included in the research design section of the marketing research report.

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

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.

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

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

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

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

A round chart divided into sections is called a pie chart.

After the oral presentation, the researcher should ________.

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

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

Data should be arranged in a table to emphasize the most ________.

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.

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