Question 1

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 2

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 3

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 4

A line chart is a chart that connects a series of data points using continuous lines.

Accepted Answer

A) True 
 B)False

Question 5

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 6

When it is said that a report should be terse, it is meant that it should be as brief as possible but not at the expense of completeness.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 9

Which of the following are advantages to publishing marketing research reports on the Web?

Accepted Answer

A)  These reports can include all kinds of multimedia presentations. 
B)  The dissemination is immediate. 
C)  Reports can be searched electronically to identify materials of interest. 
D)  A and C only 
E)  A, B, and C 
A)  These reports can include all kinds of multimedia presentations. 
B)  The dissemination is immediate. 
C)  Reports can be searched electronically to identify materials of interest. 
D)  A and C only 
E)  A, B, and C

Question 10

If data contained in a table of the report are secondary, then the source of the data should not be cited.

Accepted Answer

A) True 
 B)False

Question 11

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

Question 12

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

An attractive way of illustrating trends and changes over time is to use a line chart.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

The KISS 'em principle stands for Keep It Short, Stupid!

Accepted Answer

A) True 
 B)False

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

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

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?

A line chart is a chart that connects a series of data points using continuous lines.

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

When it is said that a report should be terse, it is meant that it should be as brief as possible but not at the expense of completeness.

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

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

Which of the following are advantages to publishing marketing research reports on the Web?

If data contained in a table of the report are secondary, then the source of the data should not be cited.

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.

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

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

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.

An attractive way of illustrating trends and changes over time is to use a line chart.

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

An attractive way of illustrating trends and changes over time is to use a ________.

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

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

The KISS 'em principle stands for Keep It Short, Stupid!

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

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

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

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?

A line chart is a chart that connects a series of data points using continuous lines.

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

When it is said that a report should be terse, it is meant that it should be as brief as possible but not at the expense of completeness.

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

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

Which of the following are advantages to publishing marketing research reports on the Web?

If data contained in a table of the report are secondary, then the source of the data should not be cited.

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.

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

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

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.

An attractive way of illustrating trends and changes over time is to use a line chart.

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

An attractive way of illustrating trends and changes over time is to use a ________.

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

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

The KISS 'em principle stands for Keep It Short, Stupid!

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