Question 1

What are the advantages to publishing marketing research reports on the Web?

Accepted Answer

There are a number of advantages to publishing marketing research reports on the Web. These reports can incorporate all kinds of multimedia presentations, including graphs, pictures, animation, audio, and full-motion video. The dissemination is immediate and the reports can be accessed by authorized persons online on a worldwide basis. These reports can be electronically searched to identify materials of specific interest.

Question 2

If you are trying to write about the budget, timeframe, and other organizational constraints pertaining to the marketing research project without eroding the client's confidence in the research or unduly minimizing the importance of those topics, you are working on the ________ section of the marketing research report.

Accepted Answer

A) approach 
B) problem definition 
C) limits and caveats 
D) research design 
A) approach 
B) problem definition 
C) limits and caveats 
D) research design C

Question 3

If you are trying to decide if something should be included or left out of the marketing research report, you are being mindful of the ________ element of report writing.

Accepted Answer

A) terse 
B) comprehensive 
C) objective 
D) none of the above 
A) terse 
B) comprehensive 
C) objective 
D) none of the above A

Question 4

The ________ is often the only portion of the marketing research report that executives read.

Accepted Answer

A) title page 
B) letter of transmittal 
C) letter of authorization 
D) executive summary 
A) title page 
B) letter of transmittal 
C) letter of authorization 
D) executive summary

Question 5

If managers evaluate the quality of the entire project based on the quality of the report and presentation, which reason for the importance of the report and presentation most applies?

Accepted Answer

A) Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation. 
B) The involvement of many marketing managers in the project is limited to the written report and the oral presentation. 
C) Management decisions are guided by the report and the presentation.The researcher should assist the client in evaluating the research process in retrospect. 
D) The report and presentation are the tangible products of the research effort. 
A) Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation. 
B) The involvement of many marketing managers in the project is limited to the written report and the oral presentation. 
C) Management decisions are guided by the report and the presentation.The researcher should assist the client in evaluating the research process in retrospect. 
D) The report and presentation are the tangible products of the research effort.

Question 6

Moderators who write their own focus group project reports try to complete them within three to four weeks.

Accepted Answer

A) True 
 B)False

Question 7

The ________ section contains a clear statement of the management decision problem and the marketing research problem.

Accepted Answer

A) approach 
B) problem definition 
C) limits and caveats 
D) research design 
A) approach 
B) problem definition 
C) limits and caveats 
D) research design

Question 8

A list of tables, list of graphs, list of appendices, and list of exhibits are found in which part of the marketing research report?

Accepted Answer

A) table of contents 
B) letter of transmittal 
C) letter of authorization 
D) executive summary 
A) table of contents 
B) letter of transmittal 
C) letter of authorization 
D) executive summary

Question 9

Which of the following is not a special concern for international research during report preparation and presentation?

Accepted Answer

A) the need to prepare reports for management in different countries and in different languages 
B) the presenter should be sensitive to cultural norms 
C) the subjective experience and gut feelings of managers could vary widely across countries, necessitating that different recommendations be made for implementing the research findings in different countries 
D) whether clients should use the research results in an ethical manner 
A) the need to prepare reports for management in different countries and in different languages 
B) the presenter should be sensitive to cultural norms 
C) the subjective experience and gut feelings of managers could vary widely across countries, necessitating that different recommendations be made for implementing the research findings in different countries 
D) whether clients should use the research results in an ethical manner

Question 10

When writing the final report, the researcher should draw conclusions but should not make recommendations.

Accepted Answer

A) True 
 B)False

Question 11

A pie chart is useful for displaying relationships over time or relationships among several variables.

Accepted Answer

A) True 
 B)False

Question 12

How can the marketing researcher make the report appropriate for audiences with different levels of technical sophistication and interest in the project?

Accepted Answer

Such conflicting needs may be

Question 13

If the client was pleased with the research project and report, there is no need for the researcher to evaluate the research project.

Accepted Answer

A) True 
 B)False

Question 14

List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.

Accepted Answer

Report preparation and presentation invo

Question 15

It is unethical to draw conclusions if data analysis did not reveal anything new or significant.

Accepted Answer

A) True 
 B)False

Question 16

Which statement is not true about the report preparation and presentation process?

Accepted Answer

A) The findings should be presented in such a way that they can be used directly as input into decision making. 
B) Conclusions should be drawn but recommendations should not be made. 
C) The researcher should assist the client in understanding the report. 
D) The researcher should assist the client in evaluating the research process in retrospect. 
A) The findings should be presented in such a way that they can be used directly as input into decision making. 
B) Conclusions should be drawn but recommendations should not be made. 
C) The researcher should assist the client in understanding the report. 
D) The researcher should assist the client in evaluating the research process in retrospect.

Question 17

________ do not depict results precisely, hence, caution should be exercised when using them.

Accepted Answer

A) Line charts 
B) Pictographs 
C) Bar charts 
D) Histograms 
A) Line charts 
B) Pictographs 
C) Bar charts 
D) Histograms

Question 18

The key to an effective presentation is preparation.

Accepted Answer

A) True 
 B)False

Question 19

Define the "Tell 'Em" principle and the "KISS 'Em" principle.

Accepted Answer

The "Tell 'Em" principle is effective fo

Question 20

Which statement is not true about the research design section of the marketing research report?

Accepted Answer

A) The topics should be presented in a non-technical, easy to understand manner. 
B) The technical detail should be included in an appendix. 
C) A description of the theoretical foundations that guided the research should be included. 
D) This section of the report should justify the specific methods selected. 
A) The topics should be presented in a non-technical, easy to understand manner. 
B) The technical detail should be included in an appendix. 
C) A description of the theoretical foundations that guided the research should be included. 
D) This section of the report should justify the specific methods selected.

Exam 23: Report Preparation and Presentation

What are the advantages to publishing marketing research reports on the Web?

If you are trying to decide if something should be included or left out of the marketing research report, you are being mindful of the ________ element of report writing.

The ________ is often the only portion of the marketing research report that executives read.

If managers evaluate the quality of the entire project based on the quality of the report and presentation, which reason for the importance of the report and presentation most applies?

Moderators who write their own focus group project reports try to complete them within three to four weeks.

The ________ section contains a clear statement of the management decision problem and the marketing research problem.

A list of tables, list of graphs, list of appendices, and list of exhibits are found in which part of the marketing research report?

Which of the following is not a special concern for international research during report preparation and presentation?

When writing the final report, the researcher should draw conclusions but should not make recommendations.

A pie chart is useful for displaying relationships over time or relationships among several variables.

How can the marketing researcher make the report appropriate for audiences with different levels of technical sophistication and interest in the project?

If the client was pleased with the research project and report, there is no need for the researcher to evaluate the research project.

List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.

It is unethical to draw conclusions if data analysis did not reveal anything new or significant.

Which statement is not true about the report preparation and presentation process?

________ do not depict results precisely, hence, caution should be exercised when using them.

The key to an effective presentation is preparation.

Define the "Tell 'Em" principle and the "KISS 'Em" principle.

Which statement is not true about the research design section of the marketing research report?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: 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 Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

International Marketing Research

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