Exam 23: Report Preparation and Presentation

The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes, such as projecting them to unintended populations.

The researcher should remember that the rule is, "Tell it like it is," when writing the objective section of the marketing research report.

The executive summary should be the first part of the report written.

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

A ________ can be used to present absolute and relative magnitudes, differences, and change.

Every table should have a number.

Which of the following is a way in which the researcher might assist the client after the marketing research report has been presented?

If you are deliberating over whether to call the marketing research report "Practices Followed in Selecting Long-Distance Carriers" or "Long Distance Service Study," you are concerned with which elements of the marketing research report?

The ________ section of the marketing research report highlights the discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered.

________ are an attractive way of illustrating trends and changes over time.

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

The histogram is a horizontal bar chart in which the width of the bars represents the relative or cumulative frequency of occurrence of a specific variable.

What are the steps in the report preparation process (Figure 22.1 in the text)?

A logical organization leads to a coherent marketing research report.

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

The letter of transmittal does all of the following except ________.

In order for the report to accurately present the methodology, results, and conclusions of the project, without slanting the findings to conform to the expectations of management, the research must be ________.

All of the following should be considered when writing the marketing research report except ________.

The arrangement of data items in a table should emphasize the most significant aspect of the data.

A letter of transmittal authorizes the researcher to proceed with the project.