Exam 23: Report Preparation and Presentation

The results section is normally the longest part of the report and may comprise several chapters.

________ are used to set off data items in the written report.

After the presentation, key executives in the client firm should be given time to read the report in detail.

When developing a table, the footnotes should come after the source notes.

Often the researcher must cater to the needs of several audiences with different levels of technical sophistication and interest in the project. Such conflicting needs may be met by including different sections in the report for different readers. Under no circumstances should separate reports be written.

________ can be used to display the steps or components of a process.

It is o.k.to include only the major headings and subheadings in the table of contents.

According to the example given in your text, Thomas Greenbaum, president of a market research company focusing on qualitative research, notes a disturbing trend in recent years in the focus group service sector. Some moderators of focus groups misrepresent their work to clients because their reports are actually written by ghostwriters who did not participate in the focus group sessions. Why does Greenbaum think using ghost writers is such a large problem?

The ________ section of the marketing research report contains a description of the theoretical foundations that guided the research, any analytical models formulated, research questions, hypotheses, and the factors that influenced the research design.

Effective oral presentation techniques include all of the following except ________.

In the United Airlines example given in your text, it was stated that all departments of the company used the results of its in-flight customer satisfaction survey. Which department used the customer satisfaction report to evaluate the performance of United, both internally in achieving its goals, and externally compared to the competition?

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.

The techniques used for analysis should be described in detailed non-technical terms.

The marketing research report serves as a historical record of the project.

As a follow-up to the marketing research report, the researcher might assist the client with implementing the findings.

Variation in type size and skillful use of white space can take away from the appearance and readability of the marketing research report.

To what length should the researcher go when writing the conclusions and recommendations section of the marketing research report?

Discuss why the report and its presentation are important parts of the marketing research project.

The marketing research report could be distributed in a variety of formats including hard copy and electronic. However, it is not advisable that research reports be published or posted directly to the Web.

Report formats are likely to vary based on all of the following except ________.