Question 1

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

Accepted Answer

A)  Geographic maps 
B)  Pictographs 
C)  Schematic figures and flow charts 
D)  Pie charts 
A)  Geographic maps 
B)  Pictographs 
C)  Schematic figures and flow charts 
D)  Pie charts C

Question 2

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

Accepted Answer

A)  the arrangement of data items 
B)  how easy the report is to follow 
C)  how to present the information objectively 
D)  who the reader will be 
A)  the arrangement of data items 
B)  how easy the report is to follow 
C)  how to present the information objectively 
D)  who the reader will be A

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

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

Question 7

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 ________.

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Every table should have a number.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  the use of visual aids displayed with a variety of media 
B)  constant eye contact and interaction with the audience 
C)  allowing sufficient opportunity for questions,both during and after the presentation 
D)  not spending much time on the reason for the research and getting to the results quickly 
A)  the use of visual aids displayed with a variety of media 
B)  constant eye contact and interaction with the audience 
C)  allowing sufficient opportunity for questions,both during and after the presentation 
D)  not spending much time on the reason for the research and getting to the results quickly

Question 11

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.

Accepted Answer

A)  research design 
B)  problem definition 
C)  approach to the problem 
D)  both A and B 
A)  research design 
B)  problem definition 
C)  approach to the problem 
D)  both A and B

Question 12

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

Accepted Answer

A)  selection of a new product or advertising agency,development of a pricing policy,marketing segmentation,or other marketing actions 
B)  help the client firm make the information generated in the marketing research project a part of the firm's marketing (management)information system (MIS)and decision support system (DSS) 
C)  further research projects 
D)  all of the above 
A)  selection of a new product or advertising agency,development of a pricing policy,marketing segmentation,or other marketing actions 
B)  help the client firm make the information generated in the marketing research project a part of the firm's marketing (management)information system (MIS)and decision support system (DSS) 
C)  further research projects 
D)  all of the above

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  six 
B)  seven 
C)  eight 
D)  ten 
A)  six 
B)  seven 
C)  eight 
D)  ten

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

The oral presentation is not important because the executives are also given a written report with all the important information in it.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A)  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 
B)  whether clients should use the research results in an ethical manner 
C)  the need to prepare reports for management in different countries and in different languages 
D)  the presenter should be sensitive to cultural norms 
A)  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 
B)  whether clients should use the research results in an ethical manner 
C)  the need to prepare reports for management in different countries and in different languages 
D)  the presenter should be sensitive to cultural norms

Question 18

The conclusions and recommendations section should only include a summary of the statistical results.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

There are a number of advantages to publ

Question 20

A logical organization leads to a coherent marketing research report.

Accepted Answer

A) True 
 B)False

Exam 23: Report Preparation and Presentation

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

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

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

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

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.

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

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 ________.

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

Every table should have a number.

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

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.

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

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

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

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

The oral presentation is not important because the executives are also given a written report with all the important information in it.

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

The conclusions and recommendations section should only include a summary of the statistical results.

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

A logical organization leads to a coherent 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

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative 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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