Exam 23: Report Preparation and Presentation

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?

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

The key to an effective presentation is preparation.

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

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?

________ can communicate relative location and other comparative information.

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

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

Discuss the results section of the marketing research report.

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

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

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

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.

The research design section 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.

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

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.

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.

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

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