Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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?

Accepted Answer

Greenbaum criticizes such ghostwriting b

Question 7

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 8

Each report will have a unique character based on the personalities,responsibilities,etc.of the researcher and the decision maker to whom the report is addressed.

Accepted Answer

A) True 
 B)False

Question 9

A useful form of schematic figures and flow charts is classification diagrams.

Accepted Answer

A) True 
 B)False

Question 10

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 11

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.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  the presentation should be sponsored by a top-level manager in the client's organization 
B)  the speaker should vary the volume,pitch,voice quality,articulation,and rate while speaking 
C)  terminate the presentation with a strong closing 
D)  All of the above are correct. 
A)  the presentation should be sponsored by a top-level manager in the client's organization 
B)  the speaker should vary the volume,pitch,voice quality,articulation,and rate while speaking 
C)  terminate the presentation with a strong closing 
D)  All of the above are correct.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

The researcher should interpret the resu

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)  line chart 
B)  pictograph 
C)  histogram 
D)  bar chart 
A)  line chart 
B)  pictograph 
C)  histogram 
D)  bar chart

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A)  problem definition 
B)  approach to the problem 
C)  title page 
D)  table of contents 
A)  problem definition 
B)  approach to the problem 
C)  title page 
D)  table of contents

Question 19

If you are asking questions such as "Could this project have been conducted more effectively or efficiently?","Was the best research design used?" or,"Were the conclusions and recommendations appropriate and useful to the client?",you are at the ________ stage of ________.

Accepted Answer

A)  research design;reading the research report 
B)  execution of the research procedures;reading the research report 
C)  assisting the client;research follow-up 
D)  evaluation of the project;research follow-up 
A)  research design;reading the research report 
B)  execution of the research procedures;reading the research report 
C)  assisting the client;research follow-up 
D)  evaluation of the project;research follow-up

Question 20

A marketing research report should do all of the following except ________.

Accepted Answer

A)  take into account the reader's technical sophistication and interest in the project 
B)  use technical jargon 
C)  take into account the circumstances under which the report will be read 
D)  be written for a specific reader or readers 
A)  take into account the reader's technical sophistication and interest in the project 
B)  use technical jargon 
C)  take into account the circumstances under which the report will be read 
D)  be written for a specific reader or readers

Exam 23: Report Preparation and Presentation

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

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

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

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

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

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.

Each report will have a unique character based on the personalities,responsibilities,etc.of the researcher and the decision maker to whom the report is addressed.

A useful form of schematic figures and flow charts is classification diagrams.

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

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.

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

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

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

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

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

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.

If you are asking questions such as "Could this project have been conducted more effectively or efficiently?","Was the best research design used?" or,"Were the conclusions and recommendations appropriate and useful to the client?",you are at the ________ stage of ________.

A marketing research report should do all of the following except ________.

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

Filters

If you are asking questions such as "Could this project have been conducted more effectively or efficiently?","Was the best research design used?" or,"Were the conclusions and recommendations appropriate and useful to the client?",you are at the stage of .