Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

If you are trying to determine the best way to present data in a table,you should refer to the ________ for suggestions.

Accepted Answer

A)  guidelines for tables 
B)  guidelines for graphs 
C)  guidelines for oral presentations 
D)  guidelines for report writing 
A)  guidelines for tables 
B)  guidelines for graphs 
C)  guidelines for oral presentations 
D)  guidelines for report writing

Question 3

While each report is unique,report formats do not vary with the researcher or the marketing research firm conducting the project,the client for whom the project is being conducted or the nature of the project itself.

Accepted Answer

A) True 
 B)False

Question 4

If the client was pleased with the research project and report,there is no need for the researcher to evaluate the research project.

Accepted Answer

A) True 
 B)False

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

Information such as the title of the report,information about the researcher or organization conducting the research,the name of the client and the date of release should appear on/in the ________.

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

Define the "Tell 'Em" principle and the "KISS 'Em" principle.

Accepted Answer

The "Tell 'Em" principle is effective fo

Question 10

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

Accepted Answer

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

Question 11

Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?

Accepted Answer

A)  Factors that limit the generalizability of the findings,such as the nature and representativeness of the sample,mode and time of data collection,and various sources of error should be clearly identified. 
B)  The interpretation of the basic results should be differentiated from the results per se. 
C)  The report should include a discussion of the information needs,data-collection methods,scaling techniques,questionnaire design and pre-testing,sampling techniques,and fieldwork. 
D)  The report should assume that the reader has prior knowledge of the problem situation and all the relevant information. 
A)  Factors that limit the generalizability of the findings,such as the nature and representativeness of the sample,mode and time of data collection,and various sources of error should be clearly identified. 
B)  The interpretation of the basic results should be differentiated from the results per se. 
C)  The report should include a discussion of the information needs,data-collection methods,scaling techniques,questionnaire design and pre-testing,sampling techniques,and fieldwork. 
D)  The report should assume that the reader has prior knowledge of the problem situation and all the relevant information.

Question 12

Ethical issues arise when ________.

Accepted Answer

A)  a client distorts the research findings to develop a biased advertising campaign that makes brand claims that have not been substantiated by marketing research 
B)  client firms such as tobacco companies,use marketing research findings to formulate questionable marketing programs 
C)  the marketing research problem is defined to suit hidden agendas 
D)  All of the above are correct. 
A)  a client distorts the research findings to develop a biased advertising campaign that makes brand claims that have not been substantiated by marketing research 
B)  client firms such as tobacco companies,use marketing research findings to formulate questionable marketing programs 
C)  the marketing research problem is defined to suit hidden agendas 
D)  All of the above are correct.

Question 13

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?

Accepted Answer

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

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

If you are trying to determine the best way to present data in a table,you should refer to the ________ for suggestions.

While each report is unique,report formats do not vary with the researcher or the marketing research firm conducting the project,the client for whom the project is being conducted or the nature of the project itself.

If the client was pleased with the research project and report,there is no need for the researcher to evaluate the 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.

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.

Information such as the title of the report,information about the researcher or organization conducting the research,the name of the client and the date of release should appear on/in the ________.

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

Define the "Tell 'Em" principle and the "KISS 'Em" principle.

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

Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?

Ethical issues arise when ________.

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?

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

Exam 23: Report Preparation and Presentation

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

If you are trying to determine the best way to present data in a table,you should refer to the ________ for suggestions.

While each report is unique,report formats do not vary with the researcher or the marketing research firm conducting the project,the client for whom the project is being conducted or the nature of the project itself.

If the client was pleased with the research project and report,there is no need for the researcher to evaluate the 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.

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.

Information such as the title of the report,information about the researcher or organization conducting the research,the name of the client and the date of release should appear on/in the ________.

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

Define the "Tell 'Em" principle and the "KISS 'Em" principle.

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

Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?

Ethical issues arise when ________.

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?

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