Deck 20: The Marketing Research Report: Preparation and Presentation

Question 1

Which of the following is acceptable in a marketing research report table of contents?

A) letter of authorization numbered with Arabic numerals
B) introduction pages are not numbered
C) executive summary listed with Arabic numerals
D) the table of contents page should be listed
E) title page not listed

Answer 1

E

Question 2

The letter of transmittal is used:

A) instead of delivering the document
B) to deliver the document
C) to deliver the document to a client outside the firm
D) to deliver the document within the firm
E) only when the document is transmitted electronically

Answer 2

C

Question 3

The title page does NOT include which of the following?

A) the title
B) the organization/person(s) for whom the report has been prepared
C) the organization/person(s) who prepared the report
D) date of submission
E) method of transmittal

Answer 3

E

Question 4

Which of the following is not a part of the front matter?

A) introduction
B) title fly
C) table of contents
D) abstract/executive summary
E) list of illustrations

Question 5

Which of the following is NOT true about the title page?

A) The title should be as informative as possible.
B) The title should be centered and in all caps.
C) Items other than the title should be centered and in all caps.
D) It should be counted as page i.
E) No number should be shown on the page.

Question 6

It is often very helpful, when preparing the research report to:

A) use a #2 pencil
B) write for the common reader and answer all possible questions
C) assume the role of the reader and ask: "What's in it for me?"
D) follow a previously written report carefully
E) make sure the report makes sense to you as the sender

Question 7

The memo of transmittal is used:

A) instead of delivering the document
B) to deliver the document
C) to deliver the document to a client outside the firm
D) to deliver the document within the firm
E) only when the document is transmitted electronically

Question 8

The written research report can be grouped into three sections, which are:

A) body, introduction, and ending
B) introduction, body, and end matter
C) executive summary, appendices, bibliography
D) front matter, body, and end matter
E) title fly, executive summary, body

Question 9

An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as:

A) list of appendices
B) list of illustrations
C) table of contents
D) list of tables
E) list of figures

Question 10

Which of the following is NOT listed in your book as a question you need to answer before you start writing a report?

A) How long do I have to write the report?
B) Who is my secondary audience?
C) What does your audience need to know?
D) What is your purpose?
E) What message do you want to communicate?

Question 11

Which of the following would help the reader locate information in the research report?

A) letter of transmittal
B) executive summary
C) table of contents
D) introduction
E) the title fly

Question 12

Which of the following was mentioned in the book as the automated reporting software that helps marketing research efficiency?

A) E-MR
B) E-Tabs
C) MR 2.0
D) ReportWare
E) AutoResearch

Question 13

Which is NOT true regarding the importance placed on the marketing research report?

A) The report is the product that represents the efforts of the research team.
B) The report communicates the research project and findings to the client.
C) The report helps build credibility.
D) The report may be the only part of the project that the client will see.
E) The report's organization and format are not all that critical as long as the conclusions are well written.

Question 14

Significant findings and recommendations from research are meaningless unless you can:

A) write them in a physically attractive final report
B) communicate them to your client
C) communicate them to your client in a way that your client knows what you have said
D) provide supporting documentation in your report's appendix
E) provide a detailed bibliography

Question 15

A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as:

A) article summary
B) marketing research report
C) body report
D) advancement report
E) title fly page

Question 16

Which of these items provides an overview, or "skeleton," of the research report including conclusions and recommendations?

A) table of contents
B) title page
C) appendix
D) executive summary
E) synopsis

Question 17

Which of the following is NOT a figure?

A) graph
B) chart
C) map
D) picture
E) table

Question 18

The body of the report does not contain the:

A) conclusions
B) executive summary
C) introduction
D) results
E) method

Question 19

Which of the following is the online report writing tool provided by the authors of your text?

A) iReportWriter Assistant
B) Online Report Writing Module
C) ReportWriter.com
D) iWriter
E) Marketing Research Assistant

Question 20

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

A) letter of transmittal
B) letter of certification
C) signed research proposal
D) letter of authorization
E) RFP

Question 21

If appropriate, materials such as data collection forms or actual computer printouts should be included in the:

A) printout section of the report
B) table of computer printouts
C) list of illustrations
D) appendix
E) list of forms

Question 22

Visuals that translate numbers into visual displays so that relationships and trends become comprehensible are referred to as:

A) tables
B) charts
C) diagrams
D) figures
E) pictures

Question 23

Signals that indicate the topics of each section and act like signals and signposts along the "road" of a marketing research report are referred to as:

A) headings and subheadings
B) tables of contents
C) tables
D) visuals
E) lists of illustrations

Question 24

Which of the following was NOT discussed by the authors as stylistic devices or "tips" to consider when writing the research report?

A) prepare the appendix in a smaller font than that used for the report
B) begin paragraphs with topic sentences
C) use jargon sparingly
D) proofread, but not aloud; reading aloud takes away from the concentration necessary to properly proofread
E) vary the length and structure of sentences and paragraphs

Question 25

Pie charts are particularly useful for illustrating:

A) relative size or static comparisons
B) items over time
C) detail
D) relationships found in the data
E) ratio-scaled data

Question 26

In a marketing research report, recommendations should:

A) always be included
B) never be included
C) be included if agreed upon by the researcher/client
D) be carefully edited
E) be based on familiarity with the client

Question 27

Limitations:

A) should be acknowledged but in the appendix
B) should be acknowledged, and a statement should be made as to how they impact the results
C) should not be acknowledged as they take credibility away from the findings
D) should not exist in a thorough report
E) should be included in the conclusions section of the report, if at all

Question 28

Visuals that systematically present numerical data or words in columns and rows are referred to as:

A) figures
B) charts
C) pictures
D) tables
E) diagrams

Question 29

Which level heading should be left-justified, on the same line as the first sentence of the paragraph, bold and in the same font size as the rest of the report?

A) first
B) second
C) third
D) fourth
E) fifth

Question 30

Which type of visual introduces a set of topics and illustrate their relationships?

A) table
B) picture
C) flow diagram
D) bar graph
E) pie chart

Question 31

Which of the following best describes recommendations in a marketing research report?

A) suggestions for how to proceed based upon the conclusions
B) guidelines for how to proceed based upon the conclusions
C) suggestions for how to proceed based upon the limitations
D) guidelines for how to proceed based upon the limitations
E) guidelines for how to proceed based on the methodology

Question 32

Which of the following is a violation of general guidelines for headings?

A) A heading introduces a change of topic.
B) Headings are topic sections under subheadings.
C) Headings should be in the form of a question.
D) Headings serve as visual sign-posts.
E) Kinds of heading should be chosen based on the writer's purpose.

Question 33

Which of the following refers to the principles that determine how scientific investigation tools are deployed and interpreted?

A) method
B) methodology
C) procedural detail
D) body
E) scientific reasoning

Question 34

Reporting of the details as to how the research was conducted is contained in the:

A) method section
B) conduct of research section
C) appendix
D) body
E) conclusions

Question 35

Which of the following would be included in the introduction?

A) title
B) executive summary
C) general purpose as well as the specific objectives
D) results
E) method

Question 36

Plagiarism is derived from a Latin word for:

A) paper taking
B) plain theft
C) kidnapping a Roman citizen's slave
D) kidnapping paper thoughts
E) copying others' words

Question 37

Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. The report states that cookie mix "D" should replace all existing recipes as soon as possible. This last sentence is:

A) a recommendation
B) a conclusion
C) information that should be included in the front matter
D) a method
E) a methodology

Question 38

Which section of the marketing research report contains the major portion of the report and presents the findings of the research?

A) method
B) body
C) results
D) conclusions
E) introduction

Question 39

Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. This is:

A) a recommendation
B) a conclusion
C) information that should be included in the front matter
D) a method
E) a methodology

Question 40

Which of the following identify exact values?

A) tables
B) pictures
C) maps
D) graphs
E) pie charts

Question 41

Marketing research users, as well as research suppliers, have agreed that the research report is one of the most important aspects of the marketing research process.

Question 42

The marketing research report may be the only part of the project that a client sees.

Question 43

Tables and/or figures should be noted in a "list of tables and figures."

Question 44

Titles should be very brief because the main purpose of titles is to identify one report from another.

Question 45

The body of the report consists of the following: introduction, research objectives, methodology, results, limitations, and conclusions and recommendations.

Question 46

A memo of transmittal is used to release or deliver the document to an organization for which you are not a regular employee.

Question 47

Which of the following examples may result in an unethical visual presentation of research findings?

A) if time is a variable, placing it on the horizontal axis
B) eliminating the scales on an axis
C) using a histogram rather than a pictogram
D) illustrating how many respondents refused to answer the question as part of the visual
E) making sure all parts of the scale are present

Question 48

A letter of transmittal is used to release or deliver the document to an organization for which you are not a regular employee.

Question 49

If you were asked to orally present the conclusions of a research project, you would:

A) practice your presentation
B) identify and analyze your audience
C) determine the key points
D) make sure your graphs are ethical
E) all of the above

Question 50

On the table of contents, pages contained in the front matter section of the report should be numbered with uppercase Roman numerals.

Question 51

Which of the following is NOT true of presenting the results of the report orally?

A) You only need one of the key people for the presentation.
B) It is to succinctly present the information.
C) It provides an opportunity for questions and discussions.
D) It may be accomplished through a simple conference with the client.
E) It may be a formal presentation to a roomful of people.

Question 52

Title pages should always have the Roman numeral "I" at the bottom of the page.

Question 53

The abstract or executive summary can serve as a preview or a summary depending on the reader.

Question 54

Which SPSS command would you use to create a bar chart?

A) CHART; BAR
B) GRAPHS; BAR
C) BAR; GO
D) CHART; BAR; GO
E) FORMAT; BAR CHART

Question 55

Which SPSS command would you use to create a pie chart?

A) CHART; PIE
B) GRAPHS; PIE
C) PIEGRAPH; GO
D) CHART; PIE; GO
E) FORMAT; PIE CHART

Question 56

Your marketing research report is a reflection of you and your company.

Question 57

Research reports are grouped into three major sections: title, letter of transmittal, results and ending.

Question 58

Which SPSS command would you use to change the format of a frequencies table generated by the command: ANALYZE; DESCRIPTIVE STATISTICS; FREQUENCIES?

A) FORMAT; CHANGETABLE
B) FORMAT; TABLEFREQ
C) FORMAT; FORMATCHANGE
D) FORMAT; TABLELOOKS
E) FORMAT; LOOK

Question 59

The online report writing tool is provided by the text's authors because report preparation is so critical to the marketing researcher.

Question 60

The letter of authorization, because it establishes the contractual relationship between the user and supplier firm, should always be included in the report immediately following the table of contents. It is NOT optional.

Question 61

The SPSS command for changing the format of a frequencies table is: FORMAT; TABLELOOKS.

Question 62

In a long report it is wise to use "signals and signposts" for the reader in the form of headings and subheadings.

Question 63

A reference page or endnotes (if appropriate)should precede the appendix.

Question 64

Appendixes are necessary and would normally be placed in the front matter of the report.

Question 65

Pie charts are circles divided into sections that are useful for illustrating trends.

Question 66

Long paragraphs in a report are advisable because they show thoroughness.

Question 67

Alyssa is organizing a written marketing research report for her client, Princess Jewelry. Princess is a well-established company that wants to update its image and become more "modern." It has hired a number of younger "hot shots" from Ivy League business schools. One of these "hot shots" asked Alyssa to conduct research to determine whether or not Princess should expand into other countries. Which of the following should she consider as she is constructing the report?

A) The president of Princess doubts the effectiveness of international firms and is leery of Princess expanding.
B) The expansion task force will review the report first and then pass it on to the board of directors.
C) Many members of the board of directors know little to nothing about the costs and benefits of expansion.
D) A and C
E) all of the above

Question 68

The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

Question 69

A visual has been constructed to show the steps that will be taken to accomplish the merger between two companies. Which of the following visuals would best show the different steps and how they are related?

A) pie chart
B) picture
C) histogram
D) flow diagram
E) table

Question 70

Maria works for ABC Marketing Research Company. Her boss has a meeting with a new client, but his plane is running late. He asks Maria to give an oral progress report to the client until he can arrive at the meeting. Maria knows nothing of the client, and the meeting is due to start in five minutes. Maria rushes into the conference room to give the report. Maria's boss is even later than he expected, so Maria continues to talk until he gets there 45 minutes late. Though Maria seemingly had no alternatives to her predicament, which of the following oral presentation steps did she violate?

A) audience analysis
B) succinct presentation
C) presentation practice
D) early arrival
E) all of the above

Question 71

Cameron has just finished reading the written report his assistant, Grace, completed for an important client in the computer industry. Cameron thinks that the wording "just doesn't sound like Grace" and that he has read the material somewhere before. During an Internet search, Cameron discovers a report that a rival company wrote several years ago for another client in the computer industry. Grace has lifted entire paragraphs from the rival's report and placed them in her own. When confronted with the evidence, Grace doesn't understand "the big deal. It's just the Internet. They wouldn't have put it on a Web site if they didn't want us to use it." Which of the following statements about plagiarism would best refute Grace's claims?

A) Plagiarism comes from the Latin word meaning to kidnap a Roman citizen's slave.
B) APA gives guidelines for documenting Web sites.
C) The Internet is NOT public domain.
D) Plagiarism can get you fired.
E) Plagiarism is unethical.

Question 72

CHARTS; PIE are the SPSS commands to create a pie chart.

Question 73

Because visuals are produced from computer programs, there is no likelihood that they may be used in an unethical fashion.

Question 74

A flow chart is a type of line graph.

Question 75

Online information is so prevalent and often common sense, so it is okay to use information from Web sites without referencing the information used.

Question 76

In a table it would be wise to report survey data as accurately as possible; using three to four decimal places is desirable.

Question 77

Familiarity with a client can change the researcher's recommendations.

Question 78

Rob is editing his latest marketing research report for a client outside his organization. He reads the following sentence to himself: "The performance of the investigation of the SCW that was conducted by the SEPG office showed the following end results for the 3LM." Which of the following stylistic suggestions was NOT violated?

A) changing tense unnecessarily
B) use jargon sparingly
C) use strong verbs
D) use active voice
E) eliminate extra words