Deck 15: Preparing and Presenting Your Research Report

Question 1

Which of the following helps the reader locate information in the research report?

A)letter of transmittal
B)executive summary
C)table of contents
D)introduction
E)auto search function tab

Answer 1

C

Question 2

What is the name of the online report writing tool that Burke,Inc.provides its clients?

A)Digital Dashboard
B)ORW
C)iReport Writer
D)Burke Online Writer
E)Digital Writer

Answer 2

A

Question 3

Which one of the following is not on the title page?

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)the date
E)none of the above; they are all included on the title page

Answer 3

E

Question 4

________ provide(s)an overview or "skeleton" of the research report,including conclusions and recommendations.

A)The table of contents
B)The title page
C)The executive summary
D)The synopsis
E)Skeleton results

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 but no number should be shown on the page.
E)Individuals' designations or titles should be shown if appropriate.

Question 6

________ are words or numbers that are arranged in rows and columns.

A)Figures
B)Graphs
C)Tables
D)Charts
E)Pictures

Question 7

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

A)body, introduction, ending
B)introduction, body, end matter
C)front matter, body, end matter
D)fore matter, middle matter, end matter
E)none of the above

Question 8

Which of the following is acceptable in a marketing research report's 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)title page not listed
E)subheadings are not indented

Question 9

The ________ 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)memo of certification

Question 10

What is the name of the online report writing tool that your textbook authors have provided for you?

A)Digital Dashboard
B)ORW
C)iReport Writer Assistant
D)Burke Online Writer
E)Digital Writer

Question 11

Which of the following is NOT part of the front matter?

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

Question 12

Which of the following is NOT true of the letter/memo of transmittal?

A)It may include a brief identification of the nature of the research.
B)A review of the conditions of the authorization to do the researcher might be included e research if no letter of authorization is included.
C)Comments on findings, suggestions for further research, and an expression of interest in the project and further research might appear in the letter/memo.
D)It should end with an expression of appreciation for the assignment, acknowledgment of assistance from others, and suggestions for follow-up.
E)Personal observations, unsupported by the data, are inappropriate.

Question 13

Which of the following is NOT listed by your text as being included in iReport Writer Assistant?

A)An extensive bibliography
B)Writing process Powerpoints
C)Templates to help get you started
D)Help with grammar and citations
E)An example report

Question 14

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

A)list of illustrations
B)table of contents
C)list of tables
D)list of formulas
E)list of graphed data

Question 15

The letter of transmittal is used:

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

Question 16

The memo of transmittal is used

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

Question 17

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)the marketing research report
B)the body report
C)the advancement report
D)the title fly page
E)the decision rule

Question 18

A graph is considered one of which of the following?

A)illustrations
B)figures
C)tables
D)pictures
E)content

Question 19

Which is 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 seen by the client.
E)all of the above are reasons why the report is important

Question 20

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

A)use #2 pencil
B)assume the role of the reader and ask: "What's in it for me?"
C)follow a previously-written report carefully
D)consult frequently with client employees
E)none of the above

Question 21

The ________ section is an honest accounting of major aspects of the research that constrain or temper the findings and conclusions.

A)method
B)limitations
C)conclusions
D)findings
E)recommendations

Question 22

Recommendations in a marketing research report amount to:

A)suggestions on how to proceed, based upon the conclusions
B)guidelines on how to proceed, based upon the conclusions
C)suggestions on how to proceed, based upon the limitations
D)guidelines on how to proceed, based upon the limitations
E)viewing the future and should always be avoided

Question 23

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)Appendix
D)fore matter section of the report
E)none of the above; computer printouts should never be included in the report given to a client

Question 24

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)only be included in the oral report

Question 25

Research is conducted to determine which type of car is most preferred.The sports car has the highest preference ratings among the five cars that were test-driven.This is:

A)a recommendation
B)a conclusion
C)information that should be included in the front matter
D)a fact that must be substantiated in an oral report
E)a fact that should only be included in an oral report

Question 26

Reporting 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)certification section

Question 27

Research is conducted to determine which type of car is most preferred.The sports car has the highest preference ratings among the five cars that were test-driven.The report states that more sports cars should be manufactured than any other type of car.This last sentence is:

A)a recommendation
B)a conclusion
C)information that should be included in the front matter
D)a fact that should only be included in an oral report
E)a fact that must be substantiated in an oral report

Question 28

All information under a heading should relate to the heading,but:

A)if the report is written in first person, this is not necessarily so
B)fewer than 10 headings is preferred in marketing research studies
C)subheadings may divide information into segments
D)new headings should not be created just because there is a new topic
E)none of the above are true

Question 29

(Choose the best answer.)Appendices should:

A)be labeled with a letter
B)be labeled with a title
C)be included in the Table of Contents
D)be labeled with a letter and a title
E)be labeled with a letter and a title and included in the Table of Contents

Question 30

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)table of contents
C)tables
D)visuals
E)road signs

Question 31

Which of the following was NOT listed in your text as a visual that translates numbers into graphical displays so that findings can be comprehended visually?

A)table
B)pie chart
C)bar chart
D)figures
E)graph

Question 32

________ should be indicated by a new heading.

A)A new topic
B)Several subheadings
C)A question for the researcher
D)Information unknown to the client
E)A new visual

Question 33

Which of the following is NOT contained in the body of the report?

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

Question 34

A ________ translates numbers into graphical displays so that findings can be comprehended visually.

A)figure
B)column
C)table
D)row
E)cell

Question 35

Limitations:

A)should be acknowledged in the appendix
B)should be acknowledged; 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 be included in the conclusions section of the report, if at all
E)should be totally omitted from a written report

Question 36

Which section of the marketing research report presents the findings of the research,organized around the objectives of the study?

A)body
B)results
C)conclusions
D)recommendations
E)none of the above

Question 37

Which of the following is included in the introduction?

A)title
B)executive summary
C)general purpose as well as the specific objectives
D)memo of certification
E)all of the above are included in the introduction

Question 38

The ________ section is the most important and most detailed portion of the report.

A)method
B)limitations
C)conclusions
D)findings
E)recommendations

Question 39

Which of the following was NOT discussed by your 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 which state the main idea of the paragraph
C)use jargon sparingly
D)proofread aloud
E)use strong verbs

Question 40

The list of specific ________ often serves as a good framework for organizing the results section of the report.

A)method sections
B)illustrations
C)appendices
D)research objectives
E)purposes

Question 41

Your authors provide some guidance on developing logical paragraphs.Which of the following is one of their recommendations?

A)The first sentences should include a topic sentence that identifies the main idea of the paragraph.
B)The body of the paragraph provides more information on the topic.
C)Paragraphs should have a closing sentence that signals the end of the topic and indicates where the reader is now headed.
D)As a rule keep paragraphs short.
E)all of the above were recommended by your authors

Question 42

All of your outstanding data and significant findings and recommendations are meaningless if you cannot communicate them in such a way that the client knows what you have said,understands your meaning,and responds appropriately.

Question 43

Which of the following is NOT true of the oral presentation of the marketing research?

A)The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.
B)The presentation may be accomplished through a simple briefing with the client.
C)The presentation may be a formal presentation to several people.
D)The oral presentation should take place in a face-to-face situation.
E)The oral presentation ensures that everyone hears the same thing.

Question 44

Which command would you use to prepare a pie chart?

A)XL Data Analyst-Pie
B)XL Data Analyst-Chart-Pie
C)XL Data Analyst-Graphs
D)XL Data Analyst-Pie-Slice-Chart
E)none of the above; you use Excel's Chart Wizard

Question 45

The tool iReportWriter Assistant provides an overall discussion of the research report from the prewriting step through the research step,and finally to the revision step.

Question 46

To make sure that you have objectively and ethically prepared your visuals,you should:

A)double and triple check your visuals
B)exercise caution using three-dimensional figures
C)make sure all parts of the scale are presented
D)all of the above
E)none of the above

Question 47

Tables:

A)identify exact values
B)show locations
C)show visual details
D)are line graphs
E)are photos of charts

Question 48

Which of the following was listed as an effective table guideline?

A)Use no or only one decimal place (12% or 12.2%)unless more are called for by convention ($12.23).
B)Place items you want the reader to compare in the same column, not the same row.
C)If you have many rows, darken alternate entries or double-space after every five entries to assist the reader to accurately line up items.
D)Total columns and rows when appropriate (100%).
E)Avoid totaling columns as this extra information can be confusing.

Question 49

The marketing research report is a factual message that transmits research results,vital recommendations,conclusions,and other important information to the client,who in turn bases his or her decision making on the contents of the report.

Question 50

iReport Writer Assistant is the name of the online reporting tool that Burke Inc.provides to its clients.

Question 51

Which of the following was NOT listed as a step in making an enhanced pie chart with Excel?

A)Make the pie slices look much better.
B)Format the plot area.
C)Consider using a picture file to personalize your graph.
D)Enhance the chart title, legend, and plot area.
E)Avoid re-using the template since you will need to produce specific charts for specific objectives.

Question 52

Which of the following was listed in the discussion on stylistic devices as something you should use sparingly?

A)action words
B)active voice
C)short paragraphs
D)white space
E)jargon

Question 53

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

Question 54

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

Question 55

If you are 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 visuals portray key points
E)all of the above

Question 56

The title should be very brief; it does not need to communicate what the report is about; the reader will have the full report to accomplish this goal.Rather,titles serve to identify one report from another.

Question 57

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

Question 58

Pie charts are particularly useful for illustrating:

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

Question 59

A memo of transmittal is used to release or deliver the document to an organization for which you are a regular employee.

Question 60

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

Question 61

Pie charts,which are circles divided into sections,are useful for illustrating relative size or static comparisons.

Question 62

Figures are words or numbers that are arranged in rows and columns; tables are graphs,charts,maps,pictures,and the like.

Question 63

Jerry W.Thomas,CEO of Decision Analyst,says that research reports should "be presented orally to all key people in the same room at the same time."

Question 64

XL Data Analyst and Excel allow you to prepare pie charts.

Question 65

The sentence "The marketing research was conducted by Judith" uses active voice.

Question 66

Recommendations are the deductions and inferences that have come about based on the research findings.

Question 67

Misrepresenting information using visuals is always intentional.

Question 68

The findings section is the most important and most detailed portion of the report.

Question 69

The listing of specific research objectives often serves as a good framework for organizing the results section of the report.

Question 70

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

Question 71

Three-dimensional figures may distort the data by multiplying the value by the width and the height.

Question 72

The lines immediately before and immediately after white space (the beginning and the end of a paragraph)are points of emphasis.

Question 73

In Excel,in order to change a bar chart's appearance,use "Chart Tools Design-Change Chart Type."

Question 74

Appendixes,if used at all,are normally placed at the end of the report.

Question 75

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

Question 76

You should choose the kind of heading that fits your purpose-single word,phrase,sentence,question-and consistently use that form throughout the report.

Question 77

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

Question 78

Some key suggestions on writing style include: begin paragraphs with topic sentences that state the main idea,use strong verbs,use active voice,and avoid unnecessary changes in tense.

Question 79

Since conclusions suggest how to proceed in the future,based upon the research findings,some client input is advised.The researcher may not be totally aware of resources needed to proceed.

Question 80

One of the steps for an oral presentation is to identify and analyze your audience.