Question 1

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

Accepted Answer

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. 
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 2

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

Accepted Answer

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

Question 3

The body of the report does not contain the:

Accepted Answer

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

Question 4

Which of the following names two examples highlighted in the text as online reporting software that helps improve marketing research efficiency?

Accepted Answer

A) Bloomberg;Burke's 
B) Burke's;ChatBack Dashboard 
C) ChatBack Dashboard;Facebook 
D) Facebook;SKOPOS 
E) SKOPOS;SPSS's Quantum 
A) Bloomberg;Burke's 
B) Burke's;ChatBack Dashboard 
C) ChatBack Dashboard;Facebook 
D) Facebook;SKOPOS 
E) SKOPOS;SPSS's Quantum

Question 5

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:

Accepted Answer

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

Question 6

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

Accepted Answer

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. 
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 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Clients are less concerned about the method and analytical tools used by the researcher,which places greater importance on writing a report that is relevant to the decisions the client must make.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

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 
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 13

In a marketing research report,recommendations should:

Accepted Answer

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. 
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 14

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:

Accepted Answer

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

Question 15

The letter of transmittal is used:

Accepted Answer

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. 
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 16

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

Accepted Answer

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. 
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 17

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

Accepted Answer

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

Question 18

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?

Accepted Answer

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

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

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

The body of the report does not contain the:

Which of the following names two examples highlighted in the text as online reporting software that helps improve marketing research efficiency?

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:

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

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

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

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

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

Clients are less concerned about the method and analytical tools used by the researcher,which places greater importance on writing a report that is relevant to the decisions the client must make.

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

In a marketing research report,recommendations should:

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:

The letter of transmittal is used:

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

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

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

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

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Filters

Exam 16: Writing the Research Report

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

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

The body of the report does not contain the:

Which of the following names two examples highlighted in the text as online reporting software that helps improve marketing research efficiency?

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:

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

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

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

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

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

Clients are less concerned about the method and analytical tools used by the researcher,which places greater importance on writing a report that is relevant to the decisions the client must make.

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

In a marketing research report,recommendations should:

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:

The letter of transmittal is used:

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

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

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

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

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Filters