Question 1

Pie charts are particularly useful for illustrating:

Accepted Answer

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

Question 2

Online reporting software electronically distributes marketing research reports to selected managers in an interactive format that allows each user to conduct his or her own analyses.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

________ provide(s)digital interfaces that allow users to quickly and easily see information that is presented in a simplified manner.

Accepted Answer

A) Marketing research reports 
B) iReportWriter Assistant 
C) Dashboards 
D) Memos of transmittal 
E) none of the above 
A) Marketing research reports 
B) iReportWriter Assistant 
C) Dashboards 
D) Memos of transmittal 
E) none of the above

Question 9

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

Accepted Answer

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. 
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 10

________ is a common way to risk producing an unethical visual.

Accepted Answer

A) Omission of data 
B) Understating the meaning of data 
C) Overstating the meaning of data 
D) Changing the scale on a graph 
E) all of the above 
A) Omission of data 
B) Understating the meaning of data 
C) Overstating the meaning of data 
D) Changing the scale on a graph 
E) all of the above

Question 11

MLA (from the Modern Language Association)is one of two acceptable citation forms for use in reporting information gathered from other sources.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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

Question 17

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?

Accepted Answer

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 
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 18

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:

Accepted Answer

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

Question 19

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:

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 20

The quality of your marketing research report is an indicator of the credibility of the research in the eyes of the client.

Accepted Answer

A) True 
 B)False

Pie charts are particularly useful for illustrating:

Online reporting software electronically distributes marketing research reports to selected managers in an interactive format that allows each user to conduct his or her own analyses.

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

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

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

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

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

________ provide(s)digital interfaces that allow users to quickly and easily see information that is presented in a simplified manner.

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

________ is a common way to risk producing an unethical visual.

MLA (from the Modern Language Association)is one of two acceptable citation forms for use in reporting information gathered from other sources.

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

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

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

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

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

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:

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:

The quality of your marketing research report is an indicator of the credibility of the research in the eyes of the client.

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

Pie charts are particularly useful for illustrating:

Online reporting software electronically distributes marketing research reports to selected managers in an interactive format that allows each user to conduct his or her own analyses.

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

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

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

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

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

________ provide(s)digital interfaces that allow users to quickly and easily see information that is presented in a simplified manner.

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

________ is a common way to risk producing an unethical visual.

MLA (from the Modern Language Association)is one of two acceptable citation forms for use in reporting information gathered from other sources.

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

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

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

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

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

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:

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:

The quality of your marketing research report is an indicator of the credibility of the research in the eyes of the client.

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