Question 1

A strong and continued relationship with the client is important to gain feedback on various aspects of the research project, and clarify or interpret the results.

Accepted Answer

A) True 
 B)False  True

Question 2

The audience should have a feel for the reliability of the research results.At least, the audience should know what sample size was involved.

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following questions) are key to knowing your audience?

Accepted Answer

A) Who are you addressing? 
B) What is their background? 
C) What are their time constraints? 
D) How technical can you get without losing your audience? 
E) All of the above 
A) Who are you addressing? 
B) What is their background? 
C) What are their time constraints? 
D) How technical can you get without losing your audience? 
E) All of the above E

Question 4

The material to be included in a presentation and the level of that presentation should be dictated only by the methodology of the study.

Accepted Answer

A) True 
 B)False

Question 5

Adherence to the adage, "Tell the audience what you're going to say, say it, and then tell them what you said," results in tedious presentations and is not recommended for marketing researchers.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a suggestion to avoid distracting the audience?

Accepted Answer

A) avoid picking up and manipulating objects such as pens, pointers, clips, etc. 
B) Avoid obvious pacing, and don't hide behind the lectern 
C) maintain good eye contact 
D) avoid delivery that is too loud or too soft, too slow or in monotone 
E) all of the above 
A) avoid picking up and manipulating objects such as pens, pointers, clips, etc. 
B) Avoid obvious pacing, and don't hide behind the lectern 
C) maintain good eye contact 
D) avoid delivery that is too loud or too soft, too slow or in monotone 
E) all of the above

Question 7

The body of the presentation should be divided into

Accepted Answer

A) 2 to 5 parts 
B) 6 to 8 parts 
C) 8 to 10 parts 
D) zero parts 
A) 2 to 5 parts 
B) 6 to 8 parts 
C) 8 to 10 parts 
D) zero parts

Question 8

Which of the following is not a guideline for successful presentation?

Accepted Answer

A) Communicate to general audience. 
B) Structure the presentation. 
C) Create audience interest. 
D) Be specific and visual. 
E) Address validity and reliability issues. 
A) Communicate to general audience. 
B) Structure the presentation. 
C) Create audience interest. 
D) Be specific and visual. 
E) Address validity and reliability issues.

Question 9

A presentation should address issues of validity and reliability.

Accepted Answer

A) True 
 B)False

Question 10

The structure of the presentation should include all of these except:

Accepted Answer

A) introduction 
B) summary 
C) body 
D) references 
A) introduction 
B) summary 
C) body 
D) references

Question 11

Because some studies are not conducive to tight organization, a research presentation need not always have an introduction, a body, and a summary.

Accepted Answer

A) True 
 B)False

Question 12

The first step in effectively presenting results is to know the audience, its background, and its objectives

Accepted Answer

A) True 
 B)False

Question 13

An appendix should not be used to present technical material that would not be appropriate for all members of an audience.

Accepted Answer

A) True 
 B)False

Question 14

In stimulating audience interest, all of these should be applied except:

Accepted Answer

A) Address important research questions and findings 
B) Turn attention to specific/relevant numbers in charts 
C) Avoid humor 
D) Make visuals interactive 
A) Address important research questions and findings 
B) Turn attention to specific/relevant numbers in charts 
C) Avoid humor 
D) Make visuals interactive

Question 15

If an audience is motivated by a presentation then the presenter can disrespect the audience's time constraints.

Accepted Answer

A) True 
 B)False

Question 16

The content of a particular marketing research presentation should be the same, regardless of the composition of the audience, in order to ensure uniform communication.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a guideline for effective report writing?

Accepted Answer

A) using a main heading and subheadings to communicate the content of the material discussed. 
B) using the past tense as much as possible. 
C) using passive voice construction to avoid seeming too lively. 
D) using hand drawn tables and graphs. 
E) avoiding the use of verbatims and anecdotes to communicate respondents' comments. 
A) using a main heading and subheadings to communicate the content of the material discussed. 
B) using the past tense as much as possible. 
C) using passive voice construction to avoid seeming too lively. 
D) using hand drawn tables and graphs. 
E) avoiding the use of verbatims and anecdotes to communicate respondents' comments.

Exam 22: Presenting the Results

A strong and continued relationship with the client is important to gain feedback on various aspects of the research project, and clarify or interpret the results.

The audience should have a feel for the reliability of the research results.At least, the audience should know what sample size was involved.

Which of the following questions) are key to knowing your audience?

The material to be included in a presentation and the level of that presentation should be dictated only by the methodology of the study.

Adherence to the adage, "Tell the audience what you're going to say, say it, and then tell them what you said," results in tedious presentations and is not recommended for marketing researchers.

Which of the following is a suggestion to avoid distracting the audience?

The body of the presentation should be divided into

Which of the following is not a guideline for successful presentation?

A presentation should address issues of validity and reliability.

The structure of the presentation should include all of these except:

Because some studies are not conducive to tight organization, a research presentation need not always have an introduction, a body, and a summary.

The first step in effectively presenting results is to know the audience, its background, and its objectives

An appendix should not be used to present technical material that would not be appropriate for all members of an audience.

In stimulating audience interest, all of these should be applied except:

If an audience is motivated by a presentation then the presenter can disrespect the audience's time constraints.

The content of a particular marketing research presentation should be the same, regardless of the composition of the audience, in order to ensure uniform communication.

Which of the following is a guideline for effective report writing?

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters