Exam 16: Writing the Research Report

Many managers will not be involved in any aspect of the research process but will use the report to make business decisions.

Alternative ways of presenting data can be helpful,but no matter what tools are used,it is:

Computer-assisted questionnaire design tools,such as SurveyMonkey or Qualtrics,often generate automatic reports,including tables and graphs,with the survey results presented in inferential statistics.

There is an emerging trend to use a number of alternative innovative ways to present findings.However,many of these new ways are unproven as to their effectiveness.

Readers need to find specific information that serves to graphically portray what is being said.This helpful information is referred to as:

What tool electronically distributes marketing research reports to selected managers in an interactive format that allows users to conduct their own analyses?

When a researcher wants to introduce a set of topics and illustrate their relationships(useful when the sequence of events or topics is important),which of the following would be the most helpful visual?

The Title Page is part of the"front matter"of a research report.Which of the following is NOT one of the items included on the Title Page?

A reference page contains notes at the end of a document that provide supplementary information or comments on ideas provided in the body of the report.

If a marketing research report's organization and presentation are faulty,the reader may never reach the intended conclusions.

The client needs signals and signposts within a marketing research report that serve as a roadmap.Headings and subheadings perform this function.

An emerging trend in the marketing research industry is the expectation that researchers are increasingly expected to become knowledgeable about their clients' businesses and offer recommendations that have:

A faulty or misleading visual:

There are several sections of a research report.Which of the following is NOT one of the basic sections?

The systematic presentation of numerical data or words in columns and rows is referred to as:

Results uncovered from a marketing research study will ultimately have little or no effect on how a company conducts its business if the insights gained from the project are not disseminated across a firm to all the essential operating units and become part of the"lifeblood"of the organization.

The ________ should logically present the findings of your research and may be organized around the research objectives for the study.

Generally,only a few people will read a traditional marketing research report in its entirety.Most will read the executive summary,conclusions,and recommendations.

________ are visual reports designed to make key research results understood quickly and easily.

Which of the following would NOT be within the general guidelines and recommendations for headings?