Question 1

What item is considered the"skeleton"of a research report and provides an overview of the most useful information,including the conclusions and recommendations?

Accepted Answer

A) Letter/memo of transmittal 
B) Abstract/executive summary 
C) The body 
D) The conclusions/recommendations 
A) Letter/memo of transmittal 
B) Abstract/executive summary 
C) The body 
D) The conclusions/recommendations

Question 2

The method's section should be detailed enough that it is clear how the data were collected but not detailed enough that it could be replicated by others.

Accepted Answer

A) True 
 B)False

Question 3

The primary purpose of the letter/memo of transmittal is to orient the reader to the report and to build a positive image of the report.

Accepted Answer

A) True 
 B)False

Question 4

Marketing research reports are tailored to specific audiences and purposes,and researchers must consider both in all phases of the research process,including planning the report.

Accepted Answer

A) True 
 B)False

Question 5

________ allow companies to gather and integrate data from several different sources and then exhibit the data automatically with tables,graphs,and other numerical displays.

Accepted Answer

A) Infographics 
B) Videos 
C) Social media 
D) Dashboards 
A) Infographics 
B) Videos 
C) Social media 
D) Dashboards

Question 6

The results section is the main body of the report,should logically present the findings of the research,and may be organized around the research objectives for the study.

Accepted Answer

A) True 
 B)False

Question 7

All facts need to be documented within your report even if they are common knowledge or can be easily verified.

Accepted Answer

A) True 
 B)False

Question 8

Truncated graphs(having breaks in the scaled values on either axis)are acceptable whether or not the audience is familiar with the data since it improves comprehension.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT a typical factor contained in the limitations section of a research report?

Accepted Answer

A) Constraints of time 
B) The size and composition of the sample 
C) Availability and qualifications of the research team 
D) Biases that may have been introduced into the research process 
A) Constraints of time 
B) The size and composition of the sample 
C) Availability and qualifications of the research team 
D) Biases that may have been introduced into the research process

Question 10

Video footage that is gathered through ________ can be used to illustrate key takeaways from research studies.

Accepted Answer

A) socio-cultural methods 
B) proprietary film databases 
C) observation or ethnographic methods 
D) live news broadcasts 
A) socio-cultural methods 
B) proprietary film databases 
C) observation or ethnographic methods 
D) live news broadcasts

Question 11

Visuals are tables,figures,charts,diagrams,graphs,and other graphic aids that concisely present information that might otherwise be difficult to comprehend.

Accepted Answer

A) True 
 B)False

Question 12

The importance of the marketing research report cannot be understated;even the best research will not drive the appropriate action unless:

Accepted Answer

A) The audience understands the results and their meaning. 
B) Top management reads the report in its entirety. 
C) The statistics are properly presented and explained. 
D) The marketing researcher is involved in presenting the results. 
A) The audience understands the results and their meaning. 
B) Top management reads the report in its entirety. 
C) The statistics are properly presented and explained. 
D) The marketing researcher is involved in presenting the results.

Question 13

The time and effort expended in the research process are:

Accepted Answer

A) Always worth it if the client does follow-on studies. 
B) Wasted if the report does not communicate effectively. 
C) Wasted if the report does not result in increased revenue. 
D) Worth it if the report results in increased corporate visibility. 
A) Always worth it if the client does follow-on studies. 
B) Wasted if the report does not communicate effectively. 
C) Wasted if the report does not result in increased revenue. 
D) Worth it if the report results in increased corporate visibility.

Question 14

Interactive dashboards enable basic analytical tasks,such as filtering views,adjusting parameters,making quick calculations,and drilling down to examine underlying data.

Accepted Answer

A) True 
 B)False

Question 15

A well-organized report with appropriate headings and subheadings will substantially improve readability.

Accepted Answer

A) True 
 B)False

Question 16

While the marketing research report is the product that represents the efforts of the marketing research team,it is often not the only part of the project that the client will see.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is NOT a suggested guideline for producing an appropriate visual?

Accepted Answer

A) Truncate complex data with which your audience is unfamiliar 
B) Double and triple-check all labels,numbers,and visual shapes 
C) Make sure all parts of the scale are represented 
D) Report all data accurately and without misrepresentation 
A) Truncate complex data with which your audience is unfamiliar 
B) Double and triple-check all labels,numbers,and visual shapes 
C) Make sure all parts of the scale are represented 
D) Report all data accurately and without misrepresentation

Question 18

A marketing researcher should always provide visuals that:

Accepted Answer

A) Accurately demonstrate the data. 
B) Are colorful and memorable. 
C) Include lots of photography. 
D) Include a mixture of graphs and charts. 
A) Accurately demonstrate the data. 
B) Are colorful and memorable. 
C) Include lots of photography. 
D) Include a mixture of graphs and charts.

Question 19

Many marketing research firms and advertising agencies supplement their written and oral research reports with:

Accepted Answer

A) Videos. 
B) Continuing mini-briefings. 
C) Additional research at no-charge. 
D) Focus groups. 
A) Videos. 
B) Continuing mini-briefings. 
C) Additional research at no-charge. 
D) Focus groups.

Question 20

Which of the following is NOT one of the key elements for an oral presentation?

Accepted Answer

A) Practice the presentation 
B) Identify and analyze the audience 
C) Determine key points 
D) Allow questions only at the conclusion 
A) Practice the presentation 
B) Identify and analyze the audience 
C) Determine key points 
D) Allow questions only at the conclusion

What item is considered the"skeleton"of a research report and provides an overview of the most useful information,including the conclusions and recommendations?

The method's section should be detailed enough that it is clear how the data were collected but not detailed enough that it could be replicated by others.

The primary purpose of the letter/memo of transmittal is to orient the reader to the report and to build a positive image of the report.

Marketing research reports are tailored to specific audiences and purposes,and researchers must consider both in all phases of the research process,including planning the report.

________ allow companies to gather and integrate data from several different sources and then exhibit the data automatically with tables,graphs,and other numerical displays.

The results section is the main body of the report,should logically present the findings of the research,and may be organized around the research objectives for the study.

All facts need to be documented within your report even if they are common knowledge or can be easily verified.

Truncated graphs(having breaks in the scaled values on either axis)are acceptable whether or not the audience is familiar with the data since it improves comprehension.

Which of the following is NOT a typical factor contained in the limitations section of a research report?

Video footage that is gathered through ________ can be used to illustrate key takeaways from research studies.

Visuals are tables,figures,charts,diagrams,graphs,and other graphic aids that concisely present information that might otherwise be difficult to comprehend.

The importance of the marketing research report cannot be understated;even the best research will not drive the appropriate action unless:

The time and effort expended in the research process are:

Interactive dashboards enable basic analytical tasks,such as filtering views,adjusting parameters,making quick calculations,and drilling down to examine underlying data.

A well-organized report with appropriate headings and subheadings will substantially improve readability.

While the marketing research report is the product that represents the efforts of the marketing research team,it is often not the only part of the project that the client will see.

Which of the following is NOT a suggested guideline for producing an appropriate visual?

A marketing researcher should always provide visuals that:

Many marketing research firms and advertising agencies supplement their written and oral research reports with:

Which of the following is NOT one of the key elements for an oral presentation?

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

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

Making Use of Associations Tests

Understanding Regression Analysis Basics

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Exam 16: Writing the Research Report

What item is considered the"skeleton"of a research report and provides an overview of the most useful information,including the conclusions and recommendations?

The method's section should be detailed enough that it is clear how the data were collected but not detailed enough that it could be replicated by others.

The primary purpose of the letter/memo of transmittal is to orient the reader to the report and to build a positive image of the report.

Marketing research reports are tailored to specific audiences and purposes,and researchers must consider both in all phases of the research process,including planning the report.

________ allow companies to gather and integrate data from several different sources and then exhibit the data automatically with tables,graphs,and other numerical displays.

The results section is the main body of the report,should logically present the findings of the research,and may be organized around the research objectives for the study.

All facts need to be documented within your report even if they are common knowledge or can be easily verified.

Truncated graphs(having breaks in the scaled values on either axis)are acceptable whether or not the audience is familiar with the data since it improves comprehension.

Which of the following is NOT a typical factor contained in the limitations section of a research report?

Video footage that is gathered through ________ can be used to illustrate key takeaways from research studies.

Visuals are tables,figures,charts,diagrams,graphs,and other graphic aids that concisely present information that might otherwise be difficult to comprehend.

The importance of the marketing research report cannot be understated;even the best research will not drive the appropriate action unless:

The time and effort expended in the research process are:

Interactive dashboards enable basic analytical tasks,such as filtering views,adjusting parameters,making quick calculations,and drilling down to examine underlying data.

A well-organized report with appropriate headings and subheadings will substantially improve readability.

While the marketing research report is the product that represents the efforts of the marketing research team,it is often not the only part of the project that the client will see.

Which of the following is NOT a suggested guideline for producing an appropriate visual?

A marketing researcher should always provide visuals that:

Many marketing research firms and advertising agencies supplement their written and oral research reports with:

Which of the following is NOT one of the key elements for an oral presentation?

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

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

Making Use of Associations Tests

Understanding Regression Analysis Basics

Filters