Question 1

The SPSS command for changing the format of a frequencies table is: FORMAT; TABLELOOKS.

Accepted Answer

A) True 
 B)False

Question 2

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 3

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

Accepted Answer

A)  CHART; PIE 
B)  GRAPHS; PIE 
C)  PIEGRAPH; GO 
D)  CHART; PIE; GO 
E)  FORMAT; PIE CHART 
A)  CHART; PIE 
B)  GRAPHS; PIE 
C)  PIEGRAPH; GO 
D)  CHART; PIE; GO 
E)  FORMAT; PIE CHART

Question 4

The title page does NOT include which of the following?

Accepted Answer

A)  the title 
B)  the organization/person(s) for whom the report has been prepared 
C)  the organization/person(s) who prepared the report 
D)  date of submission 
E)  method of transmittal 
A)  the title 
B)  the organization/person(s) for whom the report has been prepared 
C)  the organization/person(s) who prepared the report 
D)  date of submission 
E)  method of transmittal

Question 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

Which section of the marketing research report contains the major portion of the report and presents the findings of the research?

Accepted Answer

A)  method 
B)  body 
C)  results 
D)  conclusions 
E)  introduction 
A)  method 
B)  body 
C)  results 
D)  conclusions 
E)  introduction

Question 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

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 12

Which of the following would be included in the introduction?

Accepted Answer

A)  title 
B)  executive summary 
C)  general purpose as well as the specific objectives 
D)  results 
E)  method 
A)  title 
B)  executive summary 
C)  general purpose as well as the specific objectives 
D)  results 
E)  method

Question 13

Which level heading should be left-justified, on the same line as the first sentence of the paragraph, bold and in the same font size as the rest of the report?

Accepted Answer

A)  first 
B)  second 
C)  third 
D)  fourth 
E)  fifth 
A)  first 
B)  second 
C)  third 
D)  fourth 
E)  fifth

Question 14

Which of the following is the online report writing tool provided by the authors of your text?

Accepted Answer

A)  iReportWriter Assistant 
B)  Online Report Writing Module 
C)  ReportWriter.com 
D)  iWriter 
E)  Marketing Research Assistant 
A)  iReportWriter Assistant 
B)  Online Report Writing Module 
C)  ReportWriter.com 
D)  iWriter 
E)  Marketing Research Assistant

Question 15

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 16

Which type of visual introduces a set of topics and illustrate their relationships?

Accepted Answer

A)  table 
B)  picture 
C)  flow diagram 
D)  bar graph 
E)  pie chart 
A)  table 
B)  picture 
C)  flow diagram 
D)  bar graph 
E)  pie chart

Question 17

A letter of transmittal is used to release or deliver the document to an organization for which you are not a regular employee.

Accepted Answer

A) True 
 B)False

Question 18

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 19

Which of the following best describes recommendations in a marketing research report?

Accepted Answer

A)  suggestions for how to proceed based upon the conclusions 
B)  guidelines for how to proceed based upon the conclusions 
C)  suggestions for how to proceed based upon the limitations 
D)  guidelines for how to proceed based upon the limitations 
E)  guidelines for how to proceed based on the methodology 
A)  suggestions for how to proceed based upon the conclusions 
B)  guidelines for how to proceed based upon the conclusions 
C)  suggestions for how to proceed based upon the limitations 
D)  guidelines for how to proceed based upon the limitations 
E)  guidelines for how to proceed based on the methodology

Question 20

Which of the following examples may result in an unethical visual presentation of research findings?

Accepted Answer

A)  if time is a variable, placing it on the horizontal axis 
B)  eliminating the scales on an axis 
C)  using a histogram rather than a pictogram 
D)  illustrating how many respondents refused to answer the question as part of the visual 
E)  making sure all parts of the scale are present 
A)  if time is a variable, placing it on the horizontal axis 
B)  eliminating the scales on an axis 
C)  using a histogram rather than a pictogram 
D)  illustrating how many respondents refused to answer the question as part of the visual 
E)  making sure all parts of the scale are present

The SPSS command for changing the format of a frequencies table is: FORMAT; TABLELOOKS.

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

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

The title page does NOT include which of the following?

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

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

Which section of the marketing research report contains the major portion of the report and presents the findings of the research?

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

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

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

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

Which of the following would be included in the introduction?

Which level heading should be left-justified, on the same line as the first sentence of the paragraph, bold and in the same font size as the rest of the report?

Which of the following is the online report writing tool provided by the authors of your text?

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

Which type of visual introduces a set of topics and illustrate their relationships?

A letter of transmittal is used to release or deliver the document to an organization for which you are not a regular employee.

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:

Which of the following best describes recommendations in a marketing research report?

Which of the following examples may result in an unethical visual presentation of research findings?

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

Filters

Exam 20: The Marketing Research Report: Preparation and Presentation

The SPSS command for changing the format of a frequencies table is: FORMAT; TABLELOOKS.

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

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

The title page does NOT include which of the following?

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

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

Which section of the marketing research report contains the major portion of the report and presents the findings of the research?

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

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

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

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

Which of the following would be included in the introduction?

Which level heading should be left-justified, on the same line as the first sentence of the paragraph, bold and in the same font size as the rest of the report?

Which of the following is the online report writing tool provided by the authors of your text?

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

Which type of visual introduces a set of topics and illustrate their relationships?

A letter of transmittal is used to release or deliver the document to an organization for which you are not a regular employee.

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:

Which of the following best describes recommendations in a marketing research report?

Which of the following examples may result in an unethical visual presentation of research findings?

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

Filters