Exam 20: The Marketing Research Report: Preparation and Presentation

Signals that indicate the topics of each section and act like signals and signposts along the "road" of a marketing research report are referred to as:

Significant findings and recommendations from research are meaningless unless you can:

Which of the following was NOT discussed by the authors as stylistic devices or "tips" to consider when writing the research report?

A flow chart is a type of line graph.

Familiarity with a client can change the researcher's recommendations.

Long paragraphs in a report are advisable because they show thoroughness.

Which of the following was mentioned in the book as the automated reporting software that helps marketing research efficiency?

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:

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

Appendixes are necessary and would normally be placed in the front matter of the report.

Maria works for ABC Marketing Research Company. Her boss has a meeting with a new client, but his plane is running late. He asks Maria to give an oral progress report to the client until he can arrive at the meeting. Maria knows nothing of the client, and the meeting is due to start in five minutes. Maria rushes into the conference room to give the report. Maria's boss is even later than he expected, so Maria continues to talk until he gets there 45 minutes late. Though Maria seemingly had no alternatives to her predicament, which of the following oral presentation steps did she violate?

The memo of transmittal is used:

Your marketing research report is a reflection of you and your company.

The written research report can be grouped into three sections, which are:

Cameron has just finished reading the written report his assistant, Grace, completed for an important client in the computer industry. Cameron thinks that the wording "just doesn't sound like Grace" and that he has read the material somewhere before. During an Internet search, Cameron discovers a report that a rival company wrote several years ago for another client in the computer industry. Grace has lifted entire paragraphs from the rival's report and placed them in her own. When confronted with the evidence, Grace doesn't understand "the big deal. It's just the Internet. They wouldn't have put it on a Web site if they didn't want us to use it." Which of the following statements about plagiarism would best refute Grace's claims?

The letter of authorization, because it establishes the contractual relationship between the user and supplier firm, should always be included in the report immediately following the table of contents. It is NOT optional.

Pie charts are particularly useful for illustrating:

Which of the following is NOT true of presenting the results of the report orally?