Question 1

The introduction should be listed in the table of contents but without a page reference as a number is not to be noted on the introduction page.

Accepted Answer

A) True 
 B)False

Question 2

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 3

A research company is preparing a visual for a marketing research report for a current client that is looking at expanding their product line by means of acquiring another company. A visual has been constructed to show the steps that will be taken to accomplish the merger planned between two companies. Which of the following visuals would best show the different steps and how they are related?

Accepted Answer

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

Question 4

Which of the following is acceptable in a marketing research report table of contents?

Accepted Answer

A)  letter of authorization is numbered with Arabic numerals 
B)  introduction pages are not numbered 
C)  executive summary is listed with Arabic numerals 
D)  the table of contents page should be listed 
E)  title page is not listed 
A)  letter of authorization is numbered with Arabic numerals 
B)  introduction pages are not numbered 
C)  executive summary is listed with Arabic numerals 
D)  the table of contents page should be listed 
E)  title page is not listed

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The memo of transmittal is used:

Accepted Answer

A)  instead of delivering a whole document. 
B)  to deliver the document to a client. 
C)  to deliver the document to a client who is outside your own organization. 
D)  to deliver the document to a client within your own organization. 
E)  only when the document is transmitted electronically. 
A)  instead of delivering a whole document. 
B)  to deliver the document to a client. 
C)  to deliver the document to a client who is outside your own organization. 
D)  to deliver the document to a client within your own organization. 
E)  only when the document is transmitted electronically.

Question 7

It is often very helpful, when preparing the research report to:

Accepted Answer

A)  have as much detail as possible within the report; more is better. 
B)  write for the average reader. 
C)  assume the role of the reader and ask: "What's in it for me?" 
D)  follow a previously written report carefully. 
E)  make sure the report is written in the language of other researchers. 
A)  have as much detail as possible within the report; more is better. 
B)  write for the average reader. 
C)  assume the role of the reader and ask: "What's in it for me?" 
D)  follow a previously written report carefully. 
E)  make sure the report is written in the language of other researchers.

Question 8

Maria works for ABC Marketing Research Company. Her boss has a meeting with a new client, but his plane is running late so she decided to help out by warming up the visual projector, laying out the copies of the presentation of the client, and making coffee. Just as the clients began to arrive, her boss phoned and asked Maria to actually begin to give the oral progress report to the client until he can arrive at the meeting. He estimated he would only be a few minutes late. 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 alternative to her predicament, which of the following oral presentation steps did she NOT violate?

Accepted Answer

A)  audience analysis 
B)  succinct presentation 
C)  presentation practice 
D)  early arrival 
E)  check out the room and media 
A)  audience analysis 
B)  succinct presentation 
C)  presentation practice 
D)  early arrival 
E)  check out the room and media

Question 9

A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as a(n):

Accepted Answer

A)  article summary. 
B)  marketing research report. 
C)  body report. 
D)  advancement report. 
E)  title page. 
A)  article summary. 
B)  marketing research report. 
C)  body report. 
D)  advancement report. 
E)  title page.

Question 10

Titles should be very brief because the main purpose of titles is to identify one report from another.

Accepted Answer

A) True 
 B)False

Question 11

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 paragraph?

Accepted Answer

A)  First 
B)  Second 
C)  Third 
D)  Fourth 
E)  Fifth 
A)  First 
B)  Second 
C)  Third 
D)  Fourth 
E)  Fifth

Question 12

Online information is so prevalent and often common sense, so it is fine to use information from websites without a citation.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

In a long report it is wise to use "signals and signposts" for the reader in the form of headings and subheadings.

Accepted Answer

A) True 
 B)False

Question 15

Maintaining a 2.5-centimetre side margin is necessary if the report will be bound.

Accepted Answer

A) True 
 B)False

Question 16

The MRIA has standards for the public release of marketing research results. Which of the following was NOT one of their recommendations noted in your textbook?

Accepted Answer

A)  Do not include precise proportions with qualitative reporting. 
B)  Have the exact wording and order of questions in a questionnaire available to the public upon request. 
C)  Differentiate between scientific and nonscientific studies. 
D)  Include the sample size and population surveyed. 
E)  Present only quantitative and not qualitative findings. 
A)  Do not include precise proportions with qualitative reporting. 
B)  Have the exact wording and order of questions in a questionnaire available to the public upon request. 
C)  Differentiate between scientific and nonscientific studies. 
D)  Include the sample size and population surveyed. 
E)  Present only quantitative and not qualitative findings.

Question 17

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

Question 18

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

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 19

Which of the following is a violation of general guidelines for first-level headings?

Accepted Answer

A)  larger font than the title 
B)  centred 
C)  bold 
D)  uppercase 
E)  larger font than the other material 
A)  larger font than the title 
B)  centred 
C)  bold 
D)  uppercase 
E)  larger font than the other material

Question 20

Three-dimensional figures are often used in reports and presentations so there is no concern regarding their usage from an ethical standpoint.

Accepted Answer

A) True 
 B)False

The introduction should be listed in the table of contents but without a page reference as a number is not to be noted on the introduction page.

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

Which of the following is acceptable in a marketing research report table of contents?

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

The memo of transmittal is used:

It is often very helpful, when preparing the research report to:

A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as a(n):

Titles should be very brief because the main purpose of titles is to identify one report from another.

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 paragraph?

Online information is so prevalent and often common sense, so it is fine to use information from websites without a citation.

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

In a long report it is wise to use "signals and signposts" for the reader in the form of headings and subheadings.

Maintaining a 2.5-centimetre side margin is necessary if the report will be bound.

The MRIA has standards for the public release of marketing research results. Which of the following was NOT one of their recommendations noted in your textbook?

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

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

Which of the following is a violation of general guidelines for first-level headings?

Three-dimensional figures are often used in reports and presentations so there is no concern regarding their usage from an ethical standpoint.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Filters

Exam 14: Communicating the Research Results

The introduction should be listed in the table of contents but without a page reference as a number is not to be noted on the introduction page.

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

Which of the following is acceptable in a marketing research report table of contents?

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

The memo of transmittal is used:

It is often very helpful, when preparing the research report to:

A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as a(n):

Titles should be very brief because the main purpose of titles is to identify one report from another.

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 paragraph?

Online information is so prevalent and often common sense, so it is fine to use information from websites without a citation.

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

In a long report it is wise to use "signals and signposts" for the reader in the form of headings and subheadings.

Maintaining a 2.5-centimetre side margin is necessary if the report will be bound.

The MRIA has standards for the public release of marketing research results. Which of the following was NOT one of their recommendations noted in your textbook?

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

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

Which of the following is a violation of general guidelines for first-level headings?

Three-dimensional figures are often used in reports and presentations so there is no concern regarding their usage from an ethical standpoint.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Filters