Question 1

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

Accepted Answer

A)  letter of transmittal 
B)  letter of certification 
C)  signed research proposal 
D)  letter of authorization 
E)  request for proposal 
A)  letter of transmittal 
B)  letter of certification 
C)  signed research proposal 
D)  letter of authorization 
E)  request for proposal

Question 2

Because visuals are produced from computer programs, there is no likelihood that they may be used in an unethical fashion.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)  avoid unnecessary changes in tense 
B)  begin paragraphs with topic sentences 
C)  use jargon sparingly 
D)  proofread, alone and not aloud 
E)  vary the length and structure of sentences and paragraphs 
A)  avoid unnecessary changes in tense 
B)  begin paragraphs with topic sentences 
C)  use jargon sparingly 
D)  proofread, alone and not aloud 
E)  vary the length and structure of sentences and paragraphs

Question 4

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 end matter. 
D)  a result. 
E)  a methodology. 
A)  a recommendation. 
B)  a conclusion. 
C)  information that should be included in the end matter. 
D)  a result. 
E)  a methodology.

Question 5

The body of the report does NOT contain the:

Accepted Answer

A)  conclusions 
B)  executive summary 
C)  recommendations 
D)  results 
E)  methodology 
A)  conclusions 
B)  executive summary 
C)  recommendations 
D)  results 
E)  methodology

Question 6

On the table of contents, pages contained in the front matter section of the report should be numbered with lowercase Arabic numerals.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT true about the title page?

Accepted Answer

A)  The title should be as informative as possible. 
B)  The title should be centered and in all caps. 
C)  Items other than the title should be centered and in all caps. 
D)  It should be counted as page i. 
E)  No number should be shown on the page. 
A)  The title should be as informative as possible. 
B)  The title should be centered and in all caps. 
C)  Items other than the title should be centered and in all caps. 
D)  It should be counted as page i. 
E)  No number should be shown on the page.

Question 8

Effective reporting is essential and requires the principles of all the following except:

Accepted Answer

A)  organization 
B)  formatting 
C)  good writing 
D)  good grammar 
E)  colour 
A)  organization 
B)  formatting 
C)  good writing 
D)  good grammar 
E)  colour

Question 9

The following statements represent effective table guidelines EXCEPT:

Accepted Answer

A)  limit the use of decimal places 
B)  place items the reader needs to compare in the same row 
C)  place items the reader needs to compare in the same column 
D)  if there are many rows, darken alternative entries 
E)  provide totals for columns and rows when relevant 
A)  limit the use of decimal places 
B)  place items the reader needs to compare in the same row 
C)  place items the reader needs to compare in the same column 
D)  if there are many rows, darken alternative entries 
E)  provide totals for columns and rows when relevant

Question 10

Elements that indicate the topics of each section and act like signals and signposts that help the readers find their way through a marketing research report are referred to as:

Accepted Answer

A)  headings and subheadings. 
B)  tables of contents. 
C)  tables. 
D)  visuals. 
E)  lists of illustrations. 
A)  headings and subheadings. 
B)  tables of contents. 
C)  tables. 
D)  visuals. 
E)  lists of illustrations.

Question 11

If appropriate, materials such as data collection forms or actual computer printouts should be included in the:

Accepted Answer

A)  printout section. 
B)  table of computer printouts. 
C)  list of illustrations. 
D)  appendices. 
E)  list of forms. 
A)  printout section. 
B)  table of computer printouts. 
C)  list of illustrations. 
D)  appendices. 
E)  list of forms.

Question 12

Visuals that translate numbers into displays so that relationships and trends become more obvious 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 13

Specific keystroke instructions are available to make bar and column charts using XL Data Analyst but not pie charts.

Accepted Answer

A) True 
 B)False

Question 14

If you were asked to orally present the conclusions of a research project, you would do the following EXCEPT:

Accepted Answer

A)  practice your presentation 
B)  identify and analyze your audience 
C)  determine the key points 
D)  check out the room and media 
E)  present "off the cuff" 
A)  practice your presentation 
B)  identify and analyze your audience 
C)  determine the key points 
D)  check out the room and media 
E)  present "off the cuff"

Question 15

In order to have credibility and be useful to the client, the report must communicate effectively.

Accepted Answer

A) True 
 B)False

Question 16

Marketing research users, as well as research suppliers, have agreed that the research report is one of the most important aspects of the marketing research process.

Accepted Answer

A) True 
 B)False

Question 17

When organizing the research report, it is often helpful to put oneself in the shoes of the writer instead of the reader.

Accepted Answer

A) True 
 B)False

Question 18

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 19

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

Accepted Answer

A)  table of contents 
B)  introduction 
C)  appendix 
D)  executive summary 
E)  synopsis 
A)  table of contents 
B)  introduction 
C)  appendix 
D)  executive summary 
E)  synopsis

Question 20

The results section is the most important portion of the report and should therefore not be presented in narrative form.

Accepted Answer

A) True 
 B)False

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

Because visuals are produced from computer programs, there is no likelihood that they may be used in an unethical fashion.

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

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:

The body of the report does NOT contain the:

On the table of contents, pages contained in the front matter section of the report should be numbered with lowercase Arabic numerals.

Which of the following is NOT true about the title page?

Effective reporting is essential and requires the principles of all the following except:

The following statements represent effective table guidelines EXCEPT:

Elements that indicate the topics of each section and act like signals and signposts that help the readers find their way through a marketing research report are referred to as:

If appropriate, materials such as data collection forms or actual computer printouts should be included in the:

Visuals that translate numbers into displays so that relationships and trends become more obvious are referred to as:

Specific keystroke instructions are available to make bar and column charts using XL Data Analyst but not pie charts.

If you were asked to orally present the conclusions of a research project, you would do the following EXCEPT:

In order to have credibility and be useful to the client, the report must communicate effectively.

Marketing research users, as well as research suppliers, have agreed that the research report is one of the most important aspects of the marketing research process.

When organizing the research report, it is often helpful to put oneself in the shoes of the writer instead of the reader.

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

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

The results section is the most important portion of the report and should therefore not be presented in narrative form.

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

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

Because visuals are produced from computer programs, there is no likelihood that they may be used in an unethical fashion.

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

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:

The body of the report does NOT contain the:

On the table of contents, pages contained in the front matter section of the report should be numbered with lowercase Arabic numerals.

Which of the following is NOT true about the title page?

Effective reporting is essential and requires the principles of all the following except:

The following statements represent effective table guidelines EXCEPT:

Elements that indicate the topics of each section and act like signals and signposts that help the readers find their way through a marketing research report are referred to as:

If appropriate, materials such as data collection forms or actual computer printouts should be included in the:

Visuals that translate numbers into displays so that relationships and trends become more obvious are referred to as:

Specific keystroke instructions are available to make bar and column charts using XL Data Analyst but not pie charts.

If you were asked to orally present the conclusions of a research project, you would do the following EXCEPT:

In order to have credibility and be useful to the client, the report must communicate effectively.

Marketing research users, as well as research suppliers, have agreed that the research report is one of the most important aspects of the marketing research process.

When organizing the research report, it is often helpful to put oneself in the shoes of the writer instead of the reader.

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

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

The results section is the most important portion of the report and should therefore not be presented in narrative form.

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