Question 1

The executive summary is an extremely important part of the report, as this is often the only portion of the report that executives read.

Accepted Answer

A) True 
 B)False

Question 2

The researcher's task ends with the oral presentation.

Accepted Answer

A) True 
 B)False

Question 3

According to the text, the key to an effective presentation is preparation.

Accepted Answer

A) True 
 B)False

Question 4

Dots or hyphens that are used to impart uniformity and improve readability of a table are called ________.

Accepted Answer

A) stubs 
B) footnotes 
C) headings 
D) leaders 
E) brackets 
A) stubs 
B) footnotes 
C) headings 
D) leaders 
E) brackets

Question 5

A report should be as brief as possible but not at the expense of completeness.

Accepted Answer

A) True 
 B)False

Question 6

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.

Accepted Answer

A) letter of acceptance 
B) letter of authorization 
C) letter of transmittal 
D) letter of recommendation 
E) letter of invoice 
A) letter of acceptance 
B) letter of authorization 
C) letter of transmittal 
D) letter of recommendation 
E) letter of invoice

Question 7

Dots or hyphens that are used to impart uniformity and improve readability of a table are called stubs.

Accepted Answer

A) True 
 B)False

Question 8

The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes, such as projecting them to unintended populations.

Accepted Answer

A) True 
 B)False

Question 9

Data should be arranged in a table to emphasize the most ________.

Accepted Answer

A) expensive aspect of the data 
B) current aspect of the data 
C) significant aspect of the data 
D) reliable aspect of the data 
E) expensive part of the project 
A) expensive aspect of the data 
B) current aspect of the data 
C) significant aspect of the data 
D) reliable aspect of the data 
E) expensive part of the project

Question 10

________ can be used to display the steps or components of a process.

Accepted Answer

A) Pie charts 
B) Line charts 
C) Bar charts 
D) Flowcharts 
E) Streamline 
A) Pie charts 
B) Line charts 
C) Bar charts 
D) Flowcharts 
E) Streamline

Question 11

As a general rule, graphic aids should be used whenever practical.

Accepted Answer

A) True 
 B)False

Question 12

Instead of ruling the table horizontally or vertically, it is suggested that leaders be used to set off data items.

Accepted Answer

A) True 
 B)False

Question 13

Recommendations that are made in the report should be ________.

Accepted Answer

A) complex 
B) so rigorous they stimulate technical experts 
C) only for those who worked on the project 
D) kept to a minimum 
E) directly usable as inputs into management decision making 
A) complex 
B) so rigorous they stimulate technical experts 
C) only for those who worked on the project 
D) kept to a minimum 
E) directly usable as inputs into management decision making

Question 14

Which of the following should be included in the limitations and caveats section of the research report?

Accepted Answer

A) sanctions levied by the Federal Trade Commission 
B) lack of National Science Foundation approval 
C) lack of acceptance by NASA 
D) respondents requiring cash incentive 
E) the populations to which the results should not be extended 
A) sanctions levied by the Federal Trade Commission 
B) lack of National Science Foundation approval 
C) lack of acceptance by NASA 
D) respondents requiring cash incentive 
E) the populations to which the results should not be extended

Question 15

If ease of locating items is critical, a(n)________ arrangement of the data in a table is most appropriate.

Accepted Answer

A) numerical 
B) current ranking 
C) alphabetical 
D) random 
E) catalogued 
A) numerical 
B) current ranking 
C) alphabetical 
D) random 
E) catalogued

Question 16

A principle that is effective for structuring a presentation is to just ________.

Accepted Answer

A) "go for it" 
B) "slide and glide" 
C) "fourth and goal" 
D) "preach it" 
E) "tell 'em" 
A) "go for it" 
B) "slide and glide" 
C) "fourth and goal" 
D) "preach it" 
E) "tell 'em"

Question 17

In a short essay, discuss why it is important to evaluate a marketing research project.Include a listing of at least five specific questions that should be asked when evaluating the marketing research project.

Accepted Answer

Every marketing research project provide

Question 18

Report preparation and presentation is the last step in the marketing research project.

Accepted Answer

A) True 
 B)False

Question 19

If data contained in a table of the report are secondary, then the source of the data should not be cited.

Accepted Answer

A) True 
 B)False

Question 20

The first step in the report preparation and presentation process is problem definition.

Accepted Answer

A) True 
 B)False

The executive summary is an extremely important part of the report, as this is often the only portion of the report that executives read.

The researcher's task ends with the oral presentation.

According to the text, the key to an effective presentation is preparation.

Dots or hyphens that are used to impart uniformity and improve readability of a table are called ________.

A report should be as brief as possible but not at the expense of completeness.

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.

Dots or hyphens that are used to impart uniformity and improve readability of a table are called stubs.

The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes, such as projecting them to unintended populations.

Data should be arranged in a table to emphasize the most ________.

________ can be used to display the steps or components of a process.

As a general rule, graphic aids should be used whenever practical.

Instead of ruling the table horizontally or vertically, it is suggested that leaders be used to set off data items.

Recommendations that are made in the report should be ________.

Which of the following should be included in the limitations and caveats section of the research report?

If ease of locating items is critical, a(n)________ arrangement of the data in a table is most appropriate.

A principle that is effective for structuring a presentation is to just ________.

In a short essay, discuss why it is important to evaluate a marketing research project.Include a listing of at least five specific questions that should be asked when evaluating the marketing research project.

Report preparation and presentation is the last step in the marketing research project.

If data contained in a table of the report are secondary, then the source of the data should not be cited.

The first step in the report preparation and presentation process is problem definition.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Filters

Exam 13: Report Preparation and Presentation

The executive summary is an extremely important part of the report, as this is often the only portion of the report that executives read.

The researcher's task ends with the oral presentation.

According to the text, the key to an effective presentation is preparation.

Dots or hyphens that are used to impart uniformity and improve readability of a table are called ________.

A report should be as brief as possible but not at the expense of completeness.

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.

Dots or hyphens that are used to impart uniformity and improve readability of a table are called stubs.

The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes, such as projecting them to unintended populations.

Data should be arranged in a table to emphasize the most ________.

________ can be used to display the steps or components of a process.

As a general rule, graphic aids should be used whenever practical.

Instead of ruling the table horizontally or vertically, it is suggested that leaders be used to set off data items.

Recommendations that are made in the report should be ________.

Which of the following should be included in the limitations and caveats section of the research report?

If ease of locating items is critical, a(n)________ arrangement of the data in a table is most appropriate.

A principle that is effective for structuring a presentation is to just ________.

In a short essay, discuss why it is important to evaluate a marketing research project.Include a listing of at least five specific questions that should be asked when evaluating the marketing research project.

Report preparation and presentation is the last step in the marketing research project.

If data contained in a table of the report are secondary, then the source of the data should not be cited.

The first step in the report preparation and presentation process is problem definition.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Filters