Question 1

The involvement of many marketing managers in the research project is limited to the written report and the oral presentation.

Accepted Answer

A) True 
 B)False  True

Question 2

The researcher's task ends with the oral presentation.

Accepted Answer

A) True 
 B)False  False

Question 3

Unexpectedly low response rates should be reported to the client.

Accepted Answer

A) True 
 B)False  True

Question 4

A round chart divided into sections is called a pie chart.

Accepted Answer

A) True 
 B)False

Question 5

Data should be arranged in a table to emphasize the most significant aspect of the data.

Accepted Answer

A) True 
 B)False

Question 6

In a short essay,discuss the importance of the report and its presentation for a marketing research project.

Accepted Answer

The report and its presentation are the

Question 7

An attractive way of illustrating trends and changes over time is to use a line chart.

Accepted Answer

A) True 
 B)False

Question 8

________ 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 9

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 10

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

Accepted Answer

A)  white spaces 
B)  leaders 
C)  stubs 
D)  hyphens 
E)  asterisks 
A)  white spaces 
B)  leaders 
C)  stubs 
D)  hyphens 
E)  asterisks

Question 11

In a pictograph,the area of each section,as a percentage of the total circle,reflects the percentage associated with the value of a specific variable.

Accepted Answer

A) True 
 B)False

Question 12

A line chart is a chart that connects a series of data points using continuous lines.

Accepted Answer

A) True 
 B)False

Question 13

As a general guideline,a pie chart should not require more than four sections.

Accepted Answer

A) True 
 B)False

Question 14

It is important to reinforce key information in the text of the report with all of the following EXCEPT:

Accepted Answer

A)  tables. 
B)  graphs. 
C)  pictures. 
D)  maps. 
E)  underlining. 
A)  tables. 
B)  graphs. 
C)  pictures. 
D)  maps. 
E)  underlining.

Question 15

As a general guideline,a pie chart should not require more than ________ sections.

Accepted Answer

A)  two 
B)  four 
C)  five 
D)  six 
E)  seven 
A)  two 
B)  four 
C)  five 
D)  six 
E)  seven

Question 16

The letter of transmittal should identify the need for further action on the part of the client,such as implementation of the findings or further research that should be undertaken.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

________ is the last step in the marketing research project.

Accepted Answer

A)  Data collection 
B)  Questionnaire coding 
C)  Data analysis 
D)  Research design 
E)  Report preparation and presentation 
A)  Data collection 
B)  Questionnaire coding 
C)  Data analysis 
D)  Research design 
E)  Report preparation and presentation

Question 19

If a research report will be used across different countries and languages only one report should be prepared.

Accepted Answer

A) True 
 B)False

Question 20

An excellent check on the clarity of the report is ________.

Accepted Answer

A)  limit the report to no more than 100 pages 
B)  limiting the report to 50 pages 
C)  having 2 people write the report 
D)  putting it on the web for unsolicited comments 
E)  having 2 or 3 people who are unfamiliar with the report read the report and give comments 
A)  limit the report to no more than 100 pages 
B)  limiting the report to 50 pages 
C)  having 2 people write the report 
D)  putting it on the web for unsolicited comments 
E)  having 2 or 3 people who are unfamiliar with the report read the report and give comments

The involvement of many marketing managers in the research project is limited to the written report and the oral presentation.

The researcher's task ends with the oral presentation.

Unexpectedly low response rates should be reported to the client.

A round chart divided into sections is called a pie chart.

Data should be arranged in a table to emphasize the most significant aspect of the data.

In a short essay,discuss the importance of the report and its presentation for a marketing research project.

An attractive way of illustrating trends and changes over time is to use a line chart.

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

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

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

In a pictograph,the area of each section,as a percentage of the total circle,reflects the percentage associated with the value of a specific variable.

A line chart is a chart that connects a series of data points using continuous lines.

As a general guideline,a pie chart should not require more than four sections.

It is important to reinforce key information in the text of the report with all of the following EXCEPT:

As a general guideline,a pie chart should not require more than ________ sections.

The letter of transmittal should identify the need for further action on the part of the client,such as implementation of the findings or further research that should be undertaken.

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

________ is the last step in the marketing research project.

If a research report will be used across different countries and languages only one report should be prepared.

An excellent check on the clarity of the report is ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Filters

Exam 19: Report Preparation and Presentation

The involvement of many marketing managers in the research project is limited to the written report and the oral presentation.

The researcher's task ends with the oral presentation.

Unexpectedly low response rates should be reported to the client.

A round chart divided into sections is called a pie chart.

Data should be arranged in a table to emphasize the most significant aspect of the data.

In a short essay,discuss the importance of the report and its presentation for a marketing research project.

An attractive way of illustrating trends and changes over time is to use a line chart.

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

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

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

In a pictograph,the area of each section,as a percentage of the total circle,reflects the percentage associated with the value of a specific variable.

A line chart is a chart that connects a series of data points using continuous lines.

As a general guideline,a pie chart should not require more than four sections.

It is important to reinforce key information in the text of the report with all of the following EXCEPT:

As a general guideline,a pie chart should not require more than ________ sections.

The letter of transmittal should identify the need for further action on the part of the client,such as implementation of the findings or further research that should be undertaken.

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

________ is the last step in the marketing research project.

If a research report will be used across different countries and languages only one report should be prepared.

An excellent check on the clarity of the report is ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Filters