Question 1

When writing the final report, the researcher should draw conclusions but should not make recommendations.

Accepted Answer

A) True 
 B)False  False

Question 2

A ________ is a chart that displays data in bars positioned horizontally or vertically.

Accepted Answer

A) line chart 
B) pictograph 
C) bar chart 
D) pie chart 
E) grid 
A) line chart 
B) pictograph 
C) bar chart 
D) pie chart 
E) grid C

Question 3

In a short essay, discuss the advantages to publishing marketing research reports on the Web. Give an example of how one company has benefited from such use of new media.

Accepted Answer

There are a number of advantages to publishing marketing research reports on the Web. These reports can incorporate all kinds of multimedia presentations, including graphs, pictures, animation, audio, and full motion video. The dissemination is immediate, and an authorized person anywhere in the world can access the reports online. These reports can be searched electronically to identify materials of specific interest. For example, a Coca-Cola manager in Brazil can electronically locate the portions of the report that pertain to South America. Storage and future retrieval is efficient and effortless. It is easy to integrate these reports to become a part of the decision support system.

Question 4

According to the text, every table should have a number and a title.

Accepted Answer

A) True 
 B)False

Question 5

In a short essay, discuss at least five elements that should be included in the research design section of the marketing research report.

Accepted Answer

The report section on research design sh

Question 6

An important reason for client follow-up is to ________.

Accepted Answer

A) get paid 
B) get face time 
C) evaluate the client 
D) research the research already done 
E) discuss further research projects 
A) get paid 
B) get face time 
C) evaluate the client 
D) research the research already done 
E) discuss further research projects

Question 7

________ 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 8

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a ________.

Accepted Answer

A) line chart 
B) pictograph 
C) histogram 
D) pie chart 
E) box and whiskers chart 
A) line chart 
B) pictograph 
C) histogram 
D) pie chart 
E) box and whiskers chart

Question 9

Which of the following is NOT a step in the report preparation and presentation process?

Accepted Answer

A) questionnaire design 
B) data analysis 
C) oral presentation 
D) research follow-up 
E) interpretations, conclusions, and recommendations 
A) questionnaire design 
B) data analysis 
C) oral presentation 
D) research follow-up 
E) interpretations, conclusions, and recommendations

Question 10

A pie chart is a chart that displays data in bars positioned horizontally or vertically.

Accepted Answer

A) True 
 B)False

Question 11

The researcher's task ends with the oral presentation.

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

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 14

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

Question 15

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

Accepted Answer

A) pictograph 
B) bar chart 
C) line chart 
D) histogram 
E) streamline 
A) pictograph 
B) bar chart 
C) line chart 
D) histogram 
E) streamline

Question 16

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

Accepted Answer

A) True 
 B)False

Question 17

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 18

The problem definition section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

________ 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

When writing the final report, the researcher should draw conclusions but should not make recommendations.

A ________ is a chart that displays data in bars positioned horizontally or vertically.

In a short essay, discuss the advantages to publishing marketing research reports on the Web. Give an example of how one company has benefited from such use of new media.

According to the text, every table should have a number and a title.

In a short essay, discuss at least five elements that should be included in the research design section of the marketing research report.

An important reason for client follow-up is to ________.

________ is the last step in the marketing research project.

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a ________.

Which of the following is NOT a step in the report preparation and presentation process?

A pie chart is a chart that displays data in bars positioned horizontally or vertically.

The researcher's task ends with the oral presentation.

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

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.

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

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

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

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

The problem definition section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

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

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

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

When writing the final report, the researcher should draw conclusions but should not make recommendations.

A ________ is a chart that displays data in bars positioned horizontally or vertically.

In a short essay, discuss the advantages to publishing marketing research reports on the Web. Give an example of how one company has benefited from such use of new media.

According to the text, every table should have a number and a title.

In a short essay, discuss at least five elements that should be included in the research design section of the marketing research report.

An important reason for client follow-up is to ________.

________ is the last step in the marketing research project.

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a ________.

Which of the following is NOT a step in the report preparation and presentation process?

A pie chart is a chart that displays data in bars positioned horizontally or vertically.

The researcher's task ends with the oral presentation.

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

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.

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

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

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

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

The problem definition section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

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

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

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