Question 1

List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.

Accepted Answer

Report preparation and presentation invo

Question 2

Which of the following is NOT a suggestion to follow when writing a marketing research report?

Accepted Answer

A) Technical jargon should be used. 
B) The report should be easy to follow. 
C) Objectivity should guide report writing. 
D) Reinforce key information in the text with tables, graphs, and pictures. 
E) Several revisions of the report may be needed before the final document emerges. 
A) Technical jargon should be used. 
B) The report should be easy to follow. 
C) Objectivity should guide report writing. 
D) Reinforce key information in the text with tables, graphs, and pictures. 
E) Several revisions of the report may be needed before the final document emerges.

Question 3

The KISS 'em principle stands for Keep It Short, Stupid!

Accepted Answer

A) True 
 B)False

Question 4

According to the text, the last step in the report preparation and presentation process is ________.

Accepted Answer

A) problem definition 
B) data analysis 
C) recommendations 
D) research follow-up 
E) reading of the report by the client 
A) problem definition 
B) data analysis 
C) recommendations 
D) research follow-up 
E) reading of the report by the client

Question 5

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 6

Which of the following sections of the report gives the background to the problem, highlights discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered?

Accepted Answer

A) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) letter of transmittal 
A) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) letter of transmittal

Question 7

Which of the following filler words is appropriate to use during a presentation?

Accepted Answer

A) "uh" 
B) "y'know" 
C) "all right" 
D) "like" 
E) No filler words should be used during a presentation. 
A) "uh" 
B) "y'know" 
C) "all right" 
D) "like" 
E) No filler words should be used during a presentation.

Question 8

A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

Accepted Answer

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

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

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

Accepted Answer

A) footnote; title 
B) summary; footnote 
C) title; summary 
D) number; title 
E) header; footer 
A) footnote; title 
B) summary; footnote 
C) title; summary 
D) number; title 
E) header; footer

Question 11

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

Accepted Answer

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

Question 12

The ________ 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) letter of transmittal 
B) letter of estimation 
C) letter of authorization 
D) letter of recommendation 
E) letter of invoice 
A) letter of transmittal 
B) letter of estimation 
C) letter of authorization 
D) letter of recommendation 
E) letter of invoice

Question 13

A graphical depiction that makes use of small pictures or symbols to display the data is called a pictograph.

Accepted Answer

A) True 
 B)False

Question 14

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 15

In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project.

Accepted Answer

A marketing research report should be wr

Question 16

The research design section of a report gives the background to the problem, highlights discussions with the decision makers and industry experts, discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered.

Accepted Answer

A) True 
 B)False

Question 17

According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.

Accepted Answer

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

Question 18

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

Accepted Answer

A) data analysis 
B) problem definition 
C) recommendations 
D) research follow-up 
E) interpretations, conclusions, and recommendations 
A) data analysis 
B) problem definition 
C) recommendations 
D) research follow-up 
E) interpretations, conclusions, and recommendations

Question 19

The executive summary should concisely describe all of the following EXCEPT the ________.

Accepted Answer

A) research problem 
B) approach 
C) research design 
D) major results 
E) problems encountered while conducting the project 
A) research problem 
B) approach 
C) research design 
D) major results 
E) problems encountered while conducting the project

Question 20

________ are designations placed in the left-hand column of a table.

Accepted Answer

A) Leaders 
B) Stubs 
C) Footnotes 
D) Headings 
E) Brackets 
A) Leaders 
B) Stubs 
C) Footnotes 
D) Headings 
E) Brackets

List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.

Which of the following is NOT a suggestion to follow when writing a marketing research report?

The KISS 'em principle stands for Keep It Short, Stupid!

According to the text, the last step in the report preparation and presentation process is ________.

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.

Which of the following sections of the report gives the background to the problem, highlights discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered?

Which of the following filler words is appropriate to use during a presentation?

A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

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

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

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

The ________ 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.

A graphical depiction that makes use of small pictures or symbols to display the data is called a pictograph.

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

In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project.

The research design section of a report gives the background to the problem, highlights discussions with the decision makers and industry experts, discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered.

According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.

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

The executive summary should concisely describe all of the following EXCEPT the ________.

________ are designations placed in the left-hand column of a table.

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

List some of the ethical issues faced by the researcher and the client in the report preparation and presentation stage of the marketing research project.

Which of the following is NOT a suggestion to follow when writing a marketing research report?

The KISS 'em principle stands for Keep It Short, Stupid!

According to the text, the last step in the report preparation and presentation process is ________.

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.

Which of the following sections of the report gives the background to the problem, highlights discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered?

Which of the following filler words is appropriate to use during a presentation?

A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

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

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

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

The ________ 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.

A graphical depiction that makes use of small pictures or symbols to display the data is called a pictograph.

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

In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project.

The research design section of a report gives the background to the problem, highlights discussions with the decision makers and industry experts, discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered.

According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.

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

The executive summary should concisely describe all of the following EXCEPT the ________.

________ are designations placed in the left-hand column of a table.

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

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