Question 1

In a ________, 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) line chart 
B) pictograph 
C) histogram 
D) pie chart 
E) line out 
A) line chart 
B) pictograph 
C) histogram 
D) pie chart 
E) line out

Question 2

The client writes a ________ to the researcher before work on the project begins.

Accepted Answer

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

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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 5

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 6

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

Accepted Answer

A) limiting 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) limiting 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

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

The ________ 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) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) approach to the problem 
A) executive summary 
B) problem definition 
C) research design 
D) conclusions and recommendations 
E) approach to the problem

Question 9

A round chart divided into sections is called a ________.

Accepted Answer

A) pie chart 
B) line chart 
C) pictograph 
D) histogram 
E) round graph 
A) pie chart 
B) line chart 
C) pictograph 
D) histogram 
E) round graph

Question 10

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 11

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 12

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

Accepted Answer

A) True 
 B)False

Question 13

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 14

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 15

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 16

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

Accepted Answer

A) True 
 B)False

Question 17

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

Accepted Answer

A) True 
 B)False

Question 18

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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

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

The client writes a ________ to the researcher before work on the project begins.

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

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

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

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

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

The ________ 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.

A round chart divided into sections is called a ________.

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

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.

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

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.

Recommendations that are made in the report should be ________.

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

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

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 ________.

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

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

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

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

The client writes a ________ to the researcher before work on the project begins.

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

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

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

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

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

The ________ 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.

A round chart divided into sections is called a ________.

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

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.

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

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.

Recommendations that are made in the report should be ________.

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

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

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 ________.

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

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

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