Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

A marketing research firm should produce reports that are uniform across clients and follow the same format.

Accepted Answer

A) True 
 B)False

Question 3

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 4

Each report will have a unique character based on the personalities, responsibilities, etc., of the
researcher and the decision maker to whom the report is addressed.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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 7

Which of the following are advantages to publishing marketing research reports on the Web?

Accepted Answer

A) These reports can include all kinds of multimedia presentations. 
B) The dissemination is immediate. 
C) Reports can be searched electronically to identify materials of interest. 
D) A and C only 
E) A, B, and C 
A) These reports can include all kinds of multimedia presentations. 
B) The dissemination is immediate. 
C) Reports can be searched electronically to identify materials of interest. 
D) A and C only 
E) A, B, and C

Question 8

In a short essay, discuss why initial research findings should be communicated to the client's key decision makers.

Accepted Answer

The process begins by interpreting the r

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

Accepted Answer

A) True 
 B)False

Question 11

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 12

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

Accepted Answer

A) advanced technology 
B) preparation 
C) detailed descriptions 
D) professionalism 
E) video equipment 
A) advanced technology 
B) preparation 
C) detailed descriptions 
D) professionalism 
E) video equipment

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) pictograph 
B) pie chart 
C) line chart 
D) histogram 
E) symbology 
A) pictograph 
B) pie chart 
C) line chart 
D) histogram 
E) symbology

Question 15

Given the possibility of being sued by the client, the researcher should not make recommendations or suggest any actions.

Accepted Answer

A) True 
 B)False

Question 16

Unexpectedly low response rates should be reported to the client.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

After the oral presentation, the researcher should ________.

Accepted Answer

A) help the client understand the findings 
B) help the client implement the findings 
C) evaluate the entire marketing research project 
D) all of the above 
E) none of the above 
A) help the client understand the findings 
B) help the client implement the findings 
C) evaluate the entire marketing research project 
D) all of the above 
E) none of the above

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

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

A marketing research firm should produce reports that are uniform across clients and follow the same format.

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

Each report will have a unique character based on the personalities, responsibilities, etc., of the researcher and the decision maker to whom the report is addressed.

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

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

Which of the following are advantages to publishing marketing research reports on the Web?

In a short essay, discuss why initial research findings should be communicated to the client's key decision makers.

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

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

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

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

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

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

Given the possibility of being sued by the client, the researcher should not make recommendations or suggest any actions.

Unexpectedly low response rates should be reported to the client.

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

After the oral presentation, the researcher should ________.

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

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

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

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

A marketing research firm should produce reports that are uniform across clients and follow the same format.

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

Each report will have a unique character based on the personalities, responsibilities, etc., of the researcher and the decision maker to whom the report is addressed.

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

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

Which of the following are advantages to publishing marketing research reports on the Web?

In a short essay, discuss why initial research findings should be communicated to the client's key decision makers.

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

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

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

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

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

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

Given the possibility of being sued by the client, the researcher should not make recommendations or suggest any actions.

Unexpectedly low response rates should be reported to the client.

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

After the oral presentation, the researcher should ________.

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

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

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