Question 1

Presentations on the Internet can be accessed wherever or whenever needed.

Accepted Answer

A) True 
 B)False

Question 2

A differential advantage is:

Accepted Answer

A) a statement of project results. 
B) advantage(s) of a specific methodology. 
C) a true benefit that cannot be duplicated by competitors. 
D) a well-written executive summary. 
A) a statement of project results. 
B) advantage(s) of a specific methodology. 
C) a true benefit that cannot be duplicated by competitors. 
D) a well-written executive summary.

Question 3

Which of the following does a researcher not need to keep in mind when preparing a presentation?

Accepted Answer

A) What do the data really mean? 
B) What impact do the data have? 
C) What could make this information more convincing? 
D) What could make this information more useful? 
E) What do we need to do, given the information we have? 
A) What do the data really mean? 
B) What impact do the data have? 
C) What could make this information more convincing? 
D) What could make this information more useful? 
E) What do we need to do, given the information we have?

Question 4

Generalizing from small pieces of information can be referred to as___________.

Accepted Answer

A) Conclusions 
B) Induction 
C) Both conclusions and induction 
D) Neither conclusions or induction 
A) Conclusions 
B) Induction 
C) Both conclusions and induction 
D) Neither conclusions or induction

Question 5

The conclusion should always include at least some statistical information.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following does a presentation of research findings accomplish?

Accepted Answer

A) provides an opportunity to hear any unexpected events or findings 
B) showcases the research conclusion and recommendations 
C) helps one to become requainted with research objectives 
D) discuss methodology 
E) All of these 
A) provides an opportunity to hear any unexpected events or findings 
B) showcases the research conclusion and recommendations 
C) helps one to become requainted with research objectives 
D) discuss methodology 
E) All of these

Question 7

Recommendations are sometimes the tactics that focus on a client's achievement of a differential advantage.

Accepted Answer

A) True 
 B)False

Question 8

How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."

Accepted Answer

Modern research reports should be writte

Question 9

Compare and contrast the conclusions and recommendations portions of the research report.

Accepted Answer

Conclusions and recommendations can some

Question 10

Which of the following is not consistent with contemporary marketing research reports?

Accepted Answer

A) detailed paragraphs explaining results 
B) liberal use of graphs 
C) lots of bulleted information 
D) text boxes 
E) All of these are consistent with contemporary marketing research reports. 
A) detailed paragraphs explaining results 
B) liberal use of graphs 
C) lots of bulleted information 
D) text boxes 
E) All of these are consistent with contemporary marketing research reports.

Question 11

Which of the following parts of the marketing research report goes at the end?

Accepted Answer

A) appendices 
B) executive summary 
C) findings 
D) methodology 
E) none of these 
A) appendices 
B) executive summary 
C) findings 
D) methodology 
E) none of these

Question 12

A typical marketing research report:

Accepted Answer

A) centers around pictures and graphs 
B) contains at least 50 pages of text 
C) contains an appendix and glossary 
D) should be done in whatever style the researcher deems appropriate 
E) should always contain the researcher's specific recommendations 
A) centers around pictures and graphs 
B) contains at least 50 pages of text 
C) contains an appendix and glossary 
D) should be done in whatever style the researcher deems appropriate 
E) should always contain the researcher's specific recommendations

Question 13

Describe the characteristics of a good presentation.

Accepted Answer

An effective presentation is tailored to

Question 14

Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.

Accepted Answer

A) True 
 B)False

Question 15

Persuasion should never be used in the personal presentation of a marketing research report.

Accepted Answer

A) True 
 B)False

Question 16

An effective presentation takes into account all of the following except:

Accepted Answer

A) the audience's frame of reference 
B) the audience's prejudices 
C) the audience's educational background 
D) the audience's time constraints 
E) the audience's expectations 
A) the audience's frame of reference 
B) the audience's prejudices 
C) the audience's educational background 
D) the audience's time constraints 
E) the audience's expectations

Question 17

Writing the report always comes after the data has been cross tabulated and statistical testing has been performed.

Accepted Answer

A) True 
 B)False

Question 18

One reason presentations are sometimes inadequate is that the speaker lacks an
understanding of the barriers to effective communication.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is not part of the marketing research report appendices?

Accepted Answer

A) a detailed list of research objectives 
B) cross tabulations for every question 
C) technical discussion of research procedures 
D) clean copy of the questionnaire(s) 
E) All are part of the marketing research report appendices. 
A) a detailed list of research objectives 
B) cross tabulations for every question 
C) technical discussion of research procedures 
D) clean copy of the questionnaire(s) 
E) All are part of the marketing research report appendices.

Question 20

Which of the following best describes the executive summary?

Accepted Answer

A) a report only for top executives to ensure secrecy 
B) a thorough synopsis of the project which explains how the research was done, outlines objectives, and highlights results 
C) a detailed report including all technical information regarding the project 
D) a presentation to top executives of the marketing researcher's client 
E) none of these 
A) a report only for top executives to ensure secrecy 
B) a thorough synopsis of the project which explains how the research was done, outlines objectives, and highlights results 
C) a detailed report including all technical information regarding the project 
D) a presentation to top executives of the marketing researcher's client 
E) none of these

Presentations on the Internet can be accessed wherever or whenever needed.

A differential advantage is:

Which of the following does a researcher not need to keep in mind when preparing a presentation?

Generalizing from small pieces of information can be referred to as___________.

The conclusion should always include at least some statistical information.

Which of the following does a presentation of research findings accomplish?

Recommendations are sometimes the tactics that focus on a client's achievement of a differential advantage.

How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."

Compare and contrast the conclusions and recommendations portions of the research report.

Which of the following is not consistent with contemporary marketing research reports?

Which of the following parts of the marketing research report goes at the end?

A typical marketing research report:

Describe the characteristics of a good presentation.

Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.

Persuasion should never be used in the personal presentation of a marketing research report.

An effective presentation takes into account all of the following except:

Writing the report always comes after the data has been cross tabulated and statistical testing has been performed.

One reason presentations are sometimes inadequate is that the speaker lacks an understanding of the barriers to effective communication.

Which of the following is not part of the marketing research report appendices?

Which of the following best describes the executive summary?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Managing Marketing Research

Filters

Exam 19: Communicating the Research Results

Presentations on the Internet can be accessed wherever or whenever needed.

A differential advantage is:

Which of the following does a researcher not need to keep in mind when preparing a presentation?

Generalizing from small pieces of information can be referred to as___________.

The conclusion should always include at least some statistical information.

Which of the following does a presentation of research findings accomplish?

Recommendations are sometimes the tactics that focus on a client's achievement of a differential advantage.

How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."

Compare and contrast the conclusions and recommendations portions of the research report.

Which of the following is not consistent with contemporary marketing research reports?

Which of the following parts of the marketing research report goes at the end?

A typical marketing research report:

Describe the characteristics of a good presentation.

Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.

Persuasion should never be used in the personal presentation of a marketing research report.

An effective presentation takes into account all of the following except:

Writing the report always comes after the data has been cross tabulated and statistical testing has been performed.

One reason presentations are sometimes inadequate is that the speaker lacks an understanding of the barriers to effective communication.

Which of the following is not part of the marketing research report appendices?

Which of the following best describes the executive summary?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Managing Marketing Research

Filters