Question 1

Which of the following is FALSE about charts in the research report?

Accepted Answer

A)  The pie chart can be used to depict changing trends over time. 
B)  The line chart is a two-dimensional chart that is particularly useful in depicting dynamic relationships such as time-series fluctuations of one or more series. 
C)  The stratum chart is in some ways a dynamic pie chart in that it can be used to show relative emphasis by sector and how the relative emphasis is changing with time. 
D)  The stratum chart is essentially a set of line charts whose quantities are aggregated or a total that is disaggregated. 
E)  A pictogram is a variation of a bar chart. 
A)  The pie chart can be used to depict changing trends over time. 
B)  The line chart is a two-dimensional chart that is particularly useful in depicting dynamic relationships such as time-series fluctuations of one or more series. 
C)  The stratum chart is in some ways a dynamic pie chart in that it can be used to show relative emphasis by sector and how the relative emphasis is changing with time. 
D)  The stratum chart is essentially a set of line charts whose quantities are aggregated or a total that is disaggregated. 
E)  A pictogram is a variation of a bar chart.

Question 2

The illustration of the market share for the top brand in a product category for the previous twelve quarters could best be accomplished by use of a:

Accepted Answer

A)  divided-bar chart. 
B)  stacked-line chart. 
C)  two-scale vertical bar chart. 
D)  pie chart. 
E)  line chart. 
A)  divided-bar chart. 
B)  stacked-line chart. 
C)  two-scale vertical bar chart. 
D)  pie chart. 
E)  line chart.

Question 3

Which of the following characteristics should NOT affect the content of the research report?

Accepted Answer

A)  The reader's technical sophistication. 
B)  The reader's interest. 
C)  The circumstances surrounding the research. 
D)  The intended use of the report. 
E)  The researcher's technical sophistication. 
A)  The reader's technical sophistication. 
B)  The reader's interest. 
C)  The circumstances surrounding the research. 
D)  The intended use of the report. 
E)  The researcher's technical sophistication.

Question 4

Which of the following is typically NOT included in the introduction to a research report?

Accepted Answer

A)  Definitions of unfamiliar terms or terms with a specific usage in the report 
B)  Background history to the research and the report 
C)  Specific objectives of the research 
D)  Hypotheses guiding the study 
E)  Description of the sampling frame and sampling plan 
A)  Definitions of unfamiliar terms or terms with a specific usage in the report 
B)  Background history to the research and the report 
C)  Specific objectives of the research 
D)  Hypotheses guiding the study 
E)  Description of the sampling frame and sampling plan

Question 5

Which of the following is FALSE for a written report?

Accepted Answer

A)  A good test of a summary is self-sufficiency in that a summary should not require the appended full report but should be able to stand on its own. 
B)  In general, it is not desirable for the researcher to draw conclusions in the written report. Rather they should limit their reports to presentation of the facts and should let the reader draw his or her own inferences from this presentation. 
C)  The good summary in a research report contains the necessary introductory information to provide background, and the important results and conclusions. 
D)  The true summary is an abstract of the whole report in which everything is restated in condensed form. 
E)  The major purpose of the introduction is to provide the background information the reader needs to appreciate the discussion in the body of the report. 
A)  A good test of a summary is self-sufficiency in that a summary should not require the appended full report but should be able to stand on its own. 
B)  In general, it is not desirable for the researcher to draw conclusions in the written report. Rather they should limit their reports to presentation of the facts and should let the reader draw his or her own inferences from this presentation. 
C)  The good summary in a research report contains the necessary introductory information to provide background, and the important results and conclusions. 
D)  The true summary is an abstract of the whole report in which everything is restated in condensed form. 
E)  The major purpose of the introduction is to provide the background information the reader needs to appreciate the discussion in the body of the report.

Question 6

Which of the following is TRUE for a research report?

Accepted Answer

A)  A conclusion is an opinion of what future action should be taken. 
B)  The researcher should not draw conclusions in the written report. 
C)  If a report is to be read by one familiar with the research topic, an introduction is unnecessary. 
D)  Technical jargon should be used wherever possible. 
E)  The amount of detail in a research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion. 
A)  A conclusion is an opinion of what future action should be taken. 
B)  The researcher should not draw conclusions in the written report. 
C)  If a report is to be read by one familiar with the research topic, an introduction is unnecessary. 
D)  Technical jargon should be used wherever possible. 
E)  The amount of detail in a research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion.

Question 7

The basics of the sampling plan used in the research project are typically presented in the _____ of the written report.

Accepted Answer

A)  summary 
B)  conclusion 
C)  body 
D)  introduction 
E)  appendix 
A)  summary 
B)  conclusion 
C)  body 
D)  introduction 
E)  appendix

Question 8

Complicated technical details and charts are usually placed in the:

Accepted Answer

A)  body. 
B)  introduction. 
C)  summary. 
D)  appendix. 
E)  bibliography. 
A)  body. 
B)  introduction. 
C)  summary. 
D)  appendix. 
E)  bibliography.

Question 9

Which of the following is an advantage of oral presentations over written ones?

Accepted Answer

A)  The ability to present technical data 
B)  The use of graphs and charts 
C)  The possibility for interaction 
D)  The lack of visual aids 
E)  The ability to cite all references 
A)  The ability to present technical data 
B)  The use of graphs and charts 
C)  The possibility for interaction 
D)  The lack of visual aids 
E)  The ability to cite all references

Question 10

To improve your writing of a report:

Accepted Answer

A)  use technical terminology. 
B)  use the longest words possible. 
C)  write only one draft. 
D)  read it aloud. 
E)  use complex sentences. 
A)  use technical terminology. 
B)  use the longest words possible. 
C)  write only one draft. 
D)  read it aloud. 
E)  use complex sentences.

Question 11

Bar charts can be converted into pictograms.

Accepted Answer

A) True 
 B)False

Question 12

A good summary should NOT contain:

Accepted Answer

A)  background information. 
B)  tables of data. 
C)  conclusions. 
D)  recommendations. 
E)  purpose of the research. 
A)  background information. 
B)  tables of data. 
C)  conclusions. 
D)  recommendations. 
E)  purpose of the research.

Which of the following is FALSE about charts in the research report?

The illustration of the market share for the top brand in a product category for the previous twelve quarters could best be accomplished by use of a:

Which of the following characteristics should NOT affect the content of the research report?

Which of the following is typically NOT included in the introduction to a research report?

Which of the following is FALSE for a written report?

Which of the following is TRUE for a research report?

The basics of the sampling plan used in the research project are typically presented in the _____ of the written report.

Complicated technical details and charts are usually placed in the:

Which of the following is an advantage of oral presentations over written ones?

To improve your writing of a report:

Bar charts can be converted into pictograms.

A good summary should NOT contain:

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

Filters

Exam 14: The Research Report

Which of the following is FALSE about charts in the research report?

The illustration of the market share for the top brand in a product category for the previous twelve quarters could best be accomplished by use of a:

Which of the following characteristics should NOT affect the content of the research report?

Which of the following is typically NOT included in the introduction to a research report?

Which of the following is FALSE for a written report?

Which of the following is TRUE for a research report?

The basics of the sampling plan used in the research project are typically presented in the _____ of the written report.

Complicated technical details and charts are usually placed in the:

Which of the following is an advantage of oral presentations over written ones?

To improve your writing of a report:

Bar charts can be converted into pictograms.

A good summary should NOT contain:

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

Filters