Question 1

Which of the following is FALSE?

Accepted Answer

A) Definitions of unfamiliar terms should be included in the introduction. 
B) The introduction should not state the specific objectives of the research. 
C) The report reader should be made familiar with the relationship between the research project and other related work. 
D) The body of the report is one of the hardest sections to write in that it is important that the reader be told what was done,and why it was done,without the use of technical jargon. 
E) All of the above are true. 
A) Definitions of unfamiliar terms should be included in the introduction. 
B) The introduction should not state the specific objectives of the research. 
C) The report reader should be made familiar with the relationship between the research project and other related work. 
D) The body of the report is one of the hardest sections to write in that it is important that the reader be told what was done,and why it was done,without the use of technical jargon. 
E) All of the above are true. B

Question 2

Accuracy in a report refers to

Accepted Answer

A) mathematical accuracy. 
B) grammatical accuracy. 
C) correct terminology. 
D) Both a and b. 
E) a,b and c. 
A) mathematical accuracy. 
B) grammatical accuracy. 
C) correct terminology. 
D) Both a and b. 
E) a,b and c. E

Question 3

Which type of bar chart is most useful to illustrate the change in two or more series through time?

Accepted Answer

A) Stacked-bar chart 
B) One-scale bar chart 
C) Divided-bar chart 
D) Two-scale bar chart 
E) Grouped-bar chart 
A) Stacked-bar chart 
B) One-scale bar chart 
C) Divided-bar chart 
D) Two-scale bar chart 
E) Grouped-bar chart E

Question 4

Which of the following is FALSE about oral/verbal reports?

Accepted Answer

A) It is generally better to give too much technical detail rather than too little when presenting an oral/verbal report. 
B) One popular style of oral/verbal reports is to begin with the conclusions of the report and then discuss the evidence in support of these conclusions. 
C) Only 15 to 20 minutes need to be left to answer questions for any oral/verbal report. 
D) Graphic presentation of material is the best policy for oral/verbal reports. 
E) All of the above are false. 
A) It is generally better to give too much technical detail rather than too little when presenting an oral/verbal report. 
B) One popular style of oral/verbal reports is to begin with the conclusions of the report and then discuss the evidence in support of these conclusions. 
C) Only 15 to 20 minutes need to be left to answer questions for any oral/verbal report. 
D) Graphic presentation of material is the best policy for oral/verbal reports. 
E) All of the above are false.

Question 5

Report inaccuracies come from

Accepted Answer

A) brief reports. 
B) illogical reasoning. 
C) mishandling of data. 
D) Both a and b. 
E) Both b and c. 
A) brief reports. 
B) illogical reasoning. 
C) mishandling of data. 
D) Both a and b. 
E) Both b and c.

Question 6

The most technically oriented material in the report will usually be found 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 7

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

Accepted Answer

A) Bar charts can only be single scale charts. 
B) Pie charts and one-scale bar charts are used for similar purposes. 
C) When the relationship being captured is the change in a variable through time,the vertical form of the bar chart is preferred with x-axis as the time axis. 
D) A pictogram is essentially a bar chart. 
E) A stratum chart is equivalent to a divided bar chart. 
A) Bar charts can only be single scale charts. 
B) Pie charts and one-scale bar charts are used for similar purposes. 
C) When the relationship being captured is the change in a variable through time,the vertical form of the bar chart is preferred with x-axis as the time axis. 
D) A pictogram is essentially a bar chart. 
E) A stratum chart is equivalent to a divided bar chart.

Question 8

Which of the following is NOT a recommended guideline for the presentation of tables in the body of the written report?

Accepted Answer

A) Order the columns or rows in the table by some measure of size. 
B) Put the numbers to be compared into columns rather than rows. 
C) Give brief verbal summaries of each table. 
D) Put the numbers to be compared into rows rather than columns. 
E) Round all numbers to two effective digits. 
A) Order the columns or rows in the table by some measure of size. 
B) Put the numbers to be compared into columns rather than rows. 
C) Give brief verbal summaries of each table. 
D) Put the numbers to be compared into rows rather than columns. 
E) Round all numbers to two effective digits.

Question 9

The appendix usually contains the most technically oriented material in the report.

Accepted Answer

A) True 
 B)False

Question 10

Completeness of the research report should be evaluated from the perspective of the

Accepted Answer

A) researcher. 
B) data collected. 
C) reader. 
D) data analyst. 
E) report writer. 
A) researcher. 
B) data collected. 
C) reader. 
D) data analyst. 
E) report writer.

Question 11

The chart most like the stratum chart is the

Accepted Answer

A) pictogram. 
B) box chart. 
C) grouped-bar chart. 
D) divided-bar chart. 
E) single line chart. 
A) pictogram. 
B) box chart. 
C) grouped-bar chart. 
D) divided-bar chart. 
E) single line chart.

Question 12

Which of the following is NEVER part of a good summary?

Accepted Answer

A) Introductory information providing background for the research 
B) Important results 
C) Conclusions 
D) Headings and subheadings 
E) Recommendations 
A) Introductory information providing background for the research 
B) Important results 
C) Conclusions 
D) Headings and subheadings 
E) Recommendations

Question 13

To improve your writing

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 14

Graphical presentation should be used

Accepted Answer

A) as often as possible as it is the best method. 
B) to interpret results. 
C) to vividly present the research findings. 
D) only if graphs serve the purpose better than text or tables. 
E) All of the above apply to graphical presentations. 
A) as often as possible as it is the best method. 
B) to interpret results. 
C) to vividly present the research findings. 
D) only if graphs serve the purpose better than text or tables. 
E) All of the above apply to graphical presentations.

Question 15

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 16

In a stratum chart,the vertical distance between two lines represents the

Accepted Answer

A) amount of the upper line variable. 
B) amount of the lower line variable. 
C) sum of the upper and lower line variables. 
D) difference of the upper and lower line variables. 
E) None of the above. 
A) amount of the upper line variable. 
B) amount of the lower line variable. 
C) sum of the upper and lower line variables. 
D) difference of the upper and lower line variables. 
E) None of the above.

Question 17

An analyst wishing to compare the consumption of ABC ice cream against the four other leading brands by month for the last three years should probably use a

Accepted Answer

A) line chart. 
B) pie chart. 
C) bar chart. 
D) pictogram. 
E) stratum chart. 
A) line chart. 
B) pie chart. 
C) bar chart. 
D) pictogram. 
E) stratum chart.

Question 18

Which of the following should NOT be placed in the appendix of the written research report?

Accepted Answer

A) A copy of the data collection form. 
B) Detailed calculations of test statistics. 
C) Detailed calculations used to determine sample size. 
D) Source tables for summary tables found in the body of the report. 
E) The formal statements of the research hypotheses. 
A) A copy of the data collection form. 
B) Detailed calculations of test statistics. 
C) Detailed calculations used to determine sample size. 
D) Source tables for summary tables found in the body of the report. 
E) The formal statements of the research hypotheses.

Question 19

Which of the following is FALSE?

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) As a general rule,the research report with wide distribution will require a more extensive introduction than a report for a narrow audience since a 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) As a general rule,the research report with wide distribution will require a more extensive introduction than a report for a narrow audience since a 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 20

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.

Exam 21: The Research Report

Which of the following is FALSE?

Accuracy in a report refers to

Which type of bar chart is most useful to illustrate the change in two or more series through time?

Which of the following is FALSE about oral/verbal reports?

Report inaccuracies come from

The most technically oriented material in the report will usually be found in the

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

Which of the following is NOT a recommended guideline for the presentation of tables in the body of the written report?

The appendix usually contains the most technically oriented material in the report.

Completeness of the research report should be evaluated from the perspective of the

The chart most like the stratum chart is the

Which of the following is NEVER part of a good summary?

To improve your writing

Graphical presentation should be used

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

In a stratum chart,the vertical distance between two lines represents the

An analyst wishing to compare the consumption of ABC ice cream against the four other leading brands by month for the last three years should probably use a

Which of the following should NOT be placed in the appendix of the written research report?

Which of the following is FALSE?

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

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

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