Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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 E

Question 3

____________ are conclusions applied to marketing strategies or tactics that focus on a client's achievement of differential advantage.

Accepted Answer

A) References 
B) Endorsements 
C) Approvals 
D) Recommendations 
A) References 
B) Endorsements 
C) Approvals 
D) Recommendations D

Question 4

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. 
E) none of the above 
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. 
E) none of the above

Question 5

It is not that important for the research firm to have a consistent style of reporting.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

Conclusions and recommendations can some

Question 7

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

Question 8

Clients always expect a presentation of the research results.

Accepted Answer

A) True 
 B)False

Question 9

Conclusions in a report are derived from the process of ___________.

Accepted Answer

A) deduction 
B) reduction 
C) induction 
D) none of the above 
A) deduction 
B) reduction 
C) induction 
D) none of the above

Question 10

The executive summary:

Accepted Answer

A) should be a maximum of four pages 
B) is often the most difficult part of the report to write 
C) is where the researcher lists key findings 
D) all of the above 
E) none of the above 
A) should be a maximum of four pages 
B) is often the most difficult part of the report to write 
C) is where the researcher lists key findings 
D) all of the above 
E) none of the above

Question 11

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) "minibites" 
E) All of the above are consistent with contemporary marketing research reports. 
A) detailed paragraphs explaining results 
B) liberal use of graphs 
C) lots of bulleted information 
D) "minibites" 
E) All of the above are consistent with contemporary marketing research reports.

Question 12

Important information in a report should be highlighted in bright colors.

Accepted Answer

A) True 
 B)False

Question 13

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 14

By clearly defining research objectives upfront and incorporating them in every phase of the research project,one will produce better results that can then be used as the basis for subsequent projects.

Accepted Answer

A) True 
 B)False

Question 15

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 16

List and briefly describe the six major parts of the marketing research report.

Accepted Answer

The Title Page,the Table of Co

Question 17

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

Accepted Answer

A) Conclusions 
B) Induction 
C) Both 
D) Neither 
A) Conclusions 
B) Induction 
C) Both 
D) Neither

Question 18

In the organization of the report,where should the name of the project and other elements,such as the name of the client organization,name of research firm,and date of report,be located?

Accepted Answer

A) Table of Contents 
B) Title Page 
C) Executive Summary 
D) Appendices 
A) Table of Contents 
B) Title Page 
C) Executive Summary 
D) Appendices

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which statement is not true about marketing research reports?

Accepted Answer

A) They contain a table of contents and recommendations. 
B) They contain information about the methodology of the report. 
C) Every fact must be included in detail;report length of the body of the report should not be an issue. 
D) Research objectives must be outlined. 
E) All statements about marketing research reports are true. 
A) They contain a table of contents and recommendations. 
B) They contain information about the methodology of the report. 
C) Every fact must be included in detail;report length of the body of the report should not be an issue. 
D) Research objectives must be outlined. 
E) All statements about marketing research reports are true.

Exam 19: A: Communicating the Research Results

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

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

____________ are conclusions applied to marketing strategies or tactics that focus on a client's achievement of differential advantage.

A differential advantage is:

It is not that important for the research firm to have a consistent style of reporting.

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

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

Clients always expect a presentation of the research results.

Conclusions in a report are derived from the process of ___________.

The executive summary:

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

Important information in a report should be highlighted in bright colors.

A typical marketing research report:

By clearly defining research objectives upfront and incorporating them in every phase of the research project,one will produce better results that can then be used as the basis for subsequent projects.

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

List and briefly describe the six major parts of the marketing research report.

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

In the organization of the report,where should the name of the project and other elements,such as the name of the client organization,name of research firm,and date of report,be located?

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

Which statement is not true about marketing research reports?

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

Filters