Question 1

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 2

The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions,and then using the conclusions to formulate recommendations.

Accepted Answer

A) True 
 B)False

Question 3

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 the above 
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 the above

Question 4

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 of the above 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 of the above are part of the marketing research report appendices.

Question 5

Which part of the research report is a quick reference for finding specific information in the report?

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 6

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 7

Clients tend to prefer long text-based reports to shorter ones.

Accepted Answer

A) True 
 B)False

Question 8

Recommendations are generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives.

Accepted Answer

A) True 
 B)False

Question 9

Current technology precludes using the Internet to facilitate marketing research presentations that utilize PowerPoint 2000.

Accepted Answer

A) True 
 B)False

Question 10

Presenting with more confidence may not be enhanced by which of the following?

Accepted Answer

A) visualizing success 
B) practicing 
C) meeting the audience before you present 
D) realizing that you are the expert 
E) none of the above 
A) visualizing success 
B) practicing 
C) meeting the audience before you present 
D) realizing that you are the expert 
E) none of the above

Question 11

The conclusion should always include at least some statistical information.

Accepted Answer

A) True 
 B)False

Question 12

Comment on the following statement: Marketing research reports must be written as eloquently as possible,and include the detail and technical information in the text of the report.

Accepted Answer

The marketing research report should be

Question 13

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 14

How would you respond to the following statement: "The Methodology should explain in detail how the research was done and why it was done."

Accepted Answer

The above statement is partially right r

Question 15

Most clients today want a copy of the PowerPoint presentation rather than a detailed traditional report.

Accepted Answer

A) True 
 B)False

Question 16

A typical marketing research report often includes 50 or more pages of text and a handful of graphs as well.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not an objective of the marketing research report?

Accepted Answer

A) to explain why the research was done 
B) to state the specific research objectives 
C) to explain how the research was done 
D) to explain how much the project cost the client 
E) All of the above are objectives of the marketing research report. 
A) to explain why the research was done 
B) to state the specific research objectives 
C) to explain how the research was done 
D) to explain how much the project cost the client 
E) All of the above are objectives of the marketing research report.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The report methodology section serves as the primary guide for interpreting findings and drawing conclusions.

Accepted Answer

A) True 
 B)False

Exam 19: A: Communicating the Research Results

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

The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions,and then using the conclusions to formulate recommendations.

Which of the following best describes the executive summary?

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

Which part of the research report is a quick reference for finding specific information in the report?

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

Clients tend to prefer long text-based reports to shorter ones.

Recommendations are generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives.

Current technology precludes using the Internet to facilitate marketing research presentations that utilize PowerPoint 2000.

Presenting with more confidence may not be enhanced by which of the following?

The conclusion should always include at least some statistical information.

Comment on the following statement: Marketing research reports must be written as eloquently as possible,and include the detail and technical information in the text of the report.

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

How would you respond to the following statement: "The Methodology should explain in detail how the research was done and why it was done."

Most clients today want a copy of the PowerPoint presentation rather than a detailed traditional report.

A typical marketing research report often includes 50 or more pages of text and a handful of graphs as well.

Which of the following is not an objective of the marketing research report?

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

The report methodology section serves as the primary guide for interpreting findings and drawing conclusions.

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