Question 1

If you are trying to write about the budget,timeframe,and other organizational constraints pertaining to the marketing research project without eroding the client's confidence in the research or unduly minimizing the importance of those topics,you are working on the ________ section of the marketing research report.
A) limits and caveats
B) approach
C) problem definition
D) research design

Accepted Answer

The limits and caveats section of the marketing research report includes information about any limitations or constraints, such as budget or timeframe, that may affect the research findings. It is important to address these factors in a way that does not undermine the importance or validity of the research, but rather acknowledges any limitations and their potential impact.

Question 2

The ________ section of the marketing research report highlights the discussions with the decision makers and industry experts,and discusses the secondary data analysis,the qualitative research that was conducted,and the factors that were considered.
A) problem definition
B) approach to the problem
C) title page
D) table of contents

Accepted Answer

The answer of The ________ section of the marketing research...

Question 3

If you are trying to decide if something should be included or left out of the marketing research report,you are being mindful of the ________ element of report writing.
A) terse
B) objective
C) comprehensive
D) none of the above

Accepted Answer

The answer of If you are trying to decide if...

Question 4

________ are an attractive way of illustrating trends and changes over time.
A) Pictographs
B) Line charts
C) Histograms
D) Bar charts

Accepted Answer

Line charts are specifically designed for tracking trends and changes over time, making them the most suitable option for this scenario. Pictographs, histograms, and bar charts may also be useful in certain situations, but they are not as well-suited to illustrating trends and changes over time.

Question 5

If you are trying to determine the best way to present data in a table,you should refer to the ________ for suggestions.
A) guidelines for tables
B) guidelines for graphs
C) guidelines for oral presentations
D) guidelines for report writing

Accepted Answer

Guidelines for tables provide specific suggestions and best practices for presenting data in a clear and organized manner. This resource can help ensure that tables are easy to read, understandable, and effective in effectively communicating data. Guidelines for graphs, oral presentations, and report writing may also be useful in certain contexts, but are not as applicable or relevant to the task of presenting data in a table.

Question 6

________ can be used to display the steps or components of a process.
A) Geographic maps
B) Pictographs
C) Schematic figures and flow charts
D) Pie charts

Accepted Answer

Schematic figures and flow charts are the most appropriate choice for displaying the steps or components of a process. They allow for clear and concise presentation of information in a visual format. Geographic maps, pictographs, and pie charts may be useful for other types of data, but they are not as effective for showing a process.

Question 7

________ do not depict results precisely,hence,caution should be exercised when using them.
A) Histograms
B) Pictographs
C) Bar charts
D) Line charts

Accepted Answer

Pictographs use pictures or symbols to represent data, which can often lead to inaccuracies or misinterpretation. Therefore, caution should be exercised when using them to depict results precisely.

Question 8

________ are used to set off data items in the written report.
A) Leaders
B) Hyphens
C) Dots
D) White spaces

Accepted Answer

White spaces are used to set off data items in a written report to improve readability and organization.

Question 9

The ________ section contains a clear statement of the management decision problem and the marketing research problem.
A) problem definition
B) limits and caveats
C) approach
D) research design

Accepted Answer

The problem definition section explicitly outlines the management decision problem and marketing research problem, whereas the other sections focus on outlining the research approach and methodology.

Question 10

In order for the report to accurately present the methodology,results,and conclusions of the project,without slanting the findings to conform to the expectations of management,the research must be ________.
A) comprehensive
B) objective
C) terse
D) none of the above

Accepted Answer

Objective research is necessary to ensure that the report accurately presents the methodology, results, and conclusions without bias towards the expectations of management. Comprehensive research may also be helpful, but it alone does not ensure objectivity. Terse research, on the other hand, may lead to important details being left out, potentially affecting the accuracy of the report.

Question 11

A list of tables,list of graphs,list of appendices,and list of exhibits are found in which part of the marketing research report?
A) letter of authorization
B) executive summary
C) letter of transmittal
D) table of contents

Accepted Answer

The table of contents is where the lists of tables, graphs, appendices, and exhibits are typically found in a marketing research report. It serves as a guide to help the reader navigate through the sections and information presented in the report. The other options listed (letter of authorization, executive summary, letter of transmittal) typically do not include these lists.

Question 12

The ________ is often the only portion of the marketing research report that executives read.
A) executive summary
B) letter of authorization
C) letter of transmittal
D) title page

Accepted Answer

The executive summary is a condensed version of the entire marketing research report, highlighting the key findings, conclusions, and recommendations. It is designed to provide busy executives with a quick overview of the research results and potential implications for the business. Therefore, it is often the only part of the report that they read.

Question 13

Which statement is not true about the research design section of the marketing research report?
A) A description of the theoretical foundations that guided the research should be included.
B) The topics should be presented in a non-technical,easy to understand manner.
C) This section of the report should justify the specific methods selected.
D) The technical detail should be included in an appendix.

Accepted Answer

The research design section typically focuses on the methodology and does not necessarily include a description of the theoretical foundations, which are usually covered in the literature review or theoretical framework section.

Question 14

A ________ can be used to present absolute and relative magnitudes,differences,and change.
A) line chart
B) pictograph
C) histogram
D) bar chart

Accepted Answer

A bar chart is used to present absolute and relative magnitudes, differences, and change by displaying data with rectangular bars.

Question 15

As a general guideline,a pie chart should not require more than ________ sections.
A) six
B) seven
C) eight
D) ten

Accepted Answer

Pie charts are most effective with around five to seven sections. Beyond this range, they can become cluttered and difficult to interpret, making seven a practical upper limit for clarity and readability.

Question 16

________ can communicate relative location and other comparative information.
A) Pie charts
B) Schematic figures and flow charts
C) Geographic maps
D) Pictographs

Accepted Answer

Geographic maps are designed specifically to communicate spatial information, including relative location and comparisons between different areas. While other visualization types like pie charts, schematic figures, flow charts, and pictographs may convey some information about location, they are not primarily intended for this purpose.

Question 17

All of the following should be considered when writing the marketing research report except ________.
A) the arrangement of data items
B) how easy the report is to follow
C) how to present the information objectively
D) who the reader will be

Accepted Answer

The answer of All of the following should be considered...

Question 18

Effective oral presentation techniques include all of the following except ________.
A) the use of visual aids displayed with a variety of media
B) constant eye contact and interaction with the audience
C) allowing sufficient opportunity for questions,both during and after the presentation
D) not spending much time on the reason for the research and getting to the results quickly

Accepted Answer

Spending time on the reason for the research is important as it provides context and helps the audience understand the relevance of the results. Therefore, not spending much time on the reason for the research is not an effective oral presentation technique.

Question 19

A marketing research report should do all of the following except ________.
A) take into account the reader's technical sophistication and interest in the project
B) use technical jargon
C) take into account the circumstances under which the report will be read
D) be written for a specific reader or readers

Accepted Answer

A marketing research report should not use technical jargon as it can make the report difficult to understand for readers who are not familiar with the technical terms. The report should be written in a clear and concise manner that is easily comprehensible to the reader.

Question 20

The ________ section of the marketing research report contains a description of the theoretical foundations that guided the research,any analytical models formulated,research questions,hypotheses,and the factors that influenced the research design.
A) research design
B) problem definition
C) approach to the problem
D) both A and B

Accepted Answer

This section is typically referred to as the "approach to the problem" section, where the theoretical foundation, analytical models, research questions, hypotheses, and other factors that influenced the research design are discussed. The problem definition section usually comes before this, and the research design section typically follows. So, while both A and B may contain some aspects of this information, the best choice for the section that specifically contains all of these elements is C.

Quiz 23: Report Preparation and Presentation

The ________ section of the marketing research report highlights the discussions with the decision makers and industry experts,and discusses the secondary data analysis,the qualitative research that was conducted,and the factors that were considered.

If you are trying to decide if something should be included or left out of the marketing research report,you are being mindful of the ________ element of report writing.

________ are an attractive way of illustrating trends and changes over time.

If you are trying to determine the best way to present data in a table,you should refer to the ________ for suggestions.

________ can be used to display the steps or components of a process.

________ do not depict results precisely,hence,caution should be exercised when using them.

________ are used to set off data items in the written report.

The ________ section contains a clear statement of the management decision problem and the marketing research problem.

In order for the report to accurately present the methodology,results,and conclusions of the project,without slanting the findings to conform to the expectations of management,the research must be ________.

A list of tables,list of graphs,list of appendices,and list of exhibits are found in which part of the marketing research report?

The ________ is often the only portion of the marketing research report that executives read.

Which statement is not true about the research design section of the marketing research report?

A ________ can be used to present absolute and relative magnitudes,differences,and change.

As a general guideline,a pie chart should not require more than ________ sections.

________ can communicate relative location and other comparative information.

All of the following should be considered when writing the marketing research report except ________.

Effective oral presentation techniques include all of the following except ________.

A marketing research report should do all of the following except ________.

The ________ section of the marketing research report contains a description of the theoretical foundations that guided the research,any analytical models formulated,research questions,hypotheses,and the factors that influenced the research design.