Question 1

Formulating recommendations are gained from the process of _____________.

Accepted Answer

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

Question 2

By reducing the organizational distance between the client and staff members, it is easier for them to appreciate the client's situation and focus on serving his or her needs.

Accepted Answer

A) True 
 B)False

Question 3

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 4

To get the attention of senior management, researchers must move beyond crunching numbers to analyzing the information and providing results.

Accepted Answer

A) True 
 B)False  True

Question 5

Why would a researcher want to publish their presentation to the Internet?

Accepted Answer

A)   To allow others to access it
B)   To present at multiple locations
C)   To preserve the data for future research
D)   All of the above

Question 6

Asking a client for their budget on a project helps the research firm to learn what the client has in mind.

Accepted Answer

A) True 
 B)False

Question 7

Good procedures for cost control include all of the following except:

Accepted Answer

A)   Systems that accurately capture data collection and other costs associated with the project on a daily basis.
B)   Policies and practices that quickly identify over budget situations and then find causes and seek solutions.
C)   Daily reporting of costs to the communication liaison.
D)   Policies and practices that find and account for under budget situations.
E)   Policies and practices in the research organization that require the liaison to communicate the budget picture to clients and to senior managers at theResearch company. D

Question 8

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.

Question 9

Which of the following is not a suggestion given for staff development in a research firm?

Accepted Answer

A)   Foster recognition and accountability.
B)   Connect rewards to a business result.
C)   Create an environment that encourages perfection.
D)   Attract and support people with entrepreneurial attitudes.
E)   Provide job autonomy within a certain structure.

Question 10

What is the general rule for selecting a marketing research supplier?

Accepted Answer

A)   Choose the least expensive supplier and, if the project's needs exceed their abilities, move to the next supplier.
B)   Choose the smallest firm consistent with the scope of the project, as long as the project is not more than 30% of the supplier's annual revenues.
C)   Choose the vendor that has the best reputation.
D)   Choose the smallest firm consistent with the scope of the project, as long as the project is not more than 15% of the supplier's annual revenues.
E)   There is no general rule.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

___________ is newer knowledge that has the potential to create significant marketing impact.

Accepted Answer

A)   Innovation
B)   Insight
C)   A & B
D)   Neither A nor B

Question 13

Research management involves overseeing the development of:

Accepted Answer

A)   communication systems.
B)   schedules
C)   client profitability
D)   all of the above
E)   none of the above D

Question 14

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

Question 15

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.

Question 16

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 17

Discuss three outsourcing issues and the management strategies to meet them.

Accepted Answer

A full breakdown of the outsou...

Question 18

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?

Question 19

Outsourcing is becoming a popular way for research firms to cut costs.

Accepted Answer

A) True 
 B)False

Question 20

The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.

Accepted Answer

A) True 
 B)False

Exam 15: Communicating Results and Managing Marketing Research

Formulating recommendations are gained from the process of _____________.

Correct AnswerverifiedShow Answer

By reducing the organizational distance between the client and staff members, it is easier for them to appreciate the client's situation and focus on serving his or her needs.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

To get the attention of senior management, researchers must move beyond crunching numbers to analyzing the information and providing results.

Correct AnswerverifiedTrue

Why would a researcher want to publish their presentation to the Internet?

Correct AnswerverifiedShow Answer

Asking a client for their budget on a project helps the research firm to learn what the client has in mind.

Correct AnswerverifiedShow Answer

Good procedures for cost control include all of the following except:

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

Which of the following is not a suggestion given for staff development in a research firm?

Correct AnswerverifiedShow Answer

What is the general rule for selecting a marketing research supplier?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

___________ is newer knowledge that has the potential to create significant marketing impact.

Correct AnswerverifiedShow Answer

Research management involves overseeing the development of:

Correct AnswerverifiedD

A differential advantage is:

Correct AnswerverifiedShow Answer

Which statement is not true about marketing research reports?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedModern research reports should be writte...View AnswerShow Answer

Discuss three outsourcing issues and the management strategies to meet them.

Correct AnswerverifiedA full breakdown of the outsou...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Outsourcing is becoming a popular way for research firms to cut costs.

Correct AnswerverifiedShow Answer

The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.

Correct AnswerverifiedShow Answer

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True

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D

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D

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Modern research reports should be writte...
View Answer

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A full breakdown of the outsou...
View Answer

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