Question 1

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

Question 2

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 3

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 4

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

Accepted Answer

A) True 
 B)False  True

Question 5

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 6

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

Accepted Answer

Conclusions and recommendations can some...

Question 7

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

Accepted Answer

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

Question 8

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

Question 9

____________ 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 D

Question 10

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

Accepted Answer

A) True 
 B)False

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.

Question 12

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

Accepted Answer

The Title Page,the Table of Co...

Question 13

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 14

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Question 17

Clients always expect a presentation of the research results.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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 E

Exam 19: A: Communicating the Research Results

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?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which statement is not true about marketing research reports?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedTrue

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedConclusions and recommendations can some...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

A typical marketing research report:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe Title Page,the Table of Co...View AnswerShow Answer

A differential advantage is:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The executive summary:

Correct AnswerverifiedShow Answer

Clients always expect a presentation of the research results.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedE

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True

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Conclusions and recommendations can some...
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D

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The Title Page,the Table of Co...
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E