Chapter 20
THE MARKETING RESEARCH REPORT:
PREPARATION AND PRESENTATION
GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS
1.
Significant findings and recommendations from research are meaningless unless you can:
a. write them in a physically attractive final report
b. communicate them to your client
c. communicate them to your client in a way that your client knows what you have said
d. provide supporting documentation in your report's appendix
e. provide a detailed bibliography
Answer: (c) Difficulty: (Easy) Page: 597
2.
A factual message that transmits research results, vital recommendations, conclusions, and other
information to the client, who in turn uses the information as a basis for decision making, is known
as:
a. article summary
b. marketing research report
c. body report
d. advancement report
e. title fly page
Answer: (b) Difficulty: (Easy) Page: 598
3.
Which is true regarding the importance placed on the marketing research report?
a. The report is the product that represents the efforts of the research team.
b. The report communicates the research project and findings to the client.
c. The report helps build credibility.
d. The report may be the only part of the project that the client will see.
e. All of the above are reasons why the report is important.
Answer: (e) Difficulty: (Easy) Page: 598
4.
Which of the following was mentioned in the book as the automated reporting software that helps
marketing research efficiency?
a. E-MR
b. E-Tabs
c. MR 2.0
d. ReportWare
e. AutoResearch
Answer: (b) Difficulty: (Easy) Page: 599
303
Chapter 20: The Marketing Research Report: Preparation and Presentation
5.
It is often very helpful, when preparing the research report to:
a. use #2 pencil
b. write for the common reader and answer all possible questions
c. assume the role of the reader and ask: "What's in it for me?"
d. follow a previously written report carefully
e. None of the above
Answer: (c) Difficulty: (Moderate) Page: 600
6.
The written research report can be grouped into three sections, which are:
a. body, introduction, and ending
b. introduction, body, and end matter
c. executive summary, appendices, bibliography
d. front matter, body, and end matter
e. title fly, executive summary, body
Answer: (d) Difficulty: (Easy) Page: 601
7.
Which of the following is not a part of the front matter?
a. introduction
b. title fly
c. table of contents
d. abstract/executive summary
e. list of illustrations
Answer: (a) Difficulty: (Moderate) Page: 601
8.
The title page does not include which of the following?
a. the title
b. the organization/person(s) for whom the report has been prepared
c. the organization/person(s) who prepared the report
d. date of submission
e. None of the above; they are all included on the title page.
Answer: (e) Difficulty: (Easy) Page: 601
9.
Which of the following is NOT true about the title page?
a. The title should be as informative as possible.
b. The title should be centered and in all caps.
c. Items other than the title should be centered and in all caps.
d. It should be counted as page i.
e. No number should be shown on the page.
Answer: (c) Difficulty: (Moderate) Page: 601
304
Chapter 20: The Marketing Research Report: Preparation and Presentation
10.
Which of the following is the marketing research firm's certification to do the project and is optional
as to whether it appears in the report or not?
a. letter of transmittal
b. letter of certification
c. signed research proposal
d. letter of authorization
e. RFP
Answer: (d) Difficulty: (Moderate) Page: 602
11.
The memo of transmittal is used:
a. instead of delivering the document
b. to deliver the document
c. to deliver the document to a client outside the firm
d. to deliver the document within the firm
e. only when the document is transmitted electronically
Answer: (d) Difficulty: (Moderate) Page: 603
12.
The letter of transmittal is used:
a. instead of delivering the document
b. to deliver the document
c. to deliver the document to a client outside the firm
d. to deliver the document within the firm
e. only when the document is transmitted electronically
Answer: (c) Difficulty: (Moderate) Page: 603
13.
Which of the following would help the reader locate information in the research report?
a. letter of transmittal
b. executive summary
c. table of contents
d. introduction
e. the title fly
Answer: (c) Difficulty: (Easy) Page: 603
14.
Which of the following is acceptable in a marketing research report table of contents?
a. letter of authorization numbered with arabic numerals
b. introduction pages are not numbered
c. executive summary listed with arabic numerals
d. the table of contents page should be listed
e. title page not listed
Answer: (e) Difficulty: (Difficult) Page: 603
305
Chapter 20: The Marketing Research Report: Preparation and Presentation
15.
An aid to the reader in finding specific information that serves to graphically portray what is being
said is referred to as:
a. list of appendices
b. list of illustrations
c. table of contents
d. list of tables
e. list of figures
Answer: (a) Difficulty: (Easy) Page: 603
16.
Which of the following is NOT a figure?
a. graph
b. chart
c. map
d. picture
e. table
Answer: (e) Difficulty: (Moderate) Page: 603
17.
Which of these items provides an overview, or "skeleton," of the research report including
conclusions and recommendations?
a. table of contents
b. title page
c. appendix
d. executive summary
e. synopsis
Answer: (d) Difficulty: (Easy) Page: 603
18.
The body of the report does not contain the:
a. conclusions
b. executive summary
c. introduction
d. results
e. method
Answer: (b) Difficulty: (Moderate) Page: 604
19.
Which section of the marketing research report contains the major portion of the report and presents
the findings of the research possibly organized around the objectives of the study?
a. method
b. body
c. results
d. conclusions
e. None of the above
Answer: (b) Difficulty: (Moderate) Page: 604
306
Chapter 20: The Marketing Research Report: Preparation and Presentation
20.
Which of the following would be included in the introduction?
a. title
b. executive summary
c. general purpose as well as the specific objectives
d. results
e. All of the above are included in the introduction.
Answer: (c) Difficulty: (Moderate) Page: 605
21.
Reporting of the details as to how the research was conducted is contained in the:
a. the method section
b. conduct of research section
c. appendix
d. body
e. conclusions
Answer: (a) Difficulty: (Easy) Page: 606
22.
Plagiarism is derived from a Latin word for:
a. paper taking
b. plain theft
c. kidnapping a Roman citizen's slave
d. kidnapping paper thoughts
e. copying others' words
Answer: (c) Difficulty: (Difficult) Page: 607
23.
Limitations:
a. should be acknowledged but in the appendix
b. should be acknowledged, and a statement should be made as to how they impact the results
c. should not be acknowledged as they take credibility away from the findings
d. should not exist in a thorough report
e. should be included in the conclusions section of the report, if at all
Answer: (b) Difficulty: (Easy) Page: 609
24.
Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe
"D" has the highest preference ratings among four cookie mixes tested. This is:
a. a recommendation
b. a conclusion
c. information that should be included in the front matter
d. a method
e. a methodology
Answer: (b) Difficulty: (Easy) Page: 609
307
Chapter 20: The Marketing Research Report: Preparation and Presentation
25.
Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe
"D" has the highest preference ratings among four cookie mixes tested. The report states that cookie
mix "D" should replace all existing recipes as soon as possible. This last sentence is:
a. a recommendation
b. a conclusion
c. information that should be included in the front matter
d. a method
e. a methodology
Answer: (a) Difficulty: (Easy) Page: 609
26.
In a marketing research report, recommendations should:
a. always be included
b. never be included
c. be included if agreed upon by the researcher/client
d. be carefully edited
e. None of the above
Answer: (c) Difficulty: (Difficult) Page: 609
27.
Which of the following best describes recommendations in a marketing research report?
a. suggestions for how to proceed based upon the conclusions
b. guidelines for how to proceed based upon the conclusions
c. suggestions for how to proceed based upon the limitations
d. guidelines for how to proceed based upon the limitations
e. guidelines for how to proceed based on the methodology
Answer: (a) Difficulty: (Moderate) Page: 609
28.
If appropriate, materials such as data collection forms or actual computer printouts should be
included in the:
a. printout section of the report
b. table of computer printouts
c. list of illustrations
d. appendix
e. None of the above; computer printouts should never be included in the report given to a client.
Answer: (d) Difficulty: (Easy) Page: 609
308
Chapter 20: The Marketing Research Report: Preparation and Presentation
29.
Signals that indicate the topics of each section and act like signals and signposts along the "road" of
a marketing research report are referred to as:
a. headings and subheadings
b. tables of contents
c. tables
d. visuals
e. lists of illustrations
Answer: (a) Difficulty: (Easy) Page: 610
30.
Which of the following is a violation of general guidelines for headings?
a. A heading introduces a change of topic.
b. Headings are topic sections under subheadings.
c. Headings should be in the form of a question.
d. Headings serve as visual sign-posts.
e. Kinds of heading should be chosen based on the writer's purpose.
Answer: (a) Difficulty: (Moderate) Page: 610
31.
Visuals that systematically present numerical data or words in columns and rows are referred to as:
a. figures
b. charts
c. pictures
d. tables
e. diagrams
Answer: (d) Difficulty: (Moderate) Page: 610
32.
Visuals that translate numbers into visual displays so that relationships and trends become
comprehensible are referred to as:
a. tables
b. charts
c. diagrams
d. figures
e. pictures
Answer: (d) Difficulty: (Moderate) Page: 610
309
Chapter 20: The Marketing Research Report: Preparation and Presentation
33.
Which of the following was not discussed by the authors as stylistic devices or "tips" to consider
when writing the research report?
a. prepare the appendix in a smaller font than that used for the report
b. begin paragraphs with topic sentences
c. use jargon sparingly
d. proofread, but not aloud; reading aloud takes away from the concentration necessary to
properly proofread
e. None of the above
Answer: (a) Difficulty: (Easy) Pages: 610, 612-613
34.
Which of the following identify exact values?
a. tables
b. pictures
c. maps
d. graphs
e. pie charts
Answer: (a) Difficulty: (Moderate) Page: 613
35.
In a marketing research report, the set of topics and their relationships in the process followed by
Procter & Gamble to develop a new type of shampoo should be presented as a:
a. table
b. picture
c. flow diagram
d. bar graph
e. pie chart
Answer: (c) Difficulty: (Moderate) Page: 613
36.
Pie charts are particularly useful for illustrating:
a. relative size or static comparisons
b. items over time
c. detail
d. relationships found in the data
e. ratio-scaled data
Answer: (a) Difficulty: (Moderate) Page: 613
310
Chapter 20: The Marketing Research Report: Preparation and Presentation
37.
Which SPSS command would you use to change the format of a frequencies table generated by the
command: ANALYZE; DESCRIPTIVE STATISTICS; FREQUENCIES?
a. FORMAT; CHANGETABLE
b. FORMAT; TABLEFREQ
c. FORMAT; FORMATCHANGE
d. FORMAT; TABLELOOKS
e. FORMAT; LOOK
Answer: (d) Difficulty: (Difficult) Page: 614
38.
Which SPSS command would you use to create a pie chart?
a. CHART; PIE
b. GRAPHS; PIE
c. PIEGRAPH; GO
d. CHART; PIE; GO
e. FORMAT; PIE CHART
Answer: (b) Difficulty: (Difficult) Page: 616
39.
When topics are sequential, which of the following visuals would be most appropriate?
a. bar chart
b. histogram
c. flow diagram
d. sequentials graph
e. sequence graph
Answer: (c) Difficulty: (Difficult) Page: 601
40.
Which SPSS command would you use to create a bar chart?
a. CHART; BAR
b. GRAPHS; BAR
c. BAR; GO
d. CHART; BAR; GO
e. FORMAT; BAR CHART
Answer: (b) Difficulty: (Difficult) Page: 618
41.
Which of the following examples may result in an unethical visual presentation of research
findings?
a. if time is a variable, placing it on the horizontal axis
b. eliminating the scales on an axis
c. using a histogram rather than a pictogram
d. illustrating how many respondents refused to answer the question as part of the visual
e. None of the above
Answer: (b) Difficulty: (Moderate) Page: 620
311
Chapter 20: The Marketing Research Report: Preparation and Presentation
42.
If you were asked to orally present the conclusions of a research project, you would:
a. practice your presentation
b. identify and analyze your audience
c. determine the key points
d. make sure your graphs are ethical
e. All of the above
Answer: (e) Difficulty: (Easy) Page: 621
TRUE/FALSE QUESTIONS
43.
The marketing research report may be the only part of the project that a client sees.
Answer: (True) Difficulty: (Moderate) Page: 598
44.
Marketing research users, as well as research suppliers, have agreed that the research report is one
of the most important aspects of the marketing research process.
Answer: (True) Difficulty: (Difficult) Page: 598
45.
Research reports are grouped into three major sections: title, letter of transmittal, results and ending.
Answer: (False) Difficulty: (Moderate) Page: 600
46.
Title pages should always have the Roman numeral "I" at the bottom of the page.
Answer: (False) Difficulty: (Easy) Page: 601
47.
Titles should be very brief because the main purpose of titles is to identify one report from another.
Answer: (False) Difficulty: (Moderate) Page: 601
48.
The letter of authorization, because it establishes the contractual relationship between the user and
supplier firm, should always be included in the report immediately following the table of contents.
It is NOT optional.
Answer: (False) Difficulty: (Moderate) Page: 602
49.
A letter of transmittal is used to release or deliver the document to an organization for which you
are not a regular employee.
Answer: (True) Difficulty: (Moderate) Page: 603
312
Chapter 20: The Marketing Research Report: Preparation and Presentation
50.
A memo of transmittal is used to release or deliver the document to an organization for which you
are not a regular employee.
Answer: (True) Difficulty: (Moderate) Page: 603
51.
On the table of contents, pages contained in the front matter section of the report should be
numbered with uppercase Roman numerals.
Answer: (False) Difficulty: (Difficult) Page: 603
52.
Tables and/or figures should be noted in a "list of tables and figures."
Answer: (False) Difficulty: (Easy) Page: 603
53.
The abstract or executive summary can serve as a preview or a summary depending on the reader.
Answer: (True) Difficulty: (Difficult) Page: 603
54.
The body of the report consists of the following: introduction, research objectives, methodology,
results, limitations, and conclusions and recommendations.
Answer: (True) Difficulty: (Moderate) Page: 604
55.
Online information is so prevalent and often common sense, so it is okay to use information from
Web sites without referencing the information used.
Answer: (False) Difficulty: (Moderate) Page: 607
56.
Familiarity with a client can change the researcher's recommendations.
Answer: (True) Difficulty: (Moderate) Page: 609
57.
Appendixes are necessary and would normally be placed in the front matter of the report.
Answer: (False) Difficulty: (Easy) Page: 609
58.
In a long report it is wise to use "signals and signposts" for the reader in the form of headings and
subheadings.
Answer: (True) Difficulty: (Easy) Page: 610
313
Chapter 20: The Marketing Research Report: Preparation and Presentation
59.
Long paragraphs in a report are advisable because they show thoroughness.
Answer: (False) Difficulty: (Moderate) Page: 610
60.
In a table it would be wise to report survey data as accurately as possible; using three to four
decimal places is desirable.
Answer: (False) Difficulty: (Difficult) Page: 614
61.
Pie charts are circles divided into sections that are useful for illustrating trends.
Answer: (False) Difficulty: (Moderate) Page: 613
62.
The SPSS command for changing the format of a frequencies table is: FORMAT; TABLELOOKS.
Answer: (True) Difficulty: (Difficult) Page: 614
63.
CHARTS; PIE are the SPSS commands to create a pie chart.
Answer: (False) Difficulty: (Difficult) Page: 616
64.
SPSS can create effective visuals that may be imported into word processing programs like
Microsoft Word.
Answer: (True) Difficulty: (Moderate) Pages: 617, 619
65.
Because visuals are produced from computer programs, there is no likelihood that they may be used
in an unethical fashion.
Answer: (False) Difficulty: (Easy) Page: 620
66.
A "good rule of thumb" for an oral presentation is to make sure that your presentation is long
enough to cover everything included in the report in great detail.
Answer: (True) Difficulty: (Difficult) Page: 621
314
Chapter 20: The Marketing Research Report: Preparation and Presentation
APPLICATION QUESTIONS
67. Alyssa is organizing a written marketing research report for her client, Princess Jewelry. Princess is
a well-established company that wants to update its image and become more "modern." It has hired
a number of younger "hot shots" from Ivy League business schools. One of these "hot shots" asked
Alyssa to conduct research to determine whether or not Princess should expand into other countries.
Which of the following should she consider as she is constructing the report?
a.
The president of Princess doubts the effectiveness of international firms and is leery of
Princess expanding.
b.
The expansion task force will review the report first and then pass it on to the board of
directors.
c.
Many members of the board of directors know little to nothing about the costs and benefits
of expansion.
d.
A and C
e.
All of the above
Answer: (e) Difficulty: (Moderate) Page: 600
68. Cameron has just finished reading the written report his assistant, Grace, completed for an important
client in the computer industry. Cameron thinks that the wording "just doesn't sound like Grace" and
that he has read the material somewhere before. During an Internet search, Cameron discovers a
report that a rival company wrote several years ago for another client in the computer industry.
Grace has lifted entire paragraphs from the rival's report and placed them in her own. When
confronted with the evidence, Grace doesn't understand "the big deal. It's just the Internet. They
wouldn't have put it on a Web site if they didn't want us to use it." Which of the following
statements about plagiarism would best refute Grace's claims?
a.
Plagiarism comes from the Latin word meaning to kidnap a Roman citizen's slave.
b.
APA gives guidelines for documenting Web sites.
c.
The Internet is NOT public domain.
d.
Plagiarism can get you fired.
e.
Plagiarism is unethical.
Answer: (c) Difficulty: (Difficult) Page: 607
69. Rob is editing his latest marketing research report for a client outside his organization. He reads the
following sentence to himself: "The performance of the investigation of the SCW that was
conducted by the SEPG office showed the following end results for the 3LM." Which of the
following stylistic suggestions was NOT violated?
a.
changing tense unnecessarily
b.
use jargon sparingly
c.
use strong verbs
d.
use active voice
e.
eliminate extra words
Answer: (a) Difficulty: (Difficult) Pages: 611-612
315
Chapter 20: The Marketing Research Report: Preparation and Presentation
70. A visual has been constructed to show the steps that will be taken to accomplish the merger between
two companies. Which of the following visuals would best show the different steps and how they
are related?
a.
pie chart
b.
picture
c.
histogram
d.
flow chart
e.
table
Answer: (d) Difficulty: (Easy) Page: 613
71. Maria works for ABC Marketing Research Company. Her boss has a meeting with a new client, but
his plane is running late. He asks Maria to give an oral progress report to the client until he can
reach the meeting. Maria knows nothing of the client, and the meeting is due to start in five minutes.
Maria rushes into the conference room to give the report. Maria's boss is even later than he expected,
so Maria continues to talk until he gets there 45 minutes late. Though Maria seemingly had no
alternatives to her predicament, which of the following oral presentation steps did she violate?
a.
audience analysis
b.
succinct presentation
c.
presentation practice
d.
early arrival
e.
All of the above
Answer: (e) Difficulty: (Moderate) Page: 621
316