Chapter 20

Grammar errors and confusion between percentages and percentage points are examples of issues with ____. a. accuracy b. completeness c. clarity d. simplicity

accuracy

Before completing the oral report, researchers for Ellis Research make sure all of their calculations are correct. The researchers are making sure the report is ___. a. accurate b. technical c. complete d. clear

accurate

Letitia is writing a report and working on the ____. This section contains material that is too complex, too detailed, too specialized, or not necessary for the text. a. results b. recommendations and conclusions c. appendices d. method

appendices

When researchers are determining if a report provides clear suggestions for appropriate action, they can utilize the acronym ACTION. The "A" in the acronym stands for ___. a. accomplished goals b. achieved hypothesis confirmation c. advise management of recommendations d. attained research objectives

attained research objectives

The first, and most important, rule to make sure written reports are ____, is for the report to be well organized. Therefore, Mario makes an outline of the major points he wants to address in the report. a. accurate b. complete c. clear d. simple

clear

Because _____ in written reports is important, Allie makes sure that her written report provides all the information readers need in a language they understand. a. accuracy b. completeness c. clarity d. simplicity

completeness

As Ornella prepares to write her report, she plans out the order in which she will complete each section. She knows that the ____ is usually written last to draw upon elements of the full report. a. introduction b. executive summary c. method section d. results section

executive summary

As a manager, Giacomo knows it is important to keep the marketing research report even if the current information need has been met. Giacomo recognizes that the report can serve as ____ in new business situations. a. external secondary data b. external primary data c. internal secondary data d. internal primary data

internal secondary data

Kenji is writing the report for a research study that was completed last week. He is focused on writing about the types of research used, the stages involved in the study, and the approach to sampling used. Kenji is working on the ____. a. introduction b. executive summary c. methods section d. results section

methods section

Zaynab remembers from her market research class that when researchers are determining if the report provides clear suggestions for appropriate action they can utilize the acronym ACTION. The "N" in the acronym stands for ___. a. numerically reliable and trustworthy b. no errors or mistakes c. nondiscriminatory d. null hypothesis has been rejected

numerically reliable and trustworthy

The subject/title of the report; the name of the organization, department, or individual for whom the report was written; the name of the organization, department, or individual submitting it; and the date are all included _____. a. in the table of contents b. on the title page c. in the appendices d. in the executive summary

on the title page

The ____ section of a report presents the findings of the study in some detail, often including supporting tables and figures. a. results b. recommendations and conclusions c. appendices d. method

results

You are finishing up a written report for a client. You are completing the ____ where you list the headings and subheadings of the report, with page headings. a. table of contents b. title page c. appendices d. executive summary

table of contents

The three foundational characteristics of a written report include all of the following except ____. a. accurate b. technical c. complete d. clear

technical

When choosing words for marketing research reports, you should ____. a. use formal language b. include clichés c. use jargon d. use short words

use short words

When thinking about the Conclusions and Recommendations section of the written report, it is important to remember that ____. a. you do not need to have a conclusion for each of the research problems that motivated the study b. conclusions are suggestions about what managers should do next c. with strategy-oriented research, recommendations should be straightforward d. if the study does not provide enough evidence to draw a conclusion, you should make an educated guess

with strategy-oriented research, recommendations should be straightforward

Rohan submits the first draft of his written report to his manager to review. When he gets the revisions back, he sees that his manager has suggested he replace "The reasons are twofold" with "There are two reasons" and "in the present moment" with "currently." This example shows that Rohan should ____. a. use industry jargon b. include citations c. write simply and naturally d. provide generalizations rather than specific findings

write simply and naturally

____ is the degree to which the phrasing in the report is precise. a. Accuracy b. Completeness c. Clarity d. Simplicity

Clarity

Which section of the written research report should fit on a single page if at all possible? a. Introduction b. Executive Summary c. Method d. Results

Executive Summary

What part of the Executive Summary is often presented in the form of "bullet" point format? a. How data was collected b. Most important results c. Specific research problems or hypotheses that guided the research d. Conclusions

Most important results