BUSI331 Read & Interact: Hair, Ortinau, & Harrison: Chapter 13

What are the components of the executive summary of a research report?

- A summary of the findings - Research objectives - Specific conclusions and recommendations - A concise statement of the sampling method

True or false: Researchers must anticipate questions based on surprising findings and prepare clear explanations for each finding of their research.

True Reason: This is true. Whenever research findings are surprising, or are different from the expectations of clients, analysts can expect to be questioned. Researchers must anticipate these questions based on surprising findings and prepare clear explanations for each finding of their research.

True or false: In the data analysis and findings section, researchers should use graphs and tables to provide a simple summary of the data in a clear, concise, and nontechnical manner.

True. Reason: This is true. In the data analysis and findings section, researchers should use graphs and tables to provide a simple summary of the data in a clear, concise, and nontechnical manner. Text is used to explain the findings in tables and graphs.

Identify the common items contained in an appendix in a research report.

- Detailed sampling maps - Questionnaire used for a research project - Interviewer forms

Which of the following is suggested by best practices when results are presented?

- Figures - Tables - Graphs

n the context of effectively communicating the findings of a marketing research project, which of the following should be described in detail in the marketing research report?

- Findings displayed in charts, graphs, or tables and interpretation and summary of the findings - The research objectives and questions - Literature review and relevant secondary data and a description of the research methods - Conclusions and recommendations

Identify the true statements about the contents page of a marketing research report.

- It highlights all topical areas, their subdivisions, and corresponding page numbers. - It lists tables and figures and the pages where they can be found.

Identify the components of the introduction of a marketing research report.

- Relevant background information - The scope and emphasis of the study - Definition of terms

Identify the issues addressed in the methods-and-procedures section of a marketing research report.

- Sample and sampling processes used - Types of secondary data included in the study, if any - The research design used - If primary data were collected, the procedure used for data collection

How must researchers reveal the limitations of a marketing research project?

- They must openly admit that the project has limitations. - They must report the limitations in a way that improves client perceptions of the project's quality.

Arrange the steps of creating a pie chart on SPSS.

1. GRAPH 2. Legacy Dialouges 3. PIE

Which of the following is one of the simplest ways to present regression findings?

Conceptual models

_____ are descriptive statements that generalize the results in a marketing research report.

Conclusions

Which of the following is true of conclusions in the conclusions-and-recommendations section of a marketing research report?

Each conclusion directly references the objectives of the research.

True or false: The three dimensions of credibility—accuracy, believability, and professional organization—must be treated as separate and independent dimensions.

False. Reason: This is false. Credibility can only be established if a research report is accurate, believable, and professionally organized. These three dimensions of credibility cannot be treated separately because they collectively operate to build credibility in the research document.

Which of the following sections of a marketing research report includes background information necessary for a complete understanding of the report?

Introduction

Identify the section of a marketing research report that communicates how the research was conducted.

Methods-and-procedures section

Identify a true statement about appendixes in marketing research reports.

Most appendixes are used as reference points in the reports.

Which of the following is a multivariate technique that estimates the impact of several variables on one dependent variable?

Regression

Identify the section of a marketing research report that lists the topics of the report in sequential order.

The table of contents page

Which of the following indicates a research report's subject and the recipient's name, along with his or her position and organization?

The title page

Identify a true statement about pie charts.

They are especially good at displaying the relative proportion of response to a question.

True or false: One of the key objectives of a marketing research report is to communicate the findings of the marketing research project effectively.

True. Reason: This is true. The first objective of a research report is to effectively communicate the findings of the marketing research project. Since a major purpose of the research project is to obtain information to answer questions about a specific business problem, the report must explain both how the information was obtained and what relevance it has to the research questions.

A(n) ____ contains complex, detailed, or technical information not necessary for the formal report.

appendix

The quality of a report that is based on clear and logical thinking, precise expression, and accurate representation is called ____.

believability

The quality of a report that is based on clear and logical thinking, precise expression, and accurate representation is called ____.

believability.

The quality of a report that is related to its accuracy, believability, and professional organization is called ____.

credibility.

The ____ ____ is the part of a marketing research report that presents the major points; it must be complete enough to provide a true representation of the report but in summary form.

executive summary

Weaknesses in research methodology that might affect confidence in research conclusions are called ____.

limitations

Technical information that most readers will have difficulty understanding is best suited for _____.

the appendix section of a research report

The _____ must most importantly contain the name, employing organization, address, telephone number, and positions of the person or persons submitting the research report and the submission date of the report.

title page