MKT Research and Analysis- Ch. 13

Identify the common items contained in an appendix in a research report. (Check all that apply.)

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

Identify the true statements about the contents page of a marketing research report. (Check all that apply.)

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

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

Conceptual models

Quantitative research reports

Statistics are the main component of these reports.

Qualitative research reports

The literature review and relevant secondary data may be integrated in the analysis of findings.

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

The table of contents page

What are the components of the executive summary of a research report? (Check all that apply.)

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

Identify the steps researchers must take to avoid common errors when writing a marketing research report. (Check all that apply.)

-Avoid using statistical methods unless they are necessary to derive meaning from data -Base all conclusions on the weight of evidence from the literature review, secondary data, and the pattern of results from the entire report

Identify the ways of reporting the means of thematically related variables. (Check all that apply.)

-Bar chart -Table

Identify the similarities between quantitative and qualitative research reports. (Check all that apply.)

-Data display is important in both quantitative and qualitative research reports. -The final step in both types of reports is writing conclusions and recommendations.

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

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

Introduction

To create a bar chart using the statistical software SPSS version 20 or higher, one should select _____ from the GRAPH menu.

LEGACY DIALOGUES

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.

In the context of writing a marketing research report, which of the following must address how a client's problem at hand can be solved through the creation of a competitive advantage?

Recommendations

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

Regression

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

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

limitations

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

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

In the context of the credibility of research reports, which of the following requirements should be met by a clearly developed and professionally organized research report? (Check all that apply.)

-It should have an outline of major points with supporting details in their appropriate sequence. -It should have sections that address each research objective.

According to the marketing research industry's best practices, which of the following are common problem areas that are likely to arise in writing a marketing research report? (Check all that apply.)

-Lack of data interpretation -Lack of relevance -Overemphasis on a few statistics

In 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? (Check all that apply.)

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

In the context of presenting the results of marketing research, identify the best practices that are helpful in providing a professional oral presentation. (Check all that apply.)

-Prepare a dialogue that is inspiring and well organized. -Be confident and knowledgeable in the delivery.

Identify the issues addressed in the methods-and-procedures section of a marketing research report. (Check all that apply.)

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

Which of the following is suggested by best practices when results are presented? (Check all that apply.)

-Tables -Graphs -Figures

In the context of the credibility of research reports, identify the true statements about research reports with regard to quality and organization. (Check all that apply.)

-The reports must communicate the professionalism of the research effort. -The reports must be clearly developed and professionally organized.

Identify the components of the introduction of a marketing research report. (Check all that apply.)

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

Identify true statements about recommendations in the conclusions-and-recommendations section of a marketing research report. (Check all that apply.)

-They are formed by critical thinking. -Each recommendation is a clear action statement.

How must researchers reveal the limitations of a marketing research project? (Check all that apply.)

-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 commands in the click-through sequence used to generate the results of a table that reports the means of thematically related variables in the statistical software SPSS. (Place the first command at the top.)

1. Analyze 2. Descriptive Statistics 3. Frequencies 4. Statistics 5. "Mean" and "Standard Deviation" 6. OK

Arrange the click-through sequence for creating a bar chart in SPSS. (Place the first step at the top.)

1. GRAPH 2. LEGACY DIALOGUES 3. BAR

Arrange the steps of creating a pie chart on SPSS.

1. GRAPH 2. Legacy Dialogues 3. PIE

Arrange the content areas of a visual presentation on the results of marketing research in the order suggested by industry standards. (Place the first content area at the top.)

1. The title of the presentation and the names of the individuals doing the presentation, the marketing research firm, and the client. 2. Research objectives, research questions, research methodology, and a description of the sample. 3. Research findings or specific results of the study that the researcher considers important for communication purposes. 4. Conclusions, recommendations, and research implications as they pertain to the study at hand.

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

Conclusions

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: 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

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

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

True