Chapter 14 BAC 338 Market Research

An analyst wishing to show the fluctuations in coffee consumption by month over the past two years should probably use a: a. grouped bar chart. b. pie chart. c. line chart. d. stratum chart. e. divided bar chart.

c. line chart.

Completeness of the research report should be evaluated from the perspective of the: a. researcher. b. data collected. c. reader. d. data analyst. e. report writer.

c. reader.

TURE OR FALSE: the most important part of a written research report is the introduction

False

TRUE OR FALSE: as stratum chart is also called a stacked line chart

true

Technical details of the sampling or complex details of tables and charts are placed in the____________.

Appendices.

If the body of the report uses references, the report should include a _____________.

Bibliography

Unfamiliar terms used in the report should be defined in the ____________.

Introduction

TRUE OR FALSE: Bar charts can be converted into pictograms

True

TRUE OR FALSE: Definitions or unfamiliar terms should be included in the introduction

True

Which of the following is TRUE for a research report? a. Because the research report is all that most executives will see of a project, it is the basis for their evaluation of the research project. b. If the research team has worked exceptionally hard on the project at hand, the research report should be as brief as possible. c. Executives can be easily convinced of the usefulness of the report's findings if all possible statistics are included in the body of the report. d. The research report does not need to describe the research method because it is over the heads of the audience. e. All of the above are false.

a. Because the research report is all that most executives will see of a project, it is the basis for their evaluation of the research project.

Which of the following is NOT true when presenting the results in the body of the report? a. Tables and figures should be presented only in the recommendations. b. Each table should address only a single problem. c. Numbers in tables should be rounded to the nearest two effective digits. d. Irrelevant information should be omitted. e. Tables and figures should be logically ordered.

a. Tables and figures should be presented only in the recommendations.

37. Which of the following is FALSE about charts in the research report? a. The pie chart can be used to depict changing trends over time. b. The line chart is a two-dimensional chart that is particularly useful in depicting dynamic relationships such as time-series fluctuations of one or more series. c. The stratum chart is in some ways a dynamic pie chart in that it can be used to show relative emphasis by sector and how the relative emphasis is changing with time. d. The stratum chart is essentially a set of line charts whose quantities are aggregated or a total that is disaggregated. e. A pictogram is a variation of a bar chart.

a. The pie chart can be used to depict changing trends over time.

Which of the following is TRUE for the technical aspects of a research report? a. The technical sophistication of the report reader should act as a guide for the technical sophistication of the report. b. Technical jargon impresses the report reader. c. The technical capacity of the reader is unimportant as far as the research report is concerned. Rather, the reader's interest is critical in determining the content of the report. d. Both a and b. e. All of the above are correct.

a. The technical sophistication of the report reader should act as a guide for the technical sophistication of the report.

When preparing an oral/verbal presentation, the first task of the presenter should be to: a. determine who will be in the audience. b. develop graphical presentation aids. c. decide on the organization of the presentation. d. test the sound system where the presentation will take place. e. write the verbal portion of the presentation.

a. determine who will be in the audience.

Definitions of unfamiliar terms used in the report should be defined in the: a. introduction. b. summary. c. body. d. conclusions. e. appendix.

a. introduction.

An analyst wishing to communicate the results of a study investigating the estimated total consumption of a product by different social classes should probably use a: a. pie chart. b. line chart. c. stratum chart. d. bar chart. e. divided bar chart.

a. pie chart.

Which of the following is FALSE for a written report? a. A good test of a summary is self-sufficiency in that a summary should not require the appended full report but should be able to stand on its own. b. In general, it is not desirable for the researcher to draw conclusions in the written report. Rather they should limit their reports to presentation of the facts and should let the reader draw his or her own inferences from this presentation. c. The good summary in a research report contains the necessary introductory information to provide background, and the important results and conclusions. d. The true summary is an abstract of the whole report in which everything is restated in condensed form. e. The major purpose of the introduction is to provide the background information the reader needs to appreciate the discussion in the body of the report.

b. In general, it is not desirable for the researcher to draw conclusions in the written report. Rather they should limit their reports to presentation of the facts and should let the reader draw his or her own inferences from this presentation.

Which of the following best describes the essential goal of a complete research report? a. Presentation of the technical aspects of all data analyses performed in the project. b. Presentation of all information needed by the reader in easily understandable language. c. Presentation of all data collected in easily understandable language. d. Adherence to the outline of the report. e. Presentation of the researcher's recommendations and conclusions.

b. Presentation of all information needed by the reader in easily understandable language.

The methods, results, and limitations of the research project are presented in the _____ of the written report. a. summary b. body c. conclusion d. introduction e. appendix

b. body

The researcher told his client that the data indicated a relationship between the weight of dogs and consumption of low calorie dog biscuits. The researcher's remarks were a: a. recommendation. b. conclusion. c. hypothesis. d. research proposal. e. None of the above.

b. conclusion.

Trends can be displayed best by using a: a. pie chart. b. line chart. c. pictograph. d. bar chart. e. histogram.

b. line chart.

A good summary should NOT contain: a. background information. b. tables of data. c. conclusions. d. recommendations. e. purpose of the research.

b. tables of data.

In a typical stratum chart, the X-axis represents _____ and the Y-axis represents _____. a. values of the variables, relative change b. time, values of the variables c. percentage change, values of the variables d. time, percentage change e. values of the variables, time

b. time, values of the variables

Which of the following is an advantage of oral presentations over written ones? a. The ability to present technical data b. The use of graphs and charts c. The possibility for interaction d. The lack of visual aids e. The ability to cite all references

c. The possibility for interaction

The basics of the sampling plan used in the research project are typically presented in the _____ of the written report. a. summary b. conclusion c. body d. introduction e. appendix

c. body

Pie charts are useful for: a. illustrating time-series data. b. emphasizing dynamic relationships between two or more variables. c. depicting the relative size of portions of a total. d. illustrating trend relationships. e. depicting the relative growth in magnitude of a variable over time.

c. depicting the relative size of portions of a total.

Which of the following is typically NOT included in the body of a research report? a. Whether the results are based on primary or secondary data b. Description of the sampling plan c. Discussion of the method of analysis d. Conclusions and recommendations e. Statement of the limitations of the study

d. Conclusions and recommendations

Which of the following is NOT typically part of a good report summary? a. Introductory information providing background for the research b. Important results c. Conclusions d. Headings and subheadings e. All the above are part of the good summary.

d. Headings and subheadings

Which statement does NOT accurately describe a good pie chart? a. It is particularly effective for depicting relative size or emphasizing static comparisons. b. No more than six slices should be generated. c. The division should start at the twelve o'clock position. d. It is useful for depicting relationships over time. e. Exact percentages should be provided for each segment.

d. It is useful for depicting relationships over time.

When developing a table to include in a report body, the following hints should be followed: a. Try to address more than one problem in the table. b. Place figures in ascending order. c. Round percentages to the second decimal place. d. None of the above. e. All of the above.

d. None of the above.

Which of the following is NOT an aid in the crafting of a research report that meets the writing criterion of clarity? a. Using short sentences. b. Using a logically ordered outline. c. Rewriting the first draft. d. Re-stating an important point in different words. e. Using short paragraphs.

d. Re-stating an important point in different words.

Which of the following is TRUE for a research report? a. A conclusion is an opinion of what future action should be taken. b. The researcher should not draw conclusions in the written report. c. If a report is to be read by one familiar with the research topic, an introduction is unnecessary. d. Technical jargon should be used wherever possible. e. The amount of detail in a research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion.

d. Technical jargon should be used wherever possible.

Which of the following is FALSE for a research report? a. The research report is the end product of the research process. b. The fundamental criterion by which research reports are evaluated is communication with the reader. c. The report reader is the only reason to prepare a research report. d. The intended use of the research report does not affect the content of the report. e. The research report criteria of completeness, accuracy, clarity, and conciseness are related.

d. The intended use of the research report does not affect the content of the report.

Which of the following is FALSE for a research report? a. The research report represents the end product of the research process. b. The audience determines the type of report. c. The fundamental criterion for evaluating reports is communication with the reader. d. The technical capacity of the reader is unimportant as far as the research report is concerned. e. The competency of the researcher is often evaluated based on the readability of the research report.

d. The technical capacity of the reader is unimportant as far as the research report is concerned.

Complicated technical details and charts are usually placed in the: a. body. b. introduction. c. summary. d. appendix. e. bibliography.

d. appendix.

In a stratum chart, the vertical distance between two lines represents the _____. a. amount of the upper line variable. b. amount of the lower line variable. c. sum of the upper and lower line variables. d. difference in the upper and lower line variables e. None of the above.

d. difference in the upper and lower line variables

Graphical presentation in reports should be used: a. as often as possible as it is the best method. b. to interpret results. c. only in the appendices. d. only if graphs serve the purpose better than text or tables. e. All of the above apply to graphical presentations.

d. only if graphs serve the purpose better than text or tables.

When it comes to discussing the limitations of a study, the writer should: a. emphasize what could have been accomplished given a larger research budget. b. acknowledge that all studies contain error and this one is no different. c. not mention them, let the data speak for itself. d. provide a balanced account of the specific problems. e. tell an amusing anecdote relating to statistical fallibility.

d. provide a balanced account of the specific problems.

To improve your writing of a report: a. use technical terminology. b. use the longest words possible. c. write only one draft. d. read it aloud. e. use complex sentences.

d. read it aloud.

A written report may be considered incomplete because : a. it is too brief. b. it includes interesting but not vital information. c. it is too long. d. it includes statistical calculations unfamiliar to the reader. e. All of the above are sources of report incompleteness.

e. All of the above are sources of report incompleteness.

All the following items should be included in the sampling section of the body of the report, EXCEPT: a. the definition of the population. b. what was done. c. how the sample was chosen. d. why the procedure chosen was used. e. All of the above should be included in the body of the report; sampling section.

e. All of the above should be included in the body of the report; sampling section.

Report inaccuracies come from: a. brief reports. b. illogical reasoning. c. mishandling of data. d. Both a and b. e. Both b and c.

e. Both b and c.

Which of the following details about the sampling plan could the researcher reasonably exclude from the body of the report? a. How the population was defined and limited. b. How the list of sampling units was generated. c. What bias may have been introduced by overcoming difficulties in contacting designated sample elements. d. Why the size of sample was chosen. e. Calculations used to determine the sample size.

e. Calculations used to determine the sample size.

Which of the following is typically NOT included in the introduction to a research report? a. Definitions of unfamiliar terms or terms with a specific usage in the report b. Background history to the research and the report c. Specific objectives of the research d. Hypotheses guiding the study e. Description of the sampling frame and sampling plan

e. Description of the sampling frame and sampling plan

Which type of bar chart is most useful to illustrate the change in two or more series through time? a. Stacked-bar chart b. One-scale bar chart c. Divided-bar chart d. Two-scale bar chart e. Grouped-bar chart

e. Grouped-bar chart

Which of the following is TRUE for a research report? a. In general, the amount of detail contained in the research report should be inversely proportional to the amount of direct control the user can exercise over the areas under discussion. b. A good rule of thumb in report writing is to include all those findings that might be of interest to the reader. c. The methods section of a report can be avoided if the audience is familiar with sampling techniques. d. The true summary is an abstract of the whole report in which everything is restated in condensed form. e. The appendices contain material that is too complex, too detailed, too specialized, or not absolutely necessary for the text.

e. The appendices contain material that is too complex, too detailed, too specialized, or not absolutely necessary for the text.

Which of the following should NOT be included on the title page of a research report? a. The subject of the report b. The name of the research organization c. The date of submission d. The name of the client organization e. The cost of the project

e. The cost of the project

Which of the following characteristics should NOT affect the content of the research report? a. The reader's technical sophistication. b. The reader's interest. c. The circumstances surrounding the research. d. The intended use of the report. e. The researcher's technical sophistication.

e. The researcher's technical sophistication.

Accuracy in a report refers to: a. mathematical accuracy. b. grammatical accuracy. c. correct terminology. d. Both a and b. e. a, b and c.

e. a, b and c.

The illustration of the market share for the top brand in a product category for the previous twelve quarters could best be accomplished by use of a: a. divided-bar chart. b. stacked-line chart. c. two-scale vertical bar chart. d. pie chart. e. line chart.

e. line chart.

TRUE OR FALSE: pie charts are useful for illustrating trend relationships

false