ch 13

The section on research methods and procedures should include all of the following, EXCEPT: a) Research hypotheses b) Research design used c) Types of secondary data used d) Sampling unit used e) Sample size

a

When a market researcher has failed to provide proper interpretation of the data within tables of results, the researcher has fallen victim to which of the following problem areas? a) Lack of data interpretation b) Unnecessary use of multivariate statistics c) Lack of relevance d) Too much emphasis is placed on too few statistics e) Fancy packaging does not infer high quality

a

Which of the following does not typically belong on the title page of the report? a) Total budget of the report b) Name and position of the person(s) submitting the report c) The subject of the report d) The name and position of the report recipient e) The date of the report

a

A researcher prepares a report to present her findings. She had done some sophisticated ANOVA analysis and used lots of technical jargon in her report. In doing so, she is unlikely to achieve which of the objectives of a professional marketing research report? a) Effectively communicate the finding of the marketing research project b) Provide interpretations of the findings c) Avoid discussion of research methodology d) Illustrate the credibility of the research project e) Serve as a future reference document for strategic or tactical decisions

b

Believability: a) Is developing a report that is accurate, believable, and professionally organized b) Is building a report that is based on clear-logical thinking, precise expression, and accurate presentation c) Illustrates the major points of the report in a manner that is complete so as to provide a true representation of the entire document d) Is an extraneous event that places certain restrictions on the report and is normally mentioned when communicating the results e) Is referred to as the technical portion of the report

b

It is a good idea to refer conclusions in a research report to: a) Sample size b) Research objectives c) Sample design d) Hypotheses e) Questionnaire format

b

John finds a marketing research report lying on his desk. He wants to know who prepared the report and the target recipient of the report. Which section of the report he should refer in order to find this information? a) Introduction b) Table of contents c) Executive summary d) Data analysis and findings e) Conclusions and recommendations

b

The objective of the research method and procedures section of the marketing research report is to communicate to the user specifically how the research was conducted. One of the issues addressed in this section must include what research design was used. All of the following are types of research designs except: a) Exploratory b) Snowball c) Descriptive d) Causal e) None of the above

b

When a market researcher has unnecessarily subjected the data to sophisticated multivariate statistical techniques, the researcher has fallen victim to which one of the following problem areas? a) Lack of data interpretation b) Unnecessary use of multivariate statistics c) Lack of relevance d) Too much emphasis is placed on too few statistics e) Fancy packaging does not infer high quality

b

Which of the following statements is false about conclusions and recommendations? a) Conclusions are descriptive statements b) Conclusions are generally written in the form of clear action statements c) Recommendations are generated by critical thinking d) Recommendations focus on how the client can solve a problem e) A researcher can develop recommendations based on the conclusions drawn from a research study

b

While preparing a research report, a researcher should: a) Avoid providing interpretation of the statistical data and results b) Avoid unnecessary use of multivariate techniques c) Ignore quality and instead focus on packaging of the report d) Try making the report bigger and more comprehensive by adding information that doesn't pertain directly to the research objectives e) Draw bulk of its conclusions on the basis of a few key statistics

b

While preparing a research report, a researcher should: a) avoid providing interpretations of the statistical data and results. b) avoid unnecessary use of multivariate techniques. c) ignore quality and instead focus on packaging of the report. d) try making the report bigger and more comprehensive by adding information that does notpertain directly to the research objectives. e) draw bulk of its conclusions on the basis of a few key statistic

b

Janice is waiting for a research report to prepare for her 3:00 p.m. meeting. Instead of receivingthe report that morning at 10:00 a.m., she gets it 15 minutes before the start of the meeting. Giventhis short time, Janice can afford to read only one section of the report. Which of the followingsections should she read to benefit the most from the report? a) Introduction b) Table of contents c) Executive summary d) Data analysis and findings e) Conclusions and recommendations

c

Many executives may read only this part of the report and ignore the rest of the report: a) Introduction b) Table of contents c) Executive summary d) Data analysis and findings e) Conclusions and recommendations

c

Which of the following is the last part of the organizational format of the marketing research report? a) Table of contents b) Data analysis and findings c) Appendices d) Executive Summary e) Conclusions and recommendations

c

A researcher prepares a report that has several grammatical errors and a couple of calculationerrors. This will most directly affect the report's: a) objectivity. b) believability. c) reference use. d) credibility. e) user-friendliness.

d

Given below are three levels of readers of a research report. When preparing a report, researchers should aim to write the report for which of the following levels of readers? a) Readers who will read only the executive summary b) Readers who will read the executive summary and look at the body of the findings c) Readers who will read the entire report and look to appendix for more detailed information d) All of the above e) None of the above

d

How are conclusions different from recommendations? a) Conclusions are derived from secondary research whereas recommendations are derived from primary research b) Recommendations are considered valid statements while conclusions are not c) Recommendations are broad, whereas conclusions are very narrow d) Conclusions are descriptive statements generalizing the results, whereas recommendations are applications for strategic or tactical actions e) Recommendations are internally generated while conclusions are externally generated

d

How are conclusions different from recommendations? a) Conclusions are derived from secondary research whereas recommendations are derived fromprimary research. b) Conclusions list the topics of the report in sequential order, while recommendations highlighteach topical area, subdivisions within each area, and corresponding page numbers. c) Recommendations are broad, whereas conclusions are very narrow. d) Conclusions concisely explain research findings and the meaning that can be attached to thefindings, whereas recommendations are for appropriate future actions. e) Recommendations are internally generated while conclusions are externally generated.

d

If a researcher is looking for action statements that will help solve the problem at hand, which part of the research report should she look at? a) Research methods b) Data analysis and findings c) Conclusions d) Recommendations e) Limitations

d

If a researcher is looking for action statements that will help solve the problem at hand, which partof the research report should she look at? a) Research methods b) Data analysis and findings c) Conclusions d) Recommendations e) Limitations

d

In a marketing research report, how the information was obtained and its relevance to the research question must be addressed in the report. All of the following factors must be communicated to the client/user except: a) The specific research objectives of the study b) The specific research questions the study was to answer c) A description of the research methodology employed d) The names of the respondents e) Specific procedural information relevant to the collection of secondary data

d

When a market researcher bases all conclusions and recommendations on one or a few statistically significant questions or results, the researcher has fallen victim to which of the following problem areas? a) Lack of data interpretation b) Unnecessary use of multivariate statistics c) Lack of relevance d) Too much emphasis is placed on too few statistics e) Fancy packaging does not infer high quality

d

Which of the following is not likely to be an example of limitations noted in a research report? a) Information on sampling bias b) Information on measurement error c) Information on financial constraints and how these might limit the generalizability of the results d) Information on how the recommendations might contradict the opinions held by the client managers e) Information on extraneous events that might have had an affect on the results of the study

d

Which of the following is/are needed to establish a research report's credibility? a) Accuracy b) Believability c) Professional organization d) All of the above e) None of the above

d

Which of the following statements about limitations of a research project is true? a) Certain research studies are flawless. b) Treatment of limitations normally excludes a discussion of results. c) Treatment of limitations normally excludes a discussion of accuracy. d) The researcher should make the client aware of the study's limitations. e) Researchers must openly address any limitations even if it undermines the credibility of theproject.

d

A presentation may employ a full multimedia array of techniques, including: a) Sound b) Animation c) Color graphics d) Video e) All of the above

e

Common limitations associated with marketing research include: a) Sampling bias b) Financial limitations c) Time pressures d) Measurement error e) All of the above

e

If one wants to know more about the sampling procedures used in a research study, one should look under which section of a research report? a) Table of contents b) Executive summary c) Introduction d) Data analysis and findings e) Research methods and procedures

e

Items contained in the appendix of a research report would include: a) Questionnaires b) Interviewer forms c) Statistical calculations d) Detailed sampling maps e) All of the above

e

Which of the following elements of a research report does not belong in the Introduction section of the report? a) Length and duration of the study b) Hypotheses c) Research objectives d) Definition of terms e) Brief explanation of research design

e

Which of the following guidelines should be used for preparing good visual presentations? a) End the presentation with a slide showing the client and the marketing research firm. b) Avoid preparing additional slides as they may detract from the information beingcommunicated. c) Slides should not be developed in a sequence as they fail to the objectives of the research. d) The presentation should begin with recommendations and research implications as they pertainto the study at hand. e) Begin with a slide showing the title of the presentation and the individual doing the presentation.

e

Which of the following is true of the data analysis and findings portion in a report? a) When writing a report, the information must be explained in the body of the report with technicaloutput and language. b) It is an undifferentiated collection of the research findings. c) Data analysis requirements are uniform for all projects, so the presentation of findings is thesame for each project. d) When reporting results, writers should state that the results are "obvious," or "self-evident." e) All results must be logically arranged to correspond with each research objective or researchquestion listed in the report.

e

Which of the following is/are included under the executive summary section of the marketing research report? a) Research objectives b) Summary of findings c) Conclusion and recommendations d) Concise statement of method e) All of the above

e

Which of the following represents good advice to someone who is writing a research report? a) Make an outline of the report before you start to write it b) Use short, concise sentences and paragraphs c) Select words that are consistent with the background of the readers d) Say exactly what you intend to say e) All of the above

e