Deck 14: Communicating the Research Results

Question 1

Effective reporting is essential and requires the principles of all the following except:

A) organization
B) formatting
C) good writing
D) good grammar
E) colour

Answer 1

E

Question 2

Compiling a market research report is a challenging task that plays a significant role in:

A) determining the bill to the client.
B) promoting the marketing research company.
C) determining how the research results are implemented.
D) formulating the research objectives.
E) fulfilling the contract with the client.

Answer 2

C

Question 3

Which of the following is NOT true about the title page?

A) The title should be as informative as possible.
B) The title should be centered and in all caps.
C) Items other than the title should be centered and in all caps.
D) It should be counted as page i.
E) No number should be shown on the page.

Answer 3

C

Question 4

The body of the report does NOT contain the:

A) conclusions
B) executive summary
C) recommendations
D) results
E) methodology

Question 5

It is often very helpful, when preparing the research report to:

A) have as much detail as possible within the report; more is better.
B) write for the average reader.
C) assume the role of the reader and ask: "What's in it for me?"
D) follow a previously written report carefully.
E) make sure the report is written in the language of other researchers.

Question 6

Which of the following is not a part of the front matter?

A) introduction
B) title page
C) table of contents
D) abstract/executive summary
E) letter of transmittal

Question 7

Which of the following does NOT qualify as a figure?

A) graph
B) chart
C) map
D) picture
E) table

Question 8

Which of the following is the marketing research firm's certification to do the project and is optional as to whether it appears in the report or not?

A) letter of transmittal
B) letter of certification
C) signed research proposal
D) letter of authorization
E) request for proposal

Question 9

An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as a:

A) list of appendices.
B) list of illustrations.
C) table of contents.
D) list of tables.
E) list of figures.

Question 10

Which of the following is NOT listed in your book as a question you need to answer before you start writing a report?

A) How much time do I have to create the report?
B) Who is the audience?
C) What does your audience need to know?
D) What is the purpose?
E) What message do you want to communicate?

Question 11

Which is NOT true regarding the importance placed on the marketing research report?

A) The report is the product that represents the efforts of the research team.
B) The report communicates the research project and findings to the client.
C) The report helps build credibility.
D) The report may be the only part of the project that the client will see.
E) The report's organization and format are not all that critical as long as the conclusions are well written.

Question 12

A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as a(n):

A) article summary.
B) marketing research report.
C) body report.
D) advancement report.
E) title page.

Question 13

Which of the following is acceptable in a marketing research report table of contents?

A) letter of authorization is numbered with Arabic numerals
B) introduction pages are not numbered
C) executive summary is listed with Arabic numerals
D) the table of contents page should be listed
E) title page is not listed

Question 14

The memo of transmittal is used:

A) instead of delivering a whole document.
B) to deliver the document to a client.
C) to deliver the document to a client who is outside your own organization.
D) to deliver the document to a client within your own organization.
E) only when the document is transmitted electronically.

Question 15

Which of the following would help the reader locate information in the research report?

A) letter of transmittal
B) executive summary
C) table of contents
D) introduction
E) abstract

Question 16

Which of these items provides an overview, or "skeleton," of the research report including conclusions and recommendations?

A) table of contents
B) introduction
C) appendix
D) executive summary
E) synopsis

Question 17

The title page does NOT include which of the following?

A) the title of the document
B) the organization/person(s) for whom the report was prepared
C) the organization/person(s) who prepared the report
D) date of submission
E) method of transmittal

Question 18

The letter of transmittal is used:

A) instead of delivering a whole document.
B) to deliver the document to a client.
C) to deliver the document to a client who is outside your own organization.
D) to deliver the document to a client within your own organization.
E) only when the document is transmitted electronically.

Question 19

What are the three elements that make up a marketing research report?

A) introduction, research findings, and recommendations
B) front matter, body, and end matter
C) introduction, body, and conclusion
D) beginning, middle, and end
E) secondary research, primary research, and conclusions

Question 20

Which of the following is true with respect the elements of a marketing research report?

A) There are four key sections to any marketing research report.
B) Recommendations are a vital part of the report and must be a key component in all marketing research reports.
C) The guidelines provided in the textbook must take precedence over the wants of the client.
D) The elements are a guideline to use if one was not provided by the client.
E) To be complete a marketing research report needs to have all the elements in the "front matter."

Question 21

Elements that indicate the topics of each section and act like signals and signposts that help the readers find their way through a marketing research report are referred to as:

A) headings and subheadings.
B) tables of contents.
C) tables.
D) visuals.
E) lists of illustrations.

Question 22

Which section of the body needs to be clear and detailed enough that other researchers could conduct a similar study for purposes of reliability?

A) method
B) sample plan
C) research objectives
D) implementation
E) list of illustrations

Question 23

Which of the following was NOT advice given in the textbook about how to organize visuals within a report?

A) Visuals should only be placed in an appendix.
B) Key points of the visual should be explained in the text.
C) Refer to visuals within the body.
D) Each visual should be titled and numbered.
E) Place the visual immediately below the paragraph in which its first reference appears.

Question 24

Visuals that translate numbers into displays so that relationships and trends become more obvious are referred to as:

A) figures.
B) charts.
C) pictures.
D) tables.
E) diagrams.

Question 25

Visuals that systematically present numerical data or words in columns and rows are referred to as:

A) figures.
B) charts.
C) pictures.
D) tables.
E) diagrams.

Question 26

Presenting the work of others as one's own will cause the researcher(s) to at the very least lose credibility. This is referred to as:

A) copyright
B) a misdemeanor
C) plagiarism
D) kidnapping paper thoughts
E) editing

Question 27

There are few more effective methods to improving your writing skills than properly outlining before you begin writing. Which of the items listed below is NOT part of that method?

A) read the information you have
B) outline the information gathered by using headings
C) determine your format for headings after you write the report
D) go back to the research objectives to make sure they will be covered in the report
E) organize information by research objective

Question 28

Limitations:

A) should be acknowledged but in the appendix.
B) should be acknowledged, and a statement should be made as to how they impact the results.
C) should not be acknowledged as they take credibility away from the findings.
D) should not exist in a thorough report.
E) should be included in the conclusion section of the report, if at all.

Question 29

Which section of the marketing research report contains the major portion of the report and presents the findings of the research?

A) method
B) body
C) results
D) conclusions
E) recommendations

Question 30

Which of the following best describes recommendations in a marketing research report?

A) suggestions for how to proceed based on the conclusions
B) guidelines for how to proceed based on the conclusions
C) suggestions for how to proceed based on the limitations
D) guidelines for how to proceed based on the limitations
E) guidelines for how to proceed based on the methodology

Question 31

Which level heading should be left-justified, on the same line as the first sentence of the paragraph, bold and in the same font size as the rest of the paragraph?

A) First
B) Second
C) Third
D) Fourth
E) Fifth

Question 32

Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. The report states that cookie mix "D" should replace all existing recipes as soon as possible. This last sentence is:

A) a recommendation.
B) a conclusion.
C) information that should be included in the end matter.
D) a result.
E) a methodology.

Question 33

If appropriate, materials such as data collection forms or actual computer printouts should be included in the:

A) printout section.
B) table of computer printouts.
C) list of illustrations.
D) appendices.
E) list of forms.

Question 34

Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. This is:

A) a recommendation.
B) a conclusion.
C) information that should be included in the end matter.
D) a result.
E) a methodology.

Question 35

Which of the following is NOT included in the introduction?

A) statement of the background situation
B) statement of the problem
C) statement(s) of the objective(s)
D) statement of general purpose
E) statement of the results

Question 36

Pie charts are particularly useful for:

A) comparing a specific part of the whole to the whole.
B) comparing items over time.
C) introducing a set of topics.
D) showing correlation among items.
E) defining locations.

Question 37

Which of the following is a violation of general guidelines for first-level headings?

A) larger font than the title
B) centred
C) bold
D) uppercase
E) larger font than the other material

Question 38

Reporting of the sample size determination is contained in the:

A) method section
B) conduct of research section
C) appendix
D) body
E) introduction

Question 39

Which of the following was NOT discussed by the authors as stylistic devices or "tips" to consider when writing the research report?

A) avoid unnecessary changes in tense
B) begin paragraphs with topic sentences
C) use jargon sparingly
D) proofread, alone and not aloud
E) vary the length and structure of sentences and paragraphs

Question 40

In a marketing research report, recommendations should:

A) always be included.
B) never be included.
C) be included if agreed upon between the researcher and the client.
D) be carefully edited.
E) be based on familiarity with all knowledge on the subject.

Question 41

Titles should be very brief because the main purpose of titles is to identify one report from another.

Question 42

A(n) _____________ visual is one that is totally objective in terms of how information is presented in the research report.

A) numerical
B) ethical
C) figure
D) data set
E) professional

Question 43

A memo of transmittal is used to release or deliver the document to an organization for which you are NOT a regular employee.

Question 44

Which of the following is NOT true of presenting the results of the report orally?

A) you only need one of the key people for the presentation
B) present the information succinctly
C) provide an opportunity for questions and discussions
D) it may be accomplished through a simple conference with the client
E) it may be a formal presentation to a roomful of people

Question 45

Which of the following examples may result in an unethical visual presentation of research findings?

A) if time is a variable, placing it on the horizontal axis
B) eliminating the scales on an axis
C) using a histogram rather than a pictogram
D) illustrating how many respondents refused to answer the question as part of the visual
E) making sure all parts of the scale are present

Question 46

The letter of authorization, because it establishes the contractual relationship between the user and supplier firm, must always be included in the report immediately following the table of contents.

Question 47

Research reports are grouped into three major sections: introduction, body, and results.

Question 48

Maria works for ABC Marketing Research Company. Her boss has a meeting with a new client, but his plane is running late so she decided to help out by warming up the visual projector, laying out the copies of the presentation of the client, and making coffee. Just as the clients began to arrive, her boss phoned and asked Maria to actually begin to give the oral progress report to the client until he can arrive at the meeting. He estimated he would only be a few minutes late. Maria knows nothing of the client, and the meeting is due to start in five minutes. Maria rushes into the conference room to give the report. Maria's boss is even later than he expected, so Maria continues to talk until he gets there 45 minutes late. Though Maria seemingly had no alternative to her predicament, which of the following oral presentation steps did she NOT violate?

A) audience analysis
B) succinct presentation
C) presentation practice
D) early arrival
E) check out the room and media

Question 49

The marketing research report is the product that represents the efforts of the marketing research team.

Question 50

The marketing research report may be the only part of the project that a client will see.

Question 51

Pie charts are useful when all of the following is present EXCEPT when:

A) Data total to 100%
B) You want to visually display proportions or percentages
C) You do not have so many slices that the chart would be hard to interpret
D) You have a metric variable
E) You properly label your pie chart and include a legend for the slices

Question 52

The following statements represent effective table guidelines EXCEPT:

A) limit the use of decimal places
B) place items the reader needs to compare in the same row
C) place items the reader needs to compare in the same column
D) if there are many rows, darken alternative entries
E) provide totals for columns and rows when relevant

Question 53

If you were asked to orally present the conclusions of a research project, you would do the following EXCEPT:

A) practice your presentation
B) identify and analyze your audience
C) determine the key points
D) check out the room and media
E) present "off the cuff"

Question 54

Marketing research users, as well as research suppliers, have agreed that the research report is one of the most important aspects of the marketing research process.

Question 55

When organizing the research report, it is often helpful to put oneself in the shoes of the writer instead of the reader.

Question 56

The MRIA has standards for the public release of marketing research results. Which of the following was NOT one of their recommendations noted in your textbook?

A) Do not include precise proportions with qualitative reporting.
B) Have the exact wording and order of questions in a questionnaire available to the public upon request.
C) Differentiate between scientific and nonscientific studies.
D) Include the sample size and population surveyed.
E) Present only quantitative and not qualitative findings.

Question 57

Rob is editing his latest marketing research report for a client outside his organization. He reads the following sentence to himself: "The performance of the investigation of the SCW that was conducted by the SEPG office showed the following end results for the 3LM." Which of the following stylistic suggestions was NOT violated?

A) changing tense unnecessarily
B) use jargon sparingly
C) use strong verbs
D) use active voice
E) eliminate extra words

Question 58

A research company is preparing a visual for a marketing research report for a current client that is looking at expanding their product line by means of acquiring another company. A visual has been constructed to show the steps that will be taken to accomplish the merger planned between two companies. Which of the following visuals would best show the different steps and how they are related?

A) pie chart
B) picture
C) histogram
D) flow diagram
E) table

Question 59

A letter of transmittal is used to release or deliver the document to an organization for which you are NOT a regular employee.

Question 60

Title pages should always have the Roman numeral "I" at the bottom of the page.

Question 61

Because visuals are produced from computer programs, there is no likelihood that they may be used in an unethical fashion.

Question 62

Familiarity with a client can change the researcher's recommendations.

Question 63

Online information is so prevalent and often common sense, so it is fine to use information from websites without a citation.

Question 64

Tables and/or figures should be noted in the "list of tables and figures."

Question 65

Names of individuals on the title page must be presented in alphabetical order.

Question 66

In order to have credibility and be useful to the client, the report must communicate effectively.

Question 67

In a table it would be wise to report survey data as accurately as possible; using three to four decimal places is desirable.

Question 68

Pie charts are circles divided into sections that are useful for illustrating trends.

Question 69

The body of the report consists of the following: introduction, research objectives, methodology, results, limitations, and conclusions and recommendations.

Question 70

A reference page or endnotes (if appropriate) should precede the appendix.

Question 71

Maintaining a 2.5-centimetre side margin is necessary if the report will be bound.

Question 72

The introduction should be listed in the table of contents but without a page reference as a number is not to be noted on the introduction page.

Question 73

Bar charts are often used in reports because they are easily interpreted. This makes them excellent for oral presentations as well.

Question 74

The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

Question 75

The abstract or executive summary provides an overview of the most useful information in a single-spaced format.

Question 76

Taking the smallest or the least important segments of a pie chart and making a larger segment labeled "other" is a form of an unethical visual.

Question 77

In a long report it is wise to use "signals and signposts" for the reader in the form of headings and subheadings.

Question 78

Form and format concerns include headings, subheadings, and visuals.

Question 79

On the table of contents, pages contained in the front matter section of the report should be numbered with lowercase Arabic numerals.

Question 80

Long paragraphs in a report are advisable to ensure a thorough coverage of all the findings.