Deck 13: Report Preparation and Presentation

Question 1

Report preparation and presentation is the last step in the marketing research project.

Answer 1

True

Question 2

When writing the final report, the researcher should draw conclusions but should not make recommendations.

Answer 2

False

Question 3

Each report will have a unique character based on the personalities, responsibilities, etc., of the
researcher and the decision maker to whom the report is addressed.

Answer 3

True

Question 4

A report prepared for top management should emphasize the operating details.

Question 5

The involvement of many marketing managers in the research project is limited to the written report and the oral presentation.

Question 6

The research design section of a report gives the background to the problem, highlights discussions with the decision makers and industry experts, discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered.

Question 7

The executive summary is an extremely important part of the report, as this is often the only portion of the report that executives read.

Question 8

A marketing research firm should produce reports that are uniform across clients and follow the same format.

Question 9

The letter of transmittal should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

Question 10

The researcher must make sure that management does not overly rely on the research results or use them for unintended purposes, such as projecting them to unintended populations.

Question 11

A report should be as brief as possible but not at the expense of completeness.

Question 12

The problem definition section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

Question 13

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the letter of authorization.

Question 14

Given the possibility of being sued by the client, the researcher should not make recommendations or suggest any actions.

Question 15

The client writes a letter of estimation to the researcher before work on the project begins.

Question 16

According to the text, the last step in the report preparation and presentation process is recommendations.

Question 17

According to the text, every table should have a number and a title.

Question 18

The first step in the report preparation and presentation process is problem definition.

Question 19

A letter of authorization authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

Question 20

Data should be arranged in a table to emphasize the most significant aspect of the data.

Question 21

The researcher's task ends with the oral presentation.

Question 22

If a research report will be used across different countries and languages only one report should be prepared.

Question 23

According to the text, the key to an effective presentation is preparation.

Question 24

According to the text, a pie chart is not useful for displaying relationships over time or relationships among several variables.

Question 25

Dots or hyphens that are used to impart uniformity and improve readability of a table are called stubs.

Question 26

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a histogram.

Question 27

Bar charts can be used to display the steps or components of a process.

Question 28

An attractive way of illustrating trends and changes over time is to use a line chart.

Question 29

A round chart divided into sections is called a pie chart.

Question 30

If data contained in a table of the report are secondary, then the source of the data should not be cited.

Question 31

A graphical depiction that makes use of small pictures or symbols to display the data is called a pictograph.

Question 32

A line chart is a chart that connects a series of data points using continuous lines.

Question 33

The KISS 'em principle stands for Keep It Short, Stupid!

Question 34

As a general rule, graphic aids should be used whenever practical.

Question 35

A pie chart is a chart that displays data in bars positioned horizontally or vertically.

Question 36

Leaders are designations placed in the left-hand column of a table.

Question 37

In a pictograph, the area of each section, as a percentage of the total circle, reflects the percentage associated with the value of a specific variable.

Question 38

Instead of ruling the table horizontally or vertically, it is suggested that leaders be used to set off data items.

Question 39

As a general guideline, a pie chart should not require more than four sections.

Question 40

If ease of locating items is critical, an alphabetical arrangement is most appropriate.

Question 41

A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the ________.

A)letter of acceptance
B)letter of authorization
C)letter of transmittal
D)letter of recommendation
E)letter of invoice

Question 42

Which of the following is NOT a suggestion to follow when writing a marketing research report?

A)Technical jargon should be used.
B)The report should be easy to follow.
C)Objectivity should guide report writing.
D)Reinforce key information in the text with tables, graphs, and pictures.
E)Several revisions of the report may be needed before the final document emerges.

Question 43

________ is the last step in the marketing research project.

A)Data collection
B)Questionnaire coding
C)Data analysis
D)Research design
E)Report preparation and presentation

Question 44

Which of the following sections of the report gives the background to the problem, highlights discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered?

A)executive summary
B)problem definition
C)research design
D)conclusions and recommendations
E)letter of transmittal

Question 45

The ________ section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and fieldwork.

A)executive summary
B)problem definition
C)research design
D)conclusions and recommendations
E)approach to the problem

Question 46

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

Question 47

The ________ should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken.

A)letter of transmittal
B)letter of estimation
C)letter of authorization
D)letter of recommendation
E)letter of invoice

Question 48

The ________ is an extremely important part of the report, as this is often the only portion of the report that executives read.

A)executive summary
B)problem definition section
C)research design section
D)conclusions and recommendations section
E)the invoice statement

Question 49

Unexpectedly low response rates should be reported to the client.

Question 50

According to the text, the last step in the report preparation and presentation process is ________.

A)problem definition
B)data analysis
C)recommendations
D)research follow-up
E)reading of the report by the client

Question 51

The executive summary should concisely describe all of the following EXCEPT the ________.

A)research problem
B)approach
C)research design
D)major results
E)problems encountered while conducting the project

Question 52

Social media can play a crucial role in disseminating the results and the report of a marketing research project but not the decisions made by the company based on the findings.

Question 53

The client writes a ________ to the researcher before work on the project begins.

A)letter of estimation
B)letter of authorization
C)letter of transmittal
D)letter of recommendation
E)letter of invoice

Question 54

According to the text, every table should have a ________ and a ________.

A)footnote; title
B)summary; footnote
C)title; summary
D)number; title
E)header; footer

Question 55

Recommendations that are made in the report should be ________.

A)complex
B)so rigorous they stimulate technical experts
C)only for those who worked on the project
D)kept to a minimum
E)directly usable as inputs into management decision making

Question 56

Which of the following is NOT a step in the report preparation and presentation process?

A)questionnaire design
B)data analysis
C)oral presentation
D)research follow-up
E)interpretations, conclusions, and recommendations

Question 57

The use of social media community members' stories as illustrations of statistical findings in reports or executive presentations can be misleading and should not be undertaken.

Question 58

A ________ authorizes the researcher to proceed with the project and specifies its scope and terms of the contract.

A)letter of estimation
B)letter of transmittal
C)letter of recommendation
D)letter of authorization
E)letter of invoice

Question 59

The first step in the report preparation and presentation process is ________.

A)data analysis
B)problem definition
C)recommendations
D)research follow-up
E)interpretations, conclusions, and recommendations

Question 60

It is important to reinforce key information in the text of the report with all of the following EXCEPT the use of ________.

A)tables
B)graphs
C)pictures
D)maps
E)underlining

Question 61

If ease of locating items is critical, a(n)________ arrangement of the data in a table is most appropriate.

A)numerical
B)current ranking
C)alphabetical
D)random
E)catalogued

Question 62

________ are designations placed in the left-hand column of a table.

A)Leaders
B)Stubs
C)Footnotes
D)Headings
E)Brackets

Question 63

A vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence is called a ________.

A)line chart
B)pictograph
C)histogram
D)pie chart
E)box and whiskers chart

Question 64

A ________ is a chart that connects a series of data points using continuous lines.

A)pictograph
B)bar chart
C)line chart
D)histogram
E)streamline

Question 65

A ________ is a chart that displays data in bars positioned horizontally or vertically.

A)line chart
B)pictograph
C)bar chart
D)pie chart
E)grid

Question 66

In a ________, the area of each section, as a percentage of the total circle, reflects the percentage associated with the value of a specific variable.

A)line chart
B)pictograph
C)histogram
D)pie chart
E)line out

Question 67

According to the text, the key to an effective presentation is ________.

A)advanced technology
B)preparation
C)detailed descriptions
D)professionalism
E)video equipment

Question 68

According to the text, a ________ is not useful for displaying relationships over time or relationships among several variables.

A)line chart
B)pie chart
C)bar chart
D)histogram
E)streamline

Question 69

An important reason for client follow-up is to ________.

A)get paid
B)get face time
C)evaluate the client
D)research the research already done
E)discuss further research projects

Question 70

________ can be used to display the steps or components of a process.

A)Pie charts
B)Line charts
C)Bar charts
D)Flowcharts
E)Streamline

Question 71

Dots or hyphens that are used to impart uniformity and improve readability of a table are called ________.

A)stubs
B)footnotes
C)headings
D)leaders
E)brackets

Question 72

Data should be arranged in a table to emphasize the most ________.

A)expensive aspect of the data
B)current aspect of the data
C)significant aspect of the data
D)reliable aspect of the data
E)expensive part of the project

Question 73

Instead of ruling the table horizontally or vertically, it is suggested that ________ be used to set off data items.

A)white spaces
B)leaders
C)stubs
D)hyphens
E)asterisks

Question 74

Which of the following filler words is appropriate to use during a presentation?

A)"uh"
B)"y'know"
C)"all right"
D)"like"
E)No filler words should be used during a presentation.

Question 75

After the oral presentation, the researcher should ________.

A)help the client understand the findings
B)help the client implement the findings
C)evaluate the entire marketing research project
D)all of the above
E)none of the above

Question 76

As a general guideline, a pie chart should not require more than ________ sections.

A)two
B)four
C)five
D)six
E)seven

Question 77

Which of the following should be included in the limitations and caveats section of the research report?

A)sanctions levied by the Federal Trade Commission
B)lack of National Science Foundation approval
C)lack of acceptance by NASA
D)respondents requiring cash incentive
E)the populations to which the results should not be extended

Question 78

A round chart divided into sections is called a ________.

A)pie chart
B)line chart
C)pictograph
D)histogram
E)round graph

Question 79

An attractive way of illustrating trends and changes over time is to use a ________.

A)bar chart
B)histogram
C)line chart
D)pie chart
E)streamline

Question 80

A graphical depiction that makes use of small pictures or symbols to display the data is called a ________.

A)pictograph
B)pie chart
C)line chart
D)histogram
E)symbology