Deck 19: Communicating the Research Results

Question 1

An effective presentation takes into account all of the following except:

A)the audience's frame of reference
B)the audience's prejudices
C)the audience's educational background
D)the audience's time constraints
E)the audience's expectations

Answer 1

E

Question 2

Which part of the research report is a quick reference for finding specific information in the report?

A)Table of Contents
B)Title Page
C)Executive Summary
D)Appendices

Answer 2

A

Question 3

Which of the following parts of the marketing research report goes at the end?

A)appendices
B)executive summary
C)findings
D)methodology
E)none of these

Answer 3

A

Question 4

Which of the following is not consistent with contemporary marketing research reports?

A)detailed paragraphs explaining results
B)liberal use of graphs
C)lots of bulleted information
D)text boxes
E)All of these are consistent with contemporary marketing research reports.

Question 5

Which of the following is not an objective of the marketing research report?

A)to explain why the research was done
B)to state the specific research objectives
C)to explain how the research was done
D)to explain how much the project cost the client
E)All of these are objectives of the marketing research report.

Question 6

Which of the following best describes the executive summary?

A)a report only for top executives to ensure secrecy
B)a thorough synopsis of the project which explains how the research was done, outlines objectives, and highlights results
C)a detailed report including all technical information regarding the project
D)a presentation to top executives of the marketing researcher's client
E)none of these

Question 7

The executive summary:

A)should be a maximum of four pages
B)is often the most difficult part of the report to write
C)is where the researcher lists key findings
D)all of these
E)none of these

Question 8

A typical marketing research report:

A)centers around pictures and graphs
B)contains at least 50 pages of text
C)contains an appendix and glossary
D)should be done in whatever style the researcher deems appropriate
E)should always contain the researcher's specific recommendations

Question 9

Which of the following is typically the longest section of the report?

A)Executive Summary
B)Background
C)Methodology
D)Findings
E)None of these

Question 10

A differential advantage is:

A)a statement of project results.
B)advantage(s) of a specific methodology.
C)a true benefit that cannot be duplicated by competitors.
D)a well-written executive summary.

Question 11

Generalizing from small pieces of information can be referred to as___________.

A)Conclusions
B)Induction
C)Both conclusions and induction
D)Neither conclusions or induction

Question 12

Which of the following dominates the presentation software market?

A)Microsoft Word
B)Microsoft PowerPoint
C)Prezi
D)Adobe
E)None of these

Question 13

Which of the following is not part of the marketing research report appendices?

A)a detailed list of research objectives
B)cross tabulations for every question
C)technical discussion of research procedures
D)clean copy of the questionnaire(s)
E)All are part of the marketing research report appendices.

Question 14

Recommendations are gained through which of the following?

A)deduction
B)reduction
C)induction
D)construction
E)instruction

Question 15

____________ are conclusions applied to marketing strategies or tactics that focus on a client's achievement of differential advantage.

A)References
B)Endorsements
C)Approvals
D)Recommendations

Question 16

Which of the following does a presentation of research findings accomplish?

A)provides an opportunity to hear any unexpected events or findings
B)showcases the research conclusion and recommendations
C)helps one to become requainted with research objectives
D)discuss methodology
E)All of these

Question 17

Which statement is not true about marketing research reports?

A)They contain a table of contents and recommendations.
B)They contain information about the methodology of the report.
C)Every fact must be included in detail; report length of the body of the report should not be an issue.
D)Research objectives must be outlined.
E)All statements about marketing research reports are true.

Question 18

Which of the following does a researcher not need to keep in mind when preparing a presentation?

A)What do the data really mean?
B)What impact do the data have?
C)What could make this information more convincing?
D)What could make this information more useful?
E)What do we need to do, given the information we have?

Question 19

In the organization of the report,where should the name of the project and other elements,such as the name of the client organization,name of research firm,and date of report,be located?

A)Table of Contents
B)Title Page
C)Executive Summary
D)Appendices

Question 20

Conclusions in a report are derived from the process of ___________.

A)deduction
B)reduction
C)induction
D)construction
E)instruction

Question 21

Comment on the following statement: Marketing research reports must be written as eloquently as possible,and include the detail and technical information in the text of the report.

Question 22

Recommendations are sometimes the tactics that focus on a client's achievement of a differential advantage.

Question 23

Most clients today want a copy of the PowerPoint presentation rather than a detailed traditional report.

Question 24

The conclusion should always include at least some statistical information.

Question 25

The intial report is the culmination of the research effort.

Question 26

Which of the following is not a section of a marketing research report?

A)Table of Contents
B)Introduction
C)Executive Summary
D)Methodology
E)Findings

Question 27

One reason presentations are sometimes inadequate is that the speaker lacks an
understanding of the barriers to effective communication.

Question 28

By clearly defining research objectives upfront and incorporating them in every phase of the research project,one will produce better results that can then be used as the basis for subsequent projects.

Question 29

Clients always expect a presentation of the research results.

Question 30

It is not that important for the research firm to have a consistent style of reporting.

Question 31

Persuasion should never be used in the personal presentation of a marketing research report.

Question 32

The report methodology section serves as the primary guide for interpreting findings and drawing conclusions.

Question 33

Presentations on the Internet can be accessed wherever or whenever needed.

Question 34

Clients tend to prefer long text-based reports to shorter ones.

Question 35

Recommendations are generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives.

Question 36

In some cases,a market researcher may not be able to make specific
recommendations and can only make more general ones.

Question 37

Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.

Question 38

The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions,and then using the conclusions to formulate recommendations.

Question 39

Writing the report always comes after the data has been cross tabulated and statistical testing has been performed.

Question 40

A typical marketing research report often includes 50 or more pages of text and a handful of graphs as well.

Question 41

Compare and contrast the conclusions and recommendations portions of the research report.

Question 42

How would you respond to the following statement: "The Methodology should explain in detail how the research was done and why it was done."

Question 43

How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."

Question 44

List and briefly describe the six major parts of the marketing research report.

Question 45

Describe the characteristics of a good presentation.