Deck 13: Communicating Marketing Research Findings

Question 1

In a research report, the action statements that will help solve the problem at hand through the creation of a competitive advantage is most likely to be included in the _____.

A) research methods section
B) data analysis and findings section
C) appendixes
D) recommendations
E) limitations section

Answer 1

D

Question 2

The objective of the methods-and-procedures section in a research report is to:

A) give background information for a complete understanding of the report.
B) list specific research objectives and questions the study was designed to answer.
C) convey why the research was undertaken and to summarize the key findings.
D) communicate how the research was conducted.
E) give a brief statement of conclusions and recommendations.

Answer 2

D

Question 3

Which of the following statements about the limitations of a research project is true?

A) Certain research studies are flawless and have no limitations.
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 should refrain from openly addressing any limitations in a project.

Answer 3

D

Question 4

Jane, a researcher, wants to include some detailed and complex technical information about the research technique used for the data analysis in her report. In this scenario, Jane is most likely to include this information in the:

A) limitations section.
B) appendix.
C) recommendations.
D) methods-and-procedures section.
E) conclusions.

Question 5

Identify the correct statement regarding the process of reporting a study's findings.

A) Researchers can accomplish reporting the means of several thematically related variables in the same chart or table with a pie chart.
B) The bar chart function in SPSS can be used to display Crosstabs.
C) While preparing a table, percentages should generally display one digit past the decimal point.
D) In tables, means should have no decimals past the decimal point.
E) When a researcher reports means of thematically related variables, the items in the table are ordered from the lowest to the highest average.

Question 6

Janice is waiting for a research report to prepare for a meeting. She receives the report just 10 minutes before the meeting. She wants to know about the research objectives, research method, key findings, and suggested future actions. Given the short time frame, Janice has the time to read only one section of the report. In this scenario, which of the following sections of the report is she most likely to read?

A) Introduction
B) Appendix
C) Executive summary
D) Data analysis
E) Conclusions and recommendations

Question 7

_____ is defined as the quality of a research report that is based on clear and logical thinking, precise expression, and accurate presentation.

A) Objectivity
B) Subjectivity
C) Generalizability
D) Believability
E) Desirability

Question 8

How are conclusions different from recommendations in a research report?

A) Conclusions are derived from secondary research, whereas recommendations are derived from primary research.
B) Conclusions list the topics of the report in sequential order, while recommendations highlight each 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 the findings, whereas recommendations are for appropriate future actions.
E) Recommendations are internally generated, while conclusions are externally generated.

Question 9

Kylie, a market researcher, has failed to provide an interpretation of the data in the results tables in her research report. Which of the following problems in preparing the marketing research report is exemplified in this scenario?

A) Lack of data interpretation
B) Unnecessary use of multivariate statistics
C) Lack of relevance
D) Too much emphasis on too few statistics
E) Lack of generalizability

Question 10

While reporting correlation and regression, sample size is included on the graph in the footnote if:

A) the overall sample size in the report is similar to the sample size used in the correlation analysis.
B) the overall sample size and the interpretation of the table are not included in methods-and-procedures section of the report.
C) a certain regression technique is applied that estimates the impact of sample size used in the correlation analysis on the overall sample size in the report.
D) standardized betas are used to portray the strength of the relationship between the sample size used in the correlation analysis and the overall sample size in the report.
E) the sample size used in the correlation analysis is different from the overall sample size reported in the methodology section of the report.

Question 11

Which of the following is true of the introduction in a report?

A) It lists specific research objectives and questions the study was designed to answer.
B) It focuses on specific marketing tactics or strategies a client can use to gain a competitive advantage.
C) It summarizes the findings of a research.
D) It indicates the subject of the report and the name of the recipient, along with his or her position and organization.
E) It lists the topics of the report in sequential order.

Question 12

Mia is preparing a research report. When including the data analysis and findings of the study in the body of the report, she should:

A) refrain from using graphs, tables, and figures.
B) use technical language to explain the study's findings.
C) communicate how the research was conducted in detail.
D) claim that the results are obvious or self-evident.
E) explain the information in a straightforward fashion.

Question 13

Which of the following is true of reporting correlation and regression?

A) The sample size is included on a graph in the footnote only if the sample size used in the correlation analysis and the sample size reported in the methodology section are the same.
B) One of the simplest ways to present regression findings is to use a pie chart.
C) Standardized betas are portrayed below the appropriate arrow because the beta shows the strength of the relationship between the independent and dependent variables.
D) A negative correlation is sorted by its strength because a negative value indicates the direction of the relationship only.
E) Regression may be included in a report to illustrate relationships between several variables that are later used in a correlation.

Question 14

Which of the following is true of the executive summary in a research report?

A) It contains complex, detailed, or technical information not necessary for the formal report.
B) It presents the major points of the report and should actually be written last.
C) It contains background information necessary for a complete understanding of the report.
D) It includes the questionnaire or data collection instrument used for the research project, interviewer forms, and detailed sampling maps.
E) It must contain the name, position, employing organization, address, and telephone number of the person submitting the report.

Question 15

Which of the following sections in a report highlights each topical area, the subdivisions within each area, and corresponding page numbers?

A) Table of contents
B) Title page
C) Executive summary
D) Introduction
E) Appendix

Question 16

Which of the following instructions should be kept in mind while reporting the means of thematically related variables?

A) The mean and standard deviations should be shown with only one digit past the decimal.
B) While preparing a table, percentages should generally display one digit past the decimal point.
C) When a researcher reports means of thematically related variables, the items in the table should be ordered from the lowest to the highest average.
D) While preparing a table, the maximum value should not be indicated as readers will not be able to easily compare the mean.
E) The means of several thematically related variables can be reported in the same chart or table using a pie chart.

Question 17

Which of the following statements best describes the credibility of a research report?

A) It is the quality of the report that is related to its accuracy, believability, and professional organization.
B) It refers to the quality of the report based on the number of sources considered in determining the sample size.
C) It 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) It is a measure of how data are dispersed in the report.
E) It refers to the extent to which the data in the report can produce the same measurement results in repeated trials.

Question 18

Peter wants to clearly portray the relative proportion of response to a question in his research report. In this scenario, Peter is most likely to use a(n) _____.

A) bubble chart
B) area chart
C) pie chart
D) line chart
E) XY scatter plot chart

Question 19

In the context of the format of a research report, a researcher is most likely to include relevant background information, definition of terms, and the study's scope and emphasis in the _____.

A) limitations section
B) introduction
C) methods-and-procedures section
D) table of contents
E) appendixes

Question 20

Which of the following is included in the title page of a report?

A) Questionnaire
B) Total estimated budget of the report
C) Statistical calculations
D) Detailed sampling map
E) Date of the report submission

Question 21

Recommendations are generated by critical thinking.

Question 22

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 the packaging of the report.
D) try making the report bigger and more comprehensive by adding information that does not pertain directly to the research objectives.
E) base all conclusions or recommendations on one or a few statistically significant questions or results.

Question 23

Reports can be used for comparison purposes.

Question 24

In a research report, an appendix lists all the topics of the report in sequential fashion.

Question 25

When reporting percentages in marketing research, it is common practice to show only one digit past the decimal.

Question 26

One of the simplest ways to present regression findings in a research report is to create a diagram in Word or in PowerPoint that pictures the predictor and the outcome variables with arrows showing the relationships between the variables.

Question 27

Every research study has limitations.

Question 28

In marketing research, means should be displayed with no decimals past the decimal point.

Question 29

When creating bar graphs, the orientation of the bar labels cannot be changed.

Question 30

Writing a summary of the findings is the final step in both qualitative and quantitative reports.

Question 31

When a market researcher has reported data, statistics, and information that are not consistent with a study's objectives, 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 on too few statistics
E) Lack of generalizability

Question 32

Which of the following guidelines should be followed for preparing good visual presentations?

A) Avoid identifying the marketing research firm in a visual presentation.
B) Use flamboyant graphics in a visual presentation to impress clients.
C) Avoid developing the slides in a sequence as they may fail to engage the audience.
D) Begin a visual presentation with recommendations and research implications as they pertain to the study at hand.
E) Begin with a slide showing the title of the presentation and the individual doing the presentation.

Question 33

Which of the following is true of presentation of marketing research?

A) Presentation of marketing research results is more important than the results of the research itself.
B) Sophisticated computer-generated graphics should be used in the presentation of marketing research.
C) Sophisticated multivariate statistical techniques should be used in the presentation of marketing research to impress clients.
D) The presentation part of the marketing research project is viewed only by those who worked on the report.
E) The content and presentation form of a research study are closely intertwined.

Question 34

In a research report, a hypothesis is usually stated formally in the introduction section.

Question 35

Researchers should strive to communicate findings and key points using graphics and should avoid providing text in their reports.

Question 36

The information pertaining to sample and sampling processes is provided in the data analysis and findings section of a research report.

Question 37

Which of the following guidelines should be followed for preparing good oral presentations?

A) Always be formal in oral communication.
B) Include flamboyant graphics in visual presentations to enhance oral presentations.
C) Have a well-organized and inspiring dialogue prepared.
D) If no questions or comments are being posed within the first five minutes of a presentation, end the session.
E) Avoid the use of visual components in oral presentations.

Question 38

Both t-tests and ANOVAs can be displayed on bar charts created in SPSS.

Question 39

When reporting results, writers should state that the results are obvious or self-evident.

Question 40

Clients are seldom knowledgeable about sampling methods and statistics.

Question 41

A report or presentation of marketing research is often the only part of a marketing research project that will be seen by those commissioning the report.

Question 42

Common items contained in the appendix of a research report include the name, position, employing organization, address, telephone number of the person submitting the report, and the date a report is submitted.

Question 43

Information in an appendix is cited in the research report to guide a reader to further technical or statistical detail.

Question 44

Discuss the importance of making presentations that are well organized, professionally developed, and effectively delivered.

Question 45

What are the issues addressed in the methods-and-procedures section of a marketing research report?

Question 46

The visual presentation is a separate but equally important component of a marketing research report.

Question 47

Researchers should avoid using statistical methods unless they are essential to derive meaning from the data collected.

Question 48

Discuss the organization format common to all marketing research reports.

Question 49

What are the objectives of a professional marketing research report?

Question 50

Mention five problem areas that may arise when writing a marketing research report.