Deck 16: Writing the Research Report

Question 1

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

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

Answer 1

D

Question 2

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

A)use a #2 pencil.
B)write for the common reader and answer all possible questions.
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 makes sense to you as the sender.

Answer 2

C

Question 3

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

Answer 3

B

Question 4

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.

Question 5

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 6

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

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

Question 7

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

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

Question 8

The letter of transmittal is used:

A)instead of delivering the document.
B)to deliver the document.
C)to deliver the document to a client outside the firm.
D)to deliver the document within the firm.
E)only when the document is transmitted electronically.

Question 9

Which of the following is NOT a figure?

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

Question 10

The title page does NOT include which of the following?

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

Question 11

The memo of transmittal is used:

A)instead of delivering the document.
B)to deliver the document.
C)to deliver the document to a client outside the firm.
D)to deliver the document within the firm.
E)only when the document is transmitted electronically.

Question 12

The written research report can be grouped into three sections,which are:

A)body,introduction,and ending.
B)introduction,body,and end matter.
C)executive summary,appendices,bibliography.
D)front matter,body,and end matter.
E)title page,executive summary,body.

Question 13

Significant findings and recommendations from research are meaningless unless you can:

A)write them in a physically attractive final report.
B)communicate them to your client.
C)communicate them to your client in a way that your client knows what you have said.
D)provide supporting documentation in your report's appendix.
E)provide a detailed bibliography.

Question 14

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 long do I have to write the report?
B)Who is my secondary audience?
C)What does your audience need to know?
D)What is your purpose?
E)What message do you want to communicate?

Question 15

Which of the following names two examples highlighted in the text as online reporting software that helps improve marketing research efficiency?

A)Bloomberg;Burke's
B)Burke's;ChatBack Dashboard
C)ChatBack Dashboard;Facebook
D)Facebook;SKOPOS
E)SKOPOS;SPSS's Quantum

Question 16

Which of the following is the online report writing tool provided by the authors of your text?

A)iReportWriter Assistant
B)Online Report Writing Module
C)ReportWriter.com
D)iWriter
E)Marketing Research Assistant

Question 17

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)the title page

Question 18

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)list of illustrations

Question 19

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)RFP

Question 20

________ provide(s)digital interfaces that allow users to quickly and easily see information that is presented in a simplified manner.

A)Marketing research reports
B)iReportWriter Assistant
C)Dashboards
D)Memos of transmittal
E)none of the above

Question 21

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)introduction

Question 22

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 23

Plagiarism is derived from a Latin word for:

A)paper taking.
B)plain theft.
C)kidnapping a Roman citizen's slave.
D)kidnapping paper thoughts.
E)copying others' words.

Question 24

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 conclusions section of the report,if at all.

Question 25

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 report?

A)first
B)second
C)third
D)fourth
E)fifth

Question 26

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 front matter.
D)a method.
E)a methodology.

Question 27

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

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

Question 28

In a marketing research report,recommendations should:

A)always be included.
B)never be included.
C)be included if agreed upon by the researcher/client.
D)be carefully edited.
E)be based on familiarity with the client.

Question 29

Which of the following would be included in the introduction?

A)title
B)executive summary
C)research objectives
D)results
E)method

Question 30

Reporting of the details as to how the research was conducted is contained in the:

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

Question 31

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 front matter.
D)a method.
E)a methodology.

Question 32

Which of the following refers to the principles that determine how scientific investigation tools are deployed and interpreted?

A)method
B)methodology
C)procedural detail
D)body
E)scientific reasoning

Question 33

The body of the report does not contain the:

A)conclusions.
B)executive summary.
C)introduction.
D)results.
E)method.

Question 34

Which type of visual introduces a set of topics and illustrate their relationships?

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

Question 35

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

A)A heading introduces a change of topic.
B)Headings are topic sections under subheadings.
C)Headings should be in the form of a question.
D)Headings serve as visual sign-posts.
E)Kinds of heading should be chosen based on the writer's purpose.

Question 36

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

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

Question 37

Which of the following identify exact values?

A)tables
B)pictures
C)maps
D)graphs
E)pie charts

Question 38

Signals that indicate the topics of each section and act like signals and signposts along the "road" of 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 39

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

A)Prepare the appendix in a smaller font than that used for the report.
B)Begin paragraphs with topic sentences.
C)Use jargon sparingly.
D)Proofread,but not aloud;reading aloud takes away from the concentration necessary to properly proofread.
E)Vary the length and structure of sentences and paragraphs.

Question 40

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

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

Question 41

"Do demographic and lifestyle variables of your audience affect their perspective of your research?" is one question which should be asked after you have structured and/or written your research report.

Question 42

The quality of your marketing research report is an indicator of the credibility of the research in the eyes of the client.

Question 43

Which SPSS command would you use to create a pie chart?

A)CHART;PIE
B)GRAPHS;PIE
C)PIEGRAPH;GO
D)CHART;PIE;GO
E)FORMAT;PIE CHART

Question 44

Which SPSS command would you use to change the format of a frequencies table generated by the command: ANALYZE;DESCRIPTIVE STATISTICS;FREQUENCIES?

A)FORMAT;CHANGETABLE
B)FORMAT;TABLEFREQ
C)FORMAT;FORMATCHANGE
D)FORMAT;TABLELOOKS
E)FORMAT;LOOK

Question 45

Clients are less concerned about the method and analytical tools used by the researcher,which places greater importance on writing a report that is relevant to the decisions the client must make.

Question 46

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

Question 47

Pie charts are particularly useful for illustrating:

A)relative size or static comparisons.
B)items over time.
C)detail.
D)relationships found in the data.
E)ratio-scaled data.

Question 48

A(n)________ is a totally objective visual in terms of how information is presented in the research report.

A)pie chart
B)ethical visual
C)3-D figure
D)truncated graph
E)flow diagram

Question 49

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

A)practice your presentation.
B)identify and analyze your audience.
C)determine the key points.
D)make sure your graphs are ethical.
E)all of the above

Question 50

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)It is to succinctly present the information.
C)It provides 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 51

________ is a common way to risk producing an unethical visual.

A)Omission of data
B)Understating the meaning of data
C)Overstating the meaning of data
D)Changing the scale on a graph
E)all of the above

Question 52

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 53

A ________ may distort data by multiplying the values by the width and the height.

A)pie chart
B)mislabeled scale
C)3-D figure
D)truncated graph
E)flow diagram

Question 54

Research reports are grouped into three major sections: title,letter of transmittal,results and ending.

Question 55

An online report writing tool is provided by the text's authors because report preparation is so critical to the marketing researcher.

Question 56

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

Question 57

Which SPSS command would you use to create a bar chart?

A)CHART;BAR
B)GRAPHS;BAR
C)BAR;GO
D)CHART;BAR;GO
E)FORMAT;BAR CHART

Question 58

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

Question 59

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 60

Online reporting software electronically distributes marketing research reports to selected managers in an interactive format that allows each user to conduct his or her own analyses.

Question 61

The SPSS command for changing the format of a frequencies table is: FORMAT;TABLELOOKS.

Question 62

A flow diagram is a type of line graph.

Question 63

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

Question 64

Reporting the first two scores (or the bottom two scores)in a table is referred to as top-two box scores.

Question 65

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

Question 66

Long paragraphs in a report are advisable because they show thoroughness.

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

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

Question 69

The abstract or executive summary can serve as a preview or a summary depending on the reader.

Question 70

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

Question 71

Online information is so prevalent and often common sense,so it is okay to use information from websites without referencing the information used.

Question 72

The letter of authorization,because it establishes the contractual relationship between the user and supplier firm,should always be included in the report immediately following the table of contents.It is NOT optional.

Question 73

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

Question 74

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

Question 75

CHARTS;PIE are the SPSS commands to create a pie chart.

Question 76

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

Question 77

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

Question 78

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

Question 79

Appendices are necessary and would normally be placed in the front matter of the report.

Question 80

Tab programs,such as SPSS's Quantum,routinely provide top-two box,top box,and (sometimes)bottom-two box scores.