Question 1

The executive summary should be the first part of the report written.

Accepted Answer

The executive summary should be written after the main parts of the report are completed, as it summarizes the key points of the entire report.

Question 2

The techniques used for analysis should be described in detailed non-technical terms.

Accepted Answer

The techniques used for analysis should be described in sufficient detail to allow replication, but the level of technicality can vary depending on the target audience of the document or publication.

Question 3

A logical organization leads to a coherent marketing research report.

Accepted Answer

A logical organization ensures that the research report is well-structured and easy to follow, with each section building upon the previous one. It helps the reader to understand the research findings, conclusions, and recommendations in a coherent and meaningful way.

Question 4

The research design section contains a description of the theoretical foundations that guided the research,any analytical models formulated,research questions,hypotheses,and the factors that influenced the research design.

Accepted Answer

The answer of The research design section contains a description...

Question 5

When it is said that a report should be terse,it is meant that it should be as brief as possible but not at the expense of completeness.

Accepted Answer

"Terse" means using few words and being concise, but still conveying all necessary information. Therefore, a terse report should be brief, but not so much that it sacrifices completeness.

Question 6

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.

Accepted Answer

It is important for researchers to communicate the limitations and scope of their research, and for management to use the results appropriately and ethically. Overreliance on research or projecting results to unintended populations can lead to inaccurate or harmful decision making.

Question 7

The results section is normally the longest part of the report and may comprise several chapters.

Accepted Answer

The results section is where the findings of the research are presented, and it may require multiple chapters to thoroughly analyze and report the data.

Question 8

Often the researcher must cater to the needs of several audiences with different levels of technical sophistication and interest in the project.Such conflicting needs may be met by including different sections in the report for different readers.Under no circumstances should separate reports be written.

Accepted Answer

Separate reports can be written to cater to the specific needs and interests of different audiences, ensuring that each report is tailored to the level of technical sophistication and interest of its intended readers. This approach can effectively communicate the research findings to diverse groups.

Question 9

While each report is unique,report formats do not vary with the researcher or the marketing research firm conducting the project,the client for whom the project is being conducted or the nature of the project itself.

Accepted Answer

Report formats can vary significantly depending on the researcher or the marketing research firm conducting the project, the client's specific needs, and the nature of the project itself. Different projects and clients may require different formats to effectively communicate findings and recommendations.

Question 10

Moderators who write their own focus group project reports try to complete them within three to four weeks.

Accepted Answer

The answer of Moderators who write their own focus group...

Question 11

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

Accepted Answer

Report preparation and presentation is the final step in the marketing research project. The research process includes defining the problem, developing a research plan, collecting relevant data, analyzing the data, and finally, preparing and presenting a report with the findings and recommendations.

Question 12

The conclusions and recommendations section should only include a summary of the statistical results.

Accepted Answer

The conclusions and recommendations section should not only include a summary of the statistical results, but also a discussion of the implications of the findings and suggestions for future research or actions.

Question 13

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

Accepted Answer

The statement is false. The researcher should not only draw conclusions but also make recommendations based on the findings of the study. Recommendations are important for guiding future actions and decisions related to the topic of the research.

Question 14

Every table should have a number.

Accepted Answer

Tables should be numbered to easily identify them for use in reservations and orders.

Question 15

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.

Accepted Answer

The unique character of a report depends on the personalities, responsibilities, and other factors of the researcher and the decision maker, so each report will differ from others.

Question 16

A letter of transmittal authorizes the researcher to proceed with the project.

Accepted Answer

A letter of transmittal is simply a cover letter that accompanies a report or proposal. It introduces the document and usually includes information about who the document is being sent to, why it is being sent, and any special instructions or requests. It does not authorize the researcher to proceed with the project. Authorization would come from a separate agreement or contract between the researcher and the organization.

Question 17

Variation in type size and skillful use of white space can take away from the appearance and readability of the marketing research report.

Accepted Answer

Variation in type size and skillful use of white space can enhance the appearance and readability of the marketing research report by organizing the content, making it more visually appealing, and easier to navigate.

Question 18

The marketing research report serves as a historical record of the project.

Accepted Answer

A marketing research report is a document that summarizes the research findings and serves as a historical record of the project. It includes details about the research methodology, data collection, analysis, and interpretation of the results. The report serves as a reference for future decision-making and can be used to evaluate the effectiveness of the research project.

Question 19

The researcher should remember that the rule is,"Tell it like it is," when writing the objective section of the marketing research report.

Accepted Answer

The objective section of a marketing research report should accurately and clearly state the objectives of the research study, without bias or distortion. Therefore, the researcher should "Tell it like it is" in this section.

Question 20

It is o.k.to include only the major headings and subheadings in the table of contents.

Accepted Answer

Yes, it is acceptable to include only the major headings and subheadings in the table of contents. This provides a clear overview of the structure of the document and helps readers quickly find the information they need.

Quiz 23: Report Preparation and Presentation