Question 1

In the United Airlines example given in your text,it was stated that all departments of the company used the results of its in-flight customer satisfaction survey.Which department used the customer satisfaction report to evaluate the performance of United,both internally in achieving its goals,and externally compared to the competition?

Accepted Answer

The executive management is likely the department that would use the customer satisfaction report to evaluate United's internal performance in achieving its goals and externally compared to the competition. This department is responsible for overseeing the overall direction and strategy of the company and would likely use customer feedback to make decisions about how to improve United's operations and reputation. The marketing department may also use the report to inform its messaging and branding efforts, but the executive management is the most likely department to use it for both internal and external evaluation.

Question 2

As a follow-up to the marketing research report,the researcher might assist the client with implementing the findings.

Accepted Answer

After conducting marketing research, it is common for the researcher to work with the client to help them interpret and implement the findings in their marketing strategy. This can involve developing marketing campaigns, refining products or services, or adjusting pricing and promotional strategies based on the research insights.

Question 3

The marketing research report could be distributed in a variety of formats including hard copy and electronic.However,it is not advisable that research reports be published or posted directly to the Web.

Accepted Answer

Publishing or posting research reports directly to the Web can be advisable depending on the target audience, the nature of the report, and the goals of the research. It allows for wider dissemination and easier access.

Question 4

The key to an effective presentation is preparation.

Accepted Answer

Preparation includes researching the topic, practicing delivery, and creating visual aids. Without proper preparation, a presentation may be disorganized, confusing, and ineffective in communicating information to the audience.

Question 5

Report formats are likely to vary based on all of the following except ________.

Accepted Answer

The client's method of payment is not relevant to the format of the report. The report format is typically determined by the marketing research firm and tailored to the specific needs of the client and project. Therefore, options A, B, and C are all factors that can influence the format of a research report.

Question 6

After the presentation,key executives in the client firm should be given time to read the report in detail.

Accepted Answer

Giving key executives time to read the report after the presentation allows them to review the information in detail and ask any follow-up questions they may have.

Question 7

When developing a table,the footnotes should come after the source notes.

Accepted Answer

In a table, footnotes typically come before the source notes. Footnotes provide additional information or clarification about specific data points, while source notes indicate where the data originated.

Question 8

A pie chart is useful for displaying relationships over time or relationships among several variables.

Accepted Answer

A pie chart is useful for displaying relationships among parts of a whole or comparing proportions. It is not ideal for displaying relationships over time or among several variables. Line graphs or scatter plots would be better suited for those purposes.

Question 9

A useful form of schematic figures and flow charts is classification diagrams.

Accepted Answer

Classification diagrams are a type of schematic figure or flow chart that organizes information into categories or groups. They are useful for organizing and presenting complex information in a clear and concise manner.

Question 10

Which statement is not true about the report preparation and presentation process?

Accepted Answer

Conclusions should be drawn and recommendations should be made to provide actionable steps that can be taken based on the research findings.

Question 11

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.

Accepted Answer

Social media can be used to disseminate not only the results and report of a marketing research project but also the decisions made by the company based on those findings, as it offers a platform for communication and engagement with a wide audience.

Question 12

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.

Accepted Answer

Blogs allow for two-way communication between a company and its consumers, making it possible for the company to receive feedback and reactions from consumers regarding their research findings and actions taken based on those findings.

Question 13

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.

Accepted Answer

Using social media community members' stories as illustrations can provide valuable context and make statistical findings more relatable and understandable. However, it should be done carefully to avoid misrepresentation or bias.

Question 14

The histogram is a horizontal bar chart in which the width of the bars represents the relative or cumulative frequency of occurrence of a specific variable.

Accepted Answer

The description provided is actually a definition of a frequency polygon, not a histogram. In a histogram, the height of the bars represents the frequency of occurrence, usually displayed for continuous numerical data.

Question 15

If the client was pleased with the research project and report,there is no need for the researcher to evaluate the research project.

Accepted Answer

Even if the client is pleased, evaluating the research project is essential for the researcher to understand what worked well, identify areas for improvement, and enhance future research practices.

Question 16

Information such as the title of the report,information about the researcher or organization conducting the research,the name of the client and the date of release should appear on/in the ________.

Accepted Answer

All the information mentioned, including the title of the report, information about the researcher or organization, name of the client, and date of release, are typically included on the title page of a research report. The letter of transmittal is a separate document that accompanies the report and is used to introduce it to the client or intended audience. The letter of authorization may be used in some cases when conducting research on behalf of a client, but it is not necessary for all reports. The executive summary appears within the report itself and provides a brief overview of the main findings and recommendations.

Question 17

The oral presentation is not important because the executives are also given a written report with all the important information in it.

Accepted Answer

The oral presentation is an important part of communicating the information to the executives. While they may receive a written report, the presentation allows for a more personal and interactive experience where questions can be asked and further clarification can be provided. Additionally, the presentation can help to convey key points and emphasize important information in a way that a written report may not.

Question 18

It is unethical to draw conclusions if data analysis did not reveal anything new or significant.

Accepted Answer

Data analysis should only be used to draw conclusions if it reveals new or significant information. If the analysis does not reveal anything new or significant, then it is unethical to draw conclusions from it.

Question 19

The arrangement of data items in a table should emphasize the most significant aspect of the data.

Accepted Answer

It is important to properly arrange data items in a table to communicate the most important information clearly and help the user understand the data.

Question 20

If managers evaluate the quality of the entire project based on the quality of the report and presentation,which reason for the importance of the report and presentation most applies?

Accepted Answer

This reason applies because the managers are making their evaluation based solely on the quality of the report and presentation, which means that the involvement of the marketing managers in the project is limited to those two elements. Therefore, the quality of the report and presentation will heavily influence their perception of the overall project. The other options may also be important for the success of the research project but do not directly relate to the evaluation process described in the question.

Quiz 23: Report Preparation and Presentation