Deck 15: Communicating Results and Managing Marketing Research

Question 1

Why would a researcher want to publish their presentation to the Internet?

A) To allow others to access it
B) To present at multiple locations
C) To preserve the data for future research
D) All of the above

Answer 1

D

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 toward the beginning?

A) Background
B) Methodology
C) Findings
D) Executive Summary

Answer 3

D

Question 4

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 the above
E) none of the above

Question 5

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 of the above are part of the marketing research report appendices.

Question 6

Formulating recommendations are gained from the process of _____________.

A) deduction
B) reduction
C) induction
D) none of the above

Question 7

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 8

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

A) deduction
B) reduction
C) induction
D) none of the above

Question 9

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 the above are objectives of the marketing research report.

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.
E) none of the above

Question 11

What do clients want from a marketing research supplier?

A) understanding the clients' needs
B) understanding the clients expectations
C) maintaining good relations with the client
D) cost management
E) all of the above
F) none of the above

Question 12

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 the above

Question 13

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 14

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 15

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 the above

Question 16

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

Question 17

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) "minibites"
E) All of the above are consistent with contemporary marketing research reports.

Question 18

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 19

An effective presentation takes into account:

A) audience
B) attitudes
C) prejudices
D) time constraints
E) all of the above
F) none of the above

Question 20

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

A) Conclusions
B) Induction
C) Both
D) Neither

Question 21

____________ 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 22

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

Question 23

When selecting the right marketing research supplier you need to ask _______________.

A) How long has the vendor even in business?
B) What companies has the vendor worked for in the past?
C) Have you checked the references?
D) What is the background and experience of the researchers on the project?
E) All of the above

Question 24

____________ is having personnel in another country perform some or all the functions involved in a marketing research project.

A) client profitability management
B) time management
C) outsourcing
D) infrastructure

Question 25

___________ is newer knowledge that has the potential to create significant marketing impact.

A) Innovation
B) Insight
C) A & B
D) Neither A nor B

Question 26

Which of the following is not a suggestion given for staff development in a research firm?

A) Foster recognition and accountability.
B) Connect rewards to a business result.
C) Create an environment that encourages perfection.
D) Attract and support people with entrepreneurial attitudes.
E) Provide job autonomy within a certain structure.

Question 27

What is the general rule for selecting a marketing research supplier?

A) Choose the least expensive supplier and, if the project's needs exceed their abilities, move to the next supplier.
B) Choose the smallest firm consistent with the scope of the project, as long as the project is not more than 30% of the supplier's annual revenues.
C) Choose the vendor that has the best reputation.
D) Choose the smallest firm consistent with the scope of the project, as long as the project is not more than 15% of the supplier's annual revenues.
E) There is no general rule.

Question 28

The key to good supplier-client relations is ____________.

A) hard work
B) communication
C) a fair price
D) positive results
E) keeping the project on schedule

Question 29

Ways of retaining skills staff include:

A) conducting regular performance reviews
B) giving pay raises in spite of below average performance
C) giving staff a variety of work tasks
D) A and B only
E) A and C only

Question 30

Which of the following is NOT one of the goals of research management?

A) stay on schedule
B) manage client profitability
C) develop staff
D) meet potential new clients
E) build an effective organization

Question 31

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

Question 32

Captive outsourcing is:

A) when a research firm outsources to a firm in a small, developing country.
B) when a research firm creates a wholly-owned foreign facility for outsourcing.
C) outsourcing to prisoners held against their will.
D) outsourcing to a third-party provider.
E) the most cost efficient way to hire a market researcher staff.

Question 33

The conclusion should always include at least some statistical information.

Question 34

Cost-plus projects are typically found in situations where:

A) the researchers are required to travel.
B) a research firm is recognized as providing high-quality output.
C) a client requires frequent progress reports.
D) a research department of a large corporation conducts a project for another department.
E) a research firm's fees fall within the 90^th percentile.

Question 35

Good procedures for cost control include all of the following except:

A) Systems that accurately capture data collection and other costs associated with the project on a daily basis.
B) Policies and practices that quickly identify over budget situations and then find causes and seek solutions.
C) Daily reporting of costs to the communication liaison.
D) Policies and practices that find and account for under budget situations.
E) Policies and practices in the research organization that require the liaison to communicate the budget picture to clients and to senior managers at the
Research company.

Question 36

The researcher's challenge is how to package all of the information into a coherent report.

Question 37

The background sets the context for the research and addresses such things as the overall goal of the research and the decisions to be made.

Question 38

Research management involves overseeing the development of:

A) communication systems.
B) schedules
C) client profitability
D) all of the above
E) none of the above

Question 39

The best project manager does all of the following except:

A) Lets the client define all the research objectives and design on his/her own
B) Executes the project flawlessly
C) Monitors the project closely
D) Delivers beyond expectations
E) Provides insights about the findings

Question 40

Which of the following was perceived as the most important interpersonal factor between marketing research suppliers and users?

A) perceived integrity of the researcher
B) perceived ability of the researcher
C) amount of client interaction
D) ability of the researcher to interpret the data in a user-friendly manner
E) All of the above are equally important.

Question 41

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

Question 42

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 43

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

Question 44

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

Question 45

Clients prefer a marketing research supplier that is project focused.

Question 46

Important information in a report should be highlighted in bright colors.

Question 47

Recommendations should offer a differential advantage to the client.

Question 48

Current technology precludes using the Internet to facilitate marketing research presentations that utilize PowerPoint 2000.

Question 49

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

Question 50

Low involvement by a client with a marketing research supplier may result in the results of a marketing report not being used.

Question 51

Clients always expect a presentation of the research results.

Question 52

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

Question 53

Conclusions are derived through the process of deduction.

Question 54

Research management has only one important goal.

Question 55

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

Question 56

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

Question 57

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 58

A major problem with the effective use of marketing research information is that different marketing managers use and value research information differently.

Question 59

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

Question 60

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

Question 61

Top management's support and approval of marketing research has little to do with how effectively the results of the report are utilized by middle marketing managers.

Question 62

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

Question 63

Canada is a world leader in marketing research outsourcing firms.

Question 64

Encouraging risk taking among marketing research staff can pay off if the risks are measured, but employees should also be strongly cautioned.

Question 65

Time management is important in marketing research because clients often have a specified time schedule that they must meet.

Question 66

Asking a vendor for the academic background and experience of the persons slated to work on the project is considered unprofessional.

Question 67

If a marketing research firm plans to subcontract any part of a project, it's better not to give this information to the client.

Question 68

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 69

By reducing the organizational distance between the client and staff members, it is easier for them to appreciate the client's situation and focus on serving his or her needs.

Question 70

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 71

A 66 percent majority of adults believe, wrongly, that the phrase "margin of error" includes calculation of errors caused by how the questions are worded.

Question 72

The two most important things a client wants in a vendor are confidentiality and honesty.

Question 73

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

Question 74

Incidence rate problems increase the amount of time required to complete the sample of a project, but can also lower the cost of data-collection.

Question 75

Asking a client for their budget on a project helps the research firm to learn what the client has in mind.

Question 76

The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.

Question 77

Outsourcing is becoming a popular way for research firms to cut costs.

Question 78

Providing regular updates can increase client confidence in the research process.

Question 79

Employee liability is an important issue when a research supplier outsources to third-party providers.

Question 80

To get the attention of senior management, researchers must move beyond crunching numbers to analyzing the information and providing results.