Deck 19: A: Communicating the Research Results

Question 1

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

Answer 1

A

Question 2

The conclusion should always include at least some statistical information.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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

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

Question 5

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 6

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 7

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 8

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 9

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 10

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

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

Question 11

Presenting with more confidence may not be enhanced by which of the following?

A)visualizing success
B)practicing
C)meeting the audience before you present
D)realizing that you are the expert
E)none of the above

Question 12

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 13

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 14

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 15

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 16

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

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 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 19

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

Question 20

____________ 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 21

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

Question 22

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

Question 23

Clients always expect a presentation of the research results.

Question 24

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

Question 25

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

Question 26

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 27

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 28

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

Question 29

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

Question 30

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

Question 31

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 32

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

Question 33

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 34

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

Question 35

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

Question 36

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

Question 37

Compare and contrast the conclusions and recommendations portions of the research report.

Question 38

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

Question 39

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