Question 1

If you are trying to determine the best way to present data in a table, you should refer to the ________ for suggestions.
A)guidelines for tables
B)guidelines for graphs
C)guidelines for report writing
D)guidelines for oral presentations

Accepted Answer

The guidelines for tables would provide specific suggestions for presenting data in a clear and organized manner. Guidelines for graphs may not be as relevant if the data is best presented in a table format. Guidelines for report writing and oral presentations may be helpful for overall presentation, but may not address specific table design considerations.

Question 2

________ are used to set off data items in the written report.
A)Leaders
B)White spaces
C)Dots
D)Hyphens

Accepted Answer

White spaces are commonly used to separate or set off data items in a written report. This includes spaces between words, paragraphs, tables, and other elements of the report. Hyphens and dots are used for specific purposes, such as to indicate a range or to list items in a sequence, but they are not generally used to create separation or organization within the report. Leaders, on the other hand, are a type of formatting element that is used to create a visual connection between two sections of text.

Question 3

A ________ can be used to present absolute and relative magnitudes, differences, and change.
A)line chart
B)pictograph
C)bar chart
D)histogram

Accepted Answer

A bar chart is versatile and can be used to display absolute and relative magnitudes, differences, and change. It also allows for easy comparison between different categories or groups. While line charts can show trends over time and pictographs can be useful for representing quantities with visual aids, a bar chart is the most effective for presenting the mentioned types of data. Histograms, on the other hand, are typically used to display the distribution of a dataset.

Question 4

All of the following should be considered when writing the marketing research report except ________.
A)how easy the report is to follow
B)the arrangement of data items
C)who the reader will be
D)how to present the information objectively

Accepted Answer

The answer of All of the following should be considered...

Question 5

The ________ is often the only portion of the marketing research report that executives read.
A)title page
B)letter of transmittal
C)letter of authorization
D)executive summary

Accepted Answer

The executive summary is a condensed version of the entire marketing research report and is often the only portion that executives read because they don't have time to go through the entire report. It provides a quick overview of the research objectives, methods, findings, conclusions, and recommendations.

Question 6

If you are trying to decide if something should be included or left out of the marketing research report, you are being mindful of the ________ element of report writing.
A)terse
B)comprehensive
C)objective
D)none of the above

Accepted Answer

The answer of If you are trying to decide if...

Question 7

A marketing research report should do all of the following except ________.
A)be written for a specific reader or readers
B)take into account the reader's technical sophistication and interest in the project
C)use technical jargon
D)take into account the circumstances under which the report will be read

Accepted Answer

A marketing research report should not use technical jargon as it can be difficult for the reader to understand and can make the report less effective. The report should be written for a specific reader or readers, taking into account their technical sophistication and interest in the project, and the circumstances under which the report will be read.

Question 8

A list of tables, list of graphs, list of appendices, and list of exhibits are found in which part of the marketing research report?
A)table of contents
B)letter of transmittal
C)letter of authorization
D)executive summary

Accepted Answer

A list of tables, list of graphs, list of appendices, and list of exhibits are typically placed in the table of contents of a marketing research report.

Question 9

In order for the report to accurately present the methodology, results, and conclusions of the project, without slanting the findings to conform to the expectations of management, the research must be ________.
A)terse
B)comprehensive
C)objective
D)none of the above

Accepted Answer

The report must be objective in order to present an unbiased and fair representation of the research and its results. Terse may not provide enough information, and comprehensive alone does not ensure objectivity. "None of the above" is not an appropriate answer as at least one option is correct.

Question 10

________ do not depict results precisely, hence, caution should be exercised when using them.
A)Line charts
B)Pictographs
C)Bar charts
D)Histograms

Accepted Answer

Pictographs use icons or symbols to represent data, which can lead to imprecision in depicting exact values or results, especially when the data involves large numbers or requires detailed comparison.

Question 11

The ________ section of the marketing research report highlights the discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered.
A)table of contents
B)approach to the problem
C)title page
D)problem definition

Accepted Answer

The answer of The ________ section of the marketing research...

Question 12

The ________ section contains a clear statement of the management decision problem and the marketing research problem.
A)approach
B)problem definition
C)limits and caveats
D)research design

Accepted Answer

The problem definition section typically includes a clear statement of the management decision problem and the marketing research problem. The approach section outlines how the research will be conducted, the research design section outlines the specific methodology that will be employed, and the limits and caveats section outlines any limitations or potential biases in the research.

Question 13

If you are trying to write about the budget, timeframe, and other organizational constraints pertaining to the marketing research project without eroding the client's confidence in the research or unduly minimizing the importance of those topics, you are working on the ________ section of the marketing research report.
A)approach
B)problem definition
C)limits and caveats
D)research design

Accepted Answer

The limits and caveats section of the marketing research report addresses any constraints, such as budget, timeframe, and organizational limitations, that may impact the research process and findings. It is important to communicate these constraints while also maintaining confidence in the research and emphasizing its importance.

Question 14

The ________ section of the marketing research report 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.
A)approach to the problem
B)problem definition
C)research design
D)both A and B

Accepted Answer

The answer of The ________ section of the marketing research...

Question 15

Effective oral presentation techniques include all of the following except ________.
A)the use of visual aids displayed with a variety of media
B)allowing sufficient opportunity for questions, both during and after the presentation
C)not spending much time on the reason for the research and getting to the results quickly
D)constant eye contact and interaction with the audience

Accepted Answer

Spending time on the reason for the research is important for providing context and a clear understanding of the research objectives. Skipping over this can result in confusion and detract from the effectiveness of the presentation. The other options listed are effective techniques for delivering a successful oral presentation.

Question 16

________ are an attractive way of illustrating trends and changes over time.
A)Line charts
B)Pictographs
C)Bar charts
D)Histograms

Accepted Answer

Line charts are specifically designed to show changes and trends over time, with the data points connected by lines. They are easy to read and can be customized with different colors and styles to make them more visually appealing. Pictographs and bar charts are better for showing comparisons between different categories or groups, and histograms are used to display the distribution of data.

Question 17

Which statement is not true about the research design section of the marketing research report?
A)The topics should be presented in a non-technical, easy to understand manner.
B)The technical detail should be included in an appendix.
C)A description of the theoretical foundations that guided the research should be included.
D)This section of the report should justify the specific methods selected.

Accepted Answer

This statement is not true because a description of theoretical foundations that guided the research should be included in the Introduction section of the marketing research report, not the research design section. The research design section should focus on describing and justifying the specific methods selected for the research project.

Question 18

________ can be used to display the steps or components of a process.
A)Pie charts
B)Pictographs
C)Schematic figures and flow charts
D)Geographic maps

Accepted Answer

Schematic figures and flow charts are designed specifically to show the steps or components of a process in a clear and organized way. Pie charts and pictographs are better suited for showing proportions or comparisons, while geographic maps are used to display spatial relationships.

Question 19

As a general guideline, a pie chart should not require more than ________ sections.
A)six
B)seven
C)eight
D)ten

Accepted Answer

Pie charts are most effective with around five to seven sections. Beyond this range, they can become cluttered and difficult to interpret, making seven a practical upper limit for clarity and readability.

Question 20

________ can communicate relative location and other comparative information.
A)Pie charts
B)Pictographs
C)Schematic figures and flow charts
D)Geographic maps

Accepted Answer

Geographic maps are designed to communicate relative location and other comparative information such as topography, population density, and land use. Pie charts are used to display numerical data in proportions, pictographs use pictures or icons to represent data, and schematic figures and flow charts are used to communicate processes and information flow.

Quiz 23: Report Preparation and Presentation

If you are trying to determine the best way to present data in a table, you should refer to the ________ for suggestions.

________ are used to set off data items in the written report.

A ________ can be used to present absolute and relative magnitudes, differences, and change.

All of the following should be considered when writing the marketing research report except ________.

The ________ is often the only portion of the marketing research report that executives read.

If you are trying to decide if something should be included or left out of the marketing research report, you are being mindful of the ________ element of report writing.

A marketing research report should do all of the following except ________.

A list of tables, list of graphs, list of appendices, and list of exhibits are found in which part of the marketing research report?

In order for the report to accurately present the methodology, results, and conclusions of the project, without slanting the findings to conform to the expectations of management, the research must be ________.

________ do not depict results precisely, hence, caution should be exercised when using them.

The ________ section of the marketing research report highlights the discussions with the decision makers and industry experts, and discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered.

The ________ section contains a clear statement of the management decision problem and the marketing research problem.

The ________ section of the marketing research report 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.

Effective oral presentation techniques include all of the following except ________.

________ are an attractive way of illustrating trends and changes over time.

Which statement is not true about the research design section of the marketing research report?

________ can be used to display the steps or components of a process.

As a general guideline, a pie chart should not require more than ________ sections.

________ can communicate relative location and other comparative information.