Chapter 13 Communicating Marketing Research Findings Chapter 13 Communicating Marketing Research Findings Multiple Choice Questions 1 Credibility A is the quality of a report that is related to its accuracy believability and professional organization B is building a report that is based on clear and logical thinking precise expression and accurate presentation C illustrates the major points of the report in a manner that is complete so as to provide a true representation of the entire document D is an extraneous event that places certain restrictions on the report and is normally mentioned when communicating the results E is a separate section of the research report Answer A Difficulty Easy Page 344 2 A researcher prepares a report that has several grammatical errors and a couple of calculation errors This will most directly affect the report s A objectivity B believability C reference use D credibility E user friendliness Answer D Difficulty Easy Page 344 3 Which of the following is included in the title page of a report A Questionnaire B Total budget of the report C Statistical calculations D Detailed sampling map E Date of the report Answer E Difficulty Easy Page 346 4 Which of the following sections in a report highlights each topical area the subdivisions within each area and corresponding page numbers A Table of contents B Title page C Executive summary 2013 by McGraw Hill Education This is proprietary material solely for authorized instructor use Not authorized for sale or distribution in any manner This document may not be copied scanned duplicated forwarded distributed or posted on a website in whole or part 13 1 Chapter 13 Communicating Marketing Research Findings D Introduction E Appendix Answer A Difficulty Medium Page 346 5 Which of the following is true of the executive summary A It contains complex detailed or technical information not necessary for the formal report B While the executive summary comes near the front of the report it should actually be written last C It contains background information necessary for a complete understanding of the report D It lists the topics of the report in sequential order E It must contain the name position employing organization address and telephone number of the person submitting the report Answer B Difficulty Medium Page 346 6 Janice is waiting for a research report to prepare for her 3 00 p m meeting Instead of receiving the report that morning at 10 00 a m she gets it 15 minutes before the start of the meeting Given this short time Janice can afford to read only one section of the report Which of the following sections should she read to benefit the most from the report A Introduction B Table of contents C Executive summary D Data analysis and findings E Conclusions and recommendations Answer C Difficulty Medium Page 346 7 How are conclusions different from recommendations A Conclusions are derived from secondary research whereas recommendations are derived from primary research B Conclusions list the topics of the report in sequential order while recommendations highlight each topical area subdivisions within each area and corresponding page numbers C Recommendations are broad whereas conclusions are very narrow D Conclusions concisely explain research findings and the meaning that can be attached to the findings whereas recommendations are for appropriate future actions E Recommendations are internally generated while conclusions are externally generated Answer D Difficulty Medium Page 346 347 2013 by McGraw Hill Education This is proprietary material solely for authorized instructor use Not authorized for sale or distribution in any manner This document may not be copied scanned duplicated forwarded distributed or posted on a website in whole or part 13 2 Chapter 13 Communicating Marketing Research Findings 8 A researcher wants to include some background information and some definition of terms in her research report Where should she include these in her report A Executive summary B Introduction C Research methods and procedures D Data analysis and conclusions E Appendices Answer B Difficulty Medium Page 347 introduction 9 Which of the following is true of the in a report A It lists specific research objectives and questions the study was designed to answer B It focuses on specific marketing tactics or strategies the client can use to gain a competitive advantage C It summarizes the findings of a research D It indicates the subject of the report and the name of the recipient along with his her position and organization E It lists the topics of the report in sequential order Answer A Difficulty Medium Page 347 is to section methods and procedures 10 The objective of the A give background information for a complete understanding of the report B list specific research objectives and questions the study was designed to answer C convey why the research was undertaken and to summarize the key findings D communicate how the research was conducted E give a brief statement of conclusions and recommendations Answer D Difficulty Medium Page 348 in a report data analysis and findings portion 11 Which of the following is true of the A When writing a report the information must be explained in the body of the report with technical output and language B It is an undifferentiated collection of the research findings C Data analysis requirements are uniform for all projects so the presentation of findings is the same for each project D When reporting results writers should state that the results are obvious or self evident E All results must be logically arranged to correspond with each research objective or research question listed in the report Answer E Difficulty Medium 2013 by McGraw Hill Education This is proprietary material solely for authorized instructor use Not authorized for sale or distribution in any manner This document may not be copied scanned duplicated forwarded distributed or posted on a website in whole or part 13 3 Chapter 13 Communicating Marketing Research Findings Page 349 reporting a study s findings 12 Which of the following is true of the process of A Researchers prefer to report means of thematically related variables in bar charts or pie charts but not in tables as the entire question cannot be portrayed B When writing a report the information must be explained in the body of the report with technical output and language C The process for creating a pie chart is similar to that used for creating the bar
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