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1 | |
A marketing research manager prepares a report of his research project. All of the following could be the objectives of his report, EXCEPT: |
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| | A) | to effectively communicate the findings of his study |
| | B) | to generate statistical evidence that supports top management's gut feel |
| | C) | to provide recommendations based on the interpretation of his findings |
| | D) | to establish the credibility of his research project |
| | E) | to serve as a future reference document for strategic or tactical decisions |
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2 | |
When communicating the findings of a research project, the researcher must include all of the following, EXCEPT: |
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| | A) | All the computer outputs generated during the data analysis step |
| | B) | The objectives of the research study |
| | C) | A description of the research methods used in the analysis |
| | D) | Interpretation and summation of the findings |
| | E) | Conclusions based on data analysis |
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3 | |
Which of the following statements is FALSE about communicating research findings to the client? |
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| | A) | The researcher should try to display findings in tables, graphs, or charts |
| | B) | The researcher should try to provide interpretation of the research findings |
| | C) | The researcher should try to stay focused on the original research objectives while presenting the findings to the client |
| | D) | The researcher should communicate the findings of the study and not the methodology that was used to achieve those findings |
| | E) | The researcher should recognize that the clients may not be very knowledgeable about sampling methods and statistical techniques. |
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4 | |
When writing a research report, a researcher should follow all of the following, EXCEPT: |
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| | A) | Make an outline of all major points |
| | B) | Use short, concise sentences and paragraphs |
| | C) | To maintain the integrity of the report, never rewrite the report |
| | D) | Always say exactly what you intend to say. |
| | E) | Always keep the reader informed of where the topical development of the report is headed. |
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5 | |
Which of the following is not typically included in an executive summary of a report? |
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| | A) | research objectives |
| | B) | a detailed description of the sampling method |
| | C) | concise statement of methods |
| | D) | summary of key findings |
| | E) | conclusions and recommendations |
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6 | |
Upon reading a report's introduction, a reader should know all of the following, EXCEPT: |
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| | A) | How are the terms used in the study defined? |
| | B) | What exactly is the report about? |
| | C) | What were the major statistical packages used to conduct the analysis and why? |
| | D) | Why was the research conducted? |
| | E) | What are the relationships between the current study and past or future research endeavors? |
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7 | |
After reading the section on Research Methods and Procedures, a reader should be able to tell: |
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| | A) | What was done? |
| | B) | How it was done? |
| | C) | Why it was done? |
| | D) | All of the above |
| | E) | Only a and b |
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8 | |
All of the following items can be put in an Appendix of a research report, EXCEPT: |
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| | A) | A table of recommendations |
| | B) | A copy of the questionnaire |
| | C) | A copy of the interviewer form |
| | D) | A detailed sampling map |
| | E) | Details of statistical calculations |
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9 | |
A multimedia presentation can include the use of: |
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| | A) | sound |
| | B) | animations |
| | C) | color graphics |
| | D) | streaming video |
| | E) | All of the above |
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10 | |
The name and title of the person making the presentation as well as the names of the client organization and marketing research firm, should appear approximately at which stage of an oral presentation? |
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| | A) | in the beginning of a presentation |
| | B) | approximately one-third into a presentation |
| | C) | approximately half-way into a presentation |
| | D) | approximately two-thirds into a presentation |
| | E) | at the end of a presentation |
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11 | |
All of the following belong in an oral presentation, EXCEPT: |
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| | A) | Title of the presentation and the name of the individual doing the presentation |
| | B) | Information indicating the objectives of the research and the specific research questions to be addressed |
| | C) | A summary of expenses and invoice for client billing |
| | D) | Information highlighting the key research findings |
| | E) | Information on conclusions and recommendations |
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12 | |
Generally speaking, the researcher conducting the study should focus on communicating the research findings; s/he should abstain from providing interpretation of those findings. |
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| | A) | True |
| | B) | False |
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13 | |
An important objective for a research report is to serve as a reference for future projects. |
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| | A) | True |
| | B) | False |
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14 | |
When presenting results based on sophisticated statistical techniques (such as ANOVA or Discriminant Analysis), the researcher should work on the assumption that the reader knows about the technique and thereby avoid providing any descriptions of the technique used in the report. |
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| | A) | True |
| | B) | False |
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15 | |
In order to keep the credibility of the research report intact, the researcher should downplay the limitations of the research study. |
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| | A) | True |
| | B) | False |