The marketing research report transmits all of the following EXCEPT: a. conclusions b. research results c. visuals d. implementation plans e. vital recommendations
All of the following are characteristics of the research report's executive summary EXCEPT:
a. also referred to as an abstract
b. provides an overview of the most useful information, including the conclusions and recommendations
c. i s a "skeleton" of the research report
d. serves as a summary for the busy executive or a preview for the in-depth reader
e. provides an in-depth analysis explaining the specifics of items included in the appendix
e. provides an in-depth analysis explaining the specifics of items included in the appendix
All of the following are characteristics of the research report body EXCEPT: a. contains the marketing research firm's certification to do the project b. contains an explanation of your methods c. contains a fair amount of repetition with other sections of the report d. contains a statement of limitations e. contains a discussion of your results
a. contains the marketing research firm's certification to do the project
All of the following are characteristics of the methods section of the research report EXCEPT: a. describes who (or what) the subjects were b. details procedures used in conducting the research. c. describes in detail how the research was conducted d. also appropriately called the methodology section e. describes what tools or methods were used to achieve the objectives
d. also appropriately called the methodology section
Which of the following is not true of plagiarism? a. Words can be thought of as property. b. Plagiarismis derived from a Latin word for kidnapping a Roman citizen's slave. c. Avoiding plagiarism
involves respect for the original author's work. d. The Web is public domain and is "free for the taking." e. Information found online must be documented.
d. The Web is public domain and is "free for the taking."
What typically belongs in a marketing research report's body?
method How you
gathered the data, determined the sample size, etc. would be a central part of the body.
What is the primary purpose of the letter/memo of transmittal?
It provides the client firm with a name in the research organization providing the report.
One of the recommended methods to help you organize your report is to use _____.
What is a concern that is shared with both the written and oral presentation of research?
T or F: There is no reason to change the way we access and consume research from the way it has been done in the past.
T or F: Online reporting software electronically distributes marketing research reports to selected managers in an interactive format that allows each user to conduct his/her own analyses.
T or F: The elements that must be considered when you are preparing the report can be grouped in three sections: introduction, summary, and conclusion.
T or F: You cannot prepare pie-charts using SPSS since it is a data analysis software.
T or F: Use a memo for transmittal of the research report outside your organization and a letter within your own organization.
False It's just the opposite
T or F: The abstract or executive summary provides an overview of the most useful information, including the conclusions and recommendations.
T or F: Method and methodology mean the same thing.
T or F: The results section is the major portion of your report and should logically present the findings of the research.
T or F: Never discuss limitations you encountered during the research process in the research report as it will reduce credibility.
T or F: Recommendations are the outcomes and decisions you have reached based on your research results.
False This refers to conclusions
T or F: A paragraph is not worth writing unless it contains more than 30 lines.
T or F: Truncated graphs are acceptable in any situation.
The elements of a marketing research report include the front matter, body, and end matter. Briefly discuss what each element entails:
Front Matter
All pages that precede the first page of the report-the title page, letter of authorization, letter/memo of transmittal, table of contents, list of illustrations, and abstract/executive summary.
Body
The
bulk of the report. It contains an introduction, an explanation of methods, a discussion of results, a statement of limitations, and a list of conclusions and recommendations.
End Matter
Contains additional information e.g. appendices, to which the reader may refer for further reading but that is not essential to reporting the data.
What is the difference between conclusions and recommendations and what is the researcher's role regarding them?
Conclusions are outcomes or decisions based on results. Recommendations are suggestions for how to proceed based on conclusions. Unlike conclusions, recommendations may require knowledge beyond the scope of the research findings themselves, that is, information on conditions within the company, the industry, and so on. Therefore, researchers should exercise caution in making recommendations.