47) The marketing research report is a factual message that transmits research results,
conclusions, vital recommendations, and other important information to the client, who in turn
bases his or her decision making on the contents of the report.
48) The best research will drive the appropriate marketing action even if the audience has trouble
understanding the results and their meaning.
49) Clients are less concerned about the method and analytical tools used by the researcher than
they are about the relevancy of the findings to help them make decisions.
50) While the marketing research report is the product that represents the efforts of the marketing
research team, it is often not the only part of the project that the client will see.
51) Many managers will not be involved in any aspect of the research process but will use the
report to make business decisions.
52) If a marketing research report’s organization and presentation are faulty, the reader may
never reach the intended conclusions.
53) Computer-assisted questionnaire design tools, such as SurveyMonkey or Qualtrics, often
generate automatic reports, including tables and graphs, with the survey results presented in
inferential statistics.
54) To conduct higher-level statistical tests, researchers need access to the raw data of his or her
survey.
55) Marketing research reports are tailored to specific audiences and purposes, and researchers
must consider both in all phases of the research process, including planning the report.
56) All facts need to be documented within your report even if they are common knowledge or
can be easily verified.
57) Citing the work of others not only allows the researcher to avoid charges of plagiarism but
also adds credibility to his or her message.
58) Online sources are among the sources that do not require citation within a marketing research
report.
59) Interactive dashboards enable basic analytical tasks, such as filtering views, adjusting
parameters, making quick calculations, and drilling down to examine underlying data.
60) The elements of the marketing research report can be grouped into four sections: front
matter, body, end matter, and bibliography.
61) The front matter of a report consists of all pages that precede the first page of the report: the
title page, letter of authorization (optional), letter/memo of transmittal, table of contents, list of
illustrations, and abstract/executive summary.
62) The title page contains four major items of information: (1) the title of the document, (2) the
type of research conducted, (3) the organization/person(s) who prepared the report, and (4) the
date of submission.
63) The primary purpose of the letter/memo of transmittal is to orient the reader to the report and
to build a positive image of the report.
64) All tables and figures should be included in the title page, which helps the reader find
specific illustrations that graphically portray the information.
65) The abstract/executive summary provides an overview of the most useful information,
including the conclusions and recommendations.
66) The abstract or executive summary should be very carefully written, conveying the
information that is suitable for review only by top-level management.
67) Generally, only a few people will read a traditional marketing research report in its entirety.
Most will read the executive summary, conclusions, and recommendations.
68) Many formal reports contain repetitions and in many lengthy reports, repetition actually
enhances reader comprehension.
69) Research objectives should always be listed within the methods section.
70) The method describes, in as much detail as necessary, how the researcher conducted the
research, who (or what) the research subjects were, and what tools or methods were used to
achieve the objectives.
71) The method’s section should be detailed enough that it is clear how the data were collected
but not detailed enough that it could be replicated by others.
72) In situations in which research information will be provided in litigation, where there is
certain to be an adversary, a researcher may be asked to provide an exhaustive description of the
methods used in conducting the study as well as the methods that were not chosen.
73) Method refers to the tools of scientific investigation (and the tools used in a marketing
research project are described in detail in the method section of the report).
74) Researchers would describe their use of a probability sample for a particular study in the
methodology section of their paper. In short, use methodology, not method.
75) The results section is the main body of the report, should logically present the findings of the
research, and may be organized around the research objectives for the study.
76) Reporting all important limitations can add credibility to research, but may raise questions
regarding the research’s structure and scope.
77) The following statement is an example of methodology, “The reader should note that this
study was based on a survey of graduating students at a midsized public university in the
Southeast United States. Care should be exercised in generalizing these findings to other
populations.”
78) Conclusions are the outcomes and decisions researchers have reached based on his or her
research results.
79) An emerging trend in the marketing research industry is the expectation that researchers will
perform a continuing role with their clients, but not necessarily function as consultants in those
roles.
80) “Nice-to–know” information should not clutter the body of the report but should instead be
inserted at the end for the reader who desires or requires additional information.
81) A reference page contains notes at the end of a document that provide supplementary
information or comments on ideas provided in the body of the report.
82) An endnotes list contains all of the sources from which information was collected for the
report.
83) The client needs signals and signposts within a marketing research report that serve as a
roadmap. Headings and subheadings perform this function.
84) A well-organized report with appropriate headings and subheadings will substantially
improve readability.
85) Visuals are tables, figures, charts, diagrams, graphs, and other graphic aids that concisely
present information that might otherwise be difficult to comprehend.
86) The key to a successful visual is a clear and concise presentation that conveys the message of
the report. The selection of the visual should match the presentation purpose for the data.
87) Sometimes misrepresenting information is intentional (as when a client asks a researcher to
misrepresent the data to promote his or her “pet project”) or it may be unintentional.
88) Truncated graphs (having breaks in the scaled values on either axis) are acceptable whether
or not the audience is familiar with the data since it improves comprehension.
89) The purpose of the oral presentation is to succinctly present the information and to provide
an opportunity for questions and discussion.
90) There is an emerging trend to use a number of alternative innovative ways to present
findings. However, many of these new ways are unproven as to their effectiveness.
91) Results uncovered from a marketing research study will ultimately have little or no effect on
how a company conducts its business if the insights gained from the project are not disseminated
across a firm to all the essential operating units and become part of the “lifeblood” of the
organization.
92) Web-based platforms, often called “dashboards,” are an increasingly popular means of
disseminating research throughout an organization.
93) Why is the marketing report important both for the client and the marketing researcher? Why
is the communication of the results critical?
94) Preparing and writing the marketing research report is an important step in the culmination
of a research project. Describe the tools and advances involved in the report writing process.
95) Positioning the report for the audience is critical. Describe the basic guidelines that
researchers need to keep in mind as he or she writes a report that is properly positioned for the
audience.
96) Plagiarism should be avoided in marketing report writing. Discuss the importance of
properly referencing sources. What sources now exist for detection of plagiarism?
97) There are guidelines and principles for the written report. Describe how form, format, style,
and visuals enhance delivery of a written report.
98) The use of visuals is an important aspect of the marketing research report. How does a
marketing researcher accurately represent data using visuals, such as figures, tables, charts, and
graphs? What are common visuals and what each identifies or illustrates.
99) What are some alternate ways researchers may report findings? What are some important
things researchers have to keep in mind when using alternate or innovative reporting vehicles?
100) Why is the dissemination of results across an organization important? What are some of the
key methods for doing so?